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Looking Back to Move Forward

Quick Synopsis

In a world of limited resources, it’s critically important to focus on designing for the moments that have the greatest impact on our behavior. While our natural tendency is to try to make every touchpoint of the experience better, assuming this will correlate to preference and future behavior in favor of our brands and products, a great deal of research has also emphasized the importance of memory – mental models built on associations and previous experience. And because the drivers and dynamics of memory are different than those of experience, designing for memory requires a different lens and approach.

What to Expect

  • An interesting and actionable perspective on experience design rooted in applied behavioral science

  • Brand examples from consumer packaged goods, retail, travel, financial services and healthcare

  • The difference between experience and memory

  • Practical tips on how to design for memory, and how to leverage memory to drive behavior

What You'll Get Out of It

  • The starting points of a new playbook to design more engaging consumer experiences and build brand preference

  • A new approach to drive consumer decisions in the moments that matter most

  • More clarity and more questions about the intersection of design and behavior

Who Should Participate

The presentation integrates behavioral science with design, UX, brand, marketing, product management, innovation and insights, and will be highly valuable for anyone in these roles, as well as academics.

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