Space, Time and the Attendee: How the Attendee of Today is Affected by Physical Space and Time...
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Space, Time, and the Attendee Robert Lowe Vice President—Event Architect Nth Degree Events Paul Gould Designer MAYA Design, Inc.
description
Today’s event attendee is more time sensitive and commitment phobic than ever before. Their jobs mandate that one stay “connected” at all times. While this is not new, what is new is how it changes attendees' behaviors. From the “unseen” space boundaries to the appropriation of roles based upon these structures, event professionals must understand these factors when planning. This workshop will investigate: • How multi-generational audiences are changing events • How time constraints are affecting peoples' “interactions” • How people behave socially in different spaces • “Boundaries” and behavioral changes established by moving between them • How physical space appropriates role
Transcript of Space, Time and the Attendee: How the Attendee of Today is Affected by Physical Space and Time...
Space, Time, and the Attendeep , ,
Robert Lowe
Vice President—Event ArchitectNth Degree Events
Paul Gould
DesignerMAYA Design, Inc.g g
Essential Learning Components1. Consider the unique mindsets of the four distinct
generations of attendees.
2. Acknowledge and accept attendees’ timeconstraints.
3 D l d d d3. Develop personas as a way to understand and support attendee needs.
4. Pay attention to the social and behavioral impact that4. Pay attention to the social and behavioral impact that space has on event attendees.
5. Stay aware of boundaries where attendees maintain “sense of place” and form meaningful connections.
Questions to keep in mind
• How have attendees evolved over the past five years?
• What drives those changes?
• How has your event development, planning, and methodology changed in response to or anticipation ofmethodology changed in response to or anticipation of those changes?
• How do all of these changes alter the way attendees “consume” your event?
• How do the approaches we’ll cover differ from conventional approaches?conventional approaches?
User-Centered DesignUser‐centered design is a multi‐stage problem‐l i fsolving process for
understanding user needs, designing to
USABILITY ACCESSIBILITY
support those needs, and conducting real‐world tests to ensure
USER
user goals are met.UNDERSTANDABILITY
User Centered Design Event DesignUser-Centered Design = Event Design
G l C t i tGoals
d
Constraints
Attendee
Expectations Un‐met needs
Event Design = Experience Design
Experience Design from Whose Viewpoint?
As attendee can no longer be thought of as someone who attends an event. They must be understood . . .
as the eventas the event.
Today’s Attendee
Today’s Attendee
– Generational
– Persona
Effects of Time on Attendees
How does time affect and change attendees?
– Attention Economy
– Interaction value
Generation Review• Multiple generations
– Traditionalist (ages 64–79)
– Boomers (ages 46–63)
– Generation X (ages 30–45)
– Generation Y / Millennials (up to age 29)
• Generational differences
Generational Exercise
Generational Effects on Events
• Learning styles
– Events must “teach” to all learning styles and not just in sessions
• Approach to commitment and focus
• Work vs. personal time
• Different core values
Generational studies frame the design.Persona development . . .
id itguides it.
Understanding the Attendee PersonasUnderstanding the Attendee Personas• What is a persona?
Wh i i i d fi h ?• Why is it important to define them?
• How do you do it?
– Tasks– Goals– Motivations– Mindset– Context– ConstraintsConstraints– Capabilities
What is a persona?
• As defined by Wikipedia: “A persona is a fictitious y p pcharacter created to represent different user types within a targeted demographic…. Personas are useful in considering the goals, desires, and limitations of the users in order to help to guide decisions about a product ”product….
Why is it important to define them?
• Meet the expectations of attendees
• Understand attendees as people not just BISs
• Test your “design” against them
All this should be at the center of your decision‐making process.y g p
Analysis Method: PERSONA
Example: Using PersonasExample: Using Personas
How to Use How to Use Personas
Attention Economics
It’s an approach to the management ofIt s an approach to the management of information that treats human attention as a scarce commodity.as a scarce commodity.
Event Attention Economics
Understand that attendees have less time toUnderstand that attendees have less time to sort through more information. Tailor their activities so that they benefit from every activities so that they benefit from everyinteraction.
The Event Attention Economic Affect
• High value vs. time spend
– Weigh perceived value of every interaction vs. time commitment necessary
• Attendees demand the ability to consume an event when and how they choose
ApplicationsApplications
Generational Applications
• Laptop LaneLaptop Lane
Generational Applications
• Laptop LaneLaptop Lane
• Crypto Commons
Generational Applications
• Laptop LaneLaptop Lane
• Crypto Commons
S i R l t• Session Room layout
Persona ApplicationsThe primary use of these personas is by the Agile 2009 conference attendee for use inconference attendee for use in identifying sessions appropriate to attend. In particular attendees that don’t have a specific agenda may be interested in choosing sessions that closely match their role or interest level.
The secondary use for personas is for session proposers Sessionis for session proposers. Session proposers will “tag” their session proposals as being appropriate for one or moreappropriate for one or more attendee personas
Persona use scenarios
Event Attention Economic Applications
• Shrinking keynote and session presentation times
• Replay/recast
• Activity‐finding (“What’s happening now”?)
Measure of Success
• Measure number of hours on show floor, b i tt d d b f dnumber or sessions attended or number of days
at an event
Vs.
• Have attendees formed meaningful connections and accomplished their goals?
Spaces and BoundariesSpaces and Boundaries
Questions to keep in mind…
• How is the information space changing?
• Who/What are we designing for?
• How do we design spaces that enable, support, and empower users within the constraints of an attention economy?
Points of Interest
• It’s all about:
– Connections
– Designing for experiences
– Creating a shared ritual through storytelling, spectacle, and community
Design Exercise
Design Exercise
Design:g
. . . a “vase”. . . a vase
Design Exercise
Design:g
. . . a “way for people. . . a way for people to enjoy flowers in their home”
Design for Experience
Experience design, or “design forExperience design, or design for experience” is a name for enlarging scope to consider patterns of life, goals, scope to consider patterns of life, goals,activity, context, repeated use, learning, sharing, emotion, and more…while g, ,applying the design process.
Design for Experience
Are you providing answers to immediate problems?Are you providing answers to immediate problems?
OROR
Are you creating holistic experiences for your users?
Oscars 2009Oscars 2006
Oscars 2008
Oscars 2009Oscars 2009
Imagination Playground
Sociofugal vs Sociopetal Space
MAYA Neighborhoods vs. Cube Farm
IKEA as a constructed spaceIkea
Seattle Public LibrarySeattle Public Library
Example: RSA Conference
Session Rooms
Session Keynotes
Session Post-Keynotes
Post-Session Interactions
Modular Spaces
Modular Spaces
Public Lobby
Structured Spaces
Unplanned Spaces
Pathways
Common Spaces
Café Tables
Orientation and Roles
Orientation and Roles
Orientation and Roles
Blending
Secret SocietiesSecret Societies
Boundaries
Boundaries
Boundaries
Example: Carnegie Public Library
Carnegie Library of Pittsburgh | Pervasive Information Environment
Carnegie Library of PittsburghCarnegie Library of PittsburghCarnegie Public Library
Carnegie Library of Pittsburgh | Information Environment
What do Customers Experience?
Carnegie Library of Pittsburgh | Information Environment
Experience Depiction
Carnegie Library of Pittsburgh | Information Environment
Personas follow scenarios
Carnegie Library of Pittsburgh | Information Environment
Bridge the breakpoints
Carnegie Library of Pittsburgh | Information Environment
Th d f t j h ld The end of every customer journey should be the beginning of a new one
Carnegie Library of Pittsburgh | Information Environment
Make prototypes to explore options quickly
Carnegie Library of Pittsburgh | Information Environment
Carnegie Library of Pittsburgh | Information Environment
Information and space
Carnegie Library of Pittsburgh | Information Environment
After renovations, hidden information is broadcast into the space broadcast into the space
Carnegie Library of Pittsburgh | Information Environment
“Serendipitous” connections depend on a well-planned, sustainable framework for
publishing into the space
Carnegie Library of Pittsburgh | Information Environment
Now the electronic space and physical space interfaces are consistentp
So What?!
• Help all stakeholders make connections.
• Address holistic experiences.
• Build bridges over boundaries.
• Build spaces with personas and purposes in mind.
Field Research ActivityField Research Activity
Using our Developed Persona
Hypotheses to Test to Test, Experiences to Evaluate
Assumption-based Personas?
Th C iThe Player
The Partier
The ConnoisseurThe Player
The Escapist The Professional
The Player
The Partier
The Connoisseur
The Escapist
The Professional
Guidelines
• Where are we going?
• What are we looking for?– Tasks
– GoalsGoals
– Motivations
– Mindset
– Context
– Constraints
– Capabilities
Review
• What did you see?y
• What did we learn?
Relate
• Why is it important?
• How can you relate your findings back to your own challenges and responsibilities?responsibilities?
Thank You
Robert Lowe
Vice President—Event ArchitectNth Degree Events
Paul Gould
DesignerMAYA Design, Inc.g
281‐304‐[email protected]
g412‐488‐2900
