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Experience Themes

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Through decades of successful global design projects, FITCH has identified 12 distinct ‘Experience Themes’ – each with its own unique set of emotions and characteristics. The different themes embody four fundamental human needs for Comfort, Belonging, Independence and Progress...read on to find out more.

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Experience Themes

  1. 1. EXPERIENCE THEMES Designing The Future
  2. 2. 01 How do you codify experience? No one cares about the thing anymore. It’s what the thing can do for me. © 2019 FITCH 02 Experience Themes
  3. 3. The truth is that people are shifting away from buying things and towards buying access to things. This could mean going somewhere meaningful, subscribing to something instead of buying it, or shared ownership. The sharing economy demands that brands find the bigger value that lies beyond simply putting products on shelves. © 2019 FITCH 03 Experience Themes
  4. 4. “Everything has to work together. The design, the product, the service – they should all be aimed at triggering consumer engagement.” Alexandre Lemmonier, Consumer and Market Intelligence Director, L’Oréal “Experiences define our lives. They add a new aspect to how we live, building our character. For a brand to engage at the level of experience, it must be comfortable with less structure.” Margaret Barron, Vice President Global Brand Marketing, Circle K © 2019 FITCH 04 Experience Themes
  5. 5. Everything you do must connect deeply with people, their lives, and how their lives are changing. That all sounds very nice, but how the hell do you do that... and still sell the stuff today? © 2019 FITCH 05 Experience Themes
  6. 6. Experience is bigger than marketing. An experience is the journey that starts when a person first feels a need and ends when that need is achieved. It might take 10 minutes or 10 months. We have identified the four big needs that guide a person’s journey: COMFORT BELONGING INDEPENDENCE PROGRESS To connect authentically, they should feel confident they will satisfy one or more of these needs with you. © 2019 FITCH 06 Experience Themes
  7. 7. The need for comfort speaks to people who desire calm, wellbeing and control. At these times, a person is seeking compassion and generosity, leadership and responsibility, or creativity and imagination. WHEN A PERSON NEEDS COMFORT © 2019 FITCH 07 Experience Themes
  8. 8. LIKE MCLAREN IN LONDON LIKE LEGO IN ORLANDO LIKE LUSH IN LONDON RETREAT Design an experience that heals, nurtures and empowers people SHRINE Design an experience that people are proud to be a part of KITCHEN Design an experience that helps people express themselves WHEN A PERSON NEEDS COMFORT THERE ARE THREE THINGS A BRAND CAN PROVIDE: © 2019 FITCH 08 Experience Themes
  9. 9. The need for belonging speaks to people who desire security and connection and who want something enjoyable to belong to. At these times a person is seeking passion and appreciation, empathy and realism, or joy and generosity. WHEN A PERSON NEEDS BELONGING © 2019 FITCH 09 Experience Themes
  10. 10. WHEN A PERSON NEEDS BELONGING THERE ARE THREE THINGS A BRAND CAN PROVIDE: LIKE ANTHROPOLOGIE IN NYC LIKE IKEA SPACE 10 IN COPENHAGEN LIKE ARÇELIK IN ISTANBUL STAGE Design an experience that shows people something fun BOUDOIR Design an experience that makes things fit the individual perfectly CAMPFIRE Design an experience that brings people together © 2019 FITCH 10 Experience Themes
  11. 11. The need for independence shows up when a person desires freedom and fulfilment, and they want something that sets them apart. At these times a person is seeking ways to see things in a fresh light, or wisdom and intelligence, or ambition and exploration. WHEN A PERSON NEEDS INDEPENDENCE © 2019 FITCH 11 Experience Themes
  12. 12. WHEN A PERSON NEEDS INDEPENDENCE THERE ARE THREE THINGS A BRAND CAN PROVIDE: LIKE TESLA IN SYDNEY LIKE IKEA WORLDWIDE LIKE TESCO IN LONDON LAB Design an experience that finds what's new OBSERVATORY Design an experience that imagines a better world CAMPUS Design an experience that educates and inspires © 2019 FITCH 12 Experience Themes
  13. 13. The need for progress shows up when a person desires skill and dynamism, and they want to master something that helps them win. At these times a person is seeking radical ways of changing the game, or competence and courage, or unexpected ways that dreams can come true. WHEN A PERSON NEEDS PROGRESS © 2019 FITCH 13 Experience Themes
  14. 14. WHEN A PERSON NEEDS PROGRESS THERE ARE THREE THINGS A BRAND CAN PROVIDE: LIKE NIKE IN BEIJING LIKE LYNK CO IN GOTHENBURG LIKE HAMLEYS IN MOSCOW MAGIC CARPET Design an experience that makes dreams come true PLAYGROUND Design an experience that shakes up conventions ARENA Design an experience that challenges people to set and beat goals © 2019 FITCH 14 Experience Themes
  15. 15. And so these are the twelve FITCH Experience Themes. When you choose the right themes and blend them with your brand positioning you create a unique experience signature. BELONGING INDEPENDENCE COMFORT PROGRESS © 2019 FITCH 15 Experience Themes
  16. 16. 02 How does data make it real? Insight without data is just guessing. © 2019 FITCH 16 Experience Themes
  17. 17. Experience Themes is powered by BrandZ, the largest database of consumer opinion on brands in the world. The result is a unique insight into what 650,000 people want from over 21,000 brands globally, and guidance on how each brand can design its own distinctive experience. We’re road testing Experience Themes with a few close clients, building provocative rule-breaking into the experience, heightening the role of play, or changing the way customers engage with the brand. © 2019 FITCH 17 Experience Themes
  18. 18. 1 2 For example © 2019 FITCH 18 Experience Themes
  19. 19. 1 The future of the automotive world. Experience in the automotive world is usually serious. When you look at the consumer data, people expect most car brands to be about teaching, exploring or achieving. Not much fun, not much creativity, not much magic. Experience in the automative world Ford Honda Mercedes Toyota Volkswagen © 2019 FITCH 19 Experience Themes
  20. 20. THE BRIEF “Create the un-car for a new generation.” Lynk Co wanted to be different. Really different. If the automotive conventions went in one direction, Lynk Co wanted to go the other way. BE MORE VISIONARY Imagine a better world by encouraging people to be optimistic about what they can do. BE MORE REBELLIOUS Shake up conventions by showing people how to put the old world behind them and make new rules. BE MORE COMMUNAL Bring people together by creating an environ- ment of respect, fairness and equality. CHOOSE THE THEMES THAT DELIVER THE BRAND AND CREATE DIFFERENCE Experience Theme: — PLAYGROUND Experience Theme: — OBSERVATORY Experience Theme: — CAMPFIRE © 2019 FITCH 20 Experience Themes
  21. 21. © 2019 FITCH 21 Experience Themes
  22. 22. 2 The future of the sports apparel world. Experience in the sports apparel world is very similar. It promotes pride in finding new achievements. Nike set the standard two decades ago and everyone in the category (including adidas) obediently follows its lead. Experience in the sports apparel world Nike adidas © 2019 FITCH 22 Experience Themes
  23. 23. BE MORE PROVOCATIVE Challenge people to beat their goals by helping them set targets and rewards for mastery and courage. BE MORE CREATIVE Help people express themselves by inspir- ing them to take risks and experiment. CHOOSE THE THEMES THAT DELIVER THE BRAND AND CREATE DIFFERENCE Experience Theme: — KITCHEN Experience Theme: — ARENA THE BRIEF “Challenge creators to join forces.” The adidas brand positioning appeals to creators – the teams and individuals that come together to make something new and startling. The experience needs to be more creative, and more explicit about its ability to set and beat goals. © 2019 FITCH 23 Experience Themes
  24. 24. © 2019 FITCH 24 Experience Themes
  25. 25. “Everyone appreciates a good experience – the rich, emotional reaction to the product and brand – and those people who appreciate it most tend to be on a journey of discovery.” Simone Sweeney, Vice President Global Retail Development, LEGO “The experience is something customers can’t get anywhere else. Our staff are critical to that experience, so the store has to be an inspirational space for them, too.” Uschi Sauer, Director Retail Marketing, adidas © 2019 FITCH 25 Experience Themes
  26. 26. ATLANTA PHEONIX@FITCH.COM BEIJING CHINA@FITCH.COM COLUMBUS COLUMBUS-STUDIO@FITCH.COM DELHI DELHI@FITCH.COM DUBAI DUBAI@FITCH.COM HONG KONG HONGKONG@FITCH.COM LONDON LONDON@FITCH.COM LOS ANGELES LOSANGELES@FITCH.COM MOSCOW MOSCOW@FITCH.COM MUMBAI MUMBAI@FITCH.COM NEW YORK NEWYORK@FITCH.COM PARIS PARIS@FITCH.COM PHOENIX PHOENIX@FITCH.COM SHANGHAI CHINA@FITCH.COM SINGAPORE SINGAPORE@FITCH.COM For more about the future of experience in your category, get in touch. © 2019 FITCH 26 Experience Themes
  27. 27. Designing the Future. FITCH is the world's leading brand and retail consultancy. We shape brand experience signatures that help our clients connect, adapt, innovate and grow. www.fitch.com — @FITCHdesign — FITCHglobal — FITCH © 2019 FITCH 27 Experience Themes

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