YES, NO, and BUTs ...AcquieseRecognize an offer, but don’t contribute anything to an idea or tothe flowBlockingDon’t recognize the offer and don’t contribute anything to an idea orto the flowAcceptingAccept an offer, and contribute ideas and add to the flow
Sketching together ismore productive thansketching alone.
Exercise 1: Summary- Communicate ideas through improvisational practices- Create spontaneous moments for the random collision of ideas- Refine listening skills- Co-create- Constructively build team cultures through visual thinking
1. Know the business - product or services2. Know your client - business goals3. Know your client’s customers / users - customer-centric4. Design for growth, substance and longevity5. What kind of business problem is the design solving?Design is business,business is design.
Perception of valuedefines the relationship1. Identify client’s business problems and present actionable ideas2. Identify short and long term goals3. Set realistic goals & metrics but align expectations4. Care - Take real interest in your client’s business5. Be honest, be accountable, be professional
The focus was on aesthetics and brand, without thought for the peoplewho are actually using the design.What designers think is awesome What the client wantsIn the past, designdecisions were based on:
Exercise 2:What is created externally mirrors what is happening internally.How do you get an entire organization of 200+ people to be excitedabout new product launches (changes)?Brainstorm 10 core values for your internal organization &10 core values for your customers/ users.Describe how you can then externalize them into actionable ideas.How do you present to your organization your new ideas?
Exercise 2: Summary- Problem solve collectively- Fail quickly but productively- Walk the talk with actionable, tangible ideas- Present ideas the unboring way - WOW your audience
So, you think youknow your customers?Think again.
EXAMPLE OF A PERSONAVince Blake - 35 years old, Executive Producer/ Director, Los Angeles, CAA private person who surround himself with influential people, and likes thatpeople seek out his opinions. He identifies with sophisticated, stylish,international personalities, and puts forth a carefully crafted image to distinguishhimself from superficial showoffs.Prone to mixing brands for an artistic, edgy effect, Vince selects accessories,services, and lifestyle activities that reflect his personal style: an Amex BlackCard/Centurion card; a pair of special edition vintage sneakers, iPhone, iPad,and MacBook Pro mobile devices to enable his online shopping; and farm-to-table dining. Loving form and function, he covets his classic vintage 1956Lincoln Continental while driving an Escalade Hybrid SUV that alludes to ecoconsciousness.A frequent domestic and international traveler, Vince prefers private companyjets and select commercial carriers including Virgin America, Virgin Atlantic,Singapore Airlines, and Swiss International.Striving to exude balance, strategy, and action with panache, Vincedemonstrates raw passion and intensity from his court side seats at LA Lakersgames. He also enjoys a great love of women but is careful to never look toocommitted.
Exercise 3:(To court)What would make me so impressed that I wouldwant travel this commercial airline? List top 5 actions/ideas.(To evangelize)What would it take for me to recommend this airline tomy friends?
Exercise 3: Summary- Go beyond personas and context- Be empathetic towards users / customers- Using customer journey mapping to discover touch points togenerate new market opportunities- WOW or surprise your users / customers by anticipating needs,delivering on the brand promise
How does brandingchange when it’scustomer first insteadof business first?
UX vs. CX“I think that it’s an interesting question, when you talkabout user experience (ux) and customer experience(cx). User experience, in general, we’re thinking aboutpeople using something, people interacting withsomething. Right now, most specifically, that’s thewebsite and any mobile applications or mobile sites,but that’s really part of a larger umbrella around the fullcustomer experience, which would include interactionswith a store employee, using the product, using ourservices, taking a class, that kind of thing.”- Samantha Stammer, Manager, eCommerce Experience at REI.comUX Magazine, Article No. 584 11/30/2010
THE 6 STAGES OF EMOTIONAL BRANDING:Emotional Stage 1 – How you get someone interested?Emotional Stage 2 – How do you get someone to consider apurchase?Emotional Stage 3 – How do you continually reinforce that theirpurchase decision was absolutely the right decision, the “winning”decision?Emotional Stage 4 – How do you create a loyal customer suchthat they want to continue to buy your product and/or are mostreceptive to cross selling and value add purchases?Emotional Stage 5 – How do you create a brand ritual so that yourbrand becomes part of your customer’s life?Emotional Stage 6 – How do you get your audience to be yourcheerleader?Steve Goldner, Senior Director at MediaWhiz
Exercise 4:Define the top 5 items that will make your client/ internalorganization happy.Define the top 5 items that will make the customers/ users happy.What are the similarities and differences?Define the top 5 items that cannot be compromised for both thebrand and the design.
Defining what designsuccess means helpsset goals andalign expectations.
Exercise 4: Summary- Defining what design success means helps establish a framework forwhat to expect from a designer/client relationship- Use the framework to establish goals and metrics- Delivering on a brand promise internally and externally produces anauthentic brand image- HAPPY TEAM + HAPPY CUSTOMERS = GENUINE BRAND
Designing withoutpassion is like livingwithout breathing.
Exercise 5: Summary- Ideas are equally as important as execution- Ideas have to be tangible and actionable- Give meaning to design; let it appeal to personal and collectiveaspirations- Design with intent, passion, and purpose- Good design is no longer good enough; great design wins!- Take your work seriously. Yourself, not so much.