 So today we'll do a scene in three acts. In theater, we used to act in five acts, but we don't have enough time. So let's jump on the stage because we will talk a lot about theater. You will understand why. It's linked to the assumption that work is theater. Let's begin. What is the common characteristic between these brands? This famous luxury hotel chain. I don't know if you know Build-A-Bear. It's an American teddy bear building company which is loved by children and loved by parents. I will explain you why. And then this one, I don't present it. This one is a coffee maker. What is the common characteristic? This man. You don't understand why. Because he's the co-author of that book. Who has already read that book? You? Yeah, one. Thank you. The common characteristic is linked to the economic experience. What does it mean? It means that today we are at the fourth level of the economic vision. The first one was linked to the commodity. Commodity is very easy to copy, easy to find because it's linked with the nature. If you take back the example of Starbrook, it's the coffee beans. It's easy to find. It's not expensive. Then we jump into the product economy. This is more standardized and it becomes to be something tangible. We are able to use it, to manipulate it, to interact with it. The next level will arrive at the service economy. We use, as a UX designer, work into the services. This is customized, but this is also intangible. And we like, I don't know here, but in France I like to explain to my clients that we will help them to go through the invisible, to the tangible, through the services. This, you know, here as a UX designer, we are experienced in your jobs terms, titles. This is regarding the economic view, something that's really personal. But we also welcome the emotional impact of the experience we wanted to create. So this becomes memorable. The fifth vision of the economy, it's not totally implemented yet because it's based on the transformation. Transformation for individuals is very intimate. It's very linked to what we live, what we experience. So we're not able yet to really impact on that. But it will be the next level. The action around that, first we extract, then we make, then we deliver, then we stage and finally we guide people through the experience. Before going further, I just want to offer you some details about the conception of work as theater. Okay, when you say VJS Samantha in this movie, they are literally acting. That's their roles. Okay, but in the life, theater is not a metaphor. The author insists on that because we always are acting. When we will be during the break taking coffee with colleagues, we are acting. The waiter that are working here are also acting. And now in front of you I'm acting too. So just accept that the experience economy is based on theater but not as a metaphor but as a real view of what we have to do and how we have to act in your work as UX designer. Okay, I propose you to go further on the stage vision that Payne and Gilmo tried to give. From the theater view, we have some cycles. The first one is the link to drama. Drama in Greek means just to do. It's very simple. What we want to do? You'll see how we can switch with our work. Then we have the script or we can deliver what we want to do. Then you have the theater itself because we have to be able to have a stage to do that and we have the performance, the way you deliver the experience. Let's jump into the real world, our world, in the agencies but also in your clients. Then we can link drama with strategy. We all knew that. We can link process with script. We need to write something in order to be able to understand all the stakeholders. Then you have the walk as theater and you have finally the offering, the offering linked to performance. But you can see that one, the bigger cycle is empty now because as the experience economy needs for, we need an audience. If we come back to the three examples I showed to you at the beginning, we can just see that for the risk atom, what did they do regarding the experience economy? It's just one quick example because they have done many, many other stuff. They have decided to merge and to open all the databases linked to the customers all around the world. The name was Mystica. This vision, I just check the time because it's very short, this vision helps the customer, the guests to be at every time, at every place and in a risk atom hotel able to be welcomed with all what you wish, what you want. If you have troubles or allergies, they know this before you arrive. Before it was cut in silos, now it's totally a problem. Another example is Build-A-Bear. It's a workshop for kids, but the vision of the economic experience, they bring all the audience at the workshop so the parents are there. They are just behind and they help children to create their teddy bear with different kind of shapes. You can choose the fake fur, the foam, you can choose the color of the eyes. You can choose the clothes. And interesting fact for the kids, you can also choose hearts that you will put inside the bear before finishing it. And with the digital vision, you can also add a song. So if you want to put a song or to put some words from your mom, it's possible for the kids. And then this is very efficient to engage the audience. I won't talk a lot about that because I hope you have all experiences what you can feel and live in the Starbucks. There is a path you know that it will be really individualist because they ask for your name and you have this journey inside the bar. This is linked to the economy because who could imagine ten years ago that a coffee could be cost 300 rupees nowadays or four euros. It's crazy to think about that when you look at the community's price. So economic experience is linked also to the financial vision. So if you want to perform the act together efficiently, I propose you to go a little bit further. What do we need to promote the experience economy on the stage? First, we need a crew. The casting is very important for us as you exist. And also for the clients. Because we have big roles. You'll see that what we have in the theater or in the movie, we always have directors. We need someone that guide people, who guide people. We have the dramaturgies. It's all linked with the strategic view. If there is no strategic, you go nowhere. Then you have the script writers. You have to offer a vision more applicative to what you are thinking about. Then you have the technicians. It's not very good to hear about that, but we are kind of technicians. But it's more linked to the backstage view if we think about theater. And you have the stage crews. Stage crews that all of you who are experiencing workshops with your clients or performing tests for usability, for example. And again, the audience is also part of the recruitment. When you work on the personnel, you are working on the audience. When you recruit your testers, it's also the audience. So just to be clear about that, it's Evin Goffman, who is a famous sociologist. He said that all human activity is acted whether or not. So we can admit that everything is theater. So how I liked theater at work. There is a list, a to-do list I can offer to you. First, always imagine that you can do as if, even if you're not an actor, you can do and say, okay, today I'm here in front of you. Don't you use to speak over an Indian community? Okay, as if I do it. So it's a statement that will help you to deliver a good vision. Then the thing here is very important. The way you will act, you will present. You will enter a scene, for example, by your clients when you have a meeting. The way you will wear UPS, the famous delivery organization, they have the brown clothes, they have also the brown cars. It's easy to recognize. And it links to the economy experience. So take care also about all the details, the details with the props. For example, it's better to think about what you will need during a presentation, for example. If I was always obliged to go there to change my slides, it's not so good if your audience, for example, is there. Always think about what they will feel and what you will face during the war. Then we are quite short, near to finish. I would just like to present some takeaways around this new vision for your customers, but also for you and for us as designers. First, we have to think about your experience. I talked about UPS. UPS theme all the experience. For example, Disney also, when you go to the park, everything is theme. And people are able to pay a lot of money and wait sometimes more than half an hour an hour to practice an activity just because the theme makes sense for the people and they are able to engage really with that. So we can consider that as pain points, but people go away, go ahead with that. So forget marketing. Sorry if there is marketers here. Forget marketing. Experience will lead all the rest of that. Think global, think touch points, think context and ecosystem. So the global vision. We are not always digital. It's important to think what is outside the digital vision. Remove all your audience sacrifice. What is the audience sacrifice? You take what a user wants minus what is setters for. The global experience, horrible encounters on digital interfaces or in the real life. When you say, whoa, the services seems to be good. I paid for something and I faced horrible points that makes me say I do a sacrifice. I need to use, for example, a website. It's so unusable. I don't like that, but I'm obliged to. So if you can do that as your ex designer, it's better. Then be very careful with the commoditization of experiences. Because when we use to practice and to experience different things, it's something called in psychology, which is called habituation. It's the way the signal, your brain sent to you after several encounters of something is very emotional, the level decrease. So when you work on experience, you need to think about that and to be sure that with the mass market adoption, you will be able to find another way to speak to people and to engage them through the economic experience. Just now, it's a quick presentation because the book is very dense, it's very intense. There is a lot of things inside. But I would like to share with you this view because as a UX designer, we cannot just focus on the tools, on the methodologies, and we have to be open minded about that and what we are able to create to help people to be more engaged and more effective with what we are creating, what we are designing. So if you are ready to play and to open, to do the show, you must go on. Thanks a lot. In New York, in France, it's a very nice city in France. In February, we have big events organized by Ixier. It's one week events. If you are interested, you can look at the program. It's not totally open on the build now, but you have Alan Cooper as a keynote speaker who will come and a lot of people are not interested to check and I hope you will be able to see there. Thank you very much.