The changing nature of strategy requires new ways of thinking and doing. Experience strategy is a systemic and an active form of strategy that drives brand coherence and builds brand relevance through constantly seeking new knowledge and new meanings

1. hello.

2. explorers disruptors innovators
We are…

3. The different flavours of
strategy?

4. The different flavours
of strategy
Brand
communications
Business consultancy
Data Analytics
Experience Strategy
Performance
Marketing

5. why experience strategy?

6. 6© COPYRIGHT 2012 SAPIENTNITRO | CONFIDENTIAL
Not is not about
selling ideas
The model of t he ‘creative’
genius is broken
ideas are cheap,
execution is expensive

7. 7© COPYRIGHT 2012 SAPIENTNITRO | CONFIDENTIAL
Grey
Bell
14th February 1876
Patent office in Washington, D.C
The birthday of the telephone
ideas are inevitable

8. complexity
An Increasing complex world.
The global expansion of customers
and markets.
The expansion of media and the
proliferation of customer touch points.
Wider, and more interdependent
stakeholder groups
rate of change
How do you deal with the future?
Ensure your business stays relevant?
The creation of entirely new business model
opportunities and the extreme challenges on
organizations’ structures and design
What are the threat of new entrants, hidden
in your blind spot

9. “Our clients used to interact
with our bank digitally three,
four times a month. Now they
are interacting with us all the
time: four, five times per
week.”
Barclays client, 2014
changing experience landscape

10. Interbrand 100 most valuable brands, 2014
The value of
Experiential
Brands
skyrockets
changing experience landscape

11. Constant
re-definition
of categories
by challengers
Trust as the basis of
great customer
service
Since summer 2014,
AirBnB is now the largest
hotel in the world
changing experience landscape

12. Digital breaks
boundaries
between product
and service
Product and Service Design Integration Strategy, 2014
“The Volvo Group’s vision is to become the world leader in sustainable transport solutions
changing experience landscape

13. From individual and
specialised business
silos to multiple and
cross functional
teams
Digital dependency map, anonymous
changing experience landscape

14. “SELL MORE,
SELL NEW”
The digital tipping point, McKinsey & Company, 2014
changing experience landscape

15. In summary
from acquisition to customer
life-time value
M
S
S
M
changing experience landscape

16. what is experience strategy?

17. From User Experience
to Service Design
SD
UX
CX
the changing role experience strategy

18. The right tool for
the job
Operationalising
experiences
Sees operations as essential
material for repeated delivery
of excellent service.
People-centric
Puts people (customers
and staff) at the heart of
service improvement
Omni-channel
Recognises that customers
don’t experience a service
by channel – omni-channel
by default.
Value Creation
Concerned with
understanding value and
finding opportunities to
create new value.
Always in beta –
building capability
Understands that services
require long-term
dedication and focuses
on capability building.
Multi-disciplinary
Recognises the need to
facilitate collaboration
between disciplines.
Experiences
Over Time
Views services as
relationships that unfold
over time.
A Design led
approach
to innovation
the role of experience strategy

19. Customer insight
• Ethnography and rich data
• Customer life cycles, service
journeys and interactions
• Analytics and performance data
• Demographic and experience
trends
Ideas
• Facilitating the best ideas of
“hidden designers”
• Creative synthesis – crafting
propositions from different types of
ideas
Prototyping
• Testing value hypotheses
• Understanding omni-channel
experiences
Iterative build and learn
• Agile development approach –
continuous development
experience strategy: design led capabilities

20. experience design approach

21. Business
case
Market insight
Service
design
Discover Define Ideation + Co-Creation Prototype Design & Build
!
Insight packs
Process Maps
Empathy Profiles
Experience Maps
experience strategy: methods and tools

22. Business
case
Market insight
Service
design
Discover Define Ideation + Co-Creation Prototype Design & Build
Experience Framework
!
!
experience strategy: methods and tools

23. Business
case
Market insight
Service
design
Discover Define Ideation + Co-Creation Prototype Design & Build
Co-creation workshops
Synthesis
Ecosystem mapping
Narratives
experience strategy: methods and tools

24. Business
case
Market insight
Service
design
Discover Define Ideation + Co-Creation Prototype Design & Build
Narratives
Lo-fi concept testing
Reaction & value testing
Service Propositions themes
High fidelity prototypes
Service Blueprint
experience strategy: methods and tools

25. From capturing
requirements to
creating new
meaning
Life Fitness
Fears
Current products and
services alienate our
target audience and
amplify their fears.
Traditional Gym
ArtificialNatural
Expert
Novice
Aspirations
A desire for a more fulfilling
and engaging fitness
experience.
Playground
the role of experience strategy

26. From well defined
to fuzzy customer
needs
Fuzzy solution
Clear solution
Clear
customer
need
Fuzzy
customer
need
Solve specific
problem
Find
opportunities
for new services
Improve existing
services
Use new technology
the role of experience strategy

27. 27
EXPERIENCE STRATEGY
helps brands uncover new opportunities
to create value and to deliver sustained growth

28. How to do experience strategy?

29. different problems
or opportunities
require different
approaches.

30. 30
the collapse of
planning and
implementation has
led to innovations in
how to approach
innovation

31. 31© COPYRIGHT 2012 SAPIENTNITRO | CONFIDENTIAL
“there are precious few Einstein's
amongst us. Most brilliance arises from
ordinary people, working together in
extraordinary ways”
Roger Von Oech

32. discovery

33. context of discovery
Discovery is about creating a comprehensive
strategic vision for a brand’s Storyscape
BUILD
DEPLOY
OPTIMIZE
DEFINE DESIGNDISCOVERY

34. The feeling of a discovery

35. reason for discovery
Discovery is set to accomplish two goals:
1. One goal is to unlock new value for our
clients and their customers
2. And the other is to align the client
organization towards this common goal

36. spirit of discovery
1. We do not know where we are going
2. We discover incrementally through iterations
3. We are curious people who mix passion and logic
4. We are outcomes based, not constrained by disciplines
5. None of us is as smart as all of us
6. We seek new knowledge and new meanings
7. We visualise to manage complexity
8. We understand by making
9. We plan, and adapt our plans flexibly

37. scope of discovery
Analyse:
Disruptions
Competitors
Design
Culture
Consumers
Understand:
Digital Ecosystem
Portfolio
Stakeholders
Business
Brand
INSIDE-­‐OUT
OUTSIDE-­‐IN

38. EXPERIENCE
STRATEGY
CONNECTS
AND
INTEGRATES
Technology
UX
and Design
Business
strategy
Analytics
Communications
Client services
Delivery
roles of discovery

39. roles of discovery
Dimension Business Consulting Experience Strategy User Experience
Disruptions
Competitors
Design
Culture
Consumers
Digital Ecosystem
Portfolio
Stakeholders
Business
Brand

40. activities of discovery
Discovery is a staged journey that:
1. Starts with wide-ranging research and analysis
2. Goes through intense client-agency collaboration
3. Proceeds through synthesis to a vision made tangible and concrete using videos, storyboards and prototypes
4. Defines the capabilities needed to make the vision into a source of sustainable growth
CO-CREATIONKICK-OFF PLAY-BACKPREPARATION
SYNTHESISE RESEARCH PRODUCE FORM INSPIRE
AUDIT OBJECTIVES INSIGHTS VISION ALIGN BRIEF
STRATEGY DESIGN

41. tools of discovery
Preparation Kick-off Playback Co-creation Strategy
Public and proprietary
documentation
Context
Ethnography
Depth-interviews
Practices
Divergent/Convergent
Thinking Visioning
Problem statement
Brief KPIs
Stats, Analytics
Search keywords
Co-creation workshop Organising idea
Challenge Brief Research Questions Social Listening Mutations Strategic Framework
Hypotheses Desk Research
Customer Needs and Segments
Re-framing
Metaphor
Experience Principles/Pillars
Synthesis of key points Ecosystem Map Mash-ups Design Principles
Market Size/Growth-Decline Jobs-to-be-done Service Blueprint
Competitive Review Service Blueprint Ideal User Journey
Business Model Ideal User Journey Opportunity Map
Brand Essence Opportunity Map

42. planning discovery
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8
PLAY-
BACK
KICK
OFF
CO-
CREATION
PRESENT
STRATEGY
CHECK POINT CHECK POINT
AUDIT
RESEARCH
WORKSHOP PREPARATION
DEFINE & REFINE STRATEGY

44. hello.thank you.