Google Xi Days | Audience Advocacy
Google Experience Institute (Xi) launched its first event, Xi Days, to reimagine the future of events and experiences. The initiative focused on personalization, inclusion, and innovative design to meet evolving audience needs. By serving as audience advocates, the Storycraft Lab team ensured the event reflected participant preferences and empowered them to engage meaningfully.
Role: Project Lead & Director, Audience Advocate, Experience Design Strategist, and Content Developer.
Deliverables: Audience Research, Engagement Strategy, Personalized Engagement Framework, Experience Profiles™ Integration with Event Design, Audience Advocacy Creative Brief.
Audience Research & Personalization
Crafting Inclusive Experiences through Insight-Driven Design and Engagement
Pre-Event Experiential Journey
The journey to crafting Xi Days involved in-depth pre-event research. By conducting a series of interviews with industry professionals and audience members, we gathered crucial insights into evolving audience needs and preferences before attending an event.
Onboarding Experience: Pathways to Discovering Your Experience Profile™
In our quest to enhance audience engagement at Xi Days, we focused on how to onboard participants effectively using the Experience Profiles™. We designed three distinct paths to choose from.
Audience Focus Groups
We conducted a series of Audience Focus Group sessions to help us refine the creative approach and content for Xi Days. Each session was dedicated to a different piece of the event.
Because Xi Days was intended to be highly experimental — tailored to emerging needs, trends, and sentiments — we invited every prospective participant to co-create with us in this collaborative process.
Customizing the Experience Profiles™ for Xi Days
With an understanding of the Xi community, we tailored the original Experience Profiles to fit Xi Days and align with the manifesto. This included reducing them from 6 profiles to 4, to accommodate for the more intimate audience size, renaming the profiles, and aligning their preferences with the event themes: Explore, Excavate, and Bridge Build.
This schematic shows how different Experience Profile preferences are represented across the event. The color-coding highlights whether the design offers a balanced range of choices that meet diverse attendee needs over the three days.
The Attendee Trail Guide with custom recommendations per Experience Profile™
Onsite Docents: the Audience Advocates
Main Stage Keynote Speaker