Trends in user-centric design, interactive marketing, and a view of the agency world from the MBA perspective. Presented April 2007, Haas School of Business, UC Berkeley

1. Experiences, Not Ads

4. Our Clients./

5. Media Consumption is now 24/7. We switch off./

6. Now some advertisers are switching off too./ Consumers don't see Whole Foods ads in their local papers, during daytime television shows or even in magazines. While other food retailers spend heavily to draw shoppers, Whole Foods counts on its brand, its reputation and targeted community efforts to bring in customers. The Austin American-Statesman

7. We need a new model for Customer Engagement./

8. What does engagement look like?/ Interactive Desirable Useable Necessary Is there a reason to use it? Is it easy to use? Is it aesthetically pleasing? Does it facilitate conversation? An Experience Hierarchy

9. TRENDS./

10. Crowdsourcing./

11. Niche as the New Mass./

12. User-Generated Advertising ./

13. Lifecasting./

15. TECHNIQUES./

16. Shadowing One-on-One Usability Day in the Life Contextual Research and Observation

17. Mindset Immersion Attribute Clustering Task Analysis Organization and Validation

18. Goals Motivations Tasks Criteria Frustrations Values Synthesis

20. Strong ties to Boomer parents Honor the body and spirit Identifies as independent Organic furniture. Strong connection to nature Scented candles for the metro spiritualist Yoga book for the indoor athlete Global citizenship. The ideal of invisible culture lines. Green is grounding and inspirational Wants a dog but travels too much Subscribes to cable for deep content around active interests Socially conscious energy bar for the wellness-minded woman Industrial accent. A modern indulgence. Flea market purchase: Ambiance + social responsibility Jenny’s Pad

21. CAREERS./

23. Brand Advertising AWARENESS & EMOTIONAL RESONANCE

24. Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIREABILITY AT POINT OF SALE

25. Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR

26. Brand Advertising AWARENESS & EMOTIONAL RESONANCE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS

27. Brand Advertising AWARENESS & EMOTIONAL RESONACE Promotional Advertising DESIRABILITY AT POINT OF SALE Voice of the Customer UNDERSTANDING CUSTOMER BEHAVIOR Design Movement USABILITY & ESTHETICS CUSTOMER EXPERIENCE Experience Design

31. Thank you! Misha Cornes MBA ’01 Director, Strategy [email_address]