defining new partnerships

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL

DEFINITION OF NEW PARTNERSHIPS: A PRESENTATION IN FOUR ACTS#BigD12 #NewPartners | June 1, 2012

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 2

First Things First…

He’s Ezra Englebardt.

He’s the Brand

Strategist.

He’s a 1994 graduate of

Space Camp in

Huntsville, Alabama.

He’s Timothy Parcell.

He’s the Experience

Designer.

He’s still regretting

finishing 6th in his State

Spelling Bee.


Just In Case We Say Something Awesome…

@ezra802 @freescribbles


We Work At A Cool Place…



A Customer Experience Company.



Positioned at the intersection of

design, strategy, technology and

marketing.


Now That We’ve Covered The Formalities…

Who’s in the audience?


Now That We’ve Covered the Formalities…

Art Directors or Copywriters?


Now That We’ve Covered the Formalities…

Please leave.


Today’s Program

Act 1: Meeting the Problem


Today’s Program


Act 2: Building the Experiences


Today’s Program



Act 3: Seeing the Adventures


Today’s Program




Act 4: Learning the Tactics


Today’s Program





Encore: Answering the Questions


Why are we here?

Brands face challenges.


Why are we here?

We like challenges.


Why are we here?

Old and busted doesn’t work.


Why are we here?

Customers expect more from

brands.

They want active experiences.


What’s going on?

Customers are getting smarter.


What’s going on?

Oh, Crap.


What’s going on?


What’s going on?

There is more NOISE coming

through. And signals are being

missed.


What’s going on?

The audience is getting smarter.


What’s going on?

There is more NOISE coming

through. And signals are being

missed.


What’s going on?

Products are all the same.


What’s going on?

WARBY PARKER/LENSCRAFTERS


What’s going on?

It is the experience that matters.


First...

Understand the customers at two

levels.


Two Levels?


Two Levels?

Yes.


Two Levels?

Yes.

• As members of a community (a

demographic, a psychographic or fancy

market segment.)


Two Levels?

Yes.

• As members of a community (a

demographic, a psychographic or fancy

market segment.)

• As an individual (with habits, behaviors

and needs.)


How?

We work together.


How?

We work together.

We carve out our places.


How?

We work together.

We carve out our places. Our Roles

Our Activities

Our Approaches

Our Ways of Thinking

The Process We Work In


And most importantly…

We work in tandem.


More About These Guys…

As a Brand

Strategist, he

uncovers what

people want to

achieve.

As an Experience

Designer, he

translates what

people want into

how they will

achieve it.


That’s Nice. What Do They Really Do?

• Conduct user

research

• Write briefs

• Provide insight

• Ensure design

direction

• Conduct user

research

• Interpret briefs

• Generate

Concepts

• Design directions


Wait a minute…

That first bullet point was the same.

User research is a critical tool of both disciplines.

It is not a primary deliverable.

The way we listen and our approach is different: Brand Strategist process in emotional terms and

generate insight about why people behave the way they behave.

Experience Designers process in rational terms and build experiences (from retail to web to mobile) that align with the way people behave.


Have We Confused You Yet?

Beyond roles, activities and

approaches, we need to think

differently at different times:






Some times we’re divergent — exploring many

possible solutions.






Some times we’re convergent — focusing on the

right solution.


WTF! These guys again!?

Orange Blue


Enter the process

Discover Design Test Optimize


Where’s all the work?

Sorry, all the client case studies

can’t be shown here.


Can anybody…

Find me somebody to love...


And then…

Trust.


It’s not about the Benjamins…

Work for free.


Find New Situations

Work on pitches.


Give Your Time.

Work on pro bono projects.


Find New Situations

Subtract a Week.

Add Stress.


Learn from Nike…

Just Do It.


Repeat.

Repeat.


Repeat.

Repeat.

Repeat.


Encore: Answering the Questions

THANK YOU#BIGD12 #NEWPARTNERS

Ezra Englebardt@ezra802

Timothy Parcell

@freescribbles

defining new partnerships

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