This document discusses crafting purposefully distinct customer experiences that go beyond best practices. It argues that experiences should be viewed holistically as the relationship between a persona and a brand across various touchpoints, within the context of a story. The document outlines a process for experience design that involves: 1) articulating the brand story, 2) defining the brand's role in the customer's story, and 3) translating the story into touchpoints. It emphasizes designing from the brand's purpose to fulfill human aspirations.

1. BEYOND BEST PRACTICE
CRAF TING PURPOSEF UL L Y DISTINCT EXPERIENCES
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2. ROAD
to
HERE
The

3. A CRISIS of CONFIDENCE

4. Developing the environments, tools, and processes
that help employees deliver superior service
in a way that is proprietary to the brand.
- Continuum 2010
SERVICE DESIGN

6. ANSWER human needs IN
A BRAND-PROPRIETARY WAY

7. MAKES A GREAT STARTING POINT
BUT A MEDIOCRE END GAME
Best practice

8. DISTINCTPurposefully

9. BRAND
VAL UE
STORY
EXPERI ENCE
PERSPECTIVE
SHIFTS
From interaction
to relationship
From functional utility
to guiding human
transformation
From story told
to story lived
From visual identity to
personifying a company

10. EXPERIENCE

11. WE NEED TO
THINK ABOUT
EXPERIENCE MORE
HOLISTICALLY

12. EXPERIENCE
is more than
INTERFACE
http://thenewcode.com/869/Understanding-User-Experience-Design

13. Experience as interaction between a user
and a system through an interface.
Experience as relationshipbetweena persona
and a brand through a range of touchpoints, in the
context of a story.

15. DIFFERENTIATED
COMPETITIVE
POSITION
UNDIFFERENTIATED
RELEVANT TO
NEED OF
CUSTOMERS
IRRELEVANT TO
PRICING
GUIDE
TRANSFORMATIONS
STAGE
EXPERIENCES
DELIVER
SERVICES
MAKE
GOODS
EXTRACT
COMMODITIES
Customisation
Customisation
Customisation
Commodisation
Commodisation
Commodisation
THE PROGRESSION OF ECONOMIC VALUE

16. “Value is created by understanding the aspirations of
customers and guiding their journey towards achieving
those aspirations” – Pine & Gilmore
THE PROGRESSION OF ECONOMIC VALUE

17. BRAND

18. HOW I USED TO THINK ABOUT BRAND

19. BRANDS ARE
personifications of
COMPANIES

20. MAKING CUSTOMER
EXPERIENCE THE NEW
FRONTIER OF BRAND

21. STORY

22. STORIES
provide our lives with
MEANING
http://www.firststreetconfidential.com/index.history.0912.html

23. WHAT’S
YOUR BRAND’S
STORY?

24. AND WHAT ROLE
WILL YOU PLAY IN YOUR
CUSTOMER’S STORY?
Kirill Yeretsky - http://www.kirart.com/portfolio/ted-heros-journey/

25. https://www.useronboard.com/features-vs-benefits/

26. LIFE = BECOMING

27. DISTINCTPurposefully
CREATING
EXPERIENCES

28. A R T I C U L A T E Y O U R
B R A N D S T O R Y
D E F I N E Y O U R
B R A N D ’ S R O L E
I N Y O U R
C U S T O M E R ’ S
S T O R Y
T R A N S L A T E T H E
S T O R Y I N T O
T O U C H P O I N T S
1
2
3

29. Harald Meyer-Delius - https://www.printsome.com/blog/2015/the-power-behind-brand-archetypes-infographic/A
ARTICULATE THE
BRAND STORY
1

30. DEFINE YOUR BRAND’S ROLE
IN YOUR CUSTOMER’S STORY
H E R O ’ S J O U R N E Y O R G A N I S I N G I D E A
2

32. HERO’S JOURNEY EXERCISE…
In each story identify the:
1. Hero
2. Call
3. Mentor
4. Gift

33. STAR WARS:
A NEW HOPE
Identify the:
1. Hero
2. Call
3. Mentor
4. Gift Lightsaber
Luke Skywalker
Leia’s message
Obi Wan

34. THE MATRIX
Identify the:
1. Hero
2. Call
3. Mentor
4. Gift Red pill
Neo
Trinity’s visit
Morpheus

35. Identify the:
YOUR
OWN LIFE
1. Hero (Clue: You!)
2. Call
3. Mentor
4. Gift

36. THE STORY PLATFORM STRUCTURE
This is the story of a customer character on a journey to customer goal.
Along the way, a brand characterisation provides brand solution to help
her overcome conflict / brand enemy.
Together, they shared resolution.

37. ORGANISING IDEA
An active statement that defines
what the brand needs to do to change consumer behaviour.
It inspires the types of experiences we create
and helps us organise them into coherent journeys.

38. ORGANISING IDEAS INSPIRE EXPERIENCES
Give wings to
people and ideas
Connect through adventure Play with possibilities
Find their
happy place
Support energising connections
Activate awesome

39. TRANSLATE THE STORY INTO TOUCHPOINTS
3

40. Design from BRAND
PURPOSE
for HUMAN
ASPIRATION

41. DISTINCT
LIFE IS A PROCESS
OF BECOMING
Be purposefully
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42. © Copyright Publicis.Sapient | Confidential