In order to survive and thrive in today’s competitive marketplace, businesses must be proactive in designing experiences that customers love.

Alder Yarrow has spent 25 years creating customer experiences for some of the world’s top brands including Twitter, Home Depot, Wal-Mart, Tesla Motors, and more.

In this episode, Dart and Alder discuss experience design and experience modeling. They discuss how employers might think of employees as customers to better meet their needs,  the challenges of transforming a brand, experience design versus user experience, and other topics.

Topics Include:
- How to understand what customers want
- Experience design
- Experience modeling
- Experience design for the American Cancer Society
- In-context studies and why they’re important
- The Manager Work Practice Study 
- Grounded Theory 
- Jobs-To-Be-Done Theory
- The Say-Do Gap 
- Trauma-Aware Management 
- And other topics…

​​Alder Yarrow has spent 25 years creating customer experiences for some of the world’s top brands. He has led mission-critical brand and experience design engagements for brands including Google, Twitter, Home Depot, Wal-Mart, Gymboree, Cisco, HP, Motorola, Fidelity, Anki, Blurb, Starwood, Subaru, and Tesla Motors. Most recently, Alder served as the Chief Experience Officer at Cibo, a brand and customer experience agency (acquired by Projekt202) dedicated to creating winning brands and products by applying design thinking to business.

Beyond his work as an advisor and marketing executive, Alder writes and publishes the blog, vinography.com. In 2013, vinography.com was nominated for a James Beard award. San Francisco Magazine has called Alder “The Wine World’s Brightest Cyberstar” and he is widely accepted as a pioneer of wine blogging.

Resources Mentioned:
The Innovator's Dilemma by Clayton M. Christensen: https://www.amazon.com/Innovators-Dilemma-Technologies-Management-Innovation/dp/1633691780
Alder’s blog, Vinography: https://www.vinography.com/ 

Work with Dart:
Dart is the CEO and co-founder of the work design firm 11fold. Build work that makes employees feel alive, connected to their work, and focused on what’s most important to the business. Book a call at 11fold.com.