This is a presentation given by Tim Parcell (@freescribbles) and myself at the Big Design Conference in Addison TX on June 1st, 2012. For years, Art and Copy ruled the roost in the worlds of advertising and design. But as brand interactions shift from passive to active experiences, the way we connect to customers requires a new partnership. Sapientnitro believes that Brand Strategists and Experience Designers play an integral role in delivering the work that breaks through the noise. This new partnership is critical during the initial stages of client engagement (discovery, defining) through completion (designing, developing, deploying). Whether we’re redesigning lenscrafters.com or building interactive menu boards for Dunkin’ Donuts, a strong partnership between strategy and experience design is at the foundation of all our work.

1. DEFINITION OF NEW PARTNERSHIPS:
A PRESENTATION IN FOUR ACTS
#BigD12 #NewPartners | June 1, 2012
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2. First Things First…
He’s Ezra Englebardt. He’s Timothy Parcell.
He’s the Brand Strategist. He’s the Experience
He’s a 1994 graduate of Designer.
Space Camp in Huntsville, He’s still regretting finishing
Alabama. 6th in his State Spelling Bee.
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3. Just In Case We Say Something Awesome…
@ezra802 @freescribbles
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4. We Work At A Cool Place…
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5. We Work At A Cool Place…
A Customer Experience Company.
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6. We Work At A Cool Place…
Positioned at the intersection of design,
strategy, technology and marketing.
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7. Now That We’ve Covered The Formalities…
Who’s in the audience?
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8. Now That We’ve Covered the Formalities…
Art Directors or Copywriters?
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9. Now That We’ve Covered the Formalities…
Please leave.
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10. Today’s Program
 Act 1: Meeting the Problem
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11. Today’s Program
 Act 1: Meeting the Problem
 Act 2: Building the Experiences
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12. Today’s Program
 Act 1: Meeting the Problem
 Act 2: Building the Experiences
 Act 3: Seeing the Adventures
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13. Today’s Program
 Act 1: Meeting the Problem
 Act 2: Building the Experiences
 Act 3: Seeing the Adventures
 Act 4: Learning the Tactics
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14. Today’s Program
 Act 1: Meeting the Problem
 Act 2: Building the Experiences
 Act 3: Seeing the Adventures
 Act 4: Learning the Tactics
 Encore: Answering the Questions
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15. Act 1: Meeting the Problem
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16. Why are we here?
Brands face challenges.
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17. Why are we here?
We like challenges.
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18. Why are we here?
Old and busted doesn’t work.
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19. Why are we here?
Customers expect more from brands.
They want active experiences.
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20. What’s going on?
Customers are getting smarter.
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21. What’s going on?
Oh, Crap.
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22. What’s going on?
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23. What’s going on?
There is more NOISE coming through.
And signals are being missed.
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24. What’s going on?
The audience is getting smarter.
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25. What’s going on?
There is more NOISE coming through.
And signals are being missed.
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26. What’s going on?
Products are all the same.
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27. What’s going on?
WARBY PARKER/LENSCRAFTERS
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28. What’s going on?
It is the experience that matters.
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29. Act 2: Building the Experiences
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30. First...
Understand the customers at two levels.
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31. Two Levels?
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32. Two Levels?
Yes.
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33. Two Levels?
Yes.
• As members of a community (a demographic, a
psychographic or fancy market segment.)
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34. Two Levels?
Yes.
• As members of a community (a demographic, a
psychographic or fancy market segment.)
• As an individual (with habits, behaviors and
needs.)
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35. How?
We work together.
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36. How?
We work together.
We carve out our places.
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37. How?
We work together.
We carve out our places.
 Our Roles
 Our Activities
 Our Approaches
 Our Ways of Thinking
 The Process We Work In
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38. And most importantly…
We work in tandem.
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39. More About These Guys…
As a Brand Strategist, As an Experience
he uncovers what Designer, he translates
people want to achieve. what people want into
how they will achieve it.
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40. That’s Nice. What Do They Really Do?
• Conduct user • Conduct user
research research
• Write briefs • Interpret briefs
• Provide insight • Generate Concepts
• Ensure design • Design directions
direction
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41. Wait a minute…
That first bullet point was the same.
 User research is a critical tool of both disciplines.
 It is not a primary deliverable.
 The way we listen and our approach is different:
 Brand Strategist process in emotional terms and generate insight
about why people behave the way they behave.
 Experience Designers process in rational terms and build
experiences (from retail to web to mobile) that align with the way
people behave.
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42. Have We Confused You Yet?
Beyond roles, activities and approaches, we
need to think differently at different times:
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43. Have We Confused You Yet?
Beyond roles, activities and approaches, we
need to think differently at different times:
Some times we’re divergent — exploring many possible
solutions.
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44. Have We Confused You Yet?
Beyond roles, activities and approaches, we
need to think differently at different times:
Some times we’re convergent — focusing on the right
solution.
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45. WTF! These guys again!?
Orange Blue
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46. Enter the process
Discover Design Test Optimize
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47. Act 3: Seeing the Adventures
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48. Where’s all the work?
Sorry, all the client case studies can’t be
shown here.
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52. Act 4: Learning the Tactics
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53. Can anybody…
Find me somebody to love...
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54. And then…
Trust.
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55. It’s not about the Benjamins…
Work for free.
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56. Find New Situations
Work on pitches.
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57. Give Your Time.
Work on pro bono projects.
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58. Find New Situations
Subtract a Week.
Add Stress.
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59. Learn from Nike…
Just Do It.
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60. Repeat.
Repeat.
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61. Repeat.
Repeat.
Repeat.
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62. Encore: Answering the Questions
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63. THANK YOU
#BIGD12 #NEWPARTNERS
Ezra Timothy
Englebardt Parcell
@ezra802 @freescribbles