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CEO Desire Code
Presenter Profile: Denise is a Behavioural Economics and Experience Design Consultant. She has worked with hundreds of organisations in the UK and North America, in a career shaped by curiosity (and coffee) and her unique view of the world. She has spoken at many high-profile events and conferences, including TEDx, SXSW, Interface Health and Technology Summit and the UK House of Lords. Between 1999 and 2004, Denise was a member of the highly successful Great Britain Track Cycling Team, and she is a past British Women’s Sprint Champion and British 200m record holder. Prior to her athletic career, Denise was a Systems Engineer at BAE Systems, specialising in human-system interaction and cockpit design on the Eurofighter Typhoon. This is what started her career-long obsession with human-centred design and creating systems and services that are best matched to real human behaviour.
Presentation Title: Memory Design
Outline: Everything starts with memory. Our sense of identity, and our narrative about who we are and what is important to us. Memory is the most important factor when creating brand loyalty and having engaged customers. We aim to delight customers, so they will want to come back and tell their friends about us. This all depends on creating strong, positive, memories. Memories, however, are not the reliable factual hard-coded recall of events we may think they are. They can be unreliable and packed with experience biases and gaps in our reconstructions, and they can change over time. Also, memories are not created equally. Through research in experience design we have uncovered that many of the factors that create a positive experience for customers are also factors help us shape memories more strongly than others. It seems there are some situations where we are biologically wired to have a better ability to create, store and recall events. What if we were to look at these as design factors to create the conditions for customers to make more positive and lasting memories? What if there was a playbook for making stronger and better memories? This is memory design.