The document discusses designing seamless brand experiences. It covers several topics: emotions in retail spaces, technology's role in experiences, examples of brand experiences, facts and rules. The presentation encourages designing experiences that resonate through human stories, keep solutions simple, calibrate to customer needs, cut out unnecessary steps, and share customer stories. It advocates cross-functional teams to create special experiences.

1. Designing seamless
brand experiences
Rob Le Quesne
October 11 2012
Thank you.
Slide 1 © Fjord 2012 | Confidential

2. 01 INTRO
02 EMOTIONS PER METRE SQ.
03 TECHNOLOGY AS ENABLER
04 EXAMPLES
05 FACTS, RULES & FUTURES
Kustaa Saksi

3. 01 INTRO
Slide 3 © Fjord 2012 | Confidential

4. WHO
WE ARE
Slide 4 © Fjord 2012 | Confidential

5. WHO
WHO
WE ARE
WE ARE
Slide 5 © Fjord 2012 | Confidential

6. 02 EMOTIONS
PER METRE SQ.
Slide 6 © Fjord 2012 | Confidential

8. Shopping combines
rational decisions
with emotional pull
LEFT BRAIN RIGHT BRAIN
Logical Random
Sequential Intuitive
Rational Holistic
Analytical Synthesizing
Objective Subjective
Looks at parts Looks at wholes
Slide 8 © Fjord 2012 | Confidential

9. When space becomes place
“Places are the locations of experience: a place evokes and organizes
memories, images, sentiments, and meanings.” E V Walter

10. Coherence
Consistency
Legibility
Mystery

11. Nice to see
you again

12. Where
everybody
knows your
name

13. 03 TECHNOLOGY
AS ENABLER
Slide 13 © Fjord 2012 | Confidential

14. Wherever,
whenever

15. Online in
the real world

16. Online in
the real world

17. Product as
protagonist

18. Product
storytelling

19. Getting
personal
Slide 19 © Fjord 2012 | Confidential

20. With you,
everywhere
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21. Prada
suitcase

22. Prada
suitcase

23. Prada
suitcase

24. I’d rather
eat you
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25. deaddrops

26. No Place
Like Home

27. Input Output
SMART
CARD

28. Input Output
Who wins your heart?
SMART
CARD

29. 03 8 FACTS
5 RULES
1 CONCLUSION
Slide 29 © Fjord 2012 | Confidential

30. 1
Customer
storytelling

31. 2
I shop,
therefore
I play
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32. 3
Control the
experience
Slide 32 © Fjord 2012 | Confidential

33. 4
Customer
as model
Slide 33 © Fjord 2012 | Confidential

34. 5
Immersive
Journeys
Slide 34 © Fjord 2012 | Confidential

35. 6
Community
glue

36. 7
Customer
or
merchant?

37. Express yourself 8

38. Rule 1 Human experiences resonate loudest
Rule 2 Simple solutions last longer
Rule 3 Calibrate the experience with the need
Rule 4 Cut out the middle man
Rule 5 Channel user stories
Slide 38 © Fjord 2012 | Confidential

39. Rule 1 Human experiences resonate loudest
Rule 2 Simple solutions last longer
Rule 3 Calibrate the experience with the need
Rule 4 Cut out the middle man
Rule 5 Channel user stories
Slide 39 © Fjord 2012 | Confidential

40. Rule 1 Human experiences resonate loudest
Rule 2 Simple solutions last longer
Rule 3 Calibrate the experience with the need
Rule 4 Cut out the middle man
Rule 5 Channel user stories
Slide 40 © Fjord 2012 | Confidential

41. Rule 1 Human experiences resonate loudest
Rule 2 Simple solutions last longer
Rule 3 Calibrate the experience with the need
Rule 4 Cut out the middle man
Rule 5 Channel user stories
Slide 41 © Fjord 2012 | Confidential

42. Rule 1 Human experiences resonate loudest
Rule 2 Simple solutions last longer
Rule 3 Calibrate the experience with the need
Rule 4 Cut out the middle man
Rule 5 Channel user stories
Slide 42 © Fjord 2012 | Confidential

43. PRODUCT
ARCH
UX DE ITECT
SIGN
WRITER
OPER
DEVEL
Special experiences
require special teams

44. TYPOGRAPHER
NEUROSCIENTIST
TAILO
R
DATA
ANALYST
OPER
DEVEL
Special experiences
require special teams

45. WRITE
FILM-MAKER R
TEACHER
OPER
DEVEL
DATA
ANA LYST
Special experiences
require special teams

46. Local
Digital
Slide 46 © Fjord 2012 | Confidential

47. Enjoy this afternoon’s session!
Slide 47 © Fjord 2012 | Confidential