Design your business

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a presentation about touch point orchestration, and how to design customer experiences using the customer journey and multi-disciplinary design management

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Design your business

  1. 1. design your business designing touch points to strengthen experiences design your business | 22 june 2010 | Erik Roscam Abbing
  2. 2. zilver is a creative consultant for brand driven product and service innovation and design management
  3. 3. working for and with international clients in b2b en b2c industries
  4. 4. today: design your business: two examples designing experiences > the customer journey > multidisciplinair design > design based on a central vision tips for implementation
  5. 5. design your business: example1
  6. 6. conclusion ikea case: we (like to) spend money at ikea
  7. 7. conclusion ikea case: because we have a certain image of ikea
  8. 8. conclusion ikea case: that matches our taste or preferences
  9. 9. conclusion ikea case: this image was shaped by all our experiences with ikea
  10. 10. conclusion ikea case: these experiences take place through touch points
  11. 11. conclusion ikea case: all these touch points have been designed
  12. 12. conclusion ikea case: design is much more than styling products
  13. 13. conclusion ikea case: design=creating relevant and valuable interactions
  14. 14. or, to put it differently: € =image =sum of experiences =sum of touch points =design
  15. 15. 23 billion! (forbes Magazine 2010) “yes”, you’ll say; “easy when you’re rich like Ingvar….”
  16. 16. but that’s confusing the chicken with the egg
  17. 17. design your business: example 2
  18. 18. nlisis is a small B2B high tech firm that did the same as ikea, but than via a low-budget route see also http://www.designmanagementeurope.com/site/webfiles/DMEA2008%20Posters/FirstTime_Nlisis.pdf
  19. 19. so:
  20. 20. people don’t think in isolated experiences
  21. 21. let alone in isolated design disciplines
  22. 22. they derive value and meaning from the total experience
  23. 23. the product the service the advertising the showroom the store the clothing the truck the brochure the website the user’s manual the receptionist the packaging etcetra
  24. 24. today’s question: how do you design that total experience?
  25. 25. the answer is threefold: 1: on the basis of the customer journey 2: multidisciplinary 3: baced on a guiding vision
  26. 26. 1. the customer journey
  27. 27. 2. multidisciplinary
  28. 28. product design
  29. 29. communication design
  30. 30. environment design
  31. 31. interaction design
  32. 32. service design
  33. 33. http://www.avabooks.ch/index.php/ava/bookdetails/978-2-940411-28-3
  34. 34. 3. based on a guiding vision
  35. 35. what connects all touch points is the relationship between the company and the customer
  36. 36. this relationship is based on a shared vision: the brand.
  37. 37. the brand is the source for touch point harmony and consistency in the experience
  38. 38. one last tip: adapt your advice to the sort of company you’re working with, not every company is ready for the full monty:
  39. 39. step1: designing touch points
  40. 40. step 2: connecting touch points, multidisciplinary design
  41. 41. step 3: basing touch point design on a central vision

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