HANTOEBAST• 40 years of user experience• VanBerlo Communicationstrategist since 2012• Working in Design, IT andUser Experience since 2001• Multiple projects in onlinedesign, interaction design,brand identity design, designstrategy consulting and userexperience email@example.com 3
A BRAND IS NOT WHAT YOU SAY IT IS,IT IS WHAT THEY SAY IT IS.Marty Neumeier Quote/4
INNOVATION IS NOT ABOUTMARKET TIMING,IT’S ABOUT CREATINGSOMETHING THAT FULFILLSAN UNMET NEED.Jeremy Gutsche Quote/5
IT’S NOT ABOUT THE TRUTH,IT’S ABOUT THE DISCUSSION.It can be (re)constructed afterwards.Methodology as a tool for communication/6
APPLY DESIGN THINKINGMARKETING MIXAND DESIGN DOING IN THE
Mapping Earn the customers attention and loyalty/23BRANDCUSTOMEREXPERIENCEMISSION &VISION?
VanBerlo What builds the brand?/24YESBUTMOREIMPORTANTIs it the logo?Is it the charismatic management?Is it the awesome workingenvironment?Is it our great work?Is it our talents?
VanBerlo What builds the brand?/25Is it the logo?Is it the charismatic management?Is it the awesome workingenvironment?25IT’S OURCLIENTSIs it our great work?Is it our talents?
26The need for a strong brandHow your customers feel about you isbecoming more important every day. Anunsatisfied client will move to yourcompetitor.So make sure to fullfill the unmet needof your customers and make sure yourbrand is part of their experience.Only then you will be able to build a trueand loyal customer relationship.Relation between branding and customersBranding and customers/
So…… What builds your brand?/27AN EXCELLENTCUSTOMEREXPERIENCE !!
Develop, Design and VISUALIZE• The process of buying a new product / service• A day in the life of .......• The lifetime of a project ......Ideate and find the most profitable possibilities/projects• Create a roadmap of online and offline touchpoints based on theexisting vision and business strategyHOW An act of creativity/28
• Find out the trigger for their needs• How do they feel about that and how can for example their moodinfluence their decisions?• Which activities do they have during the process and in which order?• What are their ‘pains en gains’• Where are the decision points during this process• Which are the moments of delight• What are any other insights we can gather during this process• ...WHAT /29Equalize your efforts to support an optimal experience
30*Based on the McKinseyConsumer Decision JourneyEXAMPLE Customer Experience Flow/
EXAMPLE A day in the life of a cleaner/Prepare to go to workArrival at workplacePrepare cleaning activitiesCleanCommute workFinish cleaningactivitiesCommute homeArrival at homeHere is where theyprobably focus now31
EXAMPLE A day in the life of a cleaner/This is what I do before I got toworkWe also talk with thecolleagues at thebike-parkingThe manager gives the sameorders every day Often I can not clean aspeople are still at workOften I take the bike,the route is very busyand dangerousWe need to refillour carts every dayAfter work I shopfor groceriesAt home I startcooking immediately32
EXAMPLE A day in the life of a cleaner/A mobile app that shares todaysplanningEmployees idea boxMovies with colleaguesexplaining WoWAn online check-out for clientsPropose a bike plan byHRAn automatic listbased on scan ofempty bottles?Agreements withstores on discountsfor late (online)shoppers?Share healthy recipesthe company site33
EQUALIZING Where does the magic start?/TOUCHPOINT ROADMAPWHATHOWPRIOWHATHOWPRIOWHATHOWPRIOWHATHOWPRIOWHATHOWPRIOWHATHOWPRIOWHATHOWPRIOWHATHOWPRIOWHENEUROWHENEUROWHENEUROWHENEUROWHENEUROWHENEUROWHENEUROWHENEURO