A talk Alf and I gave at London City University.

1. FROM EXPERIENCE TO TRANSFORMATION
strategists and designers joining forces

2. 2
Hello,
Thomas Waegemans,
Experience strategist
Alf Gugino,
Experience designer
&

3. TODAY
1. Storyscaping at SapientNitro
2. How Alf and Thomas work together
3. RBS GetCash
4. Q & A

4. 4
1 COPY GIVEAWAY AT THE
END OF THIS SESSION!!!

5. “The linear customer journey (1997) is trying to force customers
into patterns of behavior, when in fact customers are all
behaving differently.
A Google and Shopper Science study from 2012 found that from
the 3000 customers they surveyed there were 3000 individual
customer journeys.”
- Helge Tenno, the customer as a signal
THE WAY PEOPLE MAKE THEIR
DECISIONS HAS CHANGED

6. 6
“Companies need to stop creating marketing
campaigns, and think in terms of Organizing
Ideas, Systems Thinking, and platform creation,
to create "worlds" of costumer experience.”
- Gaston Legorburu & Darren McColl, Storyscaping

7. 7
“Brands can no longer be separated from the experience
consumers have with them through media or technology.
Brands have become interfaces, so design is now as
important as the brand story being told.”
- Chloe Gottlieb, 4 Things Strategists Can Learn From UX Designers

8. 8
STORYSCAPING FRAMEWORK

9. 9
STORYSCAPING IS ABOUT CO-CREATING
WORLDS OF EXPERIENCES

10. 10
Interbrand’s 100 most valuable brands, 2014
EXPERIENTIAL BRANDS ARE ON A DIFFERENT PLANET

11. 11
EXPERIENTIAL BRANDS
MOVE INTO NEW SPACES
DRINKS -> ENTERTAINMENT

12. 12
EXPERIENTIAL BRANDS CREATE HOLISTIC EXPERIENCES
OF PRODUCTS AND SERVICES
U S E R
E X P E R I E N C E
CUSTOMER
EXPERIENCE
SERVICE
DESIGN
single
touchpoint
multiple
touchpoints
inward- and
outward-looking

13. 13
STRATEGY VS. DESIGN?
U S E R
E X P E R I E N C E
CUSTOMER
EXPERIENCE
SERVICE
DESIGN
STRATEGY PROVIDES
FOCUS TO DESIGN
DESIGN CREATES
BREAK THROUGH EXPERIENCES

14. 14
COMMON DELIVERABLESSTRATEGY
DESIGN
PROBLEM-
FOCUSED
EXPLORATION
STORY TELLING
SOLUTION-
DRIVEN
PROTOT YPING
MAKING
INFORMATION ARCHITECTURE
INTERACTION DESIGN
VISUAL DESIGN
MOTION AND SOUND DESIGN
CREATIVE TECHNOLOGY
TECHNICAL ARCHITECTURE
BRANDING
…
BUSINESS CONSULTANCY
BUSINESS ANALYSIS
EXPERIENCE STRATEGY
BRAND STRATEGY
COMMUNICATIONS STRATEGY
CONTENT STRATEGY
COMMUNITY MANAGEMENT
…
USER RESEARCH
TESTING

15. 15
COMMON DELIVERABLES
STRATEGY
DESIGN
PROBLEM-
FOCUSED
EXPLORATIO
N
STORY TELLIN
G
SOLUTION-
DRIVEN
PROTOT YPIN
G
MAKING
PROBLEM-
FOCUSED
EXPLORATION
VISION
SOLUTION-
DRIVEN
PROTOT YPING
MAKING

16. 16
COMMON VALUES
INTEGRITY
EMPATHY
PERSUASION

17. 17
MODELS OF COLLABORATION
B a s e d o n P i s a n o & Ve r g a n t i , 2 0 0 8
HIERARCHICAL FLAT
GOVERNANCE
OPENCLOSED
PARTICIPATION
INNOVATION
MALL
INNOVATION
COMMUNIT Y
EXPERT
CIRCLE CONSORTIUM

18. 18
COMMON DELIVERABLES
EXPERIENCE
PRINCIPLES
EXPERIENCE
MAPS
INNOVATION
WORKSHOPS
ROAD
MAPS
VISION IN
36 MONTHS
MOVIE

19. 19
COMMON DELIVERABLES
EXPERIENCE
PRINCIPLES
EXPERIENCE
MAPS
INNOVATION
WORKSHOPS
ROAD
MAPS

20. 20
CLIENT
&
PROJECT
DETAILS
KEY
&
REFERENCES
CUSTOMER
JOURNEY
/
LIFECYCLE
ACTORS
&
RELATIONSHIPS
TASKS
EXPERIENCE
PRINCIPLES
FEELINGS
&
EXPECTATIONS
OPPORTUNITIES
INNOVATION
WORKSHOP
ROAD
MAP
EXPERIENCE
MAP

21. 21
COLLABORATIVE SPACES & SKETCHING

22. 22
PROJECT ROOM

23. Experience strategy and design must help organisations evolve
their proposition, structure and services to remain relevant and
appealing to their customers.
BUSINESSES HAVE TO
REINVENT THEMSELVES
CONSTANTLY

24. 24
HELPING RBS TRANSFORM THEIR BUSINESS INTO
THE DIGITAL AGE ONE STEP AT A TIME

25. 25
Creating a unique use-once PIN that's recognised instantaneously
across multiple brand ATMs and connects back to legacy banking
technology is actually pretty damn complex - we'll spare you the
complexity.
BEHIND THE SCENES

26. 26
- Growth in use: average of 67.000 active users per month
- Utility no one else provides: unique in the market place
- Frequent engagement: at least every Friday night
- Growth in NPS: increased satisfaction and recommendation
- Supporting growth in mobile app use
WHAT EFFECT IT HAS
IN THE MARKET

27. 27
Q & A

28. 28
Interested in SapientNitro?
creativepool.com/sapientnitro
Jennifer Seiler
jseiler@sapient.com

29. THANKS!
Thomas & Alf