What is Experience strategy?

1. hello.

2. explorers disruptors innovators We are…

3. The different ﬂavours of strategy?

4. The different ﬂavours of strategy Brand communications Business consultancy Data Analytics Experience Strategy Performance Marketing

5. why experience strategy?

8. complexity An Increasing complex world. The global expansion of customers and markets. The expansion of media and the proliferation of customer touch points. Wider, and more interdependent stakeholder groups rate of change How do you deal with the future? Ensure your business stays relevant? The creation of entirely new business model opportunities and the extreme challenges on organizations’ structures and design What are the threat of new entrants, hidden in your blind spot

9. “Our clients used to interact with our bank digitally three, four times a month. Now they are interacting with us all the time: four, ﬁve times per week.” Barclays client, 2014 changing experience landscape

10. Interbrand 100 most valuable brands, 2014 The value of Experiential Brands skyrockets changing experience landscape

11. Constant re-deﬁnition of categories by challengers Trust as the basis of great customer service Since summer 2014, AirBnB is now the largest hotel in the world changing experience landscape

12. Digital breaks boundaries between product and service Product and Service Design Integration Strategy, 2014 “The Volvo Group’s vision is to become the world leader in sustainable transport solutions changing experience landscape

13. From individual and specialised business silos to multiple and cross functional teams Digital dependency map, anonymous changing experience landscape

14. “SELL MORE, SELL NEW” The digital tipping point, McKinsey & Company, 2014 changing experience landscape

15. In summary from acquisition to customer life-time value M S S M changing experience landscape

16. what is experience strategy?

17. From User Experience to Service Design SD UX CX the changing role experience strategy

18. The right tool for the job Operationalising experiences Sees operations as essential material for repeated delivery of excellent service. People-centric Puts people (customers and staff) at the heart of service improvement Omni-channel Recognises that customers don’t experience a service by channel – omni-channel by default. Value Creation Concerned with understanding value and finding opportunities to create new value. Always in beta – building capability Understands that services require long-term dedication and focuses on capability building. Multi-disciplinary Recognises the need to facilitate collaboration between disciplines. Experiences Over Time Views services as relationships that unfold over time. A Design led approach to innovation the role of experience strategy

19. Customer insight •  Ethnography and rich data •  Customer life cycles, service journeys and interactions •  Analytics and performance data •  Demographic and experience trends Ideas •  Facilitating the best ideas of “hidden designers” •  Creative synthesis – crafting propositions from different types of ideas Prototyping •  Testing value hypotheses •  Understanding omni-channel experiences Iterative build and learn •  Agile development approach – continuous development experience strategy: design led capabilities

20. experience design approach

21. Business case Market insight Service design Discover Define Ideation + Co-Creation Prototype Design & Build ! Insight packs Process Maps Empathy Profiles Experience Maps experience strategy: methods and tools

22. Business case Market insight Service design Discover Define Ideation + Co-Creation Prototype Design & Build Experience Framework ! ! experience strategy: methods and tools

23. Business case Market insight Service design Discover Define Ideation + Co-Creation Prototype Design & Build Co-creation workshops Synthesis Ecosystem mapping Narratives experience strategy: methods and tools

24. Business case Market insight Service design Discover Define Ideation + Co-Creation Prototype Design & Build Narratives Lo-fi concept testing Reaction & value testing Service Propositions themes High fidelity prototypes Service Blueprint experience strategy: methods and tools

25. From capturing requirements to creating new meaning Life Fitness Fears Current products and services alienate our target audience and amplify their fears. Traditional Gym ArtificialNatural Expert Novice Aspirations A desire for a more fulﬁlling and engaging ﬁtness experience. Playground the role of experience strategy

26. From well deﬁned to fuzzy customer needs Fuzzy solution Clear solution Clear customer need Fuzzy customer need Solve specific problem Find opportunities for new services Improve existing services Use new technology the role of experience strategy

27. 27 EXPERIENCE STRATEGY helps brands uncover new opportunities to create value and to deliver sustained growth

28. How to do experience strategy?

29. different problems or opportunities require different approaches.

30. 30 the collapse of planning and implementation has led to innovations in how to approach innovation

32. discovery

33. context of discovery Discovery is about creating a comprehensive strategic vision for a brand’s Storyscape BUILD DEPLOY OPTIMIZE DEFINE DESIGNDISCOVERY

34. The feeling of a discovery

35. reason for discovery Discovery is set to accomplish two goals: 1.  One goal is to unlock new value for our clients and their customers 2.  And the other is to align the client organization towards this common goal

36. spirit of discovery 1.  We do not know where we are going 2.  We discover incrementally through iterations 3.  We are curious people who mix passion and logic 4.  We are outcomes based, not constrained by disciplines 5.  None of us is as smart as all of us 6.  We seek new knowledge and new meanings 7.  We visualise to manage complexity 8.  We understand by making 9.  We plan, and adapt our plans flexibly

37. scope of discovery Analyse: Disruptions Competitors Design Culture Consumers Understand: Digital Ecosystem Portfolio Stakeholders Business Brand INSIDE-‐OUT OUTSIDE-‐IN

38. EXPERIENCE STRATEGY CONNECTS AND INTEGRATES Technology UX and Design Business strategy Analytics Communications Client services Delivery roles of discovery

39. roles of discovery Dimension Business Consulting Experience Strategy User Experience Disruptions Competitors Design Culture Consumers Digital Ecosystem Portfolio Stakeholders Business Brand

40. activities of discovery Discovery is a staged journey that: 1.  Starts with wide-ranging research and analysis 2.  Goes through intense client-agency collaboration 3.  Proceeds through synthesis to a vision made tangible and concrete using videos, storyboards and prototypes 4.  Defines the capabilities needed to make the vision into a source of sustainable growth CO-CREATIONKICK-OFF PLAY-BACKPREPARATION SYNTHESISE RESEARCH PRODUCE FORM INSPIRE AUDIT OBJECTIVES INSIGHTS VISION ALIGN BRIEF STRATEGY DESIGN

41. tools of discovery Preparation Kick-off Playback Co-creation Strategy Public and proprietary documentation Context Ethnography Depth-interviews Practices Divergent/Convergent Thinking Visioning Problem statement Brief KPIs Stats, Analytics Search keywords Co-creation workshop Organising idea Challenge Brief Research Questions Social Listening Mutations Strategic Framework Hypotheses Desk Research Customer Needs and Segments Re-framing Metaphor Experience Principles/Pillars Synthesis of key points Ecosystem Map Mash-ups Design Principles Market Size/Growth-Decline Jobs-to-be-done Service Blueprint Competitive Review Service Blueprint Ideal User Journey Business Model Ideal User Journey Opportunity Map Brand Essence Opportunity Map

42. planning discovery WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 PLAY- BACK KICK OFF CO- CREATION PRESENT STRATEGY CHECK POINT CHECK POINT AUDIT RESEARCH WORKSHOP PREPARATION DEFINE & REFINE STRATEGY

43. hello.thank you.