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

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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

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

HOW I USED TO THINK ABOUT BRAND

BRANDS AREpersonifications of

COMPANIES

MAKING CUSTOMER

EXPERIENCE THE NEW

FRONTIER OF BRAND

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

Harald Meyer-Delius - https://www.printsome.com/blog/2015/the-power-behind-brand-archetypes-infographic/A

ARTICULATE THE

BRAND STORY

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

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:

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

Design from BRAND

PURPOSE

for HUMAN

ASPIRATION

DISTINCT

LIFE IS A PROCESS

OF BECOMING

Be purposefully

@AndrewUX