Defining New Partnerships

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This is a presentation given by Tim Parcell (@freescribbles) and myself at the Big Design Conference in Addison TX on June 1st, 2012.

For years, Art and Copy ruled the roost in the worlds of advertising and design. But as brand interactions shift from passive to active experiences, the way we connect to customers requires a new partnership. Sapientnitro believes that Brand Strategists and Experience Designers play an integral role in delivering the work that breaks through the noise.
This new partnership is critical during the initial stages of client engagement (discovery, defining) through completion (designing, developing, deploying). Whether we’re redesigning lenscrafters.com or building interactive menu boards for Dunkin’ Donuts, a strong partnership between strategy and experience design is at the foundation of all our work.

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  • Who is a strategist? Who is a UX Designer? Agency versus In-house?
  • Who here considers themselves a Strategist? Any who would say they’re a Planner? How about UX Designer? Researcher?
  • Gain Market ShareImprove PerceptionIncrease SalesBeat Competitors
  • There is more NOISE coming through. And signals are being missed.
  • There is more NOISE coming through. And signals are being missed.
  • There is more NOISE coming through. And signals are being missed.
  • Find a partner – someone who is passionate and wants to do good work
  • Defining New Partnerships

    1. DEFINITION OF NEW PARTNERSHIPS:A PRESENTATION IN FOUR ACTS#BigD12 #NewPartners | June 1, 2012 © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL
    2. First Things First…He’s Ezra Englebardt. He’s Timothy Parcell.He’s the Brand Strategist. He’s the ExperienceHe’s a 1994 graduate of Designer.Space Camp in Huntsville, He’s still regretting finishingAlabama. 6th in his State Spelling Bee. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 2
    3. Just In Case We Say Something Awesome… @ezra802 @freescribbles© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 3
    4. We Work At A Cool Place…© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 4
    5. We Work At A Cool Place…A Customer Experience Company.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 5
    6. We Work At A Cool Place…Positioned at the intersection of design, strategy, technology and marketing. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 6
    7. Now That We’ve Covered The Formalities… Who’s in the audience?© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 7
    8. Now That We’ve Covered the Formalities… Art Directors or Copywriters?© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 8
    9. Now That We’ve Covered the Formalities… Please leave.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 9
    10. Today’s Program Act 1: Meeting the Problem © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 10
    11. Today’s Program Act 1: Meeting the Problem Act 2: Building the Experiences © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 11
    12. Today’s Program Act 1: Meeting the Problem Act 2: Building the Experiences Act 3: Seeing the Adventures © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 12
    13. Today’s Program Act 1: Meeting the Problem Act 2: Building the Experiences Act 3: Seeing the Adventures Act 4: Learning the Tactics © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 13
    14. Today’s Program Act 1: Meeting the Problem Act 2: Building the Experiences Act 3: Seeing the Adventures Act 4: Learning the Tactics Encore: Answering the Questions © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 14
    15. Act 1: Meeting the Problem© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 15
    16. Why are we here? Brands face challenges.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 16
    17. Why are we here? We like challenges.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 17
    18. Why are we here? Old and busted doesn’t work.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 18
    19. Why are we here?Customers expect more from brands. They want active experiences. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 19
    20. What’s going on? Customers are getting smarter.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 20
    21. What’s going on? Oh, Crap.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 21
    22. What’s going on?© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 22
    23. What’s going on?There is more NOISE coming through. And signals are being missed. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 23
    24. What’s going on? The audience is getting smarter.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 24
    25. What’s going on?There is more NOISE coming through. And signals are being missed. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 25
    26. What’s going on? Products are all the same.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 26
    27. What’s going on?WARBY PARKER/LENSCRAFTERS © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 27
    28. What’s going on? It is the experience that matters.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 28
    29. Act 2: Building the Experiences© COPYRIGHT 2011 SAPIENT CORPORATION | CONFIDENTIAL 29
    30. First...Understand the customers at two levels. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 30
    31. Two Levels?© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 31
    32. Two Levels?Yes. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 32
    33. Two Levels?Yes.• As members of a community (a demographic, a psychographic or fancy market segment.) © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 33
    34. Two Levels?Yes.• As members of a community (a demographic, a psychographic or fancy market segment.)• As an individual (with habits, behaviors and needs.) © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 34
    35. How?We work together. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 35
    36. How?We work together.We carve out our places. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 36
    37. How?We work together.We carve out our places. Our Roles Our Activities Our Approaches Our Ways of Thinking The Process We Work In © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 37
    38. And most importantly… We work in tandem.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 38
    39. More About These Guys…As a Brand Strategist, As an Experiencehe uncovers what Designer, he translatespeople want to achieve. what people want into how they will achieve it. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 39
    40. That’s Nice. What Do They Really Do?• Conduct user • Conduct user research research• Write briefs • Interpret briefs• Provide insight • Generate Concepts• Ensure design • Design directions direction © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 40
    41. Wait a minute…That first bullet point was the same. User research is a critical tool of both disciplines. It is not a primary deliverable. The way we listen and our approach is different:  Brand Strategist process in emotional terms and generate insight about why people behave the way they behave.  Experience Designers process in rational terms and build experiences (from retail to web to mobile) that align with the way people behave. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 41
    42. Have We Confused You Yet?Beyond roles, activities and approaches, weneed to think differently at different times: © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 42
    43. Have We Confused You Yet?Beyond roles, activities and approaches, weneed to think differently at different times:Some times we’re divergent — exploring many possiblesolutions. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 43
    44. Have We Confused You Yet?Beyond roles, activities and approaches, weneed to think differently at different times:Some times we’re convergent — focusing on the rightsolution. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 44
    45. WTF! These guys again!? Orange Blue© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 45
    46. Enter the processDiscover Design Test Optimize © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 46
    47. Act 3: Seeing the Adventures© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 47
    48. Where’s all the work?Sorry, all the client case studies can’t be shown here. © COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 48
    49. Act 4: Learning the Tactics© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 52
    50. Can anybody… Find me somebody to love...© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 53
    51. And then… Trust.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 54
    52. It’s not about the Benjamins… Work for free.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 55
    53. Find New Situations Work on pitches.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 56
    54. Give Your Time. Work on pro bono projects.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 57
    55. Find New Situations Subtract a Week. Add Stress.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 58
    56. Learn from Nike… Just Do It.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 59
    57. Repeat. Repeat.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 60
    58. Repeat. Repeat. Repeat.© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 61
    59. Encore: Answering the Questions© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 62
    60. THANK YOU #BIGD12 #NEWPARTNERS Ezra TimothyEnglebardt Parcell@ezra802 @freescribbles

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