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).
- 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.