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#UCD14 
7 steps to creating 
Differentiated 
experiences 
JONATHAN LOVATT-YOUNG
A supermarket story…
I believe most 
experience principles 
are a complete 
waste of time
7 things 
30 mins 
Get in front of the CEO
1 
What experience 
principles really are
SIMPLE
ENJOYABLE
REVEALING
Experience that actively set 
Preference 
Emotion 
Loyalty 
How are you designing that into 
your products?
Action: align your 
Bricks 
Clicks 
People 
Create a continuous customer journey 
Otherwise you’ll feel like 3 brands…
Are you on-brand? 
It’s not about the logo… 
Innovation launchpad 
Evaluation 
Research
1. Have you been on a full service shadow? 
Schedule it 
2. What are your experience principles? 
Write them down 
3.How a...
2 
How to find and use 
brand values
Find the 
brand manager 
and seek the strategy
Validate the strategy 
with senior management 
Business vision, mission 
and programmes 
Does what you have = their mind/r...
Extract the bit that matters 
The values 
Typically 3-5 things 
Genuine and unique 
Explained how they’re used
1. Who is the brand manager? 
Find them 
2. Do you know the values history? 
Schedule a briefing 
3.Are moments of truth d...
3 
Writing how they manifest 
in digital touch points
Marketing and advertising 
agencies will have examples how 
the values work 
Stores 
Contact centres 
TV and press
DON’T 
FORGET 
Internal behaviour
Ensure you have a good split of 
+ 
Rational Emotional
A blend of existing behaviours 
and new ideas 
Brainstorm how the brand 
value could be experienced 
through digital
1. Tag values - rational and emotional 
Workshop it out 
2. Find other channel experiences 
Service safari to catalogue 
3...
4 
Knowing how they 
change for personas
Who are you designing for? 
Personas 
Segments 
Pen portraits 
Not all organisations have detailed 
personas… some even ha...
Simplicity for mobile telco 
Same value… 
different outcome
Mapping needs and goals 
How does the principle 
apply to them? 
What are the differences? 
What patterns are required?
Card sort research 
Test your patterns 
Reverse engineer your values
1. User needs and goals 
Summarise them 
2. How can the values be used? 
Apply values and test 
3.Stress test 
Challenge t...
5 
Creating workshops 
for executives
You will need a plan 
Focus on outcomes 
Key dates 
Time required – short 
Why they are needed
The rationale for giving up precious time 
+ 
CX Revenue
Customer Experience Index 
demystifies why do this 
Three charts that 
matter from Forrester
CXI: big opportunity for excellent 
Excellent 
Good 
ok 
Poor 
Very poor 
10% 
23% 
31% 
34% 
3% 
0 10 20 30 40 
Source Fo...
Correlation between CXI and loyalty 
0.71 
0.65 
-0.41 
-0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 
Willingness to consider 
the com...
5 year stock performance of customer experience 
index leaders vs laggards s&p 500 2007-2012 
37.5 
25 
12.5 
0 
-12.5 
-2...
Wk1/2 Fact finding and evidencing values 
Sessions you will need 
Validation of the strategy, principles 
debate and diffe...
1. Know the leadership team 
Find out about them 
2. Ask client lead to get time with them 
Schedule 3 x 2 hours 
3.Keep t...
6 
Documenting 
for sharing
A word a warning 
Big decks with lots of 
words get ignored 
Pure UX focus will 
strangle its usefulness
You will have probably amassed a 
large amount of documentation
It should feel like 
There is a natural flow 
from the business 
strategy to the customers
Just tell the story
Completing the model 
Business 
strategy 
Delivery 
programmes 
Rational and 
emotional 
values 
Evidenced in 
channels 
H...
And a playback book for everyone 
No onion required 
What is it 
How to use it 
Examples from other brands
1. Start with tiled paper from Illustrator 
And prezi reveals it 
2. Make it big 
Pin it up and leave it 
3.Evidence how i...
7 
Using your principles 
for innovation
Your thinking can be used across the 
business for new ideas: 
All employees 
Product managers 
Requirements
Keep on the lookout 
for delightful customer experiences
Experience belongs to everyone 
Sharing stories 
Objectives 3+1
A catalyst for what if… 
Can we be more different? 
Extending propositions 
A rich picture
And finally during product development 
Filtering by theme 
Deepening habit loop 
Measuring emotion
1. Work with HR and Internal Comms 
Get them to run with it 
2. Keep a collection 
Pinterest/Del/Evernote 
3.Perpetual bet...
7 things 
you should 
now know 
What experience principles really are 
How to find and use brand values 
Writing how they ...
Thanks 
Enjoy all the upcoming great talks
How to create differentiated experiences in 7 steps
How to create differentiated experiences in 7 steps
How to create differentiated experiences in 7 steps
How to create differentiated experiences in 7 steps
How to create differentiated experiences in 7 steps
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How to create differentiated experiences in 7 steps

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How to use brand values to create experience principles

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How to create differentiated experiences in 7 steps

  1. 1. #UCD14 7 steps to creating Differentiated experiences JONATHAN LOVATT-YOUNG
  2. 2. A supermarket story…
  3. 3. I believe most experience principles are a complete waste of time
  4. 4. 7 things 30 mins Get in front of the CEO
  5. 5. 1 What experience principles really are
  6. 6. SIMPLE
  7. 7. ENJOYABLE
  8. 8. REVEALING
  9. 9. Experience that actively set Preference Emotion Loyalty How are you designing that into your products?
  10. 10. Action: align your Bricks Clicks People Create a continuous customer journey Otherwise you’ll feel like 3 brands…
  11. 11. Are you on-brand? It’s not about the logo… Innovation launchpad Evaluation Research
  12. 12. 1. Have you been on a full service shadow? Schedule it 2. What are your experience principles? Write them down 3.How are they woven into the business? Find the operating model
  13. 13. 2 How to find and use brand values
  14. 14. Find the brand manager and seek the strategy
  15. 15. Validate the strategy with senior management Business vision, mission and programmes Does what you have = their mind/reality?
  16. 16. Extract the bit that matters The values Typically 3-5 things Genuine and unique Explained how they’re used
  17. 17. 1. Who is the brand manager? Find them 2. Do you know the values history? Schedule a briefing 3.Are moments of truth documented? See the evidencing
  18. 18. 3 Writing how they manifest in digital touch points
  19. 19. Marketing and advertising agencies will have examples how the values work Stores Contact centres TV and press
  20. 20. DON’T FORGET Internal behaviour
  21. 21. Ensure you have a good split of + Rational Emotional
  22. 22. A blend of existing behaviours and new ideas Brainstorm how the brand value could be experienced through digital
  23. 23. 1. Tag values - rational and emotional Workshop it out 2. Find other channel experiences Service safari to catalogue 3. How they could work digitally Differentiating
  24. 24. 4 Knowing how they change for personas
  25. 25. Who are you designing for? Personas Segments Pen portraits Not all organisations have detailed personas… some even have none. Shock!
  26. 26. Simplicity for mobile telco Same value… different outcome
  27. 27. Mapping needs and goals How does the principle apply to them? What are the differences? What patterns are required?
  28. 28. Card sort research Test your patterns Reverse engineer your values
  29. 29. 1. User needs and goals Summarise them 2. How can the values be used? Apply values and test 3.Stress test Challenge the value
  30. 30. 5 Creating workshops for executives
  31. 31. You will need a plan Focus on outcomes Key dates Time required – short Why they are needed
  32. 32. The rationale for giving up precious time + CX Revenue
  33. 33. Customer Experience Index demystifies why do this Three charts that matter from Forrester
  34. 34. CXI: big opportunity for excellent Excellent Good ok Poor Very poor 10% 23% 31% 34% 3% 0 10 20 30 40 Source Forrester North American cx study Q4 2011
  35. 35. Correlation between CXI and loyalty 0.71 0.65 -0.41 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 Willingness to consider the company for another purchase Likelihood to switch business to a competitor Likelihood to recommend to a friend or colleague High Moderate Low Low Moderate High
  36. 36. 5 year stock performance of customer experience index leaders vs laggards s&p 500 2007-2012 37.5 25 12.5 0 -12.5 -25 -37.5 -50 -1.3 -46.3 22.5 cxi leaders s&p 500 index cxi laggards Source Watermark consulting
  37. 37. Wk1/2 Fact finding and evidencing values Sessions you will need Validation of the strategy, principles debate and differentiators Wk3 Wk4 Final proposal experience map Touchpoint design evidenced Wk7 through research
  38. 38. 1. Know the leadership team Find out about them 2. Ask client lead to get time with them Schedule 3 x 2 hours 3.Keep them updated on progress It’s their baby after all
  39. 39. 6 Documenting for sharing
  40. 40. A word a warning Big decks with lots of words get ignored Pure UX focus will strangle its usefulness
  41. 41. You will have probably amassed a large amount of documentation
  42. 42. It should feel like There is a natural flow from the business strategy to the customers
  43. 43. Just tell the story
  44. 44. Completing the model Business strategy Delivery programmes Rational and emotional values Evidenced in channels How to use in digital Customer benefit
  45. 45. And a playback book for everyone No onion required What is it How to use it Examples from other brands
  46. 46. 1. Start with tiled paper from Illustrator And prezi reveals it 2. Make it big Pin it up and leave it 3.Evidence how it comes to life A simple show and tell
  47. 47. 7 Using your principles for innovation
  48. 48. Your thinking can be used across the business for new ideas: All employees Product managers Requirements
  49. 49. Keep on the lookout for delightful customer experiences
  50. 50. Experience belongs to everyone Sharing stories Objectives 3+1
  51. 51. A catalyst for what if… Can we be more different? Extending propositions A rich picture
  52. 52. And finally during product development Filtering by theme Deepening habit loop Measuring emotion
  53. 53. 1. Work with HR and Internal Comms Get them to run with it 2. Keep a collection Pinterest/Del/Evernote 3.Perpetual beta Iterate and develop
  54. 54. 7 things you should now know What experience principles really are How to find and use brand values Writing how they manifest in digital touch points Knowing how they change for personas Creating workshops for executives Documenting for sharing Using for future idea generation 1 2 3 4 5 6 7 @naughtynorth Head of Service and Experience Design Tribal Worldwide | London
  55. 55. Thanks Enjoy all the upcoming great talks

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