beyond best practice: crafting purposefully distinct experiences
TRANSCRIPT
BEYOND BEST PRACTICEC R A F T I N G P U R P O S E F U L L Y D I S T I N C T E X P E R I E N C E S
@AndrewUX
ROADto
HERE
The
A CRISIS of CONFIDENCE
Developing the environments, tools, and processes
that help employees deliver superior service
in a way that is proprietary to the brand.
- Continuum 2010
SE RVI CE D E SI G N
ANSWER human needs IN
A BRAND-PROPRIETARY WAY
MAKES A GREAT STARTING POINT
BUT A MEDIOCRE END GAME
Best practice
DISTINCTPurposefully
B R A N D
V A L U E
S T O R Y
E X P E R I E N C E
P ER S P EC TI V E
S HI FTS
From interactionto relationship
From functional utility
to guiding human
transformation
From story told
to story lived
From visual identity to
personifying a company
EXPERIENCE
WE NEED TO
THINK ABOUT
EXPERIENCE MORE
HOLISTICALLY
EXPERIENCEis more than
INTERFACE
http://thenewcode.com/869/Understanding-User-Experience-Design
Experience as interaction between a user
and a system through an interface.
Experience as relationship between a persona
and a brand through a range of touchpoints, in the
context of a story.
DIFFERENTIATED
COMPETITIVEPOSITION
UNDIFFERENTIATED
RELEVANT TO
NEED OF CUSTOMERS
IRRELEVANT TO
PRICING
GUIDETRANSFORMATIONS
STAGEEXPERIENCES
DELIVERSERVICES
MAKEGOODS
EXTRACTCOMMODITIES
Customisation
Customisation
Customisation
Commodisation
Commodisation
Commodisation
THE PROGRESSION OF ECONOMIC VALUE
“Value is created by understanding the aspirations of
customers and guiding their journey towards achieving
those aspirations” – Pine & Gilmore
THE PROGRESSION OF ECONOMIC VALUE
BRAND
HOW I USED TO THINK ABOUT BRAND
BRANDS AREpersonifications of
COMPANIES
MAKING CUSTOMER
EXPERIENCE THE NEW
FRONTIER OF BRAND
STORY
STORIESprovide our lives with
MEANING
http://www.firststreetconfidential.com/index.history.0912.html
WHAT’S
YOUR BRAND’S
STORY?
AND WHAT ROLE
WILL YOU PLAY IN YOUR
CUSTOMER’S STORY?
Kirill Yeretsky - http://www.kirart.com/portfolio/ted-heros-journey/
https://www.useronboard.com/features-vs-benefits/
LIFE = BECOMING
DISTINCTPurposefullyCREATING
EXPERIENCES
A R T I C U L A T E Y O U R
B R A N D S T O R Y
D E F I N E Y O U R
B R A N D ’ S R O L E
I N Y O U R
C U S T O M E R ’ S
S T O R Y
T R A N S L A T E T H E
S T O R Y I N T O
T O U C H P O I N T S
1
2
3
Harald Meyer-Delius - https://www.printsome.com/blog/2015/the-power-behind-brand-archetypes-infographic/A
ARTICULATE THE
BRAND STORY
1
DEFINE YOUR BRAND’S ROLE
IN YOUR CUSTOMER’S STORY
H E R O ’ S J O U R N E Y O R G A N I S I N G I D E A
2
HERO’S JOURNEY EXERCISE…
In each story identify the:
1. Hero
2. Call
3. Mentor
4. Gift
STAR WARS:
A NEW HOPE
Identify the:
1. Hero
2. Call
3. Mentor
4. Gift Lightsaber
Luke Skywalker
Leia’s message
Obi Wan
THE MATRIX
Identify the:
1. Hero
2. Call
3. Mentor
4. Gift Red pill
NeoTrinity’s visit
Morpheus
Identify the:
YOUR
OWN LIFE
1. Hero (Clue: You!)
2. Call
3. Mentor
4. Gift
THE STORY PLATFORM STRUCTURE
This is the story of a customer character on a journey to customer goal.
Along the way, a brand characterisation provides brand solution to help
her overcome conflict / brand enemy.
Together, they shared resolution.
ORGANISING IDEA
An active statement that defines
what the brand needs to do to change consumer behaviour.
It inspires the types of experiences we create
and helps us organise them into coherent journeys.
ORGANISING IDEAS INSPIRE EXPERIENCES
Give wings to
people and ideas
Connect through adventure Play with possibilities
Find their
happy place
Support energising connections
Activate awesome
TRANSLATE THE STORY INTO TOUCHPOINTS
3
Design from BRAND
PURPOSE
for HUMAN
ASPIRATION
DISTINCT
LIFE IS A PROCESS
OF BECOMING
Be purposefully
@AndrewUX
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