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Modern Experience Design for MIMA - Minnesota Interactive Marketing Association

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On Wed, March 21 Adrian Ho gave a presentation for Minnesota Interactive Marketing Association's monthly event. The response was super positive, so we thought we'd make the deck available to folks who weren't able to attend!

While delivering experiences has become more critical for brands; changes in technology and culture are reshaping the landscape for how, where and when those experiences can be delivered. This is a practical guide (backed by light theory and example) of how to plan and design modern brand experiences.

Published in: Marketing

Modern Experience Design for MIMA - Minnesota Interactive Marketing Association

  1. 1. 2429 Nicollet Ave. | Minneapolis, Minnesota 55404 | T +1 612 279 1400 | www.zeusjones.com Modern Experience Design MARCH 21, 2018
  2. 2. I wrestled a bit with Adrian Ho’s post on the Zeus Jones blog on reimagining consumer journeys as modular entities — 
 it’s not an especially new approach outside the advertising and comms community. IAN FITZPATRICK CHIEF STRATEGY OFFICER, ALMIGHTY ” “
  3. 3. I wrestled a bit with Adrian Ho’s post on the Zeus Jones blog on reimagining consumer journeys as modular entities — 
 it’s not an especially new approach outside the advertising and comms community. IAN FITZPATRICK CHIEF STRATEGY OFFICER, ALMIGHTY ” “ This is dedicated to Ian. I agree, and hope this moves things a bit further!
  4. 4. Modern experience design sits at the nexus of two opposing transformations. Modern experiences are self-contained, functional & emotional interactions that operate at multiple levels of scale.
  5. 5. TRANSFORMATION 1: CUSTOMER JOURNEYS
  6. 6. The classic user journey. AWARENESS RESEARCH CONSIDERATION PURCHASE
  7. 7. First disruption: social media
  8. 8. AWARENESS RESEARCH CONSIDERATION PURCHASE Transformed linear, transactional journeys…
  9. 9. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY … into iterative 
 journeys that 
 build relationships 
 and advocacy.
  10. 10. Second disruption: mobile
  11. 11. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY Broke apart 
 sequential 
 brand-driven 
 journeys…
  12. 12. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY … into a multitude 
 of non-linear, user-driven journeys.
  13. 13. As mobile has matured and 
 functionality has increased
  14. 14. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY Users today, often take unique, individual paths through your experience. All paths are valuable and valid, even those where a transaction doesn’t happen.
  15. 15. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY
  16. 16. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY
  17. 17. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY
  18. 18. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY There are too many possible paths.
 
 One way to design for this complexity: create emotional marker moments.
  19. 19. A neuroscience-based framework for decision- making and its influence by emotion. Decision-making is a process that is influenced by marker signals that arise in bio-regulatory processes, including those that express themselves in emotions and feelings. Emotional markers can be tied to contexts or situations letting people short-hand decision-making later on. SOMATIC MARKER HYPOTHESIS, ANTONIO DAMASIO
  20. 20. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY Marker moments allow us to over-deliver on emotions in a few places without having to design for every different path.
  21. 21. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY
  22. 22. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY
  23. 23. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY
  24. 24. More recently, social, mobile, digital and physical are converging.
  25. 25. https://www.archdaily.com
  26. 26. Journeys aren’t distributed through time and space, many steps happen at the same time. Nowhere is this more true than with voice.
  27. 27. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY Non-linear journeys are collapsing…
  28. 28. AWARENESS RESEARCH CONSIDERATION PURCHASE USAGE ADVOCACY … into a single 
 interaction that 
 fulfills all functions.
  29. 29. Brands are defined by what they do, not by what they say.
  30. 30. As a result, experience design is 
 converging with branding. 
 
 Brands are also being disrupted by technology, but in a very different way.
  31. 31. TRANSFORMATION 2: BRANDS
  32. 32. BENEFITS ATTRIBUTES VALUES PERSONALITY ESSENCE Traditional brand models
  33. 33. Built for traditional media.
  34. 34. BENEFITS ATTRIBUTES VALUES PERSONALITY ESSENCE
  35. 35. First disruption: traditional media…
  36. 36. NCSA Mosaic Web Browser … becomes interactive.
  37. 37. Product Dominant Logic SUPPLY CHAIN COMPANY VALUE CUSTOMER Brands are a form of value and traditional brands we’re built upon a 1-way transmission of value from company to consumer.
  38. 38. Service Dominant Logic RESOURCE INTEGRATION RESOURCE INTEGRATION COMPANY VALUE CUSTOMER Stephen Vargo and Robert Lusch. Journal of Marketing, January 2004 With the proliferation of interactive media, academics realized that one way value models needed to evolve. 
 This gave rise to a new model of co-created value
  39. 39. BENEFITS ATTRIBUTES VALUES PERSONALITY ESSENCE In 2008 at Zeus Jones, we replaced our outdated, 1-way branding models…
  40. 40. CORE BELIEF & PURPOSE PURSUIT PURSUIT PURSUITPURSUIT With a “modern brand “model, built around collaboration with group of consumers and communities.
  41. 41. NCSA Mosaic Web Browser But in recent years, that company to consumer interaction has dramatically magnified and fragmented.
  42. 42. Now, a wide range of different voices impact and shape a brand’s perceived value. These can change how people feel about your brand overnight.
  43. 43. Service Dominant Logic RESOURCE INTEGRATION RESOURCE INTEGRATION COMPANY VALUE CUSTOMER Stephen Vargo and Robert Lusch. Journal of Marketing, January 2004 So, in the last two years, a new model of value has been developed and we are moving from co-created value…
  44. 44. Customer Dominant Logic RESOURCE INTEGRATION COMPANY VALUE CUSTOMER Kristina Heinonen and Tore Strandvik Journal of Services Marketing, 2015 EXPERIENCE CONTEXT CULTURE To a world where consumers, their past experience, their context and their culture have a much larger impact upon value than the company’s activities. And this means value today is created by consumers and given to brands.
  45. 45. CORE BELIEF & PURPOSE PURSUIT PURSUIT PURSUITPURSUIT So at Zeus Jones, we are evolving our thinking about brands again. Moving from isolated, stand-alone brand models…
  46. 46. CORE BELIEF & PURPOSE CORE BELIEF & PURPOSE CORE BELIEF & PURPOSE CORE BELIEF & PURPOSE CORE BELIEF & PURPOSE PARTNER PLATFORM OWNED PLATFORM OWNED PLATFORM PAID PLATFORM PARTNER PLATFORM PAID PLATFORM PARTNER PLATFORM CORE BELIEF & PURPOSE CORE BELIEF & PURPOSE … to networked or ecosystem models that recognize your brand sits within a world of explicit and implicit relationships that have huge impact upon how people feel.
  47. 47. BOTH TRANSFORMATIONS ARE REDEFINING MODERN EXPERIENCES
  48. 48. Elements of a great modern experience: Self-contained, functional & emotional interactions that operate at multiple levels of scale. • Self-contained yet exists within a larger story • Can deliver upon full scope of “customer journey” • Separate but related, emotional delivery • Tailored to the past experience of the customer(s) • Fits the brand within the context of the customer’s interaction • Situates the brand within a larger cultural context and set of ideas
  49. 49. BRAND ANTICIPATE TRANSFORM REWARD Modern Interactions This is our model for how we think about a great modern interaction. 
 A self-contained functional and emotional core, wrapped in a branding layer.
  50. 50. A functional core like Marriot’s new app that delivers a huge amount of control and functionality all in one experience.
  51. 51. A branding layer like Amex’s “Member Since” — a completely different message from Visa’s “valid thru”.
  52. 52. Put those things together and you get something like this experience for Triodos. investingforpeople.com
  53. 53. Elements of a great modern experience: Self-contained, functional & emotional interactions that operate at multiple levels of scale. • Self-contained yet exists within a larger story • Can deliver upon full scope of “customer journey” • Separate but related, emotional delivery • Tailored to the past experience of the customer(s) • Fits the brand within the context of the customer’s interaction • Situates the brand within a larger cultural context and set of ideas
  54. 54. Modern experience design sits at the nexus of two opposing transformations. Modern experiences are self-contained, functional & emotional interactions that operate at multiple levels of scale.
  55. 55. @ADRIANHO

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