Delight 2015 | Connection Is Everything
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Digital technologies allow brands to connect with customers in new ways, but true value is created through meaningful connections, not just websites or apps. An effective digital strategy focuses on understanding customers and using design to bridge the brand's purpose and promise with each customer's unique journey through storytelling that engages the customer as reader, character and narrator.
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Delight 2015 | Connection Is Everything
- 4. Digital represents a new mode of engagement.
- 5. VUI + NLG = WTF?
- 7. It’s not about making websites or apps, it’s about putting the brand in the hands of your customers.
- 8. What would you say you do here?
- 9. 1 Website: 30 Things
- 10. 1 Website: 30 Things
- 12. Design is the act, not the artifact.
- 13. Order & meaning in an age of connection.
- 15. Purpose
- 16. Three Keys
- 17. Bridge
- 21. Story
- 24. It’s not brand, technology, or channels but the ability to connect them in new ways that creates value.
- 26. Digital is important but connection is everything.
Editor's Notes
- TWO YOUNG FISH… WHAT THE HELL IS WATER?
- DAVID FOSTER WALLACE STUCK WITH ME BECAUSE IT’S A REMINDER OF HOW HARD IT IS TO SEE THE CONTEXT WE EXIST IN CONTEXT IS DIGITAL WHAT DO WE MEAN WHEN WE SAY DIGITAL?
- PARTICIPATION, NOT JUST USE ANTICIPATION & MEMORY, NOT JUST ACTION VALUE & MEANING, NOT JUST FUNCTION
- ONE EXAMPLE OF THAT LATE NIGHT FREAK OUT A COUPLE OF WEEKS AGO VOCAL USER INTERFACE (Siri, Cortana, Alexa etc.) NATURAL LANGUAGE GENERATION (Quill) WHAT WILL WE DESIGN?
- IF WE WANT TO BE CHANGE AGENTS FOR OUR CLIENTS & BRANDS WE NEED TO EMBRACE THAT CHANGE MORE DEEPLY OURSELVES. CHANGE ISN’T GOING TO STOP ANYTIME SOON BECAUSE THIS IS A SHIFT IN CONTEXT
- THIS IS OUR NEW ROLE AS GERRY Mc GOVERN SAYS, “IT’S LESS ABOUT CONTROLLING THE DESIGN AND MORE ABOUT DESIGNING THE CONTROLS”
- ASK WHO HAS WORKED ON A WEBSITE DESIGN PROJECT
- EACH ACTIVITY IS IMPORTANT, REQUIRES SKILL, EMPATHY, ENTHUSIASM, UNDERSTANDING A LOT OF THESE ITEMS USED TO BE A JOB, NOW THEY ARE A STEP
- WHATS IMPORTANT IS HOW YOU CONNECT THEM HOW THEY INFORM, INFLUENCE, INSPIRE EACH OTHER AND HOW YOU DESIGN THE DANCE BETWEEN THEM
- IF YOU’VE EVER WONDERED WHY DESIGNING A WEBSITE IS EXHAUSTING, ITS BECAUSE THIS IS THE WORK. THIS IS WHAT IT FEELS LIKE.
- BUT CAN WE DESIGN BETTER WAYS FOR THIS TO HAPPEN CAN WE MAKE THIS A NEW DANCE? WHEN WE DO DESIGN MOVES FROM A CRAFT TO A PRACTICE, AND THAT’S WHERE IT NEEDS TO BE IN A TIME OF RAPID CHANGE AND AN AGE OF CONNECTION
- IMPORTANT BECAUSE IT’S AN AGE OF CONNECTION BUSINESS SPENDS A LOT OF MONEY ON THIS, THEY CALL IT INNOVATION, R&D, SYNERGY… BUT ITS JUST DESIGN DESIGNERS ARE DRIVEN TO CREATE ORDER AND MAKE MEANING DESIGN AS A PRACTICE—NOT A CRAFT—WILL ENABLE YOU TO MAKE MORE MEANINGFUL CONNECTIONS And that’s critical because as design gets more integrated into business, having a proven set of tools and methods can set you apart.
- SO I THOUGHT I’D SHARE THREE KINDS OF CONNECTIONS THAT WE HAVE BEEN TRYING TO DESIGN AT OUR AGENCY CONNECTING AROUND PURPOSE CONNECTING PERSPECTIVES AND HELPING PEOPLE MAKE CONNECTIONS THROUGH STORY
- CONNECTING AROUND PURPOSE
- What do we intend to make? Shared purpose to build a shared language and commitments across teams and time
- 2x2. MAP THE CUSTOMER AND BRAND PERSPECTIVE FIND THE THREADS AND THE TENSION BRIDGE THE TWO BY FRAMING THE STORY
- EXAMPLE FROM A HIGHER ED CLIENT
- TRY DIFFERENT WAYS OF LABELING THE AXES TO UNCOVER A WAY TO FRAME THE JOURNEY THEN YOU CAN BUILD YOU BRIDGE THAT ENABLES A JOURNEY, IN THIS CASE FROM CONFIDENCE TO COURAGE – AND THAT CAN INSPIRE THE CONTENT, THE DESIGN AND MORE
- ONE OF THE MOST POWERFUL CONNECTIONS WE CAN DESIGN STORY GIVES YOU THE ABILITY TO WALK IN SOMEONE ELSES SHOES ON THEIR JOURNEY EMPATHY, INSIGHT, INSPIRATION – CORE OF DESIGN
- MORE ROLES TO STORY THAN READER, APPLIED THIS IDEA TO A STORY FOR A CLIENT OF OURS IN THE CHILDCARE SPACE.
- CONNECTING WITH STORY GIVES THE STORYTELLER MORE OPPOROTUNITY, MORE EMPATHY, MORE RESPONSIBILITY WE HAD A STRATEGY THAT WOULD HELP BUILD DEEPER CUSTOMER RELATIONSHIPS, BUT WE NEEDED TO HELP BUILD INTERNAL RELATIONSHIPS FIRST SO RATHER THAN WRITING A V.O. WE CREATED THE NARRATIVE AND ASKED OUR CLIENTS TO BE THE STORYTELLER I’ll SHARE THE STORY WITH YOU TODAY
- The customer journey starts with questions: Parenting questions, Professional questions, Personal questions. Our customers are entering a new phase of their lives. It’s an amazing joyful time, but also a time where they have to find a new way to balance the personal needs, professional obligations and the challenges of being a new parent. So they build networks of support. If we activate those networks from the first engagement, introducing teachers, parents… we start to build relationships. Those relationships will grow outside of the classroom, but they will be centered around the child. From the first day we have an opportunity to teach, learn and grow with the family. To share experience, and insight so it reaches beyond the classroom and into the families life. So that over time, as the child grows we have a role in helping our customers be the best parents they can. Because with the right relationships, each day is an opportunity to understand your child better and extend learning deeper into the live of the family. And as time passes, there are big moments, and small moments. And by understanding each one and responding consistently we can earn a place in our customers lives. Because this is not just an education transaction. For parents, this is an emotional investment in the future of their family. Our role is to be a partner is education, care and parenting. To prepare not just the child, but the family for their future.
- Businesses need alignment & inspiration to make sustainable connections between their capabilities, tools and data. THAT’S THE PRACTICE OF DESIGN. WE CAN MAKE THINGS MORE RELEVANT MORE FLEXIBLE, MORE HUMAN
- NOT TWO HYDROGEN DEPTS AND ONE OXYGEN DEPT. And neither does yours.
- DIGITIAL IS A CONTEXTUAL SHIFT THAT REVEALS THE TRUTH OF OUR WORK. THANKS FOR LISTENING