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Rick Wise, CEO of creative consultancy Lippincott, spoke at the Skift Global Forum about applying behavioral science to experience design.

Wise is a leader in both brand strategy development and experience innovation, and his talk about “The Happiness Halo” looked closely at how experience design is influenced by behavioral economics. Wise took the attendees into the mind of consumers, from the feeling of anticipation before they make a purchase or begin their travels, to their memories of “peak events” and compelling experiences that they can capture in a story.

This is the latest Skift Global Forum 2015 video we have posted. Over the rest of the month we’ll release each of the three dozen-plus presentations from the 2015 Skift Global Forum. To keep track of them all, bookmark Skift Global Forum.

Watch the video, above, for the full 23-minute presentation.

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