a presentation about touch point orchestration, and how to design customer experiences using the customer journey and multi-disciplinary design management

1. design your business
designing touch points to strengthen experiences
design your business | 22 june 2010 | Erik Roscam Abbing

3. zilver is a creative consultant for brand driven product and
service innovation and design management

4. working for and with international clients
in b2b en b2c industries

5. today:
design your business: two examples
designing experiences
> the customer journey
> multidisciplinair design
> design based on a central vision
tips for implementation

6. design your business:
example1

20. conclusion ikea case:
we (like to) spend money at ikea

21. conclusion ikea case:
because we have a certain image of ikea

22. conclusion ikea case:
that matches our taste or preferences

23. conclusion ikea case:
this image was shaped by all our experiences with ikea

24. conclusion ikea case:
these experiences take place through touch points

25. conclusion ikea case:
all these touch points have been designed

26. conclusion ikea case:
design is much more than styling products

27. conclusion ikea case:
design=creating relevant and valuable interactions

28. or, to put it differently:
€
=image
=sum of experiences
=sum of touch points
=design

29. 23 billion!
(forbes Magazine
2010)
“yes”, you’ll say; “easy when you’re rich like Ingvar….”

30. but that’s confusing the chicken with the egg

31. design your business:
example 2

32. nlisis is a small B2B high tech firm that did the same as ikea,
but than via a low-budget route
see also http://www.designmanagementeurope.com/site/webfiles/DMEA2008%20Posters/FirstTime_Nlisis.pdf

38. so:

39. people don’t think in isolated experiences

40. let alone in isolated design disciplines

41. they derive value and meaning from the total
experience

42. the product
the service
the advertising
the showroom
the store
the clothing
the truck
the brochure
the website
the user’s manual
the receptionist
the packaging
etcetra

43. today’s question:
how do you design that total
experience?

44. the answer is threefold:
1: on the basis of the customer journey
2: multidisciplinary
3: baced on a guiding vision

45. 1. the customer journey

63. 2. multidisciplinary

64. product design

65. communication design

66. environment design

67. interaction design

68. service design

69. http://www.avabooks.ch/index.php/ava/bookdetails/978-2-940411-28-3

71. 3. based on a guiding vision

72. what connects all touch points
is the relationship between the
company and the customer

73. this relationship is based on a
shared vision:
the brand.

74. the brand is the source for
touch point harmony and
consistency in the experience

75. one last tip:
adapt your advice to the sort of
company you’re working with,
not every company is ready for
the full monty:

76. step1: designing touch points

77. step 2: connecting touch points,
multidisciplinary design

78. step 3: basing touch point
design on a central vision