design your business
DESCRIPTION
a presentation about touch point orchestration, and how to design customer experiences using the customer journey and multi-disciplinary design managementTRANSCRIPT
![Page 1: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/1.jpg)
design your business | 22 june 2010 | Erik Roscam Abbing
design your business designing touch points to strengthen experiences
![Page 2: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/2.jpg)
![Page 3: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/3.jpg)
zilver is a creative consultant for brand driven product and service innovation and design management
![Page 4: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/4.jpg)
working for and with international clients in b2b en b2c industries
![Page 5: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/5.jpg)
today:
design your business: two examples
designing experiences > the customer journey
> multidisciplinair design
> design based on a central vision
tips for implementation
![Page 6: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/6.jpg)
design your business: example1
![Page 7: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/7.jpg)
![Page 8: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/8.jpg)
![Page 9: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/9.jpg)
![Page 10: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/10.jpg)
![Page 11: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/11.jpg)
![Page 12: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/12.jpg)
![Page 13: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/13.jpg)
![Page 14: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/14.jpg)
![Page 15: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/15.jpg)
![Page 16: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/16.jpg)
![Page 17: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/17.jpg)
![Page 18: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/18.jpg)
![Page 19: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/19.jpg)
![Page 20: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/20.jpg)
conclusion ikea case:
we (like to) spend money at ikea
![Page 21: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/21.jpg)
conclusion ikea case:
because we have a certain image of ikea
![Page 22: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/22.jpg)
conclusion ikea case:
that matches our taste or preferences
![Page 23: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/23.jpg)
conclusion ikea case:
this image was shaped by all our experiences with ikea
![Page 24: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/24.jpg)
conclusion ikea case:
these experiences take place through touch points
![Page 25: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/25.jpg)
conclusion ikea case:
all these touch points have been designed
![Page 26: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/26.jpg)
conclusion ikea case:
design is much more than styling products
![Page 27: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/27.jpg)
conclusion ikea case:
design=creating relevant and valuable interactions
![Page 28: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/28.jpg)
or, to put it differently:
€ =image
=sum of experiences =sum of touch points
=design
![Page 29: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/29.jpg)
“yes”, you’ll say; “easy when you’re rich like Ingvar….”
23 billion! (forbes Magazine
2010)
![Page 30: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/30.jpg)
but that’s confusing the chicken with the egg
![Page 31: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/31.jpg)
design your business: example 2
![Page 32: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/32.jpg)
nlisis is a small B2B high tech firm that did the same as ikea, but than via a low-budget route
see also http://www.designmanagementeurope.com/site/webfiles/DMEA2008%20Posters/FirstTime_Nlisis.pdf
![Page 33: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/33.jpg)
![Page 34: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/34.jpg)
![Page 35: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/35.jpg)
![Page 36: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/36.jpg)
![Page 37: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/37.jpg)
![Page 38: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/38.jpg)
so:
![Page 39: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/39.jpg)
people don’t think in isolated experiences
![Page 40: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/40.jpg)
let alone in isolated design disciplines
![Page 41: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/41.jpg)
they derive value and meaning from the total experience
![Page 42: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/42.jpg)
the product
the service
the advertising
the showroom
the store
the clothing
the truck
the brochure
the website
the user’s manual
the receptionist
the packaging
etcetra
![Page 43: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/43.jpg)
today’s question: how do you design that total
experience?
![Page 44: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/44.jpg)
the answer is threefold:
1: on the basis of the customer journey 2: multidisciplinary
3: baced on a guiding vision
![Page 45: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/45.jpg)
1. the customer journey
![Page 46: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/46.jpg)
![Page 47: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/47.jpg)
![Page 48: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/48.jpg)
![Page 49: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/49.jpg)
![Page 50: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/50.jpg)
![Page 51: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/51.jpg)
![Page 52: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/52.jpg)
![Page 53: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/53.jpg)
![Page 54: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/54.jpg)
![Page 55: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/55.jpg)
![Page 56: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/56.jpg)
![Page 57: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/57.jpg)
![Page 58: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/58.jpg)
![Page 59: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/59.jpg)
![Page 60: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/60.jpg)
![Page 61: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/61.jpg)
![Page 62: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/62.jpg)
![Page 63: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/63.jpg)
2. multidisciplinary
![Page 64: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/64.jpg)
product design
![Page 65: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/65.jpg)
communication design
![Page 66: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/66.jpg)
environment design
![Page 67: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/67.jpg)
interaction design
![Page 68: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/68.jpg)
service design
![Page 69: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/69.jpg)
http://www.avabooks.ch/index.php/ava/bookdetails/978-2-940411-28-3
![Page 70: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/70.jpg)
![Page 71: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/71.jpg)
3. based on a guiding vision
![Page 72: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/72.jpg)
what connects all touch points is the relationship between the
company and the customer
![Page 73: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/73.jpg)
this relationship is based on a shared vision:
the brand.
![Page 74: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/74.jpg)
the brand is the source for touch point harmony and
consistency in the experience
![Page 75: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/75.jpg)
one last tip: adapt your advice to the sort of company you’re working with, not every company is ready for
the full monty:
![Page 76: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/76.jpg)
step1: designing touch points
![Page 77: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/77.jpg)
step 2: connecting touch points, multidisciplinary design
![Page 78: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/78.jpg)
step 3: basing touch point design on a central vision
![Page 79: Design your business](https://reader033.vdocuments.mx/reader033/viewer/2022051109/548227feb07959650c8b46c2/html5/thumbnails/79.jpg)