Keeping Experiences Fresh Edit 04152008

Slide 1: Keeping Experiences Fresh Using Character, Theme and Motif (an exploration)

Slide 2: How do great businesses connect with people?

Slide 3: How do designers facilitate those connections?

Slide 4: How do we keep those connections fresh?

Slide 5: purpose maintained 2nd wind purpose driven process driven Mats Lederhausen, Be-Cause

Slide 6: Designers tell stories that bridge peopleʼs experience to the c-suite

Slide 7: Strategy Solutions

Slide 8: Can we use story telling framework to help us design experiences?

Slide 9: What are the essential parts of a story?

Slide 10: Character Embodies a system of traits Supported by theme and motifs Acts in accordance with established traits Distinguishes one element from another

Slide 11: Theme Unifying idea Thread through a story but not the story Often implied rather than stated Often intangible Gives direction to motifs

Slide 12: Motif Repetitious patterns that gives effect Decoration Recurring element Doesnʼt stand alone, enriching texture

Slide 13: relationship Character context Theme & Motif

Slide 14: character theme motif

Slide 15: Self-Actualization Feeling of purpose Self respect and Esteem Love and Belonging Security Need Physical Needs

Slide 16: Character Theme Motif

Slide 17: Most businesses Character Theme Motif low cost strategy all things to all people

Slide 18: Great businesses Character Theme Motif design strategy purposeful

Slide 19: There is a difference between a local Mexican Restaurant in Mexico

Slide 20: & a restaurant with a Mexican theme.

Slide 21: So why does Chipotle work?

Slide 22: "Problem with fast food isn't the fast, its the food." - Steve Ells, Founder of Chipolte 26

Slide 23: Chipotle is the Mexican food experience simply defined.

Slide 24: Character Theme Motif

Slide 25: character quality mexican style food fast basic - 24 menu items (including beer!) fresh - organic, local produce themes simple ~ 20 total ingredients consistent - great recipes & execution Rough simple design motifs A few strong decorations from culture

Slide 26: "All the little ingredients must amplify each other in a solution. All the critical solutions must sing from the same hymn.” - Mats Lederhausen, former CEO of McDonaldʼs < speaking about the power of purpose >

Slide 27: Our challenge is to separate the motifs and essential themes in order to support the character.

Slide 28: Lots of details Few details organic constructed Knopman / Finlay

Slide 29: Theme Motif Character

Slide 31: We donʼt want experiences to feel like this

Slide 32: they should be more like this

Slide 33: and definitely like this

Slide 34: Strategy Character Theme Motif Solutions 38

Slide 35: Motif, theme, & character help us to decide what to bring forward in our stories and also provide us with meaningful resources for keeping a brand fresh.

Slide 36: purpose maintained 2nd wind purpose driven process driven Character Theme Motif 40 Mats Lederhausen, Be-Cause

Slide 37: Thoughts? 41

Slide 38: So what about Starbucks character? What has been lost in Starbucks growth?

Slide 39: Do you have favorite experiences with character? Any ideas of how to use or improve this framework? 43

Slide 40: Does this make sense at all? ;) 44

Slide 41: Is anyone out there? 45

Slide 42: Christopher Finlay cfinlay1@gmail.com (917)860-4082 Download presentation: christopherfinlay.com/presentations.html 46