SXSW Interactive 2016 Keynote: Esteban Contreras - Identity and the Chemistry of Experience
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Esteban Contreras, SXSW Interactive 2016 featured speaker. For most of our history, the sense of self was something deeply personal; shared sparingly with a handful of trusted friends and family. Today, identity is a convergence of 3 dimensions: Personal, national & digital. Tech and culture have transformed identity into a medium of exchange. In a connected world, context is essential for meaningful interactions and user experiences. From social media and the sharing economy — to VR and autonomous cars — the future of the human race is being shaped by hackers and painters. And everyone has a role to play. Sprinklr's Director of Experience Design will describe what identity and the chemistry of experience mean for brands, startups and society. ► SXSW.com Q&A: http://www.sxsw.com/interactive/news/... ► Product Hunt Live Chat: https://www.producthunt.com/live/este... ► Twitter www.twitter.com/socialnerdia ► Instagram www.instagram.com/socialnerdia ► Snapchat www.snapchat.com/add/socialnerdia ► Facebook www.facebook.com/estebancontreras YouTube Video: https://www.youtube.com/watch?v=GKcftpA9XJ4
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SXSW Interactive 2016 Keynote: Esteban Contreras - Identity and the Chemistry of Experience
- 1. Esteban Contreras | @socialnerdia Director of Experience Design, Sprinklr identity & the chemistry of experience
- 3. Pieces of me on the mid 90’s internet
- 4. Modern Identity The Chemistry of Experience Experience Design 01
- 5. identity: noun iden·ti·ty ī-ˈden-tə-tē, ə-, -ˈde-nə- Who someone is. The qualities, beliefs, etc., that make a particular person or group different from others.
- 6. hello world
- 7. I was born & raised in Guatemala City
- 8. Classic Americanized kid from a foreign country
- 9. High School was is bizarre
- 10. My parents taught me to dream
- 12. My “American Dream” started in Dallas, TX
- 13. Hispanic
- 16. The world is flat, diverse * Source: HBR EMOTIONALLY EXPRESSIVE CONFRONTATIONAL AVOIDS CONFRONTATION EMOTIONALLY UNEXPRESSIVE U.S. Spain Mexico India Korea U.K. Germany Denmark
- 17. I joined Samsung so I could have brunch in Brooklyn* * not really
- 18. I joined Sprinklr because their name reminded me of Flickr* * not really
- 19. We moved to Vancouver, BC because life is short, Eh?
- 20. Fatherhood changed me* * Understatement of the year
- 21. ~ 50% of our personalities are built-in CTRL C
- 23. We take photos because we want to feel alive
- 24. We chose not to name our kid after an Instagram filter
- 25. My son will soon start updating his status* *OMG
- 26. Our social feeds reflect who we are ME ME ME ME What’s on your mind?
- 27. We all want to associate ourselves with admirable people
- 28. Identity has become a medium of exchange
- 29. Identity brings people together Luis Von Ahn Captcha, Duolingo Ricardo Arjona Singer- Songwriter Oscar Isaac Ex Machina, Star Wars VII
- 30. How most of us think of identityHOW OTHERS SEE ME HOW I SEE MYSELF HOW I THINK OTHERS SEE ME
- 31. DIGITALNATIONAL PERSONAL Biological, Sociocultural, Phycological Legal status, love of country The Internet and other DBs Identity is evolving
- 32. Identity is key to why we feel how we feel
- 33. Identity is key to why we feel how we feel
- 34. Modern Identity The Chemistry of Experience Experience Design 02
- 37. chemistry: noun [kem-uh-stree] The perceived value of the interaction of one identity with another How we feel about interacting with someone or something else
- 42. DUDE X DUDE X DUDE X DUDE XDUDE X DUDE X DUDE X DUDE X @ social nerdia GOT CHEMISTRY ? @ somerlea me!
- 43. BRAND X BRAND X BRAND X BRAND X BRANDCUSTOMER BRAND X GOT CHEMISTRY ? your brand! BRAND X BRAND X BRAND X BRAND X BRAND X BRAND X BRAND X
- 44. Chemistry —> F i r s t -Mover Advantage Best ^
- 46. Chemistry goes beyond first impressions LOVE REFERRAL AWARENESS RETENTION ACQUISITION
- 48. Purpose Price Vision BrandProduct CommunityDistribution EcosystemStorytelling ServicePersonality Onboarding
- 49. Purpose
- 50. Product
- 51. Vision
- 52. Brand
- 53. Distribution
- 54. Community
- 55. Personality
- 56. Price
- 57. Storytelling
- 58. Ecosystem
- 59. Onboarding
- 60. Service
- 61. Purpose Price Vision BrandProduct CommunityDistribution EcosystemStorytelling ServicePersonality Onboarding Experience-Driven Companies
- 63. Identity is key to experience-driven growth
- 64. Identity is key to experience-driven growth
- 65. Can people love brands in unloved categories? …
- 67. Modern Identity The Chemistry of Experience Experience Design03
- 68. Life is full of experiences
- 69. The last thing we need is crappy ones
- 70. experience: noun [ik-speer-ee-uh—ns] A particular instance of personally encountering someone or something A moment of interaction
- 71. Understanding customer expectations Tangible Intangible Memorable
- 72. Acquisition Loyalty Success Understanding customer needs
- 73. Understanding customer feelings “I do believe that we are capable of discerning far more than we are capable of articulating…” - Jony Ive
- 76. In a world of abundance, ideal experiences always win - Source: www.alexdanco.com WHAT PHONE ARE YOU GOING TO BUY? Good-enough Android iOS & Flagship Android DEMAND QUALITY / PRICE
- 78. We are all consumers of experiences Commodities Goods Services Experiences
- 79. Customer experience leaders earn a 43% greater return in the stock market - Forrester 89% of companies will compete mostly on customer experience by 2016 - Gartner
- 80. Great experiences don’t just happen … Ideal Experience Current Experience Gap: Customer Disappointment
- 83. It’s when feelings become beliefs.
- 87. UX + CX2 + EX EXPERIENCE DESIGN
- 88. How it works + looks + feels UX + CX2 + EX EXPERIENCE DESIGN
- 89. UX + CX2 + EX Contextual + Intelligent + Personal How it works + looks + feels PERSONALIZED EXPERIENCE DESIGN
- 90. EMOTIONAL (loves to) USABLE (will do) RELIABLE (can do) FUNCTIONAL (might do) mvp traction ideal state Experiences that feel tailor-made
- 91. Experience Design should be an internal priority Care Personally Challenge Directly
- 93. “In five years machine learning will enable computers to make the kinds of aesthetic choices that humans make today… This will enable massively more personalized experiences. ” Massively personal - Fast Company Matías Duarte VP, Material Design at Google
- 94. Software is (only getting started) eating the world … META PLATFORMS META PROGRAMMING META NARRATIVES Alphabet Amazon Apple Facebook PayPal … AI NLP Deep Learning Machine Learning Computer Vision Autonomous Cars IoT The Digital Home Mixed Reality (AR/VR) Sharing Economy The Blockchain … WeChat Speech Recognition
- 95. Rethink identity - GHH, 1930 VOGUE Archive Collection
- 96. Rethink the role of design
- 98. Rethink mobile
- 100. Rethink storytelling
- 102. Rethink industries