You might think that you have a pretty good idea of what experience strategy is. After all, you understand what business strategy is. And you understand what a customer experience is. But do you? So much of what has been described as strategic in the Experience Economy has very little to do with experiences or with strategy. My objective in this chapter is to describe what you will need to focus on if you are to create value from future experiences. Read More

If you look at most of the writings about artificial intelligence today, you will find that the focus is primarily on the impact that AI will have on companies and employees. Clearly, how we do our work will change as these very impressive platforms roll out. Companies will employ AI to help them increase productivity, simplify processes, move complex tasks from workers to robots, and on and on. Lots of empowerment. Lots of disruption.  Read More

No one wants digital tools that waste their time. 

We all want digital experiences to offer time well spent. People engage when smart tools understand them, their situation, and the jobs they want to be done. But too many companies today are still building digital platforms that waste people’s time. Read More 

It’s no secret that there is a continually-worsening clinician shortage in the US and that burnout is a leading cause driving highly qualified, experienced physicians from the profession at a time when the healthcare system needs them the most. Although the physician exodus is just one of the many serious problems fueling the US Healthcare system crisis, it is the most critical to address. Without a sufficient number of physicians, the infinite loop of increased patient acuity driving up the cost of care will spiral out of control, threatening the precariously fragile state of these institutions.  Read More

When someone checks into a hospital or physician’s office, they may feel stress, anxiety, uncertainty, and fear— and often, so do friends and family in their circle of care. At the same time, they expect a streamlined, positive experience. Many companies use experience-design methodologies

to ease these concerns and improve patient outcomes. One award-winning company, Flagler Health+, which includes a 335-bed hospital that has a 130-year legacy of caring for the community, joined the Digital Healthcare Collaborative to do just that—take friction out of the patient experience through ideation and co-creation research. Read More

O’Charley’s, a 50-year-old casual-dining chain, offers comfort food with a Southern accent in a welcoming atmosphere. However, as the casual dining category became more competitive and their guest’s expectations evolved, O’Charley’s lost market share and sales. They needed to outline a path to restore market share and increase sales by identifying the most important current and future customer jobs-to-be-done that would revitalize the brand and create new value. Read More

The end goal of people who go to fitness centers isn’t access to the equipment or trainers; it is to get in shape. The overriding reason people go to their doctor or check into a hospital is not to obtain drug prescriptions, a medical examination, or therapeutic procedures; it is to get well. And students’ primary motive for going to college is not to buy a lot of books, have their papers and exams graded by professors, or even have the classroom and all-around college experience; it is to gain skills or expertise and pursue a career. Read More