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SVEN.org Design-Led Marketing - Harry West - frog

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SVEN.org Future of Marketing Series 11-2-16: Design-Led Marketing

Published in: Business

SVEN.org Design-Led Marketing - Harry West - frog

  1. 1. D E S I G N M A G I C A L E X P E R I E N C E S NOVEMBER 2016 Harry West frog
  2. 2. “An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event." Pine and Gilmore The Experience Economy
  3. 3. “Over the past decade, an abundance of psychology research has shown that experiences bring people more happiness than do possessions. iPhones, clothes, couches, et cetera, just become background. They deteriorate or become obsolete. Experiential purchases are also more associated with identity, connection, and social behavior. Looking back on purchases made, experiences make people happier than do possessions.” M A T E R I A L E X P E R I E N C E MEANRATING K U M A R , P S Y C H O L O G I C A L S C I E N C E EXPERIENCE VS PRODUCTS
  4. 4. WHY EXPERIENCE The purpose of customer experience design • To grow customers and increase sales • To reduce costs and reduce churn When you have two coffee shops next to each other that sell the same product at the same price, customer experience is what makes you enjoy one so much more than the other that you become a regular customer and recommend it to your friends and family.
  5. 5. frog leads companies through transformations enabled by new technology and changing customer expectations
  6. 6. frog leads companies through transformations enabled by new technology and changing customer expectations
  7. 7. SYSTEMICDISCRETE TRANSACTION PARTNERSHIP THEN From designing discrete products to creating systems of brand, product and service, and now building client capabilities to continue their development. We have gone from transactions to close working relationships with clients and their delivery partners. NOWSYSTEM DESIGN
  8. 8. WE ARE LIVING IN A PERSISTENT WHITE NOISE OF DISTRACTION
  9. 9. D E S I G N I N G T H E E X P E R I E N C E O F E X P E R I E N C E S
  10. 10. Experiences that accumulate memories. Tools that make everyday tasks easier. M E M O R A B L E MAGICAL PERSONAL FUNCTIONAL T R A N S A C T I O N A L MAGICAL EXPERIENCES ARE MEMORABLE COMMUNAL
  11. 11. DESIGN OF EXPERIENCES
  12. 12. IN-CONTEXT RESEARCH Gain inspiration and empathy by exploring users’ real-life experiences, behaviors and values. Search for solutions as if anthropologists visiting an unknown tribe. Prepare to be surprised by simple new ideas. Keep an eye on the larger business context and move toward actionable and market relevant outcomes.
  13. 13. PROTOTYPE THE EXPERIENCE Explore the design of new touch points and user experience elements to create a new or distinctly better experience. Prototype and evaluate a range of ideas. Learn, iterate and refine until it is right. Great ideas with small flaws fail. Details matter. And use the prototypes to bring more people into the innovation process.
  14. 14. TELL THE STORY Bring stories to life through rich and evocative media - digital prototypes, films, roll playing - that communicate the emotional impact of the new experience. Communicate with stories throughout the process to evolve the thinking and bring the entire organization along on the journey. By bringing more people into the process ideas are refined.
  15. 15. BEAUTIFUL DESIGN Designing the specific touchpoints: the props and stage set that enables the story to be brought to life and experienced by the customer, consumer, citizen or employee.
  16. 16. CAPABILITY AND ORGANIZATIONAL DEVELOPMENT Collaborative workshops at key moments in the process inspire stakeholders and ensure alignment across the entire organization. The broader the organizational support the quicker ideas can get to market. Outline clear actions and implementation roadmaps.
  17. 17. We judge based on experience. Today, brand communication matters less, delivery of brand promise matters more. Creating and delivering a better experience is today’ imperative. WHY EXPERIENCE
  18. 18. “Customers don’t buy products; they buy value in the form of entertainment, experience and self-identity.” Hartmut Esslinger

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