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X: The Experience When Business Meets Design Hardcover – October 19, 2015
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From the Inside Flap
Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you're not around?
Without defining experiences, brands will become victim to whatever people feel and share. In an always-on world where everyone is connected to information and also one another, customer experience is your brand.
Great products are no longer good enough to win in business. Creative marketing and delightful customer service too are not enough to succeed. Success and the future of business is experiential and this is the time to learn how to create and cultivate meaningful experiences.
This isn't your ordinary business book. It was actually designed to be a sensational experience. Its aesthetic is meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And the design of this book, along with what fills its pages, was done using the principles shared within.
Welcome to a new era of business in which your brand is defined by those who experience it.
The future of business lies in experience architecture and you are the architect.
From the Back Cover
EXPERIENCE IS THE MOST IMPORTANT THING IN BUSINESS.
YET, MOST EXECUTIVES AND ENTREPRENEURS NEGLECT THE VALUE OF DESIGNING EXPERIENCES FROM THE ONSET. THEY TALK, BUILD, AND SELL AROUND IT, WHILE STILL MISSING IT. WITH X, YOU WILL LEARN THE IMPORTANCE OF EXPERIENCE AND HOW TO DESIGN EXPERIENCES. WHY? BECAUSE EXPERIENCE IS EVERYTHING. EXPERIENCE IS HUMAN. EXPERIENCE IS SENSORY. THAT'S WHY THE FUTURE OF BRANDING IS EXPERIENCE ARCHITECTURE. IT'S PERSONAL. IT'S CULTURALLY AND CONTEXTUALLY RELEVANT. IT'S ASPIRATIONAL. AS YOU READ THIS BOOK YOU'LL QUICKLY REALIZE THAT IT'S INTENDED TO DELIVER A THOUGHTFUL AND INTENTIONAL EXPERIENCE. AND THAT'S THE POINT.
Top Customer Reviews
So if it is so great, what only four stars? I'll get to that.
What I think X does best is connect experience and brand. We've all known for a long time that a brand is simply a collection of experiences that people have with a product or service that they can bring to mind but few are able to adequately make that connection intentional. This book is the roadmap to becoming the brand of choice, the brand of conversation, the brand of sharing, the brand people buy. It doesn't matter if you are a service company, a product company, brick and mortar or online, the principles all apply.
Throughout the book you'll find many roadmaps that require you to actually do some work to come to the right conclusions for your business but you will if you do the work. The book is also full of well articulated case studies that show the outcome of the work for other companies, you'll find many you can relate to. The book also does a great job of showing you how to anticipate your customers wants and needs and get ahead of the curve in delivering experiences they desire but also experiences they don't even know they want yet and that is the competitive advantage this book gives.
The book is composed of 25 sections. It begins with What Is X and continues through Design, Persona, Storytelling and finishes with section 9.0, This is water - You'll have experienced the journey fully to finally understanding what is meant by the idea of customer experience but more importantly you'll know how to create them for your clients.
The section called The Grid will be of particular importance and may be one of the most profitable pieces of the book. In this section you'll develop a customer map where every ever leads to excellence at every connection. This is where designing your experience starts. The next very important segment of the book is journey mapping, it outlines the journey that your client takes throughout their lifetime with your company. We've often explored the idea of lifetime value of a customer but rarely do we explore what the journey looks like for the customer and where along the journey we can delight and surpass their expectations with experience.
Now here is the hard part and where the book fails and I'm not blaming the author for this at all, but it is the experience of reading the book itself. The book is full color, printed on heavy stock and that is the problem. As you are reading the book you'll come across pages that have a very dark background making them very hard to read in all but the best of light. And, if you want to use this as an actual working book, you'll have to add sticky notes to the book because on many pages you can't make notes in the margin because of the page color. This seems to be an emerging trend with a lot of books but if I can't easily read it and easily highlight it, it loses a star. For a book all about experience, the experience this one delivers is not quite there but that is completely trumped by the information inside. It is worth the aggravation to get the good stuff.
This book has the possibility of helping you create dramatic change in your business, change that will lead to raving fans and profitability. It isn't a fast read and it will take work but it is your roadmap to exceptional customer experiences.
This is a must read for every business owner, customer service team and CEO.
This book is in a long line of works that try to be graphically stunning -- showing off designer skills. while still conveying important information. The design too often overwhelms the content, making it less accessible and valuable to the reader. This is a paradox that a book about design could be designed in such a way as to make it less usable.
The basic point of the book is that experience increasingly determines who wins and loses in the digital economy. Its a concept that is well established by a number of other books. Solis goes one step further in showing you the elements of designing and developing experiences which is a real plus. But the book is rather unusable as its difficult to annotate -- given the dark pages. Its also difficult to read as the text is in different places on different pages. This is not a book you read -- its a book you look at, which is a shame because that can easily trivialize the content I am sure it will win print design awards, but print designers are not the 'users' or audience of this information -- not designing for the customer means its not designed.
The result is a book that you want to use and share with others, but the format gets in the way -- hence the three star rating.
In his book, Brian Solis explains that the experience a customer has with your brand is now the most important thing in business.
A great product, creative marketing and delightful customer service are no longer enough to succeed. Yet, most executives and entrepreneurs neglect the value of designing experiences from the onset. They talk, build, and sell around it, while still missing it.
Need some proof? In the book, Brian Solis cites a Bain & Company study of 362 companies. 80% of those companies thought that they were delivering a “superior experience.” In truth, only 8% were, according to their customers. And how did that 8% do it? They designed the customer experience.
The other 92% were focusing on design of just the product or service delivery. More than 50% of a customer experience is subconscious, or how a customer feels.
With this book, you will learn the importance of experience and how to successfully design experiences for every step of your customer’s journey.
And, to listen to an interview with Brian Solis about “X: The Experience When Business Meets Design,” visit MarketingBookPodcast.com.