19.
HOW DO YOU OBSESS EXPERIENCE?
1. Build a Strategic Foundation
2. Experience Ideas Need to Have Real Business Value
3. Think Like a Human-Is the Experience Thoughtful?
4. Locate Opportunities to “Wow” through experience
5. Go for the easy wins first
19
30.
2. UNDERSTAND THE BUSINESS VALUE OF IDEAS
1. Be clear about what you are trying to do
2. Understand how the idea contributes to the business
3. Is it about acquiring or retaining customers?
3. Identify and be clear about determining if the idea is about attention or
experience -each type has a different value
30
31.
2. UNDERSTAND THE BUSINESS VALUE OF IDEAS
31
Warby Parker’s Stores aren’t a vanity project
They deliver the most sales/sq ft in retail after Apple
32.
2.UNDERSTAND THE BUSINESS VALUE OF IDEAS
32
Sephora’s contouring app is like digital glue providing utility with user education, but also
connecting users directly into the brand’s products, services and commerce
34.
3. THINK LIKE A HUMAN- THINK ABOUT THEM
34
Are you really thinking about the user and how you can make their lives easier
and better?
Are you putting yourself in their shoes?
Are you testing for potential frustrations?
Are you thinking through all the steps?
Think about how it’s going to make the user feel
35.
3. THINK LIKE A HUMAN
“We aren’t doing anything magical,
we doing human things.”
Anna Pickard-Slack
35
36.
3. THINK LIKE A HUMAN
36
Slack’s welcome robot
41.
3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT
41
42.
3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT
42
Maybe it’s better for a hotel to give a cookie when the guest leaves or has a problem,
rather than when they arrive = Save the cookie for “peak moments”
43.
3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
43
XX plays to 50--people- the audience walks out to the stage and the band is there to greet
them
44.
3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
44
The first connection many of Under Armour’s customers will have with the brand, is
digital.
How do they make it human?
45.
3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
45
The brand knows the type of help you need
47.
4. LOCATE OPPORTUNITIES TO “WOW”
“People don’t know where they want
to go, but they have a good idea of
how they want to feel”
Tom Marchant- Black Tomato
47
48.
4. LOCATE OPPORTUNITIES TO “WOW”
With a solid strategic foundation, you can find opportunities to create
wow.
Find moments when your customers are surprised because their
expectations have been exceeded.
But, “Wow” opportunities shouldn’t be the only things you do
48
50.
4. LOCATE OPPORTUNITIES TO “WOW”
50
EA knows that sports fans likes nothing better
than to trash talk with friends during key moments
in sports games, so they developed a creative
system to help them
51.
4. LOCATE OPPORTUNITIES TO “WOW”
51
“Sleep No More” is a radically new theater
experience, but it’s all driven by people and
place, not technology- the audience is at the
center
52.
4. LOCATE OPPORTUNITIES TO “WOW”
52
Mass Mutual created a space/experience and
a program to help adults become financially
literate
53.
4. LOCATE OPPORTUNITIES TO “WOW”
53
Slack’s surprise as discoverable “wow”
54.
4. LOCATE OPPORTUNITIES TO “WOW”
54
Rapha’s store as social cycling club
55.
4. LOCATE OPPORTUNITIES TO “WOW”
The advancing technological landscape creates obvious opportunities for those who are
prepared to seek out and provide experiences that we’ve never had
55
56.
4. LOCATE OPPORTUNITIES TO “WOW”
Branded champagne service, at the touch of a button, thanks to the internet of things
56
59.
5. GO FOR THE EASY WINS FIRST
“The only time we get together is when we meet with you”
Client comment to IDEO
59
60.
5. GO FOR THE EASY WINS FIRST
60
Concepts like digital transformation and being disruptive are dangerous- too much,
too overwhelming = Potential paralysis
Uncover your customers expectations and meet them
Find the sweet spot on the journey
Find the pain points and the places you fail- fix them first
What can you manage?
What can you control?
What’s an easy point of collaboration?
61.
FINALLY....
We have more choices, channels and opportunities than ever before and they are growing
every day, but it’s not about more, it’s about better
61
62.
THE IDEAL EXPERIENCE TOOLKIT: COMPONENTS
1. STRATEGIC FOUNDATION TEMPLATES
(Brand Architecture, Brand Experience Guide, Customer Journey Maps)
2. BUSINESS VALUE IDEA EVALUATOR
3. THOUGHTFULNESS CHECKLIST
4. “WOW” OPPORTUNITY FINDER
(Journey analysis tool to identify areas of opportunity)
5. EASY WIN STARTER KIT
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63.
SUMMARY
Experience is the new proving ground for today’s brands
Be sure of your strategic foundation
Always think from the perspective of the individual user
Common sense, thoughtfulness and empathy are key
Understand expectations
Find opportunities to “Wow”
Go for the easiest wins first
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