from experience to transformation: strategists and designers joining forces
TRANSCRIPT
FROM EXPERIENCE TO TRANSFORMATION �
strategists and designers joining forces
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Hello,
Thomas Waegemans , Exper ience s t ra teg i s t
A l f Gug ino , Exper ience des igner
&
TODAY 1. Storyscaping at SapientNitro
2. How Alf and Thomas work together
3. RBS GetCash
4. Q & A
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1 COPY GIVEAWAY AT THE END OF THIS SESSION!!!
“The linear customer journey (1997) is trying to force customers into patterns of behavior, when in fact customers are all behaving differently. A Google and Shopper Science study from 2012 found that from the 3000 customers they surveyed there were 3000 individual customer journeys.” - Helge Tenno, the customer as a signal
THE WAY PEOPLE MAKE THEIR DECISIONS HAS CHANGED
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“Companies need to stop creating marketing campaigns, and think in terms of Organizing Ideas, Systems Thinking, and platform creation, to create "worlds" of costumer experience.”
- Gaston Legorburu & Darren McColl, Storyscaping
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“Brands can no longer be separated from the experience consumers have with them through media or technology. Brands have become interfaces, so design is now as important as the brand story being told.”
- Chloe Gottlieb, 4 Things Strategists Can Learn From UX Designers
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STORYSCAPING FRAMEWORK
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STORYSCAPING IS ABOUT CO-CREATING
WORLDS OF EXPERIENCES
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Interbrand’s 100 most valuable brands, 2014
EXPERIENTIAL BRANDS ARE ON A DIFFERENT PLANET
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EXPERIENTIAL BRANDS MOVE INTO NEW SPACES
DRINKS -> ENTERTAINMENT
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EXPERIENTIAL BRANDS CREATE HOLISTIC EXPERIENCES �OF PRODUCTS AND SERVICES
U S E R E X P E R I E N C E
CUSTOMER EXPER IENCE
SERVICE DESIGN
s ing l e t ouchpo in t
mu l t i p l e t ouchpo in t s
inward - and ou tward - l ook ing
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STRATEGY VS. DESIGN?
U S E R E X P E R I E N C E
CUSTOMER EXPER IENCE
SERVICE DESIGN
STRATEGY PROVIDES FOCUS TO DESIGN
DESIGN CREATES BREAKTHROUGH EXPERIENCES
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COMMON DELIVERABLES STRATEGY DESIGN
PROBLEM- FOCUSED
EXPLORATION
STORY TELLING
SOLUTION-DRIVEN
PROTOT YPING
MAKING
INFORMATION ARCHITECTURE
INTERACTION DESIGN
VISUAL DESIGN
MOTION AND SOUND DESIGN
CREATIVE TECHNOLOGY
TECHNICAL ARCHITECTURE
BRANDING
…
BUSINESS CONSULTANCY
BUSINESS ANALYSIS
EXPERIENCE STRATEGY
BRAND STRATEGY
COMMUNICATIONS STRATEGY
CONTENT STRATEGY
COMMUNITY MANAGEMENT
…
USER RESEARCH
TESTING
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COMMON DELIVERABLES
STRATEGY DESIGN
PROBLEM- FOCUSED
EXPLORATION
STORY TELLING
SOLUTION-DRIVEN
PROTOT YPING
MAKING
PROBLEM- FOCUSED
EXPLORATION
VISION
SOLUTION-DRIVEN
PROTOT YPING
MAKING
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COMMON VALUES
INTEGRITY EMPATHY PERSUASION
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MODELS OF COLLABORATION B a s e d o n P i s a n o & Ve r g a n t i , 2 0 0 8
HIERARCHICAL FLAT
GOVERNANCE
OPEN
CLO
SED
PAR
TICIPATIO
N
INNOVATION �MALL
INNOVATION �COMMUNIT Y
EXPERT �CIRCLE CONSORTIUM
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COMMON DELIVERABLES
EXPERIENCE PRINCIPLES
EXPERIENCE MAPS
INNOVATION WORKSHOPS
ROAD MAPS
VISION IN 36 MONTHS
MOVIE
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COMMON DELIVERABLES
EXPERIENCE PRINCIPLES
EXPERIENCE MAPS
INNOVATION WORKSHOPS
ROAD MAPS
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CLIENT & PROJECT DETAILS
KEY & REFERENCES
CUSTOMER JOURNEY / LIFECYCLE
ACTORS & RELATIONSHIPS
TASKS
EXPERIENCE PRINCIPLES
FEELINGS & EXPECTATIONS
OPPORTUNITIES
INNOVATION WORKSHOP
ROAD MAP
EXPERIENCE MAP
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COLLABORATIVE SPACES & SKETCHING
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PROJECT ROOM
Experience strategy and design must help organisations evolve their proposition, structure and services to remain relevant and appealing to their customers.
BUSINESSES HAVE TO REINVENT THEMSELVES CONSTANTLY
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HELPING RBS TRANSFORM THEIR BUSINESS INTO THE DIGITAL AGE ONE STEP AT A TIME
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Creating a unique use-once PIN that's recognised instantaneously across multiple brand ATMs and connects back to legacy banking technology is actually pretty damn complex - we'll spare you the complexity.
BEHIND THE SCENES
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- Growth in use: average of 67.000 active users per month - Utility no one else provides: unique in the market place
- Frequent engagement: at least every Friday night - Growth in NPS: increased satisfaction and recommendation
- Supporting growth in mobile app use
WHAT EFFECT IT HAS IN THE MARKET
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Q & A
THANKS! �Thomas & Alf