1. JAK SPENCER
A creative and successful cross-cultural design
researcher with experience of understanding
users in emerging and mature markets

2. WHY ME?
WHY CLARO?
ü
A PhD in understanding and changing user behaviour in
different cultural contexts through design
ü
Experience of managing brand implementation for
Apple, Emirates Bank, Selfridges & other high profile
clients
ü
Experience of spotting opportunities, creating a brand
and bringing a range of products to market
Background in Industrial Design with relevant studies in
ü
user-centred design, manufacturing technologies,
sustainability & behaviour change

3. A DISRUPTIVE SHIFT
We’re people, not consumers
Big business and
marketers still deal with
“understanding &
attracting consumers”,
but ‘consumers’ is a
historic term that only
deals with the user
journey at one point –
the point of
consumption.
In reality…..

4. A DISRUPTIVE SHIFT
People interact. They add content.
Consumers purchase, people add & exchange

5. A DISRUPTIVE SHIFT
People create & adapt the design.
Consumers buy products, people create experiences

6. A DISRUPTIVE SHIFT
People use, share and reuse.
Consumers are individuals, people build communities

7. A DISRUPTIVE SHIFT
The implications:
ü
Concentrate on people, not consumers
ü
Put people before statistics
ü
Involve people. Don’t constantly ‘sell’ to people.
Give them control. Let them imagine and create.
Let them build associations. Let them add value.

8. CAN I HELP?
I’d love to chat about what I can bring to a position at Claro. I’m
available immediately:
Jak Spencer
jakspencer@gmail.com
+44 (0) 7958594260
@JakSpencer
Designwithculture.co.uk
115 Station Street, Loughborough, LE11 5EG, UK