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Overused and Misunderstood: What “Experience” Really Means
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When: Wednesday, November 19, 2014
7:30 AM
Where: The Southern Theater
1420 S Washington Ave.
Minneapolis, Minnesota  55454
United States

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The word “experience” is everywhere — Brand Experience, Customer Experience, User Experience, the Jimi Hendrix Experience. In fact, it's used so much that it’s nearly been diluted of all meaning and yet it is one of the most critical components to success in business today. Companies that once thrived on innovation, bringing new products and services to market, are finding less reward for their efforts as competitors are able to quickly match new features and technology - making them almost indistinguishable from one another. What truly defines a brand today is how its customers experience its products and services. It is so important, that successful companies are now shifting their focus from product innovation to “experience innovation”

According to Fast Company, “Experience innovation isn’t driven by specific product features or design, but by reimagining the broader experience of how customers might use the product or service. By looking beyond the product to take a broader view of customer issues and activities around the product, companies can find new ways to address unmet needs, create talk-worthiness, and fuel differentiation.”

Companies like Uber, Nike, and Delta are all leveraging the power of experience to redefine long-standing industries and earn new, more loyal customers in the process. It’s no longer about advancing  technology to be faster or smaller and it doesn’t require a team of engineers to achieve. Rather, it requires “a holistic vision for a transformed brand experience” that begins with observing your customers behavior and exploring opportunities to improve how they interact with your products and services.

Join us Wednesday, November 19 as Chief Experience Officer of Clockwork, Chuck Hermes, explores what “experience” really means for marketers. He will clarify the common types of “experiences” and will focus specifically on the discipline of User Experience (UX) and the role it plays in the development of the products and services that we market within the “interactive” industry.

Note: Donuts from the popular south Minneapolis Bogart’s Doughnuts and java from Five Watt Coffee will be served at this event (as if you needed another reason to attend).


Chuck HermesChuck Hermes
Chuck is co-founder and Chief Experience Officer of Clockwork, a Minneapolis based interactive agency. As CXO, Chuck sets standards and works with integrated teams of Information Architecture, Design, and Front End Development in the delivery of digital business applications for the enterprise, for clients including PepsiCo., Honeywell, General Mills, YMCA, United Way, and many more. In addition to designing and developing user-friendly applications, Clockwork is well known for providing an exceptional user experience for its clients and staff and has received several national and regional workplace awards.

Chuck's work in interactive began 20 years ago building custom GUIs for bulletin board systems, including the very first digital presence for Prince. He has co-founded two successful businesses dedicated to delivering exceptional interactive experiences. He is an influential advocate for bicycling and active in Minnesota’s thriving music scene, serving on the board of directors for the Minnesota Music Coalition.

Map & Directions

Click here for a map and directions to The Southern Theatre. Parking is available in the Seven Corner Parking Ramp located next to the Courtyard Marriott.



7:30 am – Registration/networking
8:00 am – Presentation
9:00 am – Networking

Pre-registration Fees:

Members = FREE
Student Members = FREE
Non-members = $40

Walk-in Fees:

Members = $10
Student Members = $10
Non-members = $45

Pre-registration closes on Monday, November 17 at midnight, at which point walk-in registration fees will apply for members, student members and nonmembers.

Cancellations received by the office at least two business days prior to the event are eligible for a refund of the registration fee. No refunds will be provided for cancellations received fewer than two business days prior to the event. No-shows will be billed for any unpaid registration fees.

If you have registered, are unable to attend, and would like to give your co-worker your "ticket," please note that a pre-registered member to non-registered member switch-out is free. Switch-outs from members to non-members will execute an invoice to the attendee for payment after the event.

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