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The Emotion Map / Prof. Daniela Hensel

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This is Prof. Daniela Hensel’s presentation from Service Experience Camp 2018 on The Emotion Map, held on Day 2.

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The Emotion Map / Prof. Daniela Hensel

  1. 1. SERVICE EXPERIENCE CAMP 2018: DANIELA HENSEL The Emotion Map How Brand Positioning and Service Experience can be combined with the help of the Limbic Map®
  2. 2. SERVICE EXPERIENCE CAMP 2018: DANIELA HENSEL The Emotion Map How Brand Positioning and Service Experience can be combined with the help of the Limbic Map® Mail hensel@whydobirds.de Facebook understanding branding Book Understanding Branding: Strategie- und Designprozesse verstehen und anwenden
  3. 3. why do birds | Daniela HenselThe Emotion Map The Challenge As user experience designers we have to find the sweet spot between the user’s needs and the business goals, and furthermore ensure that the design is on brand. Whitney Hess, Mashable
  4. 4. why do birds | Daniela HenselThe Emotion Map The Challenge costumer needs business needs brand design
  5. 5. why do birds | Daniela HenselThe Emotion Map The Challenge: Feel the service! costumer needs business needs brand design emotional attitude +
  6. 6. why do birds | Daniela HenselThe Emotion Map Why is service experience with an certain emotional brand attitude so important for Brands? • Distinctiveness • Identity-forming • Recognisability >>>> stronger customer loyalty!
  7. 7. why do birds | Daniela HenselThe Emotion Map Social Media Services: Who said this? Company A Company B Company C
  8. 8. why do birds | Daniela HenselThe Emotion Map 8 Social Media Services: Who said this? Deutsche Bahn Zalando Lufthansa
  9. 9. why do birds | Daniela HenselThe Emotion Map The Limbic Map® The Limbic Map by Hans-Georg Häusel uses the findings of brain research for marketing purposes. It is based on the assumption that people make decisions primarily for emotional and mostly unconscious reasons. The marketing experts around Häusel wanted to develop an understandable and well-founded motive system for marketing and sales. What brain researchers call emotions and psychologists call motives, they have packed into a model, which is supposed to make visible why customers • buy a product, • prefer certain brands or • to special forms of advertising
  10. 10. why do birds | Daniela HenselThe Emotion Map
  11. 11. why do birds | Daniela HenselThe Emotion Map Does the brand help me to learn something new, to go beyond what has been known so far? Break with conventions! Have fun and live life! Does the brand help me, better to become and to oppose me to enforce others? Be ambitious and purposeful! You decide – be your own boss! Does the brand help me to feel safer and more secure? Seek the community! Strive for stability!
  12. 12. why do birds | Daniela HenselThe Emotion Map Conquer new borders! Who does not dare, does not win! Be relaxed, take your time! Let yourself be inspired Follow the rules Do your duty
  13. 13. why do birds | Daniela HenselThe Emotion Map Limbic Map® by Hans-Georg Häusel
  14. 14. why do birds | Daniela HenselThe Emotion Map Example of pilsner varieties according to Scheier/Held
  15. 15. why do birds | Daniela HenselThe Emotion Map Beck‘s
  16. 16. why do birds | Daniela HenselThe Emotion Map 16 Beck‘s Limbic Map® by Hans-Georg Häusel
  17. 17. why do birds | Daniela HenselThe Emotion Map Krombacher
  18. 18. why do birds | Daniela HenselThe Emotion Map 18 Krombacher Limbic Map® by Hans-Georg Häusel
  19. 19. why do birds | Daniela HenselThe Emotion Map Jever
  20. 20. why do birds | Daniela HenselThe Emotion Map 20 Jever Limbic Map® by Hans-Georg Häusel
  21. 21. why do birds | Daniela HenselThe Emotion Map 21 Overview Beck‘s Krombacher Jever Limbic Map® by Hans-Georg Häusel
  22. 22. why do birds | Daniela HenselThe Emotion Map 22 Prioritization of the Brand Values
  23. 23. why do birds | Daniela HenselThe Emotion Map 23 Hornbach Limbic Map® by Hans-Georg Häusel
  24. 24. why do birds | Daniela HenselThe Emotion Map Deutsche Bahn Limbic Map® by Hans-Georg Häusel
  25. 25. why do birds | Daniela HenselThe Emotion Map 25 Hornbach Limbic Map® by Hans-Georg Häusel
  26. 26. why do birds | Daniela HenselThe Emotion Map 26 Hyundai Limbic Map® by Hans-Georg Häusel
  27. 27. why do birds | Daniela HenselThe Emotion Map 27 Hornbach Limbic Map® by Hans-Georg Häusel
  28. 28. why do birds | Daniela HenselThe Emotion Map 28 Hornbach Limbic Map® by Hans-Georg Häusel
  29. 29. why do birds | Daniela HenselThe Emotion Map 29 Limbic Map® by Hans-Georg Häusel
  30. 30. why do birds | Daniela HenselThe Emotion Map Let’s transfer the Limic Map® to Service Experience!
  31. 31. why do birds | Daniela HenselThe Emotion Map 31 Tonality in Social Media Services openness reliability warmth
  32. 32. why do birds | Daniela HenselThe Emotion Map Here we go – quick and dirty! How can the Limbic Map be used for a service experience? Step one (5 min) In teams of 3 – 4 please agree on a generally known brand, e.g. from the aviation industry and ... Step two (5 min) Mark the emotion space of your selected brand in the Limbic Map Step three (15 min) Concentrate again on an area that is of interest to you, in order to a) be inspired for a new service b) or to improve an existing service Step four (10 min) Short presentation of your results (2 – 3 min)

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