selfless design for people not technology
DESCRIPTION
I spent more than 8 years in the advertising industry being part of an ever maturing ‘digital’ discipline. There’s an overwhelming need for digital expertise and know-how in the industry and my greatest fear, and from what I’ve seen, is that technology is becoming the ‘big idea’ rather than the potential solutions we could create. The bandwagon has become very crowded as of late with many frantically trying to solve the puzzle and become the new masters of ‘innovation’. Two years ago TBWA\Raad Dubai won the first gold Cannes for the Red Tomato Pizza fridge magnet in the mobile category. With a single tap of the ‘Pizza-emergency’ button you doorbell would ring moments later with your favourite Pizza delivered right in the nick of time. Our creative boss, John Hunt, soon picked up on this and expressed the need for more Technology driven ideas. This marked a time in my career where I saw many cross-disciplined agencies go into digital overdrive. The pressure is on to add more ‘technology’ further clouding judgement and creating the expectation that consumers will simply give up there precious time to interact with these convoluted campaigns. This made me cringe - ‘Digital’ replaced ‘social media’ as the new buzzword. I want to lift the veil and expose some the bullshit. I tried to mute the noise and look beyond the frenzy of technology and found my answer in the original ‘digital’ campaign. There was something about this project that resonated with me, it was not the button, the bluetooth, or web the integration. I formulated my thoughts into a model that I wanted to share with my team, but never had the chance to do so.TRANSCRIPT
Werner Puchert - @weenerdawg!!!!
Selfless design for people not technology
Attendance Strategy!Medium-alism!Creative Endowment
Brian Solis
‘Disruptive technology is the catalyst for change, not the reason’
Customers want experiences
Good news is:
Brands want customers to talk about their experience
Good news is:
‘Design for an outcome. Thus, what do we want the consumer to do, feel and think’
Let’s listen to this…
01 \ Typical ‘digital’ talk
Brian Featherstonehaugh Global CEO OgilvyOne.
What did you hear?
02 \ Typical ‘digital’ talk
but something was mentioned a few times…
02 \ Insight
02 \ Insight
“Journey”
‘We must design the experience where the medium becomes the enabler of the journey and the end as devised’
Let’s buy a pizza
03 \ Example
Watch the following case study, a typical ‘advertising’ award entry. !!I will attempt to strip away the technology and share the model that I believe will enable you to find similar solutions.!
04 \ Red Tomato Pizza \ Fridge Magnet
Step 1 :!Understand the ‘consumer’
05 \ Consumer: Identify what they are thinking, doing and feeling?
Emotional State
Technology
Context
Step 2 :!Model the typical journey
06 \ Back to the Pizza: Tell a story
Changes his mind drinks a glass of water and eats and apple.
He waits 30 minutes on his favourite couch playing on his mobile phone.
Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents.
OR
Late Night e-TV show and Bob's feeling a little peckish.
The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash.
He gets his money and his change ready in anticipation.
Chuck Norris Time!
He heads over to the kitchen and rummages through a pile of take-out menus.
Yup, his favourite 4 cheeses pizza, a regular e-TV companion.
He phones u[ the pizza joint and places his order after frustratingly (1) confirming his mobile number and personal details …again (2) Repeating his order twiceUser journey
Step 3 :!Define the solution with one of the following three approaches
EnhanceRoute 1:
07 \ Enhance
A quick win, define the consumer journey and find ways to build unique experiences along the way. Is there a way to digitise mundane tasks along the journey?
Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents.
OR
Late Night e-TV show and Bob's feeling a little peckish.
The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash.
He gets his money and his change ready in anticipation.
Chuck Norris Time!
He phones u[ the pizza joint and places his order after frustratingly (1) confirming his mobile number and personal details …again (2) Repeating his order twiceEnhance
Changes his mind drinks a glass of water and eats and apple.
He waits 30 minutes on his favourite couch playing on his mobile phone.
He heads over to the kitchen and rummages through a pile of take-out menus.
Yup, his favourite 4 cheeses pizza, a regular e-TV companion.
AlterRoute 2:
08 \ Alter
Alter behaviour, the toughest one! Finding a way to divert the consumer from the existing path and motivate them to consider an alternative outcome.
Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents.
OR
Late Night e-TV show and Bob's feeling a little peckish.
The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash.
He gets his money and his change ready in anticipation.
Chuck Norris Time!
He phones u[ the pizza joint and places his order after frustratingly (1) confirming his mobile number and personal details …again (2) Repeating his order twiceAlter
Changes his mind drinks a glass of water and eats and apple.
He waits 30 minutes on his favourite couch playing on his mobile phone.
He heads over to the kitchen and rummages through a pile of take-out menus.
Yup, his favourite 4 cheeses pizza, a regular e-TV companion.
ShortcutRoute 3:
09 \ Shortcut
Shortcut, the silver bullet. If you can identify a way for the consumer to get from one point in their consumer journey with less steps you have a winner.
Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents.
OR
Late Night e-TV show and Bob's feeling a little peckish.
The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash.
He gets his money and his change ready in anticipation.
Chuck Norris Time!
He phones u[ the pizza joint and places his order after frustratingly (1) confirming his mobile number and personal details …again (2) Repeating his order twiceShortcut
Changes his mind drinks a glass of water and eats and apple.
He waits 30 minutes on his favourite couch playing on his mobile phone.
He heads over to the kitchen and rummages through a pile of take-out menus.
Yup, his favourite 4 cheeses pizza, a regular e-TV companion.
09 \ Shortcut > Example
Thus, the fridge magnet (button), and all the related technology, enables the shortcut in our example.
Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents.
OR
Late Night e-TV show and Bob's feeling a little peckish.
The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash.
He gets his money and his change ready in anticipation.
Chuck Norris Time!
He phones u[ the pizza joint and places his order after frustratingly (1) confirming his mobile number and personal details …again (2) Repeating his order twiceShortcut
Changes his mind drinks a glass of water and eats and apple.
He waits 30 minutes on his favourite couch playing on his mobile phone.
He heads over to the kitchen and rummages through a pile of take-out menus.
Yup, his favourite 4 cheeses pizza, a regular e-TV companion.
Let’s look at a few more examples.
13 \ Creating a shortcut: Searching for a house?
10 \ Changing behaviour : Small business Saturday
11 \ Enhancing the journey: Enable sharing
14 \ Changing behaviour: Tap into nationalism
Headspace!Journeys + Interaction = Experience
16 \ Inspiration
Journeys + Interaction = Experience
‘Don’t allow technology to become a barrier to, or distraction from creating iconic meaningful experiences.’