1. Beyond the Like Button to Social Experience Design
Most organizations understand the impact of social media and are diligently increasing their
social presence and level of customer engagement across social networks. Additionally, all sorts
of websites, not just the major social networks such as Facebook, Twitter and Linkedin, are
incorporating social features into their applications as a way of promoting better user
engagement. Many online stores have made user generated reviews an integral part of their
product catalogues. Smart enterprises can take advantage of similar dynamics to make both
customer-facing and internal applications more engaging and useful but to do so successfully
application architects and designers must leverage the principles of Social Experience Design.
Out with the Old: In With the New
Propelling out of an age of broadcast media, brand messages still shouted from platforms can
barely be heard over the din of the participating masses. The Web continues to undergo
transformative changes across multiple dimensions. One change is the transition from the Web
of branded content and commerce to the Social Web. This has altered the competitive
landscape for Web-centric companies, such as Google and Yahoo and, in the future, this will
have a business impact on most enterprises.
As broadcasting loses its privilege and merges with participation, one-way brand stories told
through advertisements are shifting into platforms for two-way conversation, engagement,
interaction and experiences effectively transforming “brand story broadcasting” into “brand
experience-sharing”.
© Rupa Shankar
www.cxpdesign.com

2. Social Experience Design blends behavioral economics, experience design and media to
encourage participation, optimize choices, and build engaging brand/product communities that
integrate virtual and physical experiences.
What is Social Experience Design?
Social experience design is about the interaction between people rather than the interface
between the human and the computer – and while traditional software design can well control
one person’s experience with a system, you cannot predict or control how people will choose to
interact with each other.
The successful design of social software requires a change in mindset from traditional software
development, a move from a basic focus on human-to-computer interaction to a richer
appreciation of how technology can support the complexities of people-to-people interaction.
Social Experience Design and Social Architecture are parallel to User Experience (UX) Design
and are used for designing compelling and engaging social experiences.
© Rupa Shankar
www.cxpdesign.com

3. About CXP Design
CXP Design (www.cxpdesign.com), founded by Rupa Shankar, is a platform for marketers,
technologists, designers and leaders to discuss and gain a deeper understanding of cross-channel
customer experience design, develop empathy for customer needs and learn how to create
products and services that deliver "wow" experiences for customers.
When we check into a hotel. When we shop on-line. When we buy a pair of shoes. When we get on
a flight. These are experiences by which we measure brands every day. However, most companies
are without the tools to purposefully design those experiences for maximum value. That’s where
CXP Design comes in.
Day in, day out, we live, sleep, eat, breathe and unravel the riddle that is human experience, leading
to more loyal and committed customers for our clients.
www.cxpdesign.com
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http://in.linkedin.com/groups/CXP-Design-Creating-Customer-Wow-4726523
Rupa is an Associate Director at Happiest Minds Technologies (www.happiestminds.com), a next-
generation IT Services & Solutions company at the forefront of Providing Advisory, Implementation and
Managed Services on Social computing, Mobility, Analytics, Business Intelligence, Cloud computing,
Security and Unified Communications. At Happiest Minds, Rupa is responsible for uncovering and
activating innovative digital and social engagement strategies for its clients, spearheading the
development of frameworks and solutions for different industry verticals and enhancing the global go-to-
market strategy. She taps into her past work as both a design practitioner and marketer to help Happiest
Minds clients envision and define broad, end-to-end customer experiences.
© Rupa Shankar
www.cxpdesign.com