Carrie Yury, Martha Cotton

BX is the new UX: Embracing the Business of Experience

Key Learnings

  • Understand what The Business of Experience is, and why it’s relevant in a post-pandemic world
  • See how the Business of Experience broadens the scope of UX and elevates the importance of human insight and human-centered design
  • Clearly articulate four keys to realize the promise of the Business of Experience.

World events in 2020-21 have had a profound effect on us all, leading to massive changes in consumer mindsets and behaviors. The structure of almost everything we do—how and what we buy, how and where we work, how we interact with others—has been thrown into question. People are searching for more, including brands that embody the purpose and meaning that they seek in their lives. In this context, UX and even CX are no longer enough; a brand’s vision and purpose play a critical role in its growth. Brands must organize their whole business around the delivery of exceptional experiences—the experience becomes THE business. These experiences must respond to customers’ new, often unmet and frequently changing needs and enable them to achieve their desired outcomes. This is the Business of Experience (BX).

Learning Objectives:

  • Understand what The Business of Experience is, and why it’s relevant in a post-pandemic world
  • See how the Business of Experience broadens the scope of UX and elevates the importance of human insight and human-centered design
  • Clearly articulate four keys to realize the promise of the Business of Experience.
  • Obsess about customer needs
  • Make experience innovation a habit
  • Expand the experience remit across the organization
  • Synch data, tech, and human agendas.

Date: Thursday, October 14th
Time: 15:15 - 16:00
Location: HALL 1b

Carrie Yury

Group Design Director and Research Practice Lead, Fjord

Carrie Yury, Group Design Director and Research Practice Lead at Fjord, has spent her career making things that matter. Over the past 20 years, the human-centered design research and strategy that she has led has helped design new products and services for employees and customers across a range of industries, from health care and automotive to electronics and high tech. An innovator, Carrie has pioneered new ways of working, including Agile Research and Living Strategy. As a maker, she brings her experience and perspective as a nationally known visual artist with her to solving problems in the business world.

Martha Cotton

Global Co-Lead, Fjord

Martha Cotton is a Managing Director with Accenture and is Global Co-Lead for Fjord. A seasoned consultant, with over 20 years working as an applied ethnographer, she joined Fjord in 2016 to lead the Design Research practice. Martha has spent her career studying how everyday people engage with products, services and brands, as well as helping her clients work differently and with a human-centered lens. Her career has had her collaborate with a range of practitioners including designers, engineers, business analysts, marcomms, and brand strategists. Prior to joining Fjord, she was a partner at gravitytank. Past experience also includes leadership roles at HLB, Hall & Partners and Sapient. Martha is on the faculty of Northwestern University’s MMM program–the Kellogg School of Management’s marquee Design Thinking degree–where she developed and now teaches the Design Research curriculum.

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