Storyscaping Creates Brand Value and Loyalty
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This document discusses how brands can create value and loyalty through storytelling and experiences. It introduces the concept of "Storyscaping", which is creating a landscape of emotional engagement and experiences where consumers connect with stories across any channel. This allows the brand to become part of the consumer's story. The document advocates that as UX professionals, they need to go further into brand storytelling and discover how the combination of story and experience leads to value and loyalty for customers.
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Storyscaping Creates Brand Value and Loyalty
- 1. © 2013 SAPIENT CORPORATION | CONFIDENTIAL WANT TO CREATE VALUE AND LOYALTY FOR YOUR BRAND? STORY AND EXPERIENCE COMBINE
- 2. 2 ETHNOGRAPHY WIREFRAMING DESIGN THINKING FIELD RESEARCH CUSTOMER JOURNEYS COMPETITOR ANALYSIS
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- 6. 6 AS UX PROFESSIONALS WE NEED TO GO A BIT FURTHER INTO BRAND STORYTELLING AND DISCOVER HOW STORY + EXPERIENCE LEADS TO VALUE + LOYALTY
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- 16. 16 Virtual space Emotional spacePhysical space WE CALL IT STORYSCAPING A landscapeof emotional engagement and experiences where consumers connect with stories at any point and in any channel, allowing the brand to become part of the consumer’s story. Invite and create action among your target audience. Get rid of the full stop and replace it with a comma, to make it intuitive for consumers
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- 27. 27 ORGANISING IDEA LET KIDS BE KIDS
- 28. 28 ORGANISING IDEA LET KIDS BE KIDS
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- 42. 42 CREATE WORLDS NOT JUST WEBSITES Paul Taylor, Creative Director – Experience Design, SapientNitro @taylor19
Editor's Notes
- How many user experience people do we have in the audience today UX is a very detailed discipline, the devil is in the details, quotes? --- UX is a great discipline, its fun, its valuable and we get to do a lot of things – user centrered design, design thinking, contextual research, enthnography, wireframing, protoyping, coding, stakeholder interview… But typically we don’t often get to think a lot about BRAND. Connecting brand to experience It’s not just functional; customers are people too
- When we do get to think about brand, its usually just the brand guidelines which we apply to our designs.
- Or sometimes we might get to go a bit further and are given a list of brand values to work with – that still doesn’t put us in a great place to truly integrate brand in what we are designing. Now that’s one end of the spectrum.
- At the other end of the spectrum we have heavily brand led experiences like Redbull. Where does UX come in? Isn’t this what traditional ad agencies do? Are these things related? Isnt that just content and videos that the client adds after we have done the UX? Well we think as that UX’ers we can go a bit further…
- We think that as UX’ers we need to go a bit further into BRANDED STORYTELLING And I’m going to explain how combining BRANDED STORYTELLING with EXPERIENCE can lead to more LOYALTY from USERS and more VALUE for our CLIENTS How does it work? It all starts with a blue bear
- Teddy bears fill a user need – kids want something to cuddle and play with and apply characteristics to so it becomes their friend. A blue bear fills this need. It doesn’t do much else. A blue bear like this would typically cost around $8.
- Creates value for customers and also for the American Girl brand
- We call this STORYSCAPING – definition on slide Now that's a lot to take on, working with clients (or if you work in one silo'd area of a business) sometimes it can be difficult enough to get them to agree on the requirements or making a website that works for users across all devices or to drop support for IE5.5 (small battles) It also involves a lot of new stakeholders across the organisation from marketing and brand teams who might not even know each other let alone be aligned with each other to do this to create loyalty from our users and value for the business This why we need an Organising Idea
- STORY + EXPERIENCE + INNOVATION
- How do we connect these things? Through a way of working we call story-scaping; merging people’s connection at a physical level, emotional level and virtual level, all built around a single organizing idea
- ORGANISING IDEA
- Toys R Us – PLAY WITH POSSIBILITIES Or VISIT FLORIDA
- Toys R Us – PLAY WITH POSSIBILITIES Or VISIT FLORIDA
- Toys R Us – PLAY WITH POSSIBILITIES
- We’ve only just begun I’m not just talking about wearables, fitbits and virtual reality
- Design lives on more devices, touches more lives, there’s a lot of work to do and that’s good for us, bigger canvas to paint on Artificial intelligence – who’s worried about that!? Someone needs to design how it works for humans Whole body Interactions – right now we design for micro interactions, thumb gesture, mouse, click, soon enough we are going to be designing for smart body interactions, look at wearables Touchless interfaces – Google Project Soli is developing a new interaction sensor using radar technology. The sensor can track sub-millimeter motions at high speed and accuracy. It fits onto a chip, can be produced at scale and built into small devices and everyday objects. Thought Activated Technology – Boston uni, can wake a sleeping animal from a thought, we have to design these experiences Its getting creepier and creepier but its also broadening what we can do as designers.
- Design lives on more devices, touches more lives, there’s a lot of work to do and that’s good for us, bigger canvas to paint on - Artificial intelligence – who’s worried about that!? Nano technology - Whole body Interactions – right now we design for micro interactions, thumb gesture, mouse, click, soon enough we are going to be designing for smart body interactions, look at wearables Touchless interfaces – Google Project Soli is developing a new interaction sensor using radar technology. The sensor can track sub-millimeter motions at high speed and accuracy. It fits onto a chip, can be produced at scale and built into small devices and everyday objects. Physical Game environments - Thought Activated Technology – Boston uni, can wake a sleeping animal from a thought, we have to design these experiences Implant-able technology – its getting creepier and creepier but its also broadening what we can do as designers. Lots of future experiences for Adobe to manage for us! : )