Digital Relationship Therapy with Daniël Sytsma OVERVIEW Daniël will talk about frustrated customers, brands with separation anxiety and how design can help. In today’s world, brands are defined by their user experience. Smooth talk and coupons will get you nothing more then a one night stand. Brands that achieve lasting relationships with their consumers invest in improving every interaction continuously. Not just on a functional level, but they manage to surprise even their closest ones time and time again. Kraftwerk is the design label of Amsterdam based creative agency Achtung! With over 10 years of experience in brand activations and games, the new label applies creativity and entertainment to the world of service design. The talk will feature some fresh new cases that showcase how design can strengthen the relationship between brands and their customers. OBJECTIVE Inspire TARGET AUDIENCE Designers, creatives, technologists, strategists, producers and brand owners. FIVE THINGS AUDIENCE MEMBERS WILL LEARN How brands can learn from relationship therapy How we transformed our agency model How service design and advertising can join forces What Kraftwerk has been up lately How Dr. Phil would do as a designer

1. 23/02/2016 @danielsytsma
Digital
relationship
therapy

2. 23/02/2016 @danielsytsma
Creative Director
Achtung! & Kraftwerk
Daniël
Sytsma

3. Agency for
the digital age
Who we are

4. Communication agency
for branded stories
Design agency
for engaging services

5. 40 curious
minds from
around the
globe
The team

6. Clients

7. What digital
designers can learn
from relationship
counselors.
Today
Disclaimer:Not based on personal relationship experience or expertise

9. The old
days are
over

10. There’s
more
cheating

13. There’s always a
younger and more
attractive option

19. Built loyalty
Personal service,
community,
experience
Bought loyalty
Discount, perks,
rewards, product
benefits

20. Built loyalty
Personal service,
community,
experience
Bought loyalty
Discount, perks,
rewards, product
benefits

21. 3 tips
for a great
relationship
(through better user experience)

22. 1. Keep it fresh
2. Be thoughtful
3. Don’t be so
f*cking complicated
3 tips for a great relationship

23. Keep it fresh
1/3

24. Routine kills everything

25. Live reply Lost & Found
Meet & Seat
24/7 social service
#happytohelp Must see map
The social airline

27. 70% of KLM
travellers have
a transfer in
Amsterdam
(on their way to somewhere else)

28. 9% of them
have a transfer
time of more
than 6 hours
(boooooooooooooooring)

29. 15 minute
train ride
Airport
Amsterdam

31. “The Netherlands has been rated
among the most unfriendliest countries
in the world for expatriates.”
Forbes Magazine

32. Extrinsic
motivation
Badges, Competition,
Fear of failure, Money,
Airmiles, Rewards…
Intrinsic
motivation
Autonomy, Belonging,
Curiosity, Love, Learning,
Mastery, Meaning…

33. Expats
90.000 in Amsterdam
Connection with
country of origin
Language students
1.873 in Amsterdam
Practice a language
with a native speaker
General
800.000 in Amsterdam
Meet someone new
without leaving the city

35. Social match
making

36. Languages Interests Availability

37. Guiseppe
traveller
Joost
local
3
locals

38. Guiseppe
traveller
Joost
local

39. A stress-less
experience

40. Airport Security
Meeting point
Bar
Train stationAirport
Train station

42. Personal
layover guide

43. Personal
layover guide

44. Personal
layover guide

45. Personal
layover guide

47. All inclusive
experience

48. Personal
layover guide

49. Personal
layover guide

50. Personal
layover guide

51. Feedback

52. Art direction

69. Turn your transfer into a trip
www.klm.com/layover

70. 1. Keep it fresh
2. Be thoughtful
3. Don’t be so
f*cking complicated
3 tips for a great relationship

71. @danielsytsma
www.studiokraftwerk.nl
Therapy is over.