På den første side i formåls beskrivelsen for de fleste nye digitale løsninger står, at de skal servicere kunderne og skabe værdi. Men hvordan designer vi oplevelser, som inviterer til engagement og loyalitet, og som gør kunden til frivillig ambassadør for din ydelse eller dit produkt?

1. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
BRAND EX
PERIENCE
DESIGN
09/12/15
P 1
1508.dk
slideshare.com/1508as
vimeo.com/design1508
facebook.com/company/1508-as
HASHTAG
#1508as

2. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
BRAND EXPERIENCE, BRAND UTILITY,
STORYDOING, THE BUILT BRAND, VALUE
PROPOSITION DESIGN…
(BACK TO)
MAKING SENSE
09/12/15
P 2
…

3. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
-RELATIONSHIP
-DIALOGUE
-SHARED CONTEXTS
-EXPERIENCE
09/12/15
P 3
INSPIRED BY: INGMAR DE LANGE, MARKETING STRATEGIST AT MOUNTVIEW
BRAND UTILITY

4. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
A BELLROY MOMENT
09/12/15
P 4
…

5. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 5
BELLROY

6. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
SIMPLICITY IS THE ULTIMATE SOPHISTICATION,
GREAT JOB, BELLROY, FOR YET ANOTHER TIMELESS
WALLET.
YOU GUYS HAD TO MAKE THESE AFTER I BOUGHT MY
HIDE & SEEK, DIDN'T YOU? I DARE SAY THE
AMOUNT OF WALLETS I OWN IS BORDERING ON
RIDICULOUS.
YOU GUYS HAVE TO STOP COMING UP WITH COOL
STUFF! MY LOW DOWN WALLET IS GOING TO LAST
FOREVER AND I WANT AN EXCUSE TO GET MORE
BELLROY STUFF!
09/12/15
P 6
MORGENBOOSTER
BELLROY - FACEBOOK

7. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 7
RED BULL

8. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 8
VIRGIN AMERICA

9. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 9
AIRBNB

10. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 10
UBER

11. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
WHY!?!09/12/15
P 11
…

12. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
FROM QUEST…
09/12/15
P 12
…

13. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
…TO EXPERIENCE
09/12/15
P 13
…

14. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
CRAFTING
BETTER
WAYS
TO CARRY09/12/15
P 14

15. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 10/11/2015 P 1
BELLROY
…
…
CRAFTING
BETTER WAYS
TO CARRY
… …

16. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 10/11/2015 P 1
BELLROY
HELPING PEOPLE EXPERIENCE
WHAT THE WORLD HAS TO OFFER
…
CRAFTING
BETTER WAYS
TO CARRY
… …

17. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 10/11/2015 P 1
BELLROY
HELPING PEOPLE EXPERIENCE
WHAT THE WORLD HAS TO OFFER
HELP PEOPLE
SLIM THEIR WALLET
CRAFTING
BETTER WAYS
TO CARRY
… …

18. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 18
BELLROY

19. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 19
BELLROY

20. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 10/11/2015 P 1
BELLROY
HELPING PEOPLE EXPERIENCE
WHAT THE WORLD HAS TO OFFER
HELP PEOPLE
SLIM THEIR WALLET
CRAFTING
BETTER WAYS
TO CARRY
HELP PEOPLE
TRANSIT WITH EASE
…

21. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 21
BELLROY

22. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 22
BELLROY

23. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 10/11/2015 P 1
BELLROY
HELPING PEOPLE EXPERIENCE
WHAT THE WORLD HAS TO OFFER
HELP PEOPLE
SLIM THEIR WALLET
CRAFTING
BETTER WAYS
TO CARRY
HELP PEOPLE
TRANSIT WITH EASE
HELP PEOPLE LIVE
LIFE OUTSIDE

24. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 24
BELLROY

25. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 25
BELLROY

26. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
FROM INTENT…
09/12/15
P 26
…

27. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
…TO ENGAGEMENT
09/12/15
P 27
…

28. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 28
MODEL BY: NEWBERY & FARNHAM
BRAND
BUSINESS
CUSTOMER
ENGAGEMENT
EXPERIENCE
PRODUCTS
& SERVICES
INTENT & ACTIONS
MEANING & BELIEF

29. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 29
BELLROY

30. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 30
A GENTLEMANS WORD

31. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
HOW!?!09/12/15
P 31

32. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 32
BELLROY

33. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 33
BELLROY

34. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
SOMEONE IS GETTING A TREAT
STOKED, YOU HAVE A NEW BELLROY ON ORDER! WE
LOVE SHARING BETTER WAYS TO CARRY AND HOPE
THIS STYLE GIVES YOU OR THE RECIPIENT A
LIFETIME OF HAPPY SERVICE.
…
THANKS LOADS,
THE BELLROY TEAM
09/12/15
P 34
MORGENBOOSTER
BELLROY - MAIL

35. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 35
BELLROY

36. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 36
BELLROY

37. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 37
BELLROY

38. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 38
BELLROY

39. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 39
BELLROY

40. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 40
BELLROY

41. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
CRAFTING
MEANING & BELIEF
09/12/15
P 41
…

42. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 42
CO-FOUNDER OF STRATEGYZER.COM AND LEAD AUTHOR OF BUSINESS MODEL GENERATION AND VALUE PROPOSITION DESIGN
ALEX OSTERWALDER

43. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 43
CO-FOUNDER OF STRATEGYZER.COM AND LEAD AUTHOR OF BUSINESS MODEL GENERATION AND VALUE PROPOSITION DESIGN
ALEX OSTERWALDER
FIT

44. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 44
BELLROY

45. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 45
BELLROY

46. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 46
BELLROY

47. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 47
BELLROY

48. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 48
BELLROY

49. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
GOT IT!09/12/15
P 49
…

50. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
STORYTELLING
STORYDOING
09/12/15
P 50
…

51. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 51
CO-CEO, CO:COLLECTIVE
TY MONTAGUE

52. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
A METASTORY
=
A STORY THAT
IS TOLD
THROUGH ACTION
09/12/15
P 52
CO-CEO, CO:COLLECTIVE
TY MONTAGUE

53. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 53
BASED ON A MODEL BY: TY MONTAGUE
STORYDOING
METASTORY
(ACTING THE BRAND)
OFFER
(SERVICES & PRODUCTS)
CAPABILITIES
(STRUCTURE & TOOLS)
CULTURE
(BEHAVIORS & BELIEFS)
CORPORATE IDENTITY
(ARTIFACTS & ATTITUDE)

54. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
STYLING
DESIGN
09/12/15
P 54
…

55. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 55
MASSACHUSETTS COLLEGE OF ART PRESIDENT
DAWN OXENAAR BARRETT

56. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
THE CAPACITY OF
A SUCCESSFUL
DESIGNER IS TO
CREATE MEANING
09/12/15
P 56
MASSACHUSETTS COLLEGE OF ART PRESIDENT
DAWN OXENAAR BARRETT

57. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 57
BASED ON A MODEL BY: TY MONTAGUE
STORYDOING
WORLD SITUATION
(OUTER CONTEXT)
CUSTOMERS
(NEEDS & WISHES)
QUEST
(INNER DRIVE)
BUSINESS
(CURRENT SITUATION)
METASTORY
(INFORMING THE BRAND)

58. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 58
STORYDOING

59. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
STRATEGY-DESIGN-
GAP
STRATEGY-DESIGN-
MIX
09/12/15
P 59
…

60. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
BRAND IS SIMPLY
ANOTHER WAY OF
REPRESENTING
STRATEGY
09/12/15
P 60
EXPERIENCE DESIGN BY: NEWBERY & FARNHAM

61. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 61
DIRECTOR OF TRANSFORMATION, LIQUID AGENCY
MARTY NEUMEIER

62. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
THE
BRAND GAP
09/12/15
P 62
DIRECTOR OF TRANSFORMATION, LIQUID AGENCY
MARTY NEUMEIER

63. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
BRAND AS
LOGO
BRAND AS
PATTERNS
09/12/15
P 63
…

64. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 64
BRAND AS PATTERNS

65. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 65
BRAND AS PATTERNS

66. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 66
BRAND AS PATTERNS

67. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 67
BRAND AS PATTERNS

68. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 68
BRAND AS PATTERNS

69. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 69
BRAND AS PATTERNS

70. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 70
BRAND AS PATTERNS

71. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 71
BRAND AS PATTERNS

72. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 72
BRAND AS PATTERNS

73. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 73
VIA

74. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 74
VIA

75. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
TDC 0G TELMORE 09/12/15
P 75
VIA

76. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 76
VIA

77. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 77
VIA

78. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
STATIC BRAND
DYNAMIC BRAND
09/12/15
P 78
…

79. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
THE REAL POWER
IN BRAND TODAY
LIES IN CREATING
DYNAMIC,
MEANINGFUL
RELATIONSHIPS…
09/12/15
P 79
WWW.IDEO.COM/EXPERTISE/BRAND/
IDEO

80. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
…THAT EVOLVE
OVER TIME
09/12/15
P 80
WWW.IDEO.COM/EXPERTISE/BRAND/
IDEO

81. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 81
DYNAMIC BRAND

82. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 82
DYNAMIC BRAND

83. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 83
DYNAMIC BRAND

84. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
SOLUTION & USER
CENTERED
BRAND & PEOPLE
CENTERED
09/12/15
P 84
…

85. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 85
DESIGN FOR PEOPLE
EXPERIENCEINTENT
=

86. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 86
BASED ON A MODEL BY: NEWBERY & FARNHAM
DESIGN FOR PEOPLE
EXPRESSION ENGAGEMENT
VALUE
STRATEGY

87. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 87
BASED ON A MODEL BY: NEWBERY & FARNHAM
DESIGN FOR PEOPLE
EXPRESSION ENGAGEMENT
VALUE
STRATEGY
BRAND

88. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 88
JOE & THE JUICE

89. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 89
JOE & THE JUICE

90. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 90
JOE & THE JUICE

91. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 91
JOE & THE JUICE

92. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 92
JOE & THE JUICE

93. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
A DEFINITION
09/12/15
P 93
…

94. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
A POWERFUL,
ENGAGING AND
COHERENT
EXPERIENCE, THAT
IS LED BY A
BRAND PURPOSE
09/12/15
P 94
DEFINITION INSPIRED BY BRAND EXPERIENCE PORTFOLIO DIRECTOR:
CHRIS GRANTHAM, IDEO

95. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER 09/12/15
P 95
RED BULL

96. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
YOU…
09/12/15
P 96
…

97. 1508™
ALWAYS IN LOVE
WITH WHAT WE DO
MORGENBOOSTER
THANK
YOU!!
09/12/15
P 97