A person can choose one of two similar services. What is their final choice based on? Human beings make decisions based on 10% logic and 90% emotions. Advertising and marketing is all about capturing the audience and delighting consumers by creating an experience around a service. This however, is only the beginning of a relationship. Once they start engaging with our service, we need to be able to delight, surprise and enhance their experience by tuning into their needs. Our digital solutions must be functional, emotional and aspirational in order to build experiences that outlast the competition. This talk/workshop explains why organizations and stakeholders need to invest in emotional design and branding throughout product development. We will cover the following areas: - How to push human emotional needs in front of product specifications - How to create solutions based on experience mapping and service design methodologies - How to bridge the gap between the brand experience and product functionality

1. Bridging the gap
Brand Experience vs Product Development
Love-tweets @lillaylaux

4. The obstacle

5. Product Development
UX DESIGN
Marketing & Sales

6. The magic card

7. With the right set of tools

8. But first, a story of disaster

9. Step 1:
Involvement

10. Emotion
Driven
Workshop:
Close the gap
between product
development and
marketing by
involving all of the
key players in a
project.

11. Define the
problem
Get the
stakeholders to
write down their
thoughts. Define a
problem we need
to solve together.

12. Create
meaningful
personas
Think of consumers
who have relationships
with our services.
Describe who they
are and define their
needs and goals.

13. The brand
values vs. the
experience
How are the values of
the brand portrayed,
and how are they
perceived by the
personas through
the experience?

14. What human
attributes
characterizes
our service?
Pick out humans that
we feel should
represent our service/
product and list out
those characteristics.

15. Our service
compared
with others
Where do we see
our service/product
comparatively based
on 4 associations?

16. Micro
Service Design
Focus on the experience
throughout the service
provided and share the
consumers story.
Diagram: Adaptive Path

17. Concept
Development
Create ideas and
concepts based on
experience mapping,
personas and the
brand values.

18. The takeaways
Summarize three key
insights we take further.

19. Test and rate
ideas and values
Organize the ideas and
data from the workshop
into clear and concise
messages that are easy
to interpret. Then test
them out and prioritize.

20. Consumer stories
Gather valuable stories
from consumers through
interviews, focus groups
and guerilla testing.

21. Step 2:
Visualization

22. A constant
reminder
Hang up the results
on the wall of what
we want to achieve
and who we want to
design for!

23. Maria sin opplevelse av Nettbank bedrift

24. Playful Trustable
Create a
Tone of Voice
Use humanized core
values to help create
a communication
strategy that is used
in our products and
services.
Helpful Personal

25. Visualize the
road ahead
Move from
¨Let’s Decide¨ to
¨Let’s pretend we
already decided¨
- Christina Wodtke

26. Together with
the same vision
The product owners,
marketing gurus,
communication
directors, designers,
and executives all
working with the same
UX goals.

27. Step 3:
Realization

28. Create a
roadmap
Write down what you
want to achieve
through prioritized
goals and present it
for the executives
constantly.
The Goal Board featured by FastCoDesign, created by Pivit Labs

29. Goals that are
measurable

30. Start using OKR’s
to track success!
Objectives (ambitions) &
Key Results (success criteria)

31. LEAN, Kanban
and testing
for the win!
Break it all down,
and iterating side
by side with
developers.

32. Fridays are for
winners!
Celebrate what has
been accomplished
from tech, design,
marketing and sales!

33. We can push
boundaries
when we are
passionate
communicators.
@lillaylaux