For regular listeners of Experience by Design, you’ll know that I have had a bit of travel of late. London. Florence, Italy. Even Lake Placid, New York. To be honest, I don’t like traveling. I like being places, but don’t love the process of getting there. I don’t think I’m alone in that feeling. Travel can be taxing. Being there should be enjoyable. Or some might say an experience.

Hospitality is a big part of experience design. In fact, while a lot of attention is given to customer experience, user experience, patient experience, and employee experience, travel and tourism is a major area of work for designers of experiences. Admittedly, it is not something that I have done any work in, but it is something that I have experienced as a person who has traveled.

It used to be the case that you learned about a travel location through the pamphlets on racks by the hotel door. Or some local restaurant. Or a local attraction. These pamphlets don't do much to tell a story about the location you're in. As a result, it can be very difficult to learn about local history and culture. Samantha Hardcastle is on a mission to change that by linking local community and culture into storied experiences.

Samantha grew up in the travel industry, as her mother was a travel agent. She got to see behind the scenes at how things worked. After getting a degree in marketing, her first client was a hotel. Throughout her career, she has sought to create better hospitality and tourism experiences not just for travelers, but for the people who host travelers and the communities in which these places are located.

Today, she runs her own consultancy called The Storied Experience. As her website states, “Our approach puts equal emphasis on cultural immersion, wellbeing and transformation, and regenerative impact to ensure we’re co-creating a highly-valuable, in-demand experience.”

We talk about our relationship with vacation as a culture, and whether we let ourselves to truly turn ‘off.’ As a result, we need to encourage more escapism on a regular basis, and need the places where we can do that. She describes work that she has done with clients to bring local culture into contemporary accommodations and features. Part of this includes creating micro-experiences that engage curiosity and imagination in a way that also promotes reflection.

Finally, she describes how she found her way into experience design, and the way in which she pulls from many different areas. Part of this included books on world building, story development, and ethnography. She even pulls from works of fiction for how to develop characters, a plot, and story arc. A key challenge she shares is how do we continue to create stories and experience when people’s attention spans are so short. This is a challenge that most of us can identify with, and she shares how she tried to crack it and succeeded.

It is a perfect time for this conversation as we are approaching the summer travel and vacation season!

Samantha Hardcastle on LinkedIn: https://www.linkedin.com/in/skhardcastle/

The Storied Experience: https://www.thestoriedexperience.com/

I just got back from the Customer Alpha event that was part of the broader FTT Embedded Finance, Payments, and Future Identity event, put on by VC Innovations. It was the first time I’ve spoken publicly about my concept of THE UN-WOW, focusing our efforts more on everyday mundane experiences rather than transformative metamorphic experiences. There is more to it than that, so stay tuned for updates as I work on a book on THE UN-WOW.

While in London, I was able to go to the Tate Modern Art Museum. This was quite the shift after visiting museums in Florence with all of the Renaissance representational art. One of the interesting differences between the two is that the art in Florence often was made for patrons who were commissioning artwork, which ultimately was made to please those patrons. The art in the Tate often was made by artists who were trying to please themselves using art as a statement. As a result, the artists’ statements became a key piece of looking at and understanding what the art was meant to represent and the response it was hoping to create.

Regardless of whether sponsored representational or abstract and surreal, through art one can give external voice to one’s internal dialogue to create a social experience.

On today’s episode of Experience by Design podcast, I welcome Ali Fawkes, the Head of Social Innovation at the social design firm Humanly. “Humanly is an award-winning design studio specializing in human-centered design for social impact.” On their website, they continue to describe themselves as, “specialising in inclusive, creative and participatory research and design with seldom-heard and underrepresented groups.”

I came to learn about Ali and Humanly through a paper she co-authored on “Co-designing the Future of Respiratory Healthcare” in the journal CoDesign - the International Journal of CoCreation in Design and the Arts, detailing their work and approach.

Ali is a self-described “art kid,” who found an outlet for her own voice. She went on to get a degree in Fine Art from the University of Kent, as well as additional certifications and degrees in Secondary Art and Special and Inclusive Education from the University of Cambridge. Ali describes co-design efforts she did with students during her work as a secondary school art teacher and educator in schools whose students had special needs.

She describes her journey from that rewarding work to working with Humanly. We discuss how being an outsider with little knowledge about a setting or industry can be a real gift to having open eyes and ears to learn from people who are often not listened to. Ali discusses the ethical considerations and methodologies involved in working with underrepresented groups, emphasizing the importance of truthful representation and co-design approaches. We also discuss the importance of her artistic background as a source of challenging norms and disruption, leading to innovative approaches.

And if doing social design and impact isn’t enough heavy lifting, Ali also participates in strongperson competitions, lifting very heavy things and sometimes having to carry them across distances. Which is not unlike trying to lift complex problems and carry solutions forward.

I always love good art talk on Experience by Design, and especially when it is connected to social impact.

Ali Fawkes on LinkedIn: https://www.linkedin.com/in/alifawkes/

Humanly: https://www.designhumanly.com/

“Co-designing the Future of Respiratory Healthcare”: https://www.tandfonline.com/doi/full/10.1080/15710882.2025.2603298

I’m off again. This weekend I’ll be heading to London for the Customer Alpha event, where I’ll be delivering the keynote for the conference. “Customer Alpha is a leading customer experience event bringing together a cross-industry community of professionals who never stop striving to better understand and deliver for customers.” How cool is that! I’m excited to be there, and talking about my concept of The UN-WOW. The basic idea is that rather than just focusing on those WOW moments, we need to focus on how to deliver value and connection in those basic day-to-day interactions where people don’t want to be WOW’ed.

A lot of focus on the WOW is around the idea that things only qualify as experiences when they hit that WOW level. So if you are an experience designer, odds are you are going to shoot for that WOW. But that can be a big hill to climb, and it misses the other types of opportunities that exist which don’t involve those dramatically staged moments. Also, staged can feel inauthentic and not organic. To be staged can also feel performative. Performance can also involve a script. The words being spoken are yours, but ones written for you by someone else.

Thus, the UN-WOW is in part a call for the small moments that create connection and a sense of authenticity.

Today’s guest on Experience by Design also has thoughts on the role of making connections in human moments as part of customer experience. Natalie Beckerman, Executive Vice President and Chief Business Officer at iQor, has experience across many different industries, organizations, and continents. Regardless of where she has been, she has seen the same problems which involve the pursuit of efficiency at the cost of humanity. Part of this lies in not using technology in a way that enhances experiences.

Seeing this problem led her to write her new best selling book, “When Did You Stop Caring: The Call to Reignite Humanity in a World Obsessed with Efficiency.” In her book, she calls for companies to do better for customers and workers by focusing on what matters: people. Using examples from her career and research, she lays out why it makes sense to start caring not only because it is the right thing to do, but because businesses that care do better.

We talk about her career and her book. We also talk about her work with Customer Contact Week, which hosts events around the world. This includes CCW UK which takes place May 11-13, or next week!

Natalie shares her athletic past, including playing on the US National Field Hockey Team and being an All-American at Northwestern University. Along with her Masters degree in Sports Psychology, Natalie links how optimizing performance should be not just about the outcome, but also the impacts that processes, systems, and cultures have on the people who are part of it.

We also celebrate her induction into the Rancocas Valley Regional High School Athletic Hall of Fame.

Learn more:

Natalie Beckerman on LinkedIn: https://www.linkedin.com/in/nataliedbeckerman1/

“When did You Stop Caring”: https://www.amazon.com/When-Did-You-Stop-Caring/dp/1969508442

iQor: https://www.iqor.com/

Customer Contact Week Europe: https://europe.customercontactweekdigital.com