In this episode of The Experience Designers, Steve is joined by James Warren, expert storyteller, experience strategist, and founder of Share More Stories to explore how storytelling unlocks deep human connection and business insight.

Together, they unpack the true power of stories: as tools for building trust, designing immersive experiences, and revealing hidden emotional truths that traditional surveys and metrics often miss. James shares his personal journey from childhood storytelling to launching a platform that uses AI and narrative analytics to transform how brands understand their customers and employees.

The conversation explores:

• The shift from storytelling to storyliving
• How emotions in stories reveal untapped insights
• The link between employee experience (EX) and customer experience (CX)
• Why belonging and trust are core to both culture and performance
• And how leaders must listen, reflect, and design for impact, not just intention

If you’re in brand strategy, customer experience, HR, insight, leadership, or simply passionate about the human side of business this episode is a must-listen.

⏱️ Episode Chapters:
00:00 – Introduction and Warm Welcome
00:18 – The Essence of Storytelling
03:11 – Evolution of Storytelling
05:10 – Immersive Storytelling Experiences
07:05 – Storytelling in Travel and Retail
14:06 – Personal Storytelling Journey
15:21 – Leveraging Storytelling for Business Insights
22:03 – Challenges in Storytelling and Research
31:32 – Analyzing Customer Stories for Emotional Insights
32:28 – Integrating AI for Deeper Emotional Understanding
34:48 – The Intersection of Customer and Employee Experience
37:00 – The Relationship Between Employees and Customers
38:36 – Building Trust Through Story
42:55 – Creating Belonging in the Workplace
45:34 – Empathy at Scale: Designing for Real Impact
51:52 – Leadership’s Role in CX + EX Transformation
54:44 – Storytelling, Inclusion, and Community
59:10 – Reflections on Human Connection and Purpose

James' Bio and Links
James Warren is the Founder and CEO of Share More Stories, a human experience insights company. The company’s primary offering is the SEEQ Platform, which helps organizations and brands uncover the emotional drivers behind employee and customer experiences.
James is a researcher, strategist, writer and facilitator who blends storytelling, AI, and insights to help companies better understand themselves, their customers, and their communities.
With nearly 30 years of experience in marketing, insights, strategy, and innovation, he is passionate about the intersections of humanity, technology, brands, communities, and culture. An active community leader, he volunteers on several boards. He studied economics and literature at Princeton, and creative writing at Columbia. Originally from New York, James now calls Richmond home.

Links
LinkedIn: https://www.linkedin.com/in/james-warren-seeq/
LinkedIn: https://www.linkedin.com/company/share-more-stories/
Instagram: @warrenjwric
Instagram: @sharemorestories
Website: sharemorestories.com | SEEQPlatform.com

Join us as we talk with Laura Hess, who attended 500 experiences in 5 years, about building a 25-point “Remarkable” rubric for scoring immersive theatre, fine-art installations, XR activations, brand activations, and more....

Learn how intentionality, multi-sensory design, and post-show reflection can help creators craft moments that truly resonate, transport audiences into flow states, and leave a lasting impact. Tune in for practical experience design tips, real-world case studies (including Hermès’s non-transactional activation), and a fresh framework for evaluating remarkable experiences.

DOWNLOAD the REMARKABLE experience report - https://www.reuleaux.world/#remarkable-2025

Laura Hess is an experience strategist for interactive and immersive mediums. She champions experiential design and its power to move and change people for the better. Past projects include brand activations, experiential marketing, participatory theatre, film, VR, installation art, and themed entertainment.

Drawing from her interdisciplinary background, she specialises in creative strategy and concept development across new and traditional formats, delivering meaningful solutions for independent and global media companies.

In 2021, she founded Reuleaux, an experiential consultancy. She’s also a founding member and advisor for the World Experience Organization and No Proscenium’s arts editor. After completing a Master of Science in Leadership for Creative Enterprises at Northwestern University, she has no plans for another degree with a longer title.

Contact links

https://www.linkedin.com/in/hess-laura
https://www.reuleaux.world/
https://laurahess.substack.com/

Chapters

00:00 The Journey of Exploring 500 Experiences

04:55 The Importance of Reflection in Experience Design

09:10 Creating the Remarkable Model

14:57 Understanding the Components of the Remarkable Model

20:45 Evaluating Experiences: The Rubric Explained

28:38 Understanding Experience Scoring

31:33 The Importance of Flow and Connection

33:43 The Role of Audience Participation

35:57 Navigating Commercial vs. Meaningful Experiences

38:28 Intentionality in Experience Design

41:43 Hermes: A Case Study in Non-Transactional Experiences

47:02 Cultural Exchange and Brand Relationships

51:12 Themes in Experience Design

54:24 The Shift Towards Intentionality in Experiences

54:58 Sensorial Aspects: The Key to In-Person Engagement

56:31 The Power of Live Performers in Experiences

59:47 Exploring the Beyond Cognition Case Study

01:03:32 The Importance of Sensory-Driven Experiences

01:04:38 Reflections on Experience Design and Improvement

01:10:08 The Need for Reflection and Iteration in Design

01:12:00 Closing the interview and contacting Laura

What makes a workplace worth the commute? In this episode, we sit down with workplace experience explorer and content creator Tom Hitch to uncover how the best office environments are co-created, not commanded.

From sensory design to return-to-office (RTO) policies, Tom shares powerful insights from his travels into global workplaces, highlighting where companies get it right (hello, Miro and Santander) and where they fall flat with flashy but functionless design.

Expect bold ideas, real-world stories, and a challenge to rethink the office not as a place you have to go, but one you’re drawn to. If you're interested in employee experience, workplace culture, or the future of work, this one’s for you.

00:00 Introduction and Welcome
00:34 Debating the Return to Office Mandates
01:22 Challenges and Perspectives on Office Policies
02:44 Communication and Clarity in Workplace Policies
03:56 Examples of Office Policies and Their Impact
08:25 Shifts in Workplace Dynamics Post-Pandemic
12:14 Innovative Office Designs and Employee Experience
17:38 Wellness and Wellbeing in the Workplace
22:23 The Future of Office Spaces and Employee Engagement
26:20 Exploring Office Environments: Personal Experiences
32:51 Exploring Miro's Office Culture
36:20 The Importance of Functionality in Office Design
40:31 Santander's Innovative Office Space
49:05 Future Trends in Workplace Experience
56:37 Reimagining the Office Environment
01:01:53 Conclusion and Where to Find More Content

Tom's Bio & Links

Co-Founder and Creative Director of WRKPLC, a first-of-its-kind workplace strategy business that uses creative content and media about office design. Our content is designed to help inspire and educate people on how to make decisions on their workplace.

YouTube: https://youtube.com/@wrkplc
Website: https://www.wrkplc.co.uk/
LinkedIn: https://www.linkedin.com/in/thitch

Steve sits down with experience-design pioneer Pigalle Tavakoli to explore what she calls "StoryFeeling". The shift from telling stories at people to orchestrating the feelings they live through.

Building on her recent keynote at the London Experience Week and forthcoming book - The Building Blocks of Experience Design. She explains how emotion-first design unlocks deeper narrative power. Starting with detective-grade audience research, designing for a full spectrum of feelings (not just "happy"), and letting those emotions drive lasting thought and behaviour change.

We explore her journey from theatre and fashion production to founding the School of Experience Design, showing why tech should amplify rather than replace human insight, and share practical tools like her "Emotion Change Equation" for crafting truly transformative experiences.

Find out more about Pigalle’s upcoming book: schoolofexperiencedesign.net/book-form

LinkedIn: https://www.linkedin.com/in/pigalletavakkoli

00:00 Introduction and Welcome

01:05 Formative Years and Parental Influence

06:15 Journey into Experience Design

08:47 Teaching and Developing Methods

14:36 Human-Centred Design Philosophy

22:15 The Role of Technology in Design

31:00 The Role of a Producer: A Two-Way Dialogue

32:17 Exploring Human Emotions in Experience Design

34:08 The Emotion Change Equation

35:48 Designing Memorable Experiences

41:27 Reflecting on Emotional Impact

45:46 Defining Experiences and Transformations

49:12 Personal Transformational Experiences

51:56 The Interconnectedness of Human Experiences

56:28 Closing Thoughts and Where to Find More

In this episode, we explore Stefan's career journey, sparked by an epiphany during a friend's 50th birthday in Italy.

This experience led him to prioritize quality over quantity in his work. Stefan shares his approach to restructuring his workload by focusing on fewer projects, which fosters creativity and personal growth.

The discussion explores how AI can transform work dynamics, emphasizing the importance of intentionality, collaboration, and leadership. Highlighting AI's potential to enhance human capabilities and create meaningful work experiences, along with the significance of self-awareness and social sustainability in modern workplaces.

00:00 Welcome and Introduction
00:21 The Mosaic Career Metaphor
00:56 Moments of Clarity and Self-Experimentation
01:32 AI and Leadership
02:32 Reimagining Work and Life Balance
05:37 Failures and Learnings
08:52 The Human Experience and AI
16:26 Leadership and AI Integration
36:08 Setting Guardrails for AI Integration
36:19 AI in Blue Collar Jobs
37:56 AI in Customer Support and Beyond
39:05 Personal Experiences with AI
43:03 The Impact of AI on Work and Society
54:43 Future Leadership in an AI Context
01:02:44 Final Reflections and Closing Thoughts

Stefan's Bio & links:

Stefan is a hands-on visionary and globally recognized thought leader in service design, innovation, and the future of work. With over 20 years of international experience, he has held senior leadership roles at global companies, award-winning agencies, and McKinsey. He works as fractional Head of Innovation at Max Matthiessen, a leading Nordic pension, insurance and wealth management company with 135 year history as one of the most trusted brands embarking on an exciting journey.

Known for his ability to translate complex challenges into human-centered strategies, Stefan works across industries to help organizations empower employees, create thriving cultures, and deliver standout customer experiences. His work blends service design with systems thinking, leadership development, and emerging technologies like AI to unlock new pathways for growth and transformation.

Stefan has advised governments, public sector organizations, and iconic global brands including IKEA, LEGO, Ericsson, Amex, Nordea, Disney, and adidas. He is passionate about guiding organizations to not only design better services—but to design better futures.

Stefan Moritz {LinkedIn}
Website: https://www.stefan-moritz.com/

What if life, work, and transformation were just better versions of play? In this episode, you’ll meet Claus Raasted, Experience Designer, Viking impersonator, and founder of The College of Extraordinary Experiences. From a childhood spent LARPing to advising McKinsey, Klaus shares how designing intentional, immersive worlds can lead to real-world change. Whether you're building onboarding for a sales team or a castle-based retreat, this one’s for anyone curious about how experiences can shape who we are and who we become.

00:00 The Persona of Klaus Raasted

03:51 Foundations of LARPing: A Journey Begins

09:39 From Participant to Organizer: Building a Career

13:21 Evolving Narratives: The Growth of Role-Playing

18:01 Transformative Experiences in LARPing

18:04 The College of Extraordinary Experiences: A New Chapter

19:55 The College of Extraordinary Experiences

21:19 The Power of Shared Experiences

22:42 Intentional Experience Design

26:20 Co-Creation and Chaos in Experiences

28:21 Insights from McKinsey: Data-Driven Decisions

33:49 The Evolution of Experience Design

40:46 Finding the Right Balance in Experience Design

44:58 Resources for Experience Design Enthusiasts

Claus’s bio & links

Claus Raasted helps organizations both big and small become better at GETTING S**T DONE and serves as Director of the College of Extraordinary Experiences. He travels the globe as a keynote speaker and has been both a Coach and Senior Advisor at the consulting giant McKinsey. Raasted is the author of 46 books, the latest of which is fittingly titled Claus Raasted’s Little Book of Getting Shit Done. He also has a past in reality TV, but these days, who hasn’t?

www.clausraasted.com

https://www.linkedin.com/in/clausraasted

Dive into a captivating discussion on experience design with Mat Duerden, Department Chair of Experience Design and Management in the Marriott School of Business at Brigham Young University and Co-Author of the book Experience Design. Reveals how intentional design can transform everyday moments into powerful experiences. Mat shares his journey from adventurous childhood whitewater rafting to pioneering leadership in experience design education, illustrating the “experience ladder” from ordinary to transformative.

They also explore how attention has become scarce in today’s fast-paced world, emphasising co-creation, reflection, and lessons learned from recent global shifts. Discover how thoughtful design can spark meaningful change in personal and professional realms.

Chapters

00:00 Introduction to Experience Design

02:47 Personal Journey and Early Influences

05:59 Defining Experience Design

08:57 Academic Environment and Experience Design Education

12:00 Global Trends in Experience Design

14:59 Intentionality in Experience Design

18:13 The Experience Ladder: From Ordinary to Transformative

21:12 Reflection and Meaning in Experiences

24:03 The Importance of Transformative Experiences

26:47 Navigating Transformation in a Rapidly Changing World

32:47 The Scarcity of Attention

35:44 Guided Transformations in Experience Design

37:40 The Role of Experience Designers

41:51 The Evolution of Work Experiences

50:28 Future of Experience Design

01:01:25 Connecting Through Experiences

Mats bio & links

Mat is the Department Chair of Experience Design and Management at the Marriott School of Business at Brigham Young University. His experience design research focuses on memorable, meaningful, and transformative experiences. He also collaborates on research exploring the neurological connection between storytelling and social connection.

Mat’s publications have appeared in various journals, including the Journal of Applied Psychology, Journal of Environmental Psychology, Journal of Adolescent Research, and Journal of Leisure Research. Mat co-authored Designing Experiences with Robert Rossman, which was published in 2019 by Columbia Business School Press. In 2021, Axiom Business Awards selected the book as a silver medalist winner in the Business Intelligence/Innovation category. Mat works with organisations across various sectors, including healthcare, education, not-for-profit, tourism, manufacturing, and consumer product goods, to provide training and consulting around experience design.

Mat Duerden (LinkedIn)

Professor

Alumni Distinguished Fellow

Department of Experience Design and Management

Marriott School of Business

Brigham Young University

Co-author of Designing Experiences

In this episode of The Experience Designers, I sit down with Dr. Paul Zak, the neuroscientist who wrote the book on trust and human connection. A TED speaker, best-selling author, and founder of Immersion Neuroscience, Paul has spent decades uncovering the brain’s hidden responses to experiences, brands, and relationships.

Link to Six App - https://your6.com/
Connect with Paul - https://www.linkedin.com/in/paul-j-zak-91123510/
TED talk - https://www.ted.com/talks/paul_zak_trust_morality_and_oxytocin