Lippincott’s Rick Wise on Applying Behavioral Science to Experience Design at Skift Forum

Rick Wise, CEO of Lippincott, spoke today at the Skift Global Forum.

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.

Wise’s talk “The Happiness Halo: The Unexpected Benefits of Applying Behavioral Science to Experience Design” explored how behavioral economics influence experience design. Here are 3 things we learned:

• “Emotional Connection is worth a lot. An emotionally connected customer is worth nearly twice as much as a customer who is simply satisfied.”
• “Anticipation is typically stronger than the interaction itself during travel, it’s more impactful and powerful than actually taking the trip itself. Our wanting system is stronger than our liking system.”
• “Our brains tend to think and remember most strongly peak events and end events most strongly. Experiences that can be encapsulated in a story are the ones that are remembered the most.”

Keep track of all the activity at this year’s Global Forum by bookmarking our #skiftforum tag.

And thanks to all the sponsors that made Skift Global Forum 2015 possible: Adobe, Amadeus, American Express, Boxever, Big Bus Tours, CendyneOne, Cheapoair, Criteo, Gogo, HelloGbye, Hornblower Cruises, MasterCard, Mindtree, National Geographic, NewsCred, Sabre, SiteMinder, Travel Channel, TurkeyHome, Uber, Underline, Virtuoso, and Yahoo.