How to use brand values to create experience principles

1. #UCD14
7 steps to creating
Differentiated
experiences
JONATHAN LOVATT-YOUNG

2. A supermarket story…

3. I believe most
experience principles
are a complete
waste of time

4. 7 things
30 mins
Get in front of the CEO

5. 1
What experience
principles really are

6. SIMPLE

7. ENJOYABLE

8. REVEALING

10. Experience that actively set
Preference
Emotion
Loyalty
How are you designing that into
your products?

12. Action: align your
Bricks
Clicks
People
Create a continuous customer journey
Otherwise you’ll feel like 3 brands…

13. Are you on-brand?
It’s not about the logo…
Innovation launchpad
Evaluation
Research

14. 1. Have you been on a full service shadow?
Schedule it
2. What are your experience principles?
Write them down
3.How are they woven into the business?
Find the operating model

15. 2
How to find and use
brand values

17. Find the
brand manager
and seek the strategy

18. Validate the strategy
with senior management
Business vision, mission
and programmes
Does what you have = their mind/reality?

19. Extract the bit that matters
The values
Typically 3-5 things
Genuine and unique
Explained how they’re used

20. 1. Who is the brand manager?
Find them
2. Do you know the values history?
Schedule a briefing
3.Are moments of truth documented?
See the evidencing

21. 3
Writing how they manifest
in digital touch points

22. Marketing and advertising
agencies will have examples how
the values work
Stores
Contact centres
TV and press

23. DON’T
FORGET
Internal behaviour

24. Ensure you have a good split of
+
Rational Emotional

25. A blend of existing behaviours
and new ideas
Brainstorm how the brand
value could be experienced
through digital

26. 1. Tag values - rational and emotional
Workshop it out
2. Find other channel experiences
Service safari to catalogue
3. How they could work digitally
Differentiating

27. 4
Knowing how they
change for personas

28. Who are you designing for?
Personas
Segments
Pen portraits
Not all organisations have detailed
personas… some even have none. Shock!

30. Simplicity for mobile telco
Same value…
different outcome

31. Mapping needs and goals
How does the principle
apply to them?
What are the differences?
What patterns are required?

32. Card sort research
Test your patterns
Reverse engineer your values

33. 1. User needs and goals
Summarise them
2. How can the values be used?
Apply values and test
3.Stress test
Challenge the value

34. 5
Creating workshops
for executives

35. You will need a plan
Focus on outcomes
Key dates
Time required – short
Why they are needed

36. The rationale for giving up precious time
+
CX Revenue

37. Customer Experience Index
demystifies why do this
Three charts that
matter from Forrester

38. CXI: big opportunity for excellent
Excellent
Good
ok
Poor
Very poor
10%
23%
31%
34%
3%
0 10 20 30 40
Source Forrester North American cx study Q4 2011

39. Correlation between CXI and loyalty
0.71
0.65
-0.41
-0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8
Willingness to consider
the company for another
purchase
Likelihood to switch
business to a competitor
Likelihood to recommend
to a friend or colleague
High Moderate Low Low Moderate High

40. 5 year stock performance of customer experience
index leaders vs laggards s&p 500 2007-2012
37.5
25
12.5
0
-12.5
-25
-37.5
-50
-1.3 -46.3
22.5
cxi leaders s&p 500 index cxi laggards
Source Watermark consulting

41. Wk1/2 Fact finding and evidencing values
Sessions you will need
Validation of the strategy, principles
debate and differentiators
Wk3
Wk4 Final proposal experience map
Touchpoint design evidenced
Wk7 through research

42. 1. Know the leadership team
Find out about them
2. Ask client lead to get time with them
Schedule 3 x 2 hours
3.Keep them updated on progress
It’s their baby after all

43. 6
Documenting
for sharing

44. A word a warning
Big decks with lots of
words get ignored
Pure UX focus will
strangle its usefulness

45. You will have probably amassed a
large amount of documentation

46. It should feel like
There is a natural flow
from the business
strategy to the customers

47. Just tell the story

48. Completing the model
Business
strategy
Delivery
programmes
Rational and
emotional
values
Evidenced in
channels
How to use
in digital
Customer
benefit

49. And a playback book for everyone
No onion required
What is it
How to use it
Examples from other brands

50. 1. Start with tiled paper from Illustrator
And prezi reveals it
2. Make it big
Pin it up and leave it
3.Evidence how it comes to life
A simple show and tell

51. 7
Using your principles
for innovation

52. Your thinking can be used across the
business for new ideas:
All employees
Product managers
Requirements

53. Keep on the lookout
for delightful customer experiences

54. Experience belongs to everyone
Sharing stories
Objectives 3+1

55. A catalyst for what if…
Can we be more different?
Extending propositions
A rich picture

57. And finally during product development
Filtering by theme
Deepening habit loop
Measuring emotion

58. 1. Work with HR and Internal Comms
Get them to run with it
2. Keep a collection
Pinterest/Del/Evernote
3.Perpetual beta
Iterate and develop

59. 7 things
you should
now know
What experience principles really are
How to find and use brand values
Writing how they manifest in digital touch points
Knowing how they change for personas
Creating workshops for executives
Documenting for sharing
Using for future idea generation
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@naughtynorth
Head of Service and Experience Design
Tribal Worldwide | London

60. Thanks
Enjoy all the upcoming great talks