I want to share a cool experience with you…
I recently traveled from Denver to Florida. During my stay, I noticed the mention of “X: Business meets design experience” pop up.
I click through listened great conversation between Alan Hart and Nick HollandHead of Global Brand Experience, Vanish Reckitt Benckiser.
I listened and found myself admiring his overall approach to brand, product, customer and user experience design with a lovely sense of familiarity. Especially in an omnichannel world, experience design and innovation is something brands must embrace in order to gain attention and loyalty.
At the end of the conversation, he mentioned x as an inspiration for his thinking on experience design. It also inspired the institution’s overall design philosophy.
This book, no matter the date, is still way ahead of what brands and marketers need to be.
we recently entered reprint, I’d love to let you experience it, X. Book design itself is an example of experience design. It’s metadata, but it’s also part of the story.
I reached out to Nick for his recommendation. A leader like him can transform the sum of BX (brand) through experience design, UX, CX, SX (service).
His reply…
“Thank you so much for reaching out. X is the foundation of my approach to brand building at Reckitt and has been adopted by the organization to guide our creative process. Thank you for writing and sharing it with the world.”
To quote the wonderful Maya Angelou…
“People will forget what you said, they will forget what you did, but they will never forget how you made them feel.”
This is what experience really means. It doesn’t mean touchpoints, conversions, personalization, loyalty programs or omnichannel. An experience is a moment-to-moment feeling. This is what you design for…a feeling. This has to be baked into every touchpoint. It must inform your entire design, branding, marketing, service, product, commerce, loyalty, CX and UX strategy. It all starts with designing the experience and then directs the rest.
Thank you, Nick.
A little bit about Nick…
“He is passionate about using design as a tool to drive intentional brand experiences and understanding consumer spending habits to identify the touchpoints that will have the greatest impact. Nicks’ role is to build framework for the entire brand experience and translated this vision into a cohesive experience across every touchpoint in more than 70 countries.”
