Experience Design and the Future of Marketing

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Experience Design and the Future of Marketing

  1. 1. EXPERIENCE DESIGNTHE FUTURE OF MARKETING Chief Experience Officer, McCann NY @Lynn_Teo
  2. 2. ABOUT ME15+ years in Experience Design
  3. 3. USER EXPERIENCEShaking Things up in Agency World?
  4. 4. The Landscape
  5. 5. “Those outside the discipline of design assume that what designers do is decoration.Good design is problem solving.” − Jeff Veen
  6. 6. EXPERIENCES
  7. 7. Who are you presenting t? 10
  8. 8. Who are you presenting t? 11
  9. 9. Who are you presenting t? 12
  10. 10. Who are you presenting t? 13
  11. 11. 14
  12. 12. 15
  13. 13. 16
  14. 14. Who are you presenting t? 17
  15. 15. Who are you presenting t? 18
  16. 16. Who are you presenting t?
  17. 17. Who are you presenting t?
  18. 18. Who are you presenting t?
  19. 19. Who are you presenting t? 22
  20. 20. Emotional
  21. 21. Functional
  22. 22. Spatial
  23. 23. Digital
  24. 24. Campaign-centric
  25. 25. Utility
  26. 26. Who are you presenting t? 29
  27. 27. Consumer Journeys Needs-based experiences
  28. 28. PRE-PRESHMAN EMOTIONAL JOURNEY (PRE) FRESHMAN CONSUMER JOURNEY EMOTIONAL GRAPH COLLEGEACCEPTANCE & ROOMMATE ROOMMATE MAKE LISTS FOR “EXPENSIVE ITEM” BIG SHOPPING CAMPUSHS GRADUATION CONSIDERATION SELECTION DORM & SCHOOL CONVERSATION TRIP KICK-OFF ORIENTATION MOVE- “The roommate situation made “I started getting excited about college when I started shopping for “I made a list with mom’s me a little nervous. What happens my dorm. The most important thing is a comforter that matches my if my roommate and I don’t get help. Created a long list, then started to take things off Excited style. In addition to the one big trip in July, I also bought little things like picture frames and posters over the next few weeks.” along? Also, what if I don’t do well when I realized all of it won’t at school, and people at school fit in the room. I brought the don’t like me?” list everywhere I went.” 3 Ecstatic “We began texting each other. We discussed color schemes, who was bringing the microwave. I would update Accomplished her if I bought something.” “I was nervous about going to college but felt better when I realized other students are going through the same experience.” 1 “I googled ‘College Shopping List.’ Bed, Bath, and Beyond had a good list. I used that but also shopped at other places.” Uncertain Motivated Energized Optimistic 4 “My roommate’s side looked Overwhelmed and pretty. Mine didn’t. I actu my laundry basket on move- had to drive out to the neare a city we were unfamiliar with 2 NervousIDEAS1 Graduation Registry 2 Kohl’s Matchmaker 3 Graduation Registries Combined 4 Mobile App Inspiration 5 and Augmented as Dorm List and Ideas-on-the-goOPPORTUNITIES & CHANNELS FOSTER CONNECTIONS COLLABORATION, CONTINUITYAWARENESS THROUGH DM UTILITY AND INSPIRATION THROUGH SOCIAL UTILITY AND CO-CREATION
  29. 29. PRE-PRESHMAN EMOTIONAL JOURNEY WITH METRICS (PRE) FRESHMAN CONSUMER JOURNEY EMOTIONAL GRAPH COLLEGEACCEPTANCE & ROOMMATE ROOMMATE MAKE LISTS FOR Social analytics BIG SHOPPING “EXPENSIVE ITEM” CAMPUSHS GRADUATION CONSIDERATION SELECTION DORM & SCHOOL CONVERSATION TRIP KICK-OFF ORIENTATION (content sharing, “The roommate situation made me a little nervous. What happens if my roommate and I don’t get “I made a list with mom’s help. Created a long list, then started to take things off platform specific Excited “I started getting excited about college when I started shopping for my dorm. The most important thing is a comforter that matches my style. In addition to the one big trip in July, I also bought little things like picture frames and posters over the next few weeks.” metrics) along? Also, what if I don’t do well when I realized all of it won’t at school, and people at school fit in the room. I brought the don’t like me?” list everywhere I went.” 3 Ecstatic “We began texting each other. We discussed color schemes, who was bringing the microwave. I would update Accomplished her if I bought something.” “I was nervous about going to college but felt better when I realized other students are going through the same experience.” 1 “I googled ‘College Shopping List.’ Bed, Bath, and Beyond had a good list. I used that but also shopped at other places.” Uncertain Motivated Energized Optimistic 4 Awareness analysis “My roommate’s side looked Overwhelmed (Primary research, and pretty. Mine didn’t. I actu my laundry basket on move- had to drive out to the neare a city we were unfamiliar with search trends) 2 NervousIDEAS Graduation Registry 2 Kohl’s Matchmaker 3 Graduation Registries Combined 4 Mobile App Inspiration and Augmented as Dorm List and Ideas-on-the-goOPPORTUNITIES & CHANNELS FOSTER CONNECTIONS COLLABORATION, CONTINUITYAWARENESS THROUGH DM UTILITY AND INSPIRATION THROUGH SOCIAL UTILITY AND CO-CREATION
  30. 30. People +Context
  31. 31. People +Context
  32. 32. People +Context
  33. 33. People +Interactions
  34. 34. 38
  35. 35. People +BehavioralInfluencers
  36. 36. The TrifectaEngage, solve problems, deliver value
  37. 37. Where UX and Marketing Intersect Brand Product Service NARRATIVES UTILITY & RELATIONSHIPEMOTIONAL RESONANCE ENGAGEMENT BUILDING
  38. 38. Who are you presenting t? o 360 Brand StewardshipBrand Strategy Who brand ISCommunications What brand SAYSExperience Design What brand DOES
  39. 39. Experience Design isgood marketing

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