This document discusses the importance of experience design and how to build meaningful human experiences. It provides an overview of TANG Consulting and its partnership with Eight, a strategy design company, to launch the "T+8" program focused on user experience design. It outlines key aspects of understanding users through qualitative and quantitative research methods like field observations, interviews and personas. The document emphasizes taking a holistic, scenario-based approach to experience design that integrates across organizational functions like products, services, communication and environment. It also discusses future trends in design jobs and the growing importance of experience strategists who can help organizations adapt and innovate in changing environments.

1. Experience drive business innovation

2. I am Nelson Sr. Experience Researcher
TANG Consulting
Co-Founder
Conversion Lab

3. TANG’s
Partners
Our Partners who come from different
industries such as IDEO, IHG, Tencent,
Huawei, Samsung, etc…

6. TANG cooperated with Eight, the world famous strategy design company who design
the Apple stores, and started the program named “T+8”. “T+8” focus on the users by
working on all-rounded service design and perfect customers experiences.
T+8

7. 8 design
human
experience
We design meaningful human experiences.
Experiences with emotion and purpose that
change the way people think, feel and do.

9. Global Strategic Design
Eight Inc. Offices
Most markets. Most timezones

10. T+8
170+ Designer, Researchers & Strategists
Shanghai, Beijing, Shenzhen, Xiamen, Hong
Kong, Singapore, San Francisco, New York,
Tokyo, London, Dubai, Honolulu
Local focus. Global value.
Multi discipline studios

11. Omni Channel Shift
Most visible + best loved

12. Why Experience is more important Today?

13. 農業經濟時代
⼯工業經濟時代
服務經濟時代
體驗經濟

14. 農業經濟時代
⼯工業經濟時代
服務經濟時代
體驗經濟
⽣生理理及安全需求
歸屬需求
尊重需求
⾃自我實現

15. Define “Experience”

17. How to Build experience

18. Understand users / customers
深度理理解你的使⽤用者/ 消費者

19. Qualitative Quantitative
質化研究 量量化研究

20. “Products are built in factories; brands are
built in the mind.”
-David Ogilvy

21. What people did?
3 Level to
Understand your users
/ customers
⼈人們做了了什什麼 ?

22. What people said?
What people did?
⼈人們說了了什什麼?

23. What it means?
What people said?
What people did?
背後的意義

24. What people did ? Field observation
Shop Shadowing
Usability Test

25. Indepth interview
Focus group
Usability Test
What people said ?

27. Get Customers / Users insights
體驗需要的是真正的洞洞察消費者/ 使⽤用者本⾝身的內在需求, 態度和⾏行行為等

28. Persona

29. Persona VS
Market Segments
Segment
size&Value
Demographics
Skills
attribute &
behaviours
Mental
models & goal
Market
Segments
Persona
Always have May haveMay have
Always have Always haveMay have

30. Persona
⼀一般 Persona 通常會包含
⽤用⼾戶照片與名稱
盡量量挑選最符合⽤用⼾戶形象的照片，越具體越好

31. Persona
⼀一般 Persona 通常會包含 場景
⽤用⼾戶典型的場景和⾏行行為
“我每週都會和室友去逛Innis Free”
“我平常在宿舍都會借室友新買的化妝品來來試試”
”我習慣在微博搜尋資料，並記錄下來來變成我的採購清單”

32. Experience is based on Scenarios
有場景才有需求、有需求才能創造體驗

34. 不要讓你的產品堆砌功能
從場景中發現需求

35. Persona
⼀一般 Persona 通常會包含 期望和需求及痛點

36. Make Wow, not just fix pain
創造驚喜點才是關鍵

37. Fix Pain
Expect
Make Wow
Awareness Discover & consider make reservation Travel & enjoy Share
Requirement Level
Journey

38. Experience needs holistic integration
體驗需要的是全⾯面的整合

39. - Harvard Business Review & TANG Consulting

40. Organization

41. Organization
Users /
Customers
Experience

42. Brand Value /
Experience
Environment
Services Communication
Customers /
Users
Organization
Experience
Products
Provide
Support
Policy
Social Technological
Economic

43. Lincoln 4S Dealer shop
Omni Channel Experience
strategy & Design

45. 平衡組織和⽤用⼾戶價值
Aligned Organization & User Value

46. Current
Phase & Goal
What the business goal when launch the
product in the first phase ?
Product launch

47. Enterprise
Resources
What kind of core resources we have?
What kind of resource we lack of ?
And Which “key resource” we should focus on?
Human Resource
FinanceResource
Technological
Resource
Branding
Resource
Management
Resource
Market Resource
• Do we have enough people to
generate content? and what kind
of design is suitable for current
status.
• Do we have enough people to
handle the warehouse & Delivery?
Products Resource
Social Resource
Management

48. Social(Share & impact power)
Willing to try new
things
Purchasing power
Care Authentic
Online shopping
experience
Curators
Driven
Define
Criteria

49. Define Criteria &
Match Persona

50. Story Making, not just story telling
⼀一同創造故事, ⽽而不是⾃自⼰己在講故事

51. Redefine your positioning
從新定義設計師的定位

52. Jobs That Won’t Exist In The
15 years
5 Design
UX Designer
Visual Designer
Design Researcher
Chief Design Officer
Traditional industrial designer

53. Jobs That Will grow In The
15 years
5 Design
Design Strategist
Algorithmic/AI Design Specialists
Virtual Interaction Designers
Specialist Material Designers
Freelance Designers

54. Design Strategist
Future design strategists will need the ability to understand and model increasingly complex systems”–for example,
social media networks or supply chains–“and will design new products and services in a volatile environment
characterized by continuous disruption and a high degree of uncertainty.” In other words, a future defined by political,
social, business, and tech disruption that can happen overnight. In such a future, Rousseau says, design strategists will
be like ballerinas, dancing their companies in and out of trouble. “It will be more of a dance, and less of a march.”

55. Restructure your organization,
transform before innovate.

56. Thank you
TANG Consulting
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Conversion Lab
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