VATTER & JORDAN
The Experience
Is The Message
Creating Unique Airline Brand Experiences
Christian Vatter & Martin Jordan
Contents
– BrandExperience:Whatitisandwhyitisimportant
– Airlines:Differentiatingthroughmarketingbutproviding
interchangea...
VATTER & JORDAN
About Brand Experience
PhotobyDavidOliete
“Weareintheageofthecustomer.
Howwellyouservethemwilldetermine
yoursuccess.”
DavidCooperstein,VicePresidentForresterResearch
Source:Forrester
“Empoweredbuyersdemandanewlevel
ofcustomerobsession”
Age of manufacturing Age of distribution Age of info...
Notunderstandingcustomersneeds
mightbefatal
2004 2005 2006 2007 2008 2009 2010
Blockbuster Revenue Netflix Revenue
$6Billi...
Reachingthetopwithdelivering
customervalue
ImagebyZappos
Creatinggreatexperiencesisseenas
thenewbenchmark
Source:Forbes,2014
Lesson #1
It is a necessity to understand users and
create value for them.
Let’schangeperspectives:
Businessesareinanageofextreme
competition.
Shorterinnovation
cycles Globalcompetition
Higherdemandfor
newproducts
Moreproductspercategory
Strongrivalriesbetweenoffer...
ExampleVolkswagen:Morethantwiceas
manymodelsinthepast30years
0
6
12
18
24
1960 1970 1980 1990 2000 2007 2008 2012
minicar ...
Asimplegoalforeachmarketplayer:To
bepreferredovercompetitors
Thestrongestmeanstocreate
preferenceistheconceptofbrand*.
*)“aperson’sgutfeelingaboutaproduct,serviceor
organization” (MartyNeumeier)
0,80€ 2,80€
Brands createawillingness topaymore
forotherwisesimilarproducts…
…ordecidewhowillbepicked
Last day of business of closing drugstore chain Schlecker
Source:Interbrand
Uniquebrandshavethepowerto
increasecompanyvalue
Lesson #1
It is a necessity to understand users and
create value for them.
Lesson #2
It is a necessity for businesses to c...
Therearetwogoals
#2
Build
brand
preference
#1
Create
value for
the user
It‘snoteitheror
Photograph:EckhardPecher
BrandExperiencecanunitebothgoals
#2
Build
brand
preference
#1
Create
value for
the user
Brand
Experience
BrandExperiencecanunitebothgoals
&
Wherecanthe
experience–when
dealingwithabrand
–beimprovedsoitis
beneficialfor
customers...
VATTER & JORDAN
About Airlines
Airlinesarebrands
Theyinvestinbranddesigntocreatea
uniqueappearance
…
Notification to Check-in
Self Check-in
Travel to airport
Counter for check-in and/or baggage drop off
Security
Waiting a...
Eventhesmallestgesturemayhelpan
airlinetostickout
Airberlin created a lot of media buzz when giving out chocolate hearts u...
Berlin-Rom, 23.05.- 25.05.
easyJet 159EUR
KLM 215EUR
Lufthansa 232EUR
Whyshouldcustomerspaymorefora
brand?
Source:Swoodoo,...
Brand the experience,
because the experience
is the message.
VATTER & JORDAN
About our flight
experience study
OurApproach
Understanding
the experience
PainandWow
points,importance
ofencounters,
emotioncurves
duringjourney
Interviews...
40.ooomiles
flown
18travellers
interviewed
5culturalprobes
collected
8Airlines
studies
Privatetravelers Businesstravelers
Short-haulflyers Long-haulflyers
Experiencedflyers Inexperiencedflyers
The prototypical
experience journey
General observation: Airplanejourneysarecomplexandwithmany
insecuritiesandopenquestionsinregardstotimeplanning,baggage
reg...
General observation: Forbusinessfrequenttravellerstimehas
enormousvalue.Theycalculatethetripwithoutmuchwiggleroom,any
devi...
Prototypical experience journey
Preparation At Airport AftermathIn Plane
Emotion Curve
Preparation
Searching & Booking
Preparation
Check-In
Trip to airport
Thejourneybeginswiththesearchfor
flightoptions.
Thecl...
Counter
Security
Waiting at gate
Boarding
At Airport
Entering the plane
Alackoftimepredictability,control
andorientationas...
Seating
Settling in
Exiting
Settlinginone‘sseatistheturning
pointofthejourney– stresswanesand
boredomsetsinuntilshortlybef...
At Airport
Baggage Claim
Transfer to city
The aftermath
Whetherchangingplanesorfinding
yourwaytothecity– theunknown
situat...
Prototypical experience journey
Preparation At Airport AftermathIn Plane
Searching & Booking
Preparation
Check-In
Trip to ...
VATTER & JORDAN
Airline
Brand Experience Design
Thefollowingsolutionswereinventedbyusto
showtheprincipleofbrandexperiencedesignat
work: Easingoutpainpointsandbringingthe
...
The Lufthansa
Brand Experience
What does the brand Lufthansa stand for?
Here is a TV commercial from 2013 .
reliability
precision
germanness
Brand Values
Anair-tripisacomplex
processfullof
uncertainties.For
mosttravellers,
predict...
The Lufthansa experience journey
Preparation At Airport AftermathIn Plane
Searching & Booking
Preparation
Check-In
Trip to...
Insight
Flyingmeanstimeawayfromhomeorwork.
Quiteafewtravellerswanttoarrivejustintime.
Solution
Lufthansasupportsthosetrave...
Insight
Inordertohavetheimportanttripinformation
inoneplace,travellersoftenkeepahand-
writtennotewiththem.
Solution
Luftha...
Insight
Thereisatrade-offbetweennotwantingto
wastetoomuchtimeattheairportandnot
wantingtomissone’sflight.
Solution
Lufthan...
Insight
Tomanypeopleairportsarestressfulduetoa
lackoforientationandtimepredictability-even
moresowhenchangingplanes.
Solut...
Insight
Intheplane,peopleoftenliketorelaxandsleep
alittlebit.However,theydonotwanttomiss
foodanddrinks.
Solution
Lufthansa...
Insight
Fromthearrivalairporttravellersneedtofind
theirwaytothecity,butoftendon’tknowhow.
Solution
TheLufthansaTravelCompa...
Insight
Exitingtheplaneisoftenthelastencounter
withanairlineduringthejourney–amissed
opportunity.
Solution
AftertheflightL...
The easyJet
Brand Experience
What does the brand easyJet stand for?
Here is a TV commercial from 2013 .
enjoyment
greatvalue
foreveryone
Anyairtripoffersthe
opportunitytodo
excitingthings,meet
friendsandenjoyyour
timewiththem....
The easyJet experience journey
Preparation At Airport AftermathIn Plane
Searching & Booking
Preparation
Check-In
Trip to a...
Insight
Fortheirweekendgetaways,peopleareoften
flexiblewiththedatebuthaveafixedbudget.
Also,itismoreaboutactivitiesandweat...
Insight
Travelisaboutthethingsyoudoatthe
destination:meetingpeopleanddoinggreat
stuff.Theplanningisatleasthalfthefun.
Solu...
Insight
EveryoneknowsthattravellingwitheasyJetcan
beaverytightexperience.
Solution
easyJetbringsthefunintotravelling:Inalo...
Insight
Whenfinallyintheplanepeoplefindthetimeto
planandpreparefortheirtripahead.
Solution
Thepreviouslygatheredactivities...
Insight
Alongtripcanbeveryboring,andeasyJetdoes
notprovideaninflightentertainmentsystem.
Solution
easyJetprovidespassenger...
Insight
Usuallyflightsendveryabrupt,withouta
memorableexperiencefromtheairline
lingeringon.
Solution
Togetherwithpromotion...
VATTER & JORDAN
Summary and Conclusion
Step 1: Brand Experience Design – Research:
Whichneedsariseduringproductorservice
usage?Wherearepain&wowpoints?
Whatdoesyo...
Step 2: Brand Experience Design – Matching:
Wherecanthe
experience,when
dealingwiththe
brand,beimproved
soitisbeneficialfo...
manifestingthebrand
through/inencounters
helpingbuildingbrand
preference
strengtheningthebusiness
valueinsteadofmessages,
...
The Experience is the message
Howabrandactshasmoreimpactthanwhatitsays.
OuruniqueapproachofBrand Experience Design
provide...
VATTER & JORDAN
Find more about us at
www.brandexperiencedesign.net
AllnototherwisemarkedimagescopyrightbyJordan&Vatter,ic...
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
The Experience is the Message – Creating Unique Airline Brand Experiences
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The Experience is the Message – Creating Unique Airline Brand Experiences

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Creating better brands through strategic touchpoint design: In a case study we evaluated the brand experience of top European airlines. Based on findings, we designed solutions to orchestrate and optimize touchpoints and create beneficial and brand-supporting experiences. Combining the user-centered design approach and the business-driven marketing technique, brand experiences are designed to both offer maximum value for the user and at the same time convey relevant brand messages and thus serve the business.

This study was compiled for and presented at IA Conference "Brand Experience" in May 2014 in Berlin.

Veröffentlicht in: Marketing, Business
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The Experience is the Message – Creating Unique Airline Brand Experiences

  1. 1. VATTER & JORDAN The Experience Is The Message Creating Unique Airline Brand Experiences Christian Vatter & Martin Jordan
  2. 2. Contents – BrandExperience:Whatitisandwhyitisimportant – Airlines:Differentiatingthroughmarketingbutproviding interchangeableexperiences – OurStudy:Theprototypicalflightexperiencejourney – AirlineBrandExperienceDesign:Ourideasthatturnstandard brandexperiencesoftwowellknownairlinesintouniqueones
  3. 3. VATTER & JORDAN About Brand Experience PhotobyDavidOliete
  4. 4. “Weareintheageofthecustomer. Howwellyouservethemwilldetermine yoursuccess.” DavidCooperstein,VicePresidentForresterResearch
  5. 5. Source:Forrester “Empoweredbuyersdemandanewlevel ofcustomerobsession” Age of manufacturing Age of distribution Age of information Age of the customer
  6. 6. Notunderstandingcustomersneeds mightbefatal 2004 2005 2006 2007 2008 2009 2010 Blockbuster Revenue Netflix Revenue $6Billion $4Billion $2Billion $0 $ 2.2 Billion Bankrupt Source:www.go-digital.net
  7. 7. Reachingthetopwithdelivering customervalue ImagebyZappos
  8. 8. Creatinggreatexperiencesisseenas thenewbenchmark Source:Forbes,2014
  9. 9. Lesson #1 It is a necessity to understand users and create value for them.
  10. 10. Let’schangeperspectives: Businessesareinanageofextreme competition.
  11. 11. Shorterinnovation cycles Globalcompetition Higherdemandfor newproducts Moreproductspercategory Strongrivalriesbetweenofferings
  12. 12. ExampleVolkswagen:Morethantwiceas manymodelsinthepast30years 0 6 12 18 24 1960 1970 1980 1990 2000 2007 2008 2012 minicar smallcar compactcar mid-rangecar executivecar pickup 9 Number of Volkswagen models 4 11 9 9 14 16 18 21 Source:Wikipedia
  13. 13. Asimplegoalforeachmarketplayer:To bepreferredovercompetitors
  14. 14. Thestrongestmeanstocreate preferenceistheconceptofbrand*.
  15. 15. *)“aperson’sgutfeelingaboutaproduct,serviceor organization” (MartyNeumeier)
  16. 16. 0,80€ 2,80€ Brands createawillingness topaymore forotherwisesimilarproducts…
  17. 17. …ordecidewhowillbepicked Last day of business of closing drugstore chain Schlecker
  18. 18. Source:Interbrand Uniquebrandshavethepowerto increasecompanyvalue
  19. 19. Lesson #1 It is a necessity to understand users and create value for them. Lesson #2 It is a necessity for businesses to create brand preference.
  20. 20. Therearetwogoals #2 Build brand preference #1 Create value for the user
  21. 21. It‘snoteitheror Photograph:EckhardPecher
  22. 22. BrandExperiencecanunitebothgoals #2 Build brand preference #1 Create value for the user Brand Experience
  23. 23. BrandExperiencecanunitebothgoals & Wherecanthe experience–when dealingwithabrand –beimprovedsoitis beneficialfor customers? Howcanthese improvementsbe manifestationsof whatthebrand standsfor? Build brand preferenceCreate value for the user
  24. 24. VATTER & JORDAN About Airlines
  25. 25. Airlinesarebrands
  26. 26. Theyinvestinbranddesigntocreatea uniqueappearance
  27. 27. … Notification to Check-in Self Check-in Travel to airport Counter for check-in and/or baggage drop off Security Waiting at gate Admission/Boarding Entering and being greeted Seating procedure Announcements Starting Service drinks/ food Clearing table Announcement captain … Butthe experiences theyprovidedo notdifferfrom eachother
  28. 28. Eventhesmallestgesturemayhelpan airlinetostickout Airberlin created a lot of media buzz when giving out chocolate hearts upon exiting the plane
  29. 29. Berlin-Rom, 23.05.- 25.05. easyJet 159EUR KLM 215EUR Lufthansa 232EUR Whyshouldcustomerspaymorefora brand? Source:Swoodoo,retrievedMay15
  30. 30. Brand the experience, because the experience is the message.
  31. 31. VATTER & JORDAN About our flight experience study
  32. 32. OurApproach Understanding the experience PainandWow points,importance ofencounters, emotioncurves duringjourney Interviews, CulturalProbes, SelfExperience Understanding the brands Whatdobrands standfor,what valuesare associatedwith them Communication Analysis,Interviews Creating Brand Experience Ideas Ideasbasedonpain andwowpointsthat bringbrandtolive
  33. 33. 40.ooomiles flown 18travellers interviewed 5culturalprobes collected 8Airlines studies
  34. 34. Privatetravelers Businesstravelers Short-haulflyers Long-haulflyers Experiencedflyers Inexperiencedflyers
  35. 35. The prototypical experience journey
  36. 36. General observation: Airplanejourneysarecomplexandwithmany insecuritiesandopenquestionsinregardstotimeplanning,baggage regulations,customsandimmigration.
  37. 37. General observation: Forbusinessfrequenttravellerstimehas enormousvalue.Theycalculatethetripwithoutmuchwiggleroom,any deviationfromroutinecausesstressinstantly.
  38. 38. Prototypical experience journey Preparation At Airport AftermathIn Plane Emotion Curve
  39. 39. Preparation Searching & Booking Preparation Check-In Trip to airport Thejourneybeginswiththesearchfor flightoptions. Theclosertheflightgets,themore stresslevelsrise(positiveandnegative).
  40. 40. Counter Security Waiting at gate Boarding At Airport Entering the plane Alackoftimepredictability,control andorientationaswellasstop-and-go proceduresarethereasonsforquitea bitofstressbeforetheflight.
  41. 41. Seating Settling in Exiting Settlinginone‘sseatistheturning pointofthejourney– stresswanesand boredomsetsinuntilshortlybefore landing. In Plane Employees Activities Service Food Entertainment Syst. Physical Stress In-Flight factors
  42. 42. At Airport Baggage Claim Transfer to city The aftermath Whetherchangingplanesorfinding yourwaytothecity– theunknown situationatarrivalcanbeasourceof stress. Thejourneyonlyendswhenthebag canbeputdownandopened. Aftermath At AirportAt Airport Arrival at destination
  43. 43. Prototypical experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath
  44. 44. VATTER & JORDAN Airline Brand Experience Design
  45. 45. Thefollowingsolutionswereinventedbyusto showtheprincipleofbrandexperiencedesignat work: Easingoutpainpointsandbringingthe brandtolifeatthesametime. Wecreateduniqueexperiencejourneysfortwo airlines,yettheprincipleworksforanyservice brand.
  46. 46. The Lufthansa Brand Experience
  47. 47. What does the brand Lufthansa stand for? Here is a TV commercial from 2013 .
  48. 48. reliability precision germanness Brand Values Anair-tripisacomplex processfullof uncertainties.For mosttravellers, predictabilityand beingintheknow helpsalot. User Insight
  49. 49. The Lufthansa experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath yellow: Steps where Lufthansa can best play out its brand values
  50. 50. Insight Flyingmeanstimeawayfromhomeorwork. Quiteafewtravellerswanttoarrivejustintime. Solution Lufthansasupportsthosetravellerswitha search/planningtoolthatisbasedontheactual timeoftheappointmentallowingforprecise planning.
  51. 51. Insight Inordertohavetheimportanttripinformation inoneplace,travellersoftenkeepahand- writtennotewiththem. Solution Lufthansaaidswithaconvenientprintable overviewoftheimportanttriprelateddata givingsecurity.
  52. 52. Insight Thereisatrade-offbetweennotwantingto wastetoomuchtimeattheairportandnot wantingtomissone’sflight. Solution Lufthansahelpswiththe”TravelCompanion“,an appthatprovidesnecessaryinformationduring thetrip– e.g.itconsiderstransfertimetoairport andtimetoboarding
  53. 53. Insight Tomanypeopleairportsarestressfulduetoa lackoforientationandtimepredictability-even moresowhenchangingplanes. Solution TheLufthansaTravelCompanionprovidesindoor mapsofairports,tellsthedurationtothegateand thewaitingtimeatthesecuritycheck.
  54. 54. Insight Intheplane,peopleoftenliketorelaxandsleep alittlebit.However,theydonotwanttomiss foodanddrinks. Solution Lufthansasupportswithasimpleprintedschedule oftheplannedservice,increasingtheirperception aspreciseandreliable.
  55. 55. Insight Fromthearrivalairporttravellersneedtofind theirwaytothecity,butoftendon’tknowhow. Solution TheLufthansaTravelCompanionshowsthe remainingtimetoyourappointmentandthe durationofthejourneythere,consideringvarious meansoftransportation.
  56. 56. Insight Exitingtheplaneisoftenthelastencounter withanairlineduringthejourney–amissed opportunity. Solution AftertheflightLufthansasendsatextmessage withtheexactmilesearnedfortheflight,thus providingapositivefinalexperience.
  57. 57. The easyJet Brand Experience
  58. 58. What does the brand easyJet stand for? Here is a TV commercial from 2013 .
  59. 59. enjoyment greatvalue foreveryone Anyairtripoffersthe opportunitytodo excitingthings,meet friendsandenjoyyour timewiththem. Brand Values User Insight
  60. 60. The easyJet experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath orange: Steps where easyJet can best play out its brand values
  61. 61. Insight Fortheirweekendgetaways,peopleareoften flexiblewiththedatebuthaveafixedbudget. Also,itismoreaboutactivitiesandweather thanaspecificdestination. Solution easyJetprovidestravellerswiththeTripAlert,a toolthatalertsuserswhenaflightmatches definedcriteria.
  62. 62. Insight Travelisaboutthethingsyoudoatthe destination:meetingpeopleanddoinggreat stuff.Theplanningisatleasthalfthefun. Solution TheeasyJetTripPlannerhelpstoconnectwith friendsandcompileaselectionofplacesand activitiesintraveldestinations.
  63. 63. Insight EveryoneknowsthattravellingwitheasyJetcan beaverytightexperience. Solution easyJetbringsthefunintotravelling:Inalotteryon everyflighteasyJetgivesawayunsoldXLseatstoa happywinner.
  64. 64. Insight Whenfinallyintheplanepeoplefindthetimeto planandpreparefortheirtripahead. Solution ThepreviouslygatheredactivitiesintheeasyJet TripPlanercanintheofflinemodebearranged intoaschedule,supportingdetailedtripplanning.
  65. 65. Insight Alongtripcanbeveryboring,andeasyJetdoes notprovideaninflightentertainmentsystem. Solution easyJetprovidespassengersa„bringyourown device“entertainmentsystem: Forafeweuros moviescanbewatchedonyourprivatepaddevice connectedtotheeasyJetsystem.
  66. 66. Insight Usuallyflightsendveryabrupt,withouta memorableexperiencefromtheairline lingeringon. Solution TogetherwithpromotionalpartnerseasyJet provideshelpful,locationspecificgive-awaysupon exitingtheaircraft.
  67. 67. VATTER & JORDAN Summary and Conclusion
  68. 68. Step 1: Brand Experience Design – Research: Whichneedsariseduringproductorservice usage?Wherearepain&wowpoints? Whatdoesyourclient’sbrandstandfor?
  69. 69. Step 2: Brand Experience Design – Matching: Wherecanthe experience,when dealingwiththe brand,beimproved soitisbeneficialfor customers? Create value for user Howcanthese improvementsbe manifestationsof whatthebrand standsfor? Create value for brand Brand Experience
  70. 70. manifestingthebrand through/inencounters helpingbuildingbrand preference strengtheningthebusiness valueinsteadofmessages, deliveringonthepromise helpingbuildingloyaltyand recommendation strengtheningthebusiness contemporary marketing balancing out user and brand needs Brand Experience
  71. 71. The Experience is the message Howabrandactshasmoreimpactthanwhatitsays. OuruniqueapproachofBrand Experience Design providescompellingandusefulmomentsoftruth thatbothdelightcustomersandstrengthen business. Weofferto helpdeveloping any service brandthat needstodifferentiateanddeliveronitspromise.
  72. 72. VATTER & JORDAN Find more about us at www.brandexperiencedesign.net AllnototherwisemarkedimagescopyrightbyJordan&Vatter,iconsfromTheNoundProjectbyWilsonJoseph, Rediffusion,DiegoNaive,Lesvieuxgarçons,MuraliKrishna,Johanna,DaraUllrich,MelonnieManohar,NicolòBertoncin ChristianVatter, MarketingPsychologist& BrandExperienceConsultant cv@christianvatter.com @cvatterberlin www.linkedin.com/in/christianvatter MartinJordan, Service&BrandExperience Consultant martin@martinjordan.de @martin_jordan www.linkedin.com/in/martinjordan

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