2. Today’s topics
• About Screenplay and me
• What is design?
• What is strategy?
• Why is strategic design important?
• The design process
• Target groups and segmenting
• Introduction to personas
• Personas
• Business targets and branding
• Touch points
• Recap and outlook
7. Today’s topics
• About Screenplay and me
• What is design?
• What is strategy?
• Why is strategic design important?
• The design process
• Target groups and segmenting
• Introduction to personas
• Personas
• Business targets and branding
• Touch points
• Recap and outlook
16. Three aspects of design
Visceral design:
Appearance
Behavioural design:
Pleasure and
effectiveness of use
Reflective design:
Rationalisation and
intellectualisation
SIDE 16
21. Design is not about ugly or nice 1/2
Positively separate organizations, products or
services from competitors
Why do you choose one product from the shelve
instead of another?
Give the organization, product or service an
quality advantage
Or value for money (design can increase value
without increasing the production cost)
Positive substitute variables gives increase in
sales (eg. pc design)
21
22. Design is not about ugly or nice 2/2
Identify organizations, products or services
Create awareness (exposure preference –
evoked set)
Visual symbols are remembered most easy
Symbolise the brand
The identity must be loaded (positioning) so that
it gives meaning and increase perceived value
The richer the better
22
23. Design adds value in various ways
Design can communicate what you cannot say
• We are cool and youthful
• Emotions – like music
• Ex romantic perfume
What you cannot say is often what you like (liking)
• The rationale consumer is dead. (Think – feel – do)
• Feel – do – think
• Feel – think – do
Design can improve performance
• Easy to read
• Easy to use
• Simplify complex tasks or communication
23
25. Design is an activity
Problem solving Finding alternatives
Design shines where Design creates
the outcome is unclear options
Empathy Ideation and
Design serves a prototyping
human purpose Design produces
things
From Mehrholz, P., Schauer, B. , Verba, D. and Wilkens, T. (2008): Subject to Change; Adaptive Path/O’Reilly
27. “Marketing is not the art
of finding clever ways to
dispose of what you
make. It is the art of
creating genuine
customer value.” Philipp Kotler
(Marketing guru)
PAGE
28. Today’s topics
• About Screenplay and me
• What is design?
• What is strategy?
• Why is strategic design important?
• The design process
• Target groups and segmenting
• Introduction to personas
• Personas
• Business targets and branding
• Touch points
• Recap and outlook
29. A strategy is an explicit goal
and a vision of how to get there
30. What is strategy?
A goal
Mostly: Sell more, become
young and trendy
More rare: Increase the
sale of the product by x %
with young, urban men
30
32. What is strategy?
A goal
Mostly: Sell more, become
young and trendy
More rare: Increase the
sale of the product by x %
with young, urban men
…and how to reach it
Make young men buy
bigger or more diamonds
for their girfriends more
frequently
32
34. What is strategy?
A goal
Mostly: Sell more, become
young and trendy
More rare: Increase the
sale of the product by x %
with young urban men
…and how to reach it
Young men should wear
diamonds more often
SIDE 34
36. Strategy – some implications
• Strategy requires trade-offs:
If you choose one path, you are ignoring another
• Viable strategies focus on
unique positions and activities
• Strategies combine and orchester various
aspects – tangible and intangible, products and
services, …
• Strategy has a (long) time aspect
• Strategies should be assessed and revised
Based on: Porter, M. E. (1996): What is Strategy, in: Harvard Business Review, November-December 1996, pp.61-78
36
39. “Thus my definition of strategy:
What makes you unique and
what is the best way to put
that difference into the
minds of your customers
and prospects.”
Jack Trout, Trout on Strategy
39
40. Today’s topics
• About Screenplay and me
• What is design?
• What is strategy?
• Why is strategic design important?
• The design process
• Target groups and segmenting
• Introduction to personas
• Personas
• Business targets and branding
• Touch points
• Recap and outlook
42. Strategic design
Using design, visual arts, arts,
humanistic and cultural thinking,
psychology etc. to support
achievement of strategic
business goals (e.g. making more
money, raise awareness, create
sympathy, ...).
42
43. Strategic design is used for many
purposes
• Create new products and
services
• Improve existing products
and services
• Develop services that
support
physical products
• Develop products that
improve services
• Develop new markets
• …
44. Design before and now (simplified)
Before: Now:
Product Designed product
(ecosystem)
Produkt with design
46. The devil is in the details
What does this What does this What does this
smell like? sound like? feel like?
46
47. What is the product?
Additional services
Services / warranties
Add ons / extras
Core
Product
Back seat heaters
Free service after one year
Insurances
etc.
08.09.2010 47
54. Ecosystem: The mp3-player is just one
part of the success
iPod iTunes iTunes Music Store
Play Manage Acquire
Adapted from Mehrholz, P., Schauer, B. , Verba, D. and Wilkens, T. (2008): Subject to Change; Adaptive Path/O’Reilly
59. Today’s topics
• About Screenplay and me
• What is design?
• What is strategy?
• Why is strategic design important?
• The design process
• Target groups and segmenting
• Introduction to personas
• Personas
• Business targets and branding
• Touch points
• Recap and outlook
60. Analysis and design are separate
phases
Assignment/ Concept/
brief/… prototype/…
1. Analysis
• Market and users 2. Creative phase
• Business • Design research
opportunities • Sketching
Solution
• Communication • Prototyping
and brand targets • Obeservation
• Technology • …
• …
61. Analysis and design are separate
phases
Assignment/ Concept/
brief/… prototype/…
1. Analysis
• Market and users 2. Creative phase
• Business • Design research
opportunities • Sketching
Solution
• Communication • Prototyping
and brand targets • Obeservation
• Technology • …
• …
62. Analysis is the foundation for
formulating the task (and thereby the solution)
BAV III/IV – Ice Cream - Total Population
100
Statistics- and Pralinato
Häagen-Dazs
Magnum Mövenpick
Customer Solero
Differenzierung + Relevanz
surveys Frisco Extrême Frisco
behaviour
Markenvitalität
Crème d’Or Pierrot-Lusso
BAV 2003
50 BAV 2000
Carte d’Or
Brand studies
0 50 100
Markenstatur
Wertschätzung + Vertrautheit
Buying-
/information
proces
Specific web-
and market
trends as well as
„Best Practice“
Competitor General web- and
analysis market-trends
66. Analysis and design are separate
phases
Assignment/ Concept/
brief/… prototype/…
1. Analysis
• Market and users 2. Creative phase
• Business • Design research
opportunities • Sketching
Solution
• Communication • Prototyping
and brand targets • Obeservation
• Technology • …
• …
67. Analysis and design are separate –
and very different – phases
Assignment/ Concept/
brief/… prototype/…
1. Analysis
• Market and users
• Business
opportunities
Solution
• Communication
and brand targets
• Technology
• …
70. Analysis and design are separate
phases
Assignment/ Concept/
brief/… prototype/…
1. Analysis
• Market and users
• Business
opportunities
Solution
• Communication
and brand targets
• Technology
• …
73. Analysis and design are separate
phases
Assignment/ Concept/
Today brief/… 07.10 prototype/…
1. Analysis
• Market and users
• Business
opportunities
Solution
• Communication
and brand targets
• …
74. Today’s topics
• About Screenplay and me
• What is design?
• What is strategy?
• Why is strategic design important?
• The design process
• Target groups and segmenting
• Introduction to personas
• Personas
• Business targets and branding
• Touch points
• Recap and outlook
77. How do we get to know our
customers?
Qualitative information
Focus groups ”Shop along” Observation
at home/in the
1to1 interview Usability test workplace/…
Telephone interview ”Eye-tracking”
What the What the
user says user does
Report from
call center Purchasing statistics
User
Web analysis
Quantitative information
08.09.2010 77
79. Vor Ort: Tasks wie z.B. Diary
| PLANNING IN A NUTSHELL, PAGE 79
15.11.2006
80. User Interviews: Topics
• History with the company
– Intro to company, usage/purchase history, early impressions
• Domain experience and knowledge
– Domain expertise, competitors, share of wallet
• Goals and behaviors
– Needs/triggers for usage, typical process, channel usage,
feature and content usage, gaps, wish list
• Attitudes and motivators
– Description of experience, likes/dislikes, influencers, psychological
drivers
• Opportunities
– Reaction to new ideas, features, content, improvements
• Observation of actual behavior (field studies, usability tests)
From: Mulder, Steve: The user is always right: New Riders 2007
83. Segments: Target groups and needs
The Sensoric The Sociable The concerned
Expectations Taste, packaging Whith teeth Prevention of
tooth deseases
Demographics Kids Young people Big families
Behaviour Loves Smokes Intensive usage
peppermint
Preferred brands Colgate stripe Ultra Brite Pharmaceutical
Personality Self concerned Contact seeking Hypochondriac
Lifestyle Hedonistic Active Conservative
08.09.2010 SIDE 83
84. Segmentation:
The Tests
• Your segments should…
• Explain key differences you’ve
observed among users
• Be different enough from
each other
• Feel like real people
• Be described quickly
• Cover all users
• Clearly affect decision making
From: Mulder, Steve: The user is always right: New Riders 2007
85. Segmentation by behaviors and
attitudes – example FedEx
Level of preparation
Desired level of personal interaction
From: Mulder, Steve: The user is always right: New Riders 2007
86. Possible segmenting of students prior
to the Norwegian election
Sense of civic duty
Fear struck Student-
duty-voter politician
Happy go Hyperactive
lucky non-voter
Degree of engagement/involvement
in student activities
96. Today’s topics
• About Screenplay and me
• What is design?
• What is strategy?
• Why is strategic design important?
• The design process
• Target groups and segmenting
• Segmenting
• Introduction to personas
• Personas
• Business targets and branding
• Touch points
• Recap and outlook
97. 5) Decisions should be based on users
4) Knowledge about users must be actionable
3) Learning about users requires direct contact
2) You are not your user
1) Business results depend on satisfying users
From: Mulder, Steve: The user is always right: New Riders 2007
98. What are personas?
• Personas are examples of a typical user in a target group – they
are stand ins for real users
• Personas not real people but represent real humans throughout the
design process
• As a tool, personas are widely used for both interface- and product
design
• Increasingly the marketing world takes interest in personas as well
• Even though personas are fictious they should be precisely
described precisely
• In order to make personas more real they are given real names and
personal details
08.09.2010 98
99. Target groups vs. personas
Demographic target groups Personas
Age Behaviors
Income Goals
Gender
Other
demographics Attitudes
Focus: Sell to people Focus: Understand how people
will actually use the product
From: Mulder, Steve: The user is always right, New Riders 2007
101. Possible segmenting of students prior
to the Norwegian election
Sense of civic duty
Fear struck Student-
duty-voter politician
Happy go Hyperactive
lucky non-voter
Degree of engagement/involvement
in student activities
102. Election & students: possible personas
Fear struck Hyperactive Happy go lucky
duty-voter non-voter
Marit, 22 Andreas, 24, Stian, 21,
from Bergen from Skarnes from Tromsø
• Marketing at BI • Studies electrical • Teacher student at
(2nd year Bachelor) engineering at NTNU in Høgskolen i Nesna
• Fadder for 1. års- Trondheim (masters • Skibum
studentene degree, 3rd year)
• Plays in the band at
UKA
”There doesn’t seem to be ”What? Is there an ”Is election day a public
a party that fits me.” election? Excellent, that holiday? I’m off kiting.”
will make for some good
jokes...”
105. Personas are good
for consensus
From: Mulder, Steve: The user is always right, New Riders 2007
106. Personas
create efficiency
From: Mulder, Steve: The user is always right, New Riders 2007
107. Personas lead to
better decisions
Personas for Strategy
Framework for business decisions,
offerings, channel usage, features
Personas for Marketing
Framework for marketing campaigns, branding,
messaging, market research
Personas for Design
Information architecture, interaction design, visual design,
content development, user testing
From: Mulder, Steve: The user is always right, New Riders 2007
115. PERSONAS
Typical quote:
Situation:
Personal information
Name:
Age:
Lives:
Education:
The users needs and desires Business goals
What does the person want? What do we want the person to do? Home life
Appreciates
Hobbies
116. Today’s topics
• About Screenplay and me
• What is design?
• What is strategy?
• Why is strategic design important?
• The design process
• Target groups and segmenting
• Introduction to personas
• Personas
• Business targets and branding
• Touch points
• Recap and outlook
125. Brand / 1
A brand is a name, term, sign,
symbol, or design which is intended
to identify the goods or services of
one seller or group of sellers and to
differentiate them from those of
competitors.
8-Sep-10 125
130. Definition of a brand / 2
A brand is a
collection of
perceptions in
the mind of the
consumer
8-Sep-10 130
131. Today’s topics
• Who is Screenplay?
• What is design?
• What is strategy
• Why is strategic design important?
• The design process
• Target groups and segmenting
• Segmenting
• Introduction to personas
• Personas
• Business targets: Branding and positioning
• Touch points
• Recap and outlook
132. Touch points: How to reach the
customer
12h00 0h00
Lunch Bar/
Club
Eating out
with friends
PR-Article Apéro in the
Advertising Shopping at Bar at Hotel
a petrol zum Kreuz
station
137. Personas reveal touch points
Fear struck Hyperactive Happy go lucky
duty-voter non-voter
Marit, 22 Andreas, 24, Stian, 21,
from Bergen from Skarnes from Tromsø
• Marketing at BI • Studies electrical • Teacher student at
(2nd year Bachelor) engineering at NTNU in Høgskolen i Nesna
• Fadder for 1. års- Trondheim (masters • Skibum
studentene degree, 3rd year)
• Plays in the band at
UKA
What does a typical day in their life look like?
139. Understanding the customer’s buying
process
Awareness
Research
Evaluation
Selection vs.
Purchase
Delivery
Post evaluation
08.09.2010 139
140. Combining process and channel
Broadcast Direct mail Store Internet Call center
Awareness
Research
Evaluation
Purchase
Delivery
Post
evaluation
08.09.2010 140
142. Possible user stories for H&M
Magasin DM Web banner Search HM.com Shop
1 2
Time
Ad in magazine H&M
banner ad
3
Get offers by Reads article Reaches
mail in magazine – HM.com
googles H&M
Visits the
clostest
4 6 H&M store
Reads about the Googler Checks out
new collection in “party outfit and
a newsletter outfit” accessories
5 7
Sees top in H&M banner
magazine
Visits H&M
store
142
143. Cultural and other experiences
Preparation On site Memory channel
• Web • Stationary • Web
• Mobile • Mobile • Print
• Print
Source: http://www.archimuse.com/mw2003/papers/garzotto/garzotto.html
08.09.2010 143
144. Today’s topics
• Who is Screenplay?
• What is design?
• What is strategy
• Why is strategic design important?
• The design process
• Target groups and segmenting
• Segmenting
• Introduction to personas
• Personas
• Business targets: Branding and positioning
• Touch points
• Recap and outlook
145. Recap: Analysis and design are
separate phases
Assignment/ Concept/
brief/… prototype/…
1. Analysis
• Market and users
• Business
opportunities
Solution
• Communication
and brand targets
• Technology
• …
146. Analysis and design are separate
phases
Assignment/ Concept/
Today brief/… 24.09 prototype/…
1. Analysis
• Market and users
• Business
opportunities
Solution
• Communication
and brand targets
• …
148. “Marketing is not the art
of finding clever ways to
dispose of what you
make. It is the art of
creating genuine
customer value.” Philipp Kotler
(Marketing guru)
PAGE
149. What is strategy?
A goal
Mostly: Sell more, become
young and trendy
More rare: Increase the
sale of the product by x %
with young urban men
…and how to reach it
Young men should wear
diamonds more often
SIDE 149
150. Strategic design
Using design, visual arts, arts,
humanistic and cultural thinking,
psychology etc. to support
achievement of strategic
business goals (e.g. making more
money, raise awareness, create
sympathy, ...).
150
151. Segmentation by behaviors and
attitudes – example FedEx
Level of preparation
Desired level of personal interaction
From: Mulder, Steve: The user is always right: New Riders 2007
152. 5) Decisions should be based on users
4) Knowledge about users must be actionable
3) Learning about users requires direct contact
2) You are not your user
1) Business results depend on satisfying users
From: Mulder, Steve: The user is always right: New Riders 2007
153. Election & students: possible personas
Fear struck Hyperactive Happy go lucky
duty-voter non-voter
Marit, 22 Andreas, 24, Stian, 21,
from Bergen from Skarnes from Tromsø
• Marketing at BI • Studies electrical • Teacher student at
(2nd year Bachelor) engineering at NTNU in Høgskolen i Nesna
• Fadder for 1. års- Trondheim (masters • Skibum
studentene degree, 3rd year)
• Plays in the band at
UKA
”There doesn’t seem to be ”What? Is there an ”Is election day a public
a party that fits me.” election? Excellent, that holiday? I’m off kiting.”
will make for some good
jokes...”
154. Definition of a brand / 2
A brand is a
collection of
perceptions in
the mind of the
consumer
8-Sep-10 154
155. Combining process and channel
Broadcast Direct mail Store Internet Call center
Awareness
Research
Evaluation
Purchase
Delivery
Post
evaluation
08.09.2010 155
156. “People use the word
guru because the word
charlatan is so hard to
spell.”
Peter Drucker
08.09.2010 156
