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Beyond best practice: Crafting purposefully distinct experiences

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Best practice makes a great starting point but a mediocre end game. Why? It simply doesn’t create sustainable competitive advantage. For that you need to craft experiences that are not just well designed and seamless but experiences that are meaningful, purposeful, distinctive to the brand and - ultimately - transformative in your customers and employees lives. You need experiences that are purposefully distinct. An experience that is purposefully distinct is not just deliberately distinct but purposeful in a deep, meaningful and human way that is unique to the organisation that delivers it. This concept is particularly effective for more ambitious transformation projects - especially ones with multiple touchpoints and stakeholders - and uses storytelling to create meaning and competitive advantage in design.

Published in: Design

Beyond best practice: Crafting purposefully distinct experiences

  1. 1. BEYOND BEST PRACTICE CRAF TING PURPOSEF UL L Y DISTINCT EXPERIENCES @AndrewUX
  2. 2. ROAD to HERE The
  3. 3. A CRISIS of CONFIDENCE
  4. 4. Developing the environments, tools, and processes that help employees deliver superior service in a way that is proprietary to the brand. - Continuum 2010 SERVICE DESIGN
  5. 5. ANSWER human needs IN A BRAND-PROPRIETARY WAY
  6. 6. MAKES A GREAT STARTING POINT BUT A MEDIOCRE END GAME Best practice
  7. 7. DISTINCTPurposefully
  8. 8. BRAND VAL UE STORY EXPERI ENCE PERSPECTIVE SHIFTS From interaction to relationship From functional utility to guiding human transformation From story told to story lived From visual identity to personifying a company
  9. 9. EXPERIENCE
  10. 10. WE NEED TO THINK ABOUT EXPERIENCE MORE HOLISTICALLY
  11. 11. EXPERIENCE is more than INTERFACE http://thenewcode.com/869/Understanding-User-Experience-Design
  12. 12. Experience as interaction between a user and a system through an interface. Experience as relationshipbetweena persona and a brand through a range of touchpoints, in the context of a story.
  13. 13. DIFFERENTIATED COMPETITIVE POSITION UNDIFFERENTIATED RELEVANT TO NEED OF CUSTOMERS IRRELEVANT TO PRICING GUIDE TRANSFORMATIONS STAGE EXPERIENCES DELIVER SERVICES MAKE GOODS EXTRACT COMMODITIES Customisation Customisation Customisation Commodisation Commodisation Commodisation THE PROGRESSION OF ECONOMIC VALUE
  14. 14. “Value is created by understanding the aspirations of customers and guiding their journey towards achieving those aspirations” – Pine & Gilmore THE PROGRESSION OF ECONOMIC VALUE
  15. 15. BRAND
  16. 16. HOW I USED TO THINK ABOUT BRAND
  17. 17. BRANDS ARE personifications of COMPANIES
  18. 18. MAKING CUSTOMER EXPERIENCE THE NEW FRONTIER OF BRAND
  19. 19. STORY
  20. 20. STORIES provide our lives with MEANING http://www.firststreetconfidential.com/index.history.0912.html
  21. 21. WHAT’S YOUR BRAND’S STORY?
  22. 22. AND WHAT ROLE WILL YOU PLAY IN YOUR CUSTOMER’S STORY? Kirill Yeretsky - http://www.kirart.com/portfolio/ted-heros-journey/
  23. 23. https://www.useronboard.com/features-vs-benefits/
  24. 24. LIFE = BECOMING
  25. 25. DISTINCTPurposefully CREATING EXPERIENCES
  26. 26. A R T I C U L A T E Y O U R B R A N D S T O R Y D E F I N E Y O U R B R A N D ’ S R O L E I N Y O U R C U S T O M E R ’ S S T O R Y T R A N S L A T E T H E S T O R Y I N T O T O U C H P O I N T S 1 2 3
  27. 27. Harald Meyer-Delius - https://www.printsome.com/blog/2015/the-power-behind-brand-archetypes-infographic/A ARTICULATE THE BRAND STORY 1
  28. 28. DEFINE YOUR BRAND’S ROLE IN YOUR CUSTOMER’S STORY H E R O ’ S J O U R N E Y O R G A N I S I N G I D E A 2
  29. 29. HERO’S JOURNEY EXERCISE… In each story identify the: 1. Hero 2. Call 3. Mentor 4. Gift
  30. 30. STAR WARS: A NEW HOPE Identify the: 1. Hero 2. Call 3. Mentor 4. Gift Lightsaber Luke Skywalker Leia’s message Obi Wan
  31. 31. THE MATRIX Identify the: 1. Hero 2. Call 3. Mentor 4. Gift Red pill Neo Trinity’s visit Morpheus
  32. 32. Identify the: YOUR OWN LIFE 1. Hero (Clue: You!) 2. Call 3. Mentor 4. Gift
  33. 33. THE STORY PLATFORM STRUCTURE This is the story of a customer character on a journey to customer goal. Along the way, a brand characterisation provides brand solution to help her overcome conflict / brand enemy. Together, they shared resolution.
  34. 34. ORGANISING IDEA An active statement that defines what the brand needs to do to change consumer behaviour. It inspires the types of experiences we create and helps us organise them into coherent journeys.
  35. 35. ORGANISING IDEAS INSPIRE EXPERIENCES Give wings to people and ideas Connect through adventure Play with possibilities Find their happy place Support energising connections Activate awesome
  36. 36. TRANSLATE THE STORY INTO TOUCHPOINTS 3
  37. 37. Design from BRAND PURPOSE for HUMAN ASPIRATION
  38. 38. DISTINCT LIFE IS A PROCESS OF BECOMING Be purposefully @AndrewUX
  39. 39. © Copyright Publicis.Sapient | Confidential

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