This document discusses the need for brands to focus on customer experience design rather than traditional advertising. It notes that most people dislike ads and find them intrusive. The document advocates using human-centered design to understand people's needs and create experiences that address their core problems. It provides examples of understanding customer jobs-to-be-done and pain points to develop solutions. The conclusion is that delivering a satisfying customer experience is good for customer retention and business performance.

1. CX FOR FUTURE-PROOF BRANDS
Yhanuar Purbokusumo - Head of Strategy
Presented by
Mark Verhagen - Creative Director

4. FAST FORWARD 20 YEARS LATER

5. ADVERTISING

6. “WE BUY THINGS WE
DON’T NEED WITH
MONEY WE DON’T HAVE
TO IMPRESS PEOPLE WE
DON’T LIKE”

7. MOST
PEOPLE
HATE
ADS
Source: Hubspot research 2016, “Why People Block Ads (And What It Means for Marketers and Advertisers)”
91% of people feels that ads are intrusive
and not contribute to their lives.
87%
of people feels overwhelmed with
ads because there are more ads now
than ever before.
79%
of people feels like they are being
tracked and stalked because of
retargeting ads

8. 34% of ad clicks are by mistake.
83%
of people say they would like the
option to block ads on mobile
devices.
76% of marketers fail to use behavioural
data for online ad targeting.
BRANDS
WASTE
MONEY ON
ADS PEOPLE
DON’T WANT
TO SEE
Source: Hubspot research 2016, “Why People Block Ads (And What It Means for Marketers and Advertisers)”

9. “MAKE WHAT PEOPLE WANT
AND BRANDS NEED”

11. HUMAN CENTERED DESIGN
Human centred design is a process or a mindset in which you solve
complex problems by designing experiences that address the core needs
of those who face that specific problem.

12. A MOM WANTS TO HANG A FAMILY
PORTRAIT ON THE WALL
VS

13. START WITH WHAT PEOPLE NEED,
NOT WHAT WE CAN MAKE.

14. Source: On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing
DELIVERING
BETTER
CUSTOMER
EXPERIENCE IS
GOOD FOR
BUSINESS.
increase in customer retention
when providing satisfying
experience
59% of buyers are willing to pay
more for a great customer
experience.
86%

15. COMMS
DESIGN
CUSTOMER
EXPERIENCE
DESIGN
+

17. TIME3-12 months VS 2 weeks

18. Synthesis
2
Define brief
3
Ideation
4
Research
1
Research
CUSTOMER EXPERIENCE COMMS DESIGN

19. THE BRIEF
Sliced pizza, a cool new pizza place, just opened
up a new restaurant in the business district of
SCBD. They aim to target office workers during
lunch time with their new product package.
Deadline: in 2 weeks!

20. Our Consumer
Volume Target : M/F, 19-34 yo, sec BC+
Bull’s eye Target : M/F, 25-29 yo, sec B
“YOLO IS THEIR SECOND RELIGION”
Young Men and Women, who are always making
fun of every atmosphere they’re in. They love
being together, they believe that happiness is
always best when shared, but they’re not afraid of
being solo, because fun is their main ingredient.
They have routine work to do, but they do it in
cheers. Love life and can’t stop the thirst to try
something new, name it : smartphone, new job,
culinary, exotic travel destinations, even married at
young age!
YOLO is their 2ND religion, and if there’s other
thing that matters, it has to be “easy” and
“pocket-friendly”.

21. WHAT’S THEIR VIEW ON PIZZA?
HOW DO THEY HAVE LUNCH?

22. Synthesis
2
Define brief
3
Ideation
4
Research
1
Research

23. WE TALK WITH THEM!

24. Hypothesis
People position pizza as group
snack, not as lunch
Group snacking happens afternoon,
weekend and overtime
Group lunches are at
restaurants, not at the office

25. Synthesis
2
Define brief
3
Ideation
4
Research
1
Research

27. View on group lunch and pizza
- Moment to strengthen bonding with colleagues
- Time to not talk about work and catch up on
gossips, news and trending topics
- Time to explore and try new food or restaurants
experiences
- believes pizza is a social food but not for lunch
time, for lunch she prefers rice
Job-to-be-done
“I want have a good social time at lunch break”
Influences
- Food trends or happening spot
- Peers & friends recommendations
- Food directory & reviews sites
- Food delivery apps
Pains
- She can’t go far from her office and is already bored
with all the food around her office
- Bad dine-in experience, long queue or serving time,
uncomfortable and hot restaurants, failed food
- Run out of conversation topic during lunch time
Gains
- If it’s easy to find acceptable & lovable food for
everyone
- If there’s an exciting lunch and conversation
that builds relationships
- Value for money or promo from her favourite
restaurants
Social Lunchers
Dena, 28 years old

28. STAGE
WHAT
THEY
DO
WHAT
THEY
THINK
WHAT
THEY
FEEL
Planning
Before
Triggered
Ask colleagues about
lunch break plan
Discuss with colleagues
about what and where
to eat
Order & Wait Eating Moment
During
Long queueing,
uncomfortable
place, Long serving
time
Failed food
exploration, Run
out of conversation
topic
Back to Office Back to Work
After
Don’t know what to
do in idle time
Not fully refreshed
because social
lunch is failed
“We cannot go far from
office, but we already
bored with all food spot
around the office”
“It's waste our time, I
hope we can have
better place to have a
good talk”
“I hate when the
conversation is back to
work-related things
when we run out of
conversation topics”

29. Synthesis
2
Define brief
3
Ideation
4
Research
1
Research

30. “How might we fuel the
conversation for office
workers who have
lunch with the same
group everyday in
order to not run out of
conversation topics?”
How might we
(WHAT ACTION)
for (WHOM)
in order to
(CHANGE
SOMETHING)?

31. Synthesis
2
Define brief
3
Ideation
4
Research
1
Research

32. A pizza to fill stomach and fuel the conversation.

35. Tutorial Example Competition
Sliced Pizza Anti Boxan Truth or Dare

36. antiboxan_tod Apakah kamu harus jawab TRUTH
dengan jujur atau berani malu ikutin instruksi DARE?
Geser ke kanan buat temukan tantanganmu!
antiboxan_tod

37. antiboxan_tod Apakah kamu harus jawab TRUTH
dengan jujur atau berani malu ikutin instruksi DARE?
Geser ke kanan buat temukan tantanganmu!
antiboxan_tod

39. Some other work we made…

40. The brief:
Traveloka just launched their new experience
platform where people are able to book daily
activities. How can we promote this service
through a social media campaign?

41. STAGE
WHAT
THEY
DO
WHAT
THEY
THINK
WHAT
THEY
FEEL
Planning
Before
Trigger
Browse online and get
inspiration from social
media & influencers for
the places to go, food
and event
Often not take any
actions, to many
options and not realistic
within budget
Booking The Experience
During
Know where to buy
tickets for hotels and
flights, but for
activities they don’t
have a go to platform
Having a moment
together with
friends and family,
documenting their
experience
Sharing Recognition
After
During and after the
experience they keep
their social media
updated on their
latest adventure
Receive positive
feedback from
followers, asking
where they can find
the activity
“I’m a bit lazy and in a bad
mood to actually do these
activities. They seem
expensive and far away
“where do I buy the
tickets for daily
activities? I would
hate it if the tickets
were already sold out
when I arrive there”

44. The brief:
The sales from Nu Teh Tarik and Nu Milk tea,
were year on year slowly increasing. Could we
make a campaign for Millennials to help boost
sales?

45. STAGE
WHAT
THEY
DO
WHAT
THEY
THINK
WHAT
THEY
FEEL
Planning
Before
Trigger
Browsing youtube and
Instagram based on
their interests when
they get interrupted
with an ad
Nothing, it’s a pure
impulse purchase, there
is no planning involved
Buying Drinking
During
Enjoying the drink,
often when at home
after school, around
4pm
Sharing Feedback
After
Drinking Nu dairy tea
is not sharable. It’s a
nice drink but not
more than that
No peer feedback.
“I genuinely dislike ads
targeting millennials, they
look fake and are
meaningless”
“I do really like the
taste of the products.
Especially Milk tea.
It’s sweet but not to
sweet. Like a
drinkable snack”
The price is good,
relatively cheap and easy
to find in most mini and
indomarts

48. Change
the world
Have an
impact on
people’s
lives
Put a smile
on their face
THERE ARE
DIFFERENT
LEVELS OF
“MEANING-
FULLNESS”

51. “MAKE WHAT PEOPLE WANT
AND BRANDS NEED”

52. Yhanuar Purbokusumo - Head of Strategy
Presented by
Mark Verhagen - Creative Director