Skift Take
The day when intelligent or invisible design is no longer either of those things, rather simply just commonplace design, is slowly getting closer, and Wise's talk will explain what travel brands should do to reach that point.
Rick Wise will speak about applying behavioral science to experience design at the Skift Global Forum on October 14 and 15 in Brooklyn, New York. See the complete list of amazing speakers and topics at this year’s event.
Rather than focusing on superior service or intelligent design separately, many hotels now seek to find the intersection of the two so guests remember both and see them as equally important in helping recall what their experience was.
Lippincott is a creative consultancy that focuses on the emotional and creative tools brands need to better communicate to consumers. Lippincott has worked with several hotels including Hyatt brands as well as airlines like Southwest and United, to reinvent their look, feel and message that touches travelers during all aspects of their stays or journeys.
Rick Wise has been Lippincott's CEO since 2009 and has more than 25 years experience in management consulting with particular interests in brand strategy development, brand portfolio management, and experience innovation. Skift recently spoke to Wise about how behavioral economics influence experience design at a time when every major hotel chain has launched a lifestyle brand and some airlines such as Southwest try to appear a little more human.
Skift: Can you give a brief overview of behavioral economics and how that influences design?
Rick Wise: Absolutely, a lot of the work we do is around creating a brand logo, identity, brand ideas for a pipeline, and a name, but increasingly the real issue is highlighting those experiences that creates a connection with a client's customers to really drive brand success and differentiate themselves.
We're always in search of what's the most effective way to do that, so one of the things we've done recently is look at all of the literature out there and work in getting around behavioral economics and with an eye towards what does it tell us about how to be thinking about experiences?
In thinking of the hotel experience very broadly and the anticipat
