19. HOW DO YOU OBSESS EXPERIENCE?
1. Build a Strategic Foundation
2. Experience Ideas Need to Have Real Business Value
3. Think Like a Human-Is the Experience Thoughtful?
4. Locate Opportunities to âWowâ through experience
5. Go for the easy wins first
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30. 2. UNDERSTAND THE BUSINESS VALUE OF IDEAS
1. Be clear about what you are trying to do
2. Understand how the idea contributes to the business
3. Is it about acquiring or retaining customers?
3. Identify and be clear about determining if the idea is about attention or
experience -each type has a different value
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31. 2. UNDERSTAND THE BUSINESS VALUE OF IDEAS
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Warby Parkerâs Stores arenât a vanity project
They deliver the most sales/sq ft in retail after Apple
32. 2.UNDERSTAND THE BUSINESS VALUE OF IDEAS
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Sephoraâs contouring app is like digital glue providing utility with user education, but also
connecting users directly into the brandâs products, services and commerce
34. 3. THINK LIKE A HUMAN- THINK ABOUT THEM
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Are you really thinking about the user and how you can make their lives easier
and better?
Are you putting yourself in their shoes?
Are you testing for potential frustrations?
Are you thinking through all the steps?
Think about how itâs going to make the user feel
35. 3. THINK LIKE A HUMAN
âWe arenât doing anything magical,
we doing human things.â
Anna Pickard-Slack
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42. 3. THINK LIKE A HUMAN- FIND THE RIGHT MOMENT
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Maybe itâs better for a hotel to give a cookie when the guest leaves or has a problem,
rather than when they arrive = Save the cookie for âpeak momentsâ
43. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
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XX plays to 50--people- the audience walks out to the stage and the band is there to greet
them
44. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
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The first connection many of Under Armourâs customers will have with the brand, is
digital.
How do they make it human?
45. 3. THINK LIKE A HUMAN- IS THE EXPERIENCE THOUGHTFUL?
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The brand knows the type of help you need
47. 4. LOCATE OPPORTUNITIES TO âWOWâ
âPeople donât know where they want
to go, but they have a good idea of
how they want to feelâ
Tom Marchant- Black Tomato
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48. 4. LOCATE OPPORTUNITIES TO âWOWâ
With a solid strategic foundation, you can find opportunities to create
wow.
Find moments when your customers are surprised because their
expectations have been exceeded.
But, âWowâ opportunities shouldnât be the only things you do
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50. 4. LOCATE OPPORTUNITIES TO âWOWâ
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EA knows that sports fans likes nothing better
than to trash talk with friends during key moments
in sports games, so they developed a creative
system to help them
51. 4. LOCATE OPPORTUNITIES TO âWOWâ
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âSleep No Moreâ is a radically new theater
experience, but itâs all driven by people and
place, not technology- the audience is at the
center
52. 4. LOCATE OPPORTUNITIES TO âWOWâ
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Mass Mutual created a space/experience and
a program to help adults become financially
literate
55. 4. LOCATE OPPORTUNITIES TO âWOWâ
The advancing technological landscape creates obvious opportunities for those who are
prepared to seek out and provide experiences that weâve never had
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56. 4. LOCATE OPPORTUNITIES TO âWOWâ
Branded champagne service, at the touch of a button, thanks to the internet of things
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59. 5. GO FOR THE EASY WINS FIRST
âThe only time we get together is when we meet with youâ
Client comment to IDEO
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60. 5. GO FOR THE EASY WINS FIRST
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Concepts like digital transformation and being disruptive are dangerous- too much,
too overwhelming = Potential paralysis
Uncover your customers expectations and meet them
Find the sweet spot on the journey
Find the pain points and the places you fail- fix them first
What can you manage?
What can you control?
Whatâs an easy point of collaboration?
61. FINALLY....
We have more choices, channels and opportunities than ever before and they are growing
every day, but itâs not about more, itâs about better
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62. THE IDEAL EXPERIENCE TOOLKIT: COMPONENTS
1. STRATEGIC FOUNDATION TEMPLATES
(Brand Architecture, Brand Experience Guide, Customer Journey Maps)
2. BUSINESS VALUE IDEA EVALUATOR
3. THOUGHTFULNESS CHECKLIST
4. âWOWâ OPPORTUNITY FINDER
(Journey analysis tool to identify areas of opportunity)
5. EASY WIN STARTER KIT
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63. SUMMARY
Experience is the new proving ground for todayâs brands
Be sure of your strategic foundation
Always think from the perspective of the individual user
Common sense, thoughtfulness and empathy are key
Understand expectations
Find opportunities to âWowâ
Go for the easiest wins first
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