Tribal DDB: Advertising & UX, We Argue But We Love Each Other Really

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Slides for the presentation David Vogel from Tribal DDB gave at the UX Cocktail hour at Adaptive Path with theme 'Soul With A Capital $' about the relationship between Advertising and UX.

Unfortunately I have had to delete some of the more client specific slides.

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  • Tribal DDB: Advertising & UX, We Argue But We Love Each Other Really

    1. 1. Advertising & UX Design We argue, but we love each other really
    2. 2. A call to arms
    3. 3. The poisonous core“When criticizing ad agencies, you haveto begin at the core — advertising, as itis widely practiced, is an inherentlyunethical and, frankly, poisonousendeavor that sees people as sheep to bemanipulated, that vaunts style oversubstance, and deems success to bewinning awards.”
    4. 4. “Soulless holes”
    5. 5. “Soulless holes”
    6. 6. The comments...Sam Ladner: We’ve been here beforeJeff Miller: If you take on the role of Change Agentas a UX-er, you really are a glutton for punishmentRick Webb: User experience design is inherentlythe practice of designing things to make people docertain things
    7. 7. Paradigm shift• marketing itself was an answer to the impact of mass production as a result of the industrial revolution• ux is an answer to the impact of new communication as a result of the internet revolution
    8. 8. From a broadcast to aconversation
    9. 9. Customers are notsheep
    10. 10. Steve Jobs does usertesting
    11. 11. Baggage drop off (CUDOP) KLM Checking Blue Credits Checking Buebiz information Checking delayed or dammaged baggage process Checking Miles Check in at DESK Refund & compesation request Earning & burning Miles Check in flow (KIOSK) > choosing seat, buying extra baggage File a complaint or compliment Award booking Checking flight disruptions (FSN via sms or email) Claim missing miles Claim missing miles Checking Miles Checking Blue CreditsTravel PostTravel LoyaltyI like to take care of people, both at my work and at home with my family I like to take care of people, both at my work and at home with my familyMore legroom, good entertainment and helpful staff can make a real differenceEasy and safe Easy and safeHelping hand Helping handI love to feel at home when I fly: a welcoming feel and a nice meal are what I like I love to feel at home when I fly: a welcoming feel and a nice meal are what I like I love to feel at home when I fly: a welcoming feel and a nice meal are what I likeThe flight experience should match my holiday feeling The flight experience should match my holiday feelingOne-stop-shop Multi channelFlying bores me, so please entertain me At the airport I am bored and secretly Id like to spend time in the lounge I would love to be treated exclusively, but cant afford it I would love to be treated exclusively, but cant afford itTreat me with at least a minimum of dignity I would love to be treated exclusively, but cant afford it Treat me with at least a minimum of dignity Treat me with at least a minimum of dignityFlying economy makes me feel like I have no control Flying economy makes me feel like I have no control Make it easier to work for meMake it easier to work for meHelping handLet me workOne-stop-shop Helping handEasy and safe Easy and safe Access / Join Your FFP You can find me on the internet a lot, checking out new thingsTime is money for me, therefore I care a lot about an efficient flight schedule You can find me on the internet a lot, checking out new thingsThe flight experience is less important to me, as long as I arrive in timeOne-stop-shop Do it myself Access / Join Your FFP I want to be recognized Treat me like a good clientSpeed Service Speed Service Speed Service Access / Join Your FFPI fly for work, not fun and I hate to waste time Keep the promises you make, thats what I do in my job I am really motivated on the airline which offers me the best benefits and treatment I expect people to be friendly and helpful I fly for work, not fun and I hate to waste time I am really motivated on the airline which offers me the best benefits and treatment I am really motivated on the airline which offers me the best benefits and treatmentBecause I fly so often, I often turn a critical eye to the quality of staff My status is important to me and I appreciate being treated like Im important My status is important to me and I appreciate being treated like Im important My status is important to me and I appreciate being treated like Im importantI expect people to be friendly and helpful I want to be rewarded for being a good customer I want to be rewarded for being a good customer I want to be rewarded for being a good customerSpeed Service Speed ServiceLet me work Do it myself Speed ServiceRecognize me, know my preferences and above all respect me! Flying Blue Access / Join Your FFP I need to trust the airlines to be in time and to resolve anything that goes wrongI hate to waste timeI dont care about the in-flight experience, but do not give me the feeling that I dont count I hate to waste time I dont care about the in-flight experience, but do not give me the feeling that I dont countI hate to waste time; I like an airline that takes care of all the possible hassles and solves problems Speed ServiceSpeed Service Speed Service Access / Join Your FFPLet me workHop on & and offI like to feel special, although I will never tell you I want to feel home when Im flying You can bring me a smile on my face by making me feel welcome and understanding my needs I like to feel special, although I will never tell youYou can bring me a smile on my face by making me feel welcome and understanding my needs Im still amazed by the miracle of flight You can bring me a smile on my face by making me feel welcome and understanding my needsI expect people around to take care of problems I will get very upset if I feel Im not taken seriously or if given a treatment that does not reflect my status Take care of meRecognize me, know my preferences and above all respect me! Speed Service Speed ServiceSpeed ServiceTake care of me Access / Join Your FFP Im a leader in my field at work, my success is important to me and I am used to people treating me with a lot of respectIm a leader in my field at work, my success is important to me and I am used to people treating me with a lot of respect Im a leader in my field at work, my success is important to me and I am used to people treating me with a lot of respectI need to remain connected to my work while I travel I hate to waste time; I like an airline that takes care of all the possible hassles and solves problemsRecognize me, know my preferences and above all respect me!Speed Service Speed Service Flying BlueLet me work Speed Service Access / Join Your FFP Access FB
    12. 12. Amsterdam

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