from experience to transformation: strategists and designers joining forces

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

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Interested in SapientNitro? creativepool.com/sapientnitro

Jennifer Seiler jseiler@sapient.com

THANKS! �Thomas & Alf