TitelGeïntegreerde (e)Retail experience
16 maart 2017
Services Think+DO
Service Design
Docent- schappen
Brand Design
Social Innovation
Introductie
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“Design is it!”
“Design is passion, emotion and involvement - and should be in the heart of every company”
Tom Peters
Design verbindt business aan de consumentenbehoefte
Holistische benadering
Klantenbehoefte centraal
Business Consument
Brand
Design
Expressie EngagementWaarde
Discover Define Develop Deploy
What is? What if? What whows? What works?
Iteratief proces met betrokkenheid van stakeholders en gebruikers
Design Thinking
What is the business? What will the
business be?
What should the business be?
Traditional Transitional
Transformational
Environment
Design
Integrates and connects the design strategy to the company and brand strategy
Differentiate and enhance new ways of brand experience and differentiation from competitors
Manage and maintains the quality and consistentcy of the brand experience across touch points
Design Thinking
A memorable experience
When people want to hear it....
When people want to tell about it...
When people want to participate in it...
…design geeft vorm en inhoud aan unieke, relevante en betekenisvolle klantervaringen over alle merk touch points,
die worden gestuurd door een centraal merkidee …
…door te begrijpen hoe de consument het merk ervaart …
…en wat hun doelen, waarden, emoties en dilemma’s zijn …
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Awareness/recognition- grab attention - trigger to connect
Understanding- inform to educate
Preference- interact to convince- re-assure to purchase
Delivery- enable access
Satisfaction- support ease of use- engage to delight
Loyalty- support to evaluate
Advocacy- motivate to promote
Uniqueness- inspire
Pre- Purchase Experience
Purchase Experience
Pos
t-Pur
chas
e Experience
Discover - Consider
Buy - Access
Us
e - E
valua
te - Share
TOUCHPOINT FORMAT UBE
“Central Brand Driver”
Big ideaBig idea
Guiding principles
Design principes
Design touch point(s)
TitelRetail experience
Bron: Accenture
Back to the future?
Branding komt van het Noorse Brand’r
“Vuelinghasbecomewhatwedesignedittobe:anewgenerationairlinecombininglowprices,highstyleandgoodservice.”
JuanPabloRamirez
Omnichannel belofte waar maken?
Branding komt van het Noorse Brand’r
Branding komt van het Noorse Brand’r
Branding komt van het Noorse Brand’r
Branding komt van het Noorse Brand’r
Onderscheidend?
Onderscheidend?
Branding komt van het Noorse Brand’r
Consistent?
Consistent?
Branding komt van het Noorse Brand’r
Relevant in een veranderende context?
Branding komt van het Noorse Brand’r
Branding komt van het Noorse Brand’r
Inspiratie?
Branding komt van het Noorse Brand’r
Relevant?Innovatie
TitelMerkervaring
“Touchpoint: any place where people come in contact with a brand, including product use, packaging, advertising, editorial, movies, store, environments, company employees, and casual conversation”
— MARTY NEUMEIER in ‘The Dictionary of Brand’
Uniek, relevant en consistent over all touchpoints
Merkervaring
Awareness/recognition- grab attention - trigger to connect
Understanding- inform to educate
Preference- interact to convince- re-assure to purchase
Delivery- enable access
Satisfaction- support ease of use- engage to delight
Loyalty- support to evaluate
Advocacy- motivate to promote
Uniqueness- inspire
Pre- Purchase Experience
Purchase Experience
Pos
t-Pur
chas
e Experience
Discover - Consider
Buy - Access
Us
e - E
valua
te - Share
TOUCHPOINT FORMAT UBE
“Central Brand Driver”
Merkdoelstellingen per fase
‘An integrated brand experience’
EVERYONE USES A DIFFERENT INSTRUMENT BUT THEY PLAY FROM THE SAME SONG SHEET:
‘ONE VOICE’
bron: Service design; from insight to implementation
bron: Service design; from insight to implementation
…begrijpen van de experience flow …
Consument
Begrijp je klant Behoefte
Doelen
Pijnpunten/barrieres?
Voordelen
Emotioneel
Functioneel
Sociaal
• Onverwacht • Gewenst • Verwacht • Vereist
• Angst • Frustratie • Ongewenst • Hindernis
Basisbehoefte
Persoonlijk
Segmentatie doelgroepen
afhankelijk
onafhankelijk
passief actief
GROTEHULPVRAAG/PERSOONLIJK
VOLLEDIGBEDIENDWORDEN ZELFSTANDIG/INSPIRATIE
ONDERSTEUNEN
omnichannelstrategie?
omnichannelstrategie?
omnichannelstrategie?
omnichannelstrategie?
PAINS
GAINSJOBS
PAINS
GAINSJOBS
PAINS
GAINSJOBS
PAINS
GAINSJOBS
Moments of truth Moments of truth Moments of truth
Touchpoints
Purchase Post-PurchasePre-Purchase
Customer:- goals- barriers- desires- emoGons
Supportsthebrand
OpportuniGestobuildBE
Harmsthebrand
Episodesofthecustomerflow
“TouchpointsmaAer,butitisthefulljourneythatreallycounts”-McKinsey2013
source: Philips Design
Zones of interaction: entering store going through aisles shelf point of purchase
Buying process: awareness understanding uniqueness preference
“AdverLsingleadstotemptaLon,packagingisthetemptaLon”
1. ICONIC - based on 'the big idea', distinguished vs competition 2. BRANDING - using the brand image and tribute to it, promote with caution, 360° packaging 3. STAND OUT - appealing shelf-impact -><'shouting and talking’ 4. SEDUCE - value and appetite on hand -><'whispering’ 5. EXPLAIN - product promise and benefits 6. CONVINCE - decisive storytelling, 360° packaging 7. ARCHITECTURE - 'horizontal' in portfolio and 'vertical' on pack 8. FEASIBLE – printable, legally right, collo module 9. SUSTAINABLE - less or better waste in the whole value chain
Basic rules of packaging design
Merkwereld
Merkwereld
Merkwereld
Merkwereld
Driveadvocacyeducate&enable
Drivepurchaseinform&convince
DriveReachinspire&excite
Touchpoints have different impact on consumers in their buying process and in building a meaningful relationship with them.
Brand objective & communication objective on different levels.
Driveadvocacyeducate&enable
Drivepurchaseinform&convince
DriveReachinspire&excite
TitelBig Idea
Branding komt van het Noorse Brand’r
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BigIdea
Wie is de doelgroep? Wat zijn hun behoeften? Hoe kan het merk betekenisvol voor ze zijn
Wat biedt het merk hen (functioneel en emotioneel)?
Wat zijn de kerncompetenties?
Wat onderscheid ons bedrijf/merk?
Hoe kan ik echt onderscheidend zijn ten opzichte van de concurrentie?
Hoe lever ik betekenis en onderscheid in de context?
Big Idea bouwstenen
Branding komt van het Noorse Brand’r
"You will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get
them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.” David Ogilvy
BIG IDEA
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=DEVONKdieenergiegeeTvoorhethelemerk
=HetcreaGeveplaVormvoorallemerkuiGngen(tacGschandstrategisch)
=Moetonderscheidendzijnenresonerenmetjedoelgroep
BIG IDEA
Branding komt van het Noorse Brand’r
Centrale offer ‘Big Idea’
Company
Brand
Positioning
Consumer insights CategoryAttitude in category
Discover - Analyse
Proposition
Define - Strategy
Define - Concept development
Develop - Execution Roll out
UNIQUE and CONSISTENT
DIFFERENTIATINGRELEVANT
Brandessence
Each touchpoint is an opportunity to strengthen the brand and to communicate about its essence
The way the brand essence is translated and executed into touch points is driven by the Big Idea and design principles
PosiGoning
ProposiGon
Bigidea
BIG IDEA - ‘central driver’
The guiding principles are the glue between the vision/big idea, the design language and designing itself
The guiding principles connects the big idea with the design language and ultimately with design
Big idea
Guiding Principles
Design language
Design & experience
van BIG IDEA naar Merkexpressie (design)
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BIG IDEA - The AXE effect
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BIG IDEA - The AXE effect
Big idea
Principles
Design language
The Axe effect
Sexual confidence
Design & experience
Sweat
Image of a sweaty man
BIG IDEA - The AXE effect
BIG IDEA aangepast - AXE ‘Find your magic’
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BIG IDEA aangepast - AXE ‘Find your magic’
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BIG IDEA aangepast - AXE ‘Find your magic’
simplicity
simplicity
simplicity
simplicity simplicity
positioning unique discriminator
BIG IDEA - Philips
Branding komt van het Noorse Brand’r
simplicity
designed around you
easy to experience
advanced
What do we offer the consumer?
What is our core competence?
How do we differentiate?
Big IdeaGuiding Principles
Branding komt van het Noorse Brand’r
simplicity
designed around you
easy to experience
advanced
light
open honest
distinctive
Big Idea
Design Language
Guiding Principles
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CE - amBX gaming peripherals
Packaging
POS display
Brochure
E-mail marketing
Product design and photography
Big idea
Guiding Principles
Design language
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- Wat bied je aan je klanten? - Waarin onderscheid je je ten opzichte van anderen? - Wat is je kerncompetentie? - Centrale belofte
2. Comprimeren - Kan je deze woorden comprimeren naar de centrale belofte en guiding principles
Ontwikkelen Big Idea
v
Watbiedjedeklanten?
Waarinonderscheidjejet.o.v.deconcurrenNe?
WatisjekerncompetenNe?
WatisjecentralebeloPe?
BIG IDEA
GUIDING PRINCIPLE
GUIDING PRINCIPLE
GUIDING PRINCIPLE
TitelGuidelines
Look and Feel
Content of messaging
Begrijp wat de unieke visuele core brand identity elements zijn en hoe je ze moet toepassen over alle touch points.
Principles Guidelines
The brand’s visual recognition and recall • colour • shape • typography
Market leaders have strong Brand Imprint to create strong awareness and recognition.
Brand Imprint
Core identity elementen Coca-Cola
Identity framework Coca-Cola
Identiteit ‘flexibel’ toepassen voor verschillende doelgroepen en lokaties
Heineken - merchandising guidelines
Heineken - merchandising guidelines
TitelTouch point proces
• Welkemiddelen(kanalenentouchpoints)wordendaarbijingezetindeverschillendefasenvandeklantreis?
• Watgaatwelofnietgoed?• Watzijndekansenterverbetering?• Hoekunnenzeelkaarversterken?
Klantreis
Kanalen
‘Pre-Purchase’
Momentenvandewaarheid
Versterkthetmerk
Kansenterverbetering
Beschadigthetmerk
Aandachttrekken ‘Trigger’totconnecGe Informeren Inspireren
AandachtHerkenningInspireren LerenHelpen Uniciteit
Touchpoints
Kanalen
‘Purchase’
Momentenvandewaarheid
Versterkthetmerk
Kansenterverbetering
Beschadigthetmerk
Overtuig BevesGging/zekerheid Gemakvanaankoop Informerenovergebruik
Hulp Leveren ‘Uitpakken’
Touchpoints
1egebruik
Verrassen
Kanalen
‘PostPurchase’
Momentenvandewaarheid
Versterkthetmerk
Kansenterverbetering
Beschadigthetmerk
Ondersteuning
RouGnegebruik
Touchpoints
Erkenning
Loyaleklant BeëindigingrelaGe
Ambassadeur ‘Goedevrienden’
Awareness/recognition- grab attention - trigger to connect
Understanding- inform to educate
Preference- interact to convince- re-assure to purchase
Delivery- enable access
Satisfaction- support ease of use- engage to delight
Loyalty- support to evaluate
Advocacy- motivate to promote
Uniqueness- inspire
Pre- Purchase Experience
Purchase Experience
Pos
t-Pur
chas
e Experience
Discover - Consider
Buy - Access
Us
e - E
valua
te - Share
TOUCHPOINT FORMAT UBE
“Central Brand Driver”
Big ideaBig idea
Guiding principles
Design principes
Design touchpoint(s)
Awareness/recognition- grab attention - trigger to connect
Understanding- inform to educate
Preference- interact to convince- re-assure to purchase
Delivery- enable access
Satisfaction- support ease of use- engage to delight
Loyalty- support to evaluate
Advocacy- motivate to promote
Uniqueness- inspire
Pre- Purchase Experience
Purchase Experience
Pos
t-Pur
chas
e Experience
Discover - Consider
Buy - Access
Us
e - E
valua
te - Share
TOUCHPOINT FORMAT UBE
“Central Brand Driver”
Crosschanneloptimalisering
Big ideaBig idea
Crosschannelinnovatie
Stap 1. Analyse
Identificeer de huidige touch points.
Priotiseer de huidige en nieuwe touch points die de grootste impact hebben op de consument, merk en business.
Toets de huidige touch points aan: - consumentenverwachtingen/behoeften - concurrentie - de huidige positionering
Bepaal de ‘gaps’
Stap 3. Prioritiseer huidige en potentiële nieuwe touch points
Stap 2. Toets de touchpoints
Touch point proces
Hoe kunnen de positionering, propositie en big idea betekenisvol geleverd worden in de ‘ideale’ eindstaat.
Stap 4. Bepaal de ‘ideale’ touch point design
Stap 5. Design de touch points
Stap 6. Roadmap en implementatie
Vertaal alle randvoorwaarden voor de touch points in een effectief en aantrekkelijk ontwerp conform de merk guidelines.
Creëer een roadmap en actieplan voor de implementatie van de touch points.
Touch point proces
TitelRondvraag