Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
The Holistic Consumer Experience
1. D E V E LO P M E N T
Read what six of your colleagues
have to say about the customer
experience. Comments include a
diversity of case studies and of-
fer many useful lessons and best
practices.
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3. B ra nd : Deve lo pin g a Ho li sti c Custom e r Exp e ri e n ce
complexity, the people a user has on Designing a holistic contact Designing a Great Customer
his or her phone became scattered experience necessitated design work Experience: Sonic Branding
throughout the device: in the contacts outside the contacts application. Us- Microsoft’s Xbox 360TM
application; in instant messaging ers have universal access to rich con- by Audrey Arbeeny, President, Audiobrain
contact lists; in-third party applica- tact information across the device via Audiobrain
tions such as Facebook and Twitter; the contact “badge,” which contains is recognized
and in Exchange client applications. the contact’s name, photo, and most worldwide for
At the same time, there are few links recent status update. The Happen- its expertise in
between the people with whom a user ings application, a social dashboard sonic (audio)
communicates and the communica- of current contacts activity, surfaces branding—not
tion itself. Call history, email, and text timely updates to the home screen. to mention its
messages received were stored in their The contacts application and the Mo- talent for research, systems design,
respective applications, but there was toBlur service complement each other and interactive technology. We have
no way to see all communication with to provide efficient, human-centered a passion for creating long-term,
a given contact. ways of including unpredictable, systems-oriented, shareable, inten-
The contacts user experience dynamic content. tional audio assets, and one of our
designed for Motorola’s Cliq device As mobile platforms become in- more recent projects, designing the
and enabled by the MotoBlur service creasingly open, the number of factors sonic branding experience for the
takes the bits and pieces of people that can affect the user experience will Xbox 360 video game and entertain-
that were scattered all over the device only rise. Apple paved an approach ment system from Microsoft, was a
and brings them together.2 One to the problem with a clear vision special pleasure.
contact list merges disparate lists and a controlled ecosystem. Future Audiobrain was brought in early
into one human-centered view of a systems will not have that luxury, but in the branding process; all the client’s
user’s contacts. A meta-contact gives design ingenuity can be a key factor key teams were involved, and all had
users an aggregated, holistic view of in mitigating the impact to the user clear objectives. We had a large group
the multiple sides of a contact. In the experience. Designers’ ability to create kickoff meeting. The branding group
first release of the Motorola Android a tangible vision, synthesize disparate
operating system, these views include elements into a coherent whole, and
contact information, updates from all practice systems thinking and col-
social networks, and all communica- laboration will support better ways
tions (email, SMS, calls, or social for all the pieces to come together in a
messages) with the contact. holistic customer experience.
2. Cliq and MotoBlur are trademarks of Motorola, Inc.
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4. Th e H o l i st i c Co n s um e r E xp e ri e n ce —I n s i g hts f rom D MI M em b er s
cues in our search for the perfect
sonic icon. For example, the product
sported a curved form that resembled
an “inhale.” This, combined with the
concept of “living, breathing,” inspired
the creation of what we call the Xbox
360 breath, which in a split second
would identify the product and be
useful in all kinds of branding and
co-branding environments.
As the sonification process took
shape, we were able to create sonic
branding guidelines to help everyone
expressed objectives such as shifting full competitive and user analysis to to be clear on what the brand sounded
the demographic to a wider audi- ensure that we were creating a unique, like, and what its unique, ownable
ence while keeping the core fan base, differentiating, ownable, sustainable sonic characteristics were. Because of
articulating that this was a “living, sonic experience—and one that could this, when new features were added
breathing entertainment system.” The appear across many touch-points. in 2008, it was easy for us to evolve
product development team discussed Indeed, for the Electronic Entertain- the sounds of those features from the
the user interface (UI) and how the ment Expo briefing event, commonly framework we had already established.
product would interact with the known as E3, we created atmospheric The now-iconic Xbox 360 sonic
customer. It was organic yet high ar- soundscapes to fill the Shrine audito- logo and all its other sounds have
chitecture. Every sound mattered. We rium, as well as sounds for executive been positively received globally. The
would be responsible for the sonic walk-ons, the launch party, and tele- highest compliment I personally
branding strategy, the sound logo, and vision events, all continuing the sonic received was when my 12-year-old
general product “sonification.” How branding dialogue and creating a nephew told me how awesome they
were we to bring this personification consistent POV. The sound was then were—and then mimicked the sound
to life? leveraged into advertising, co-brand- used at bootup. Does he or anyone
Since this was a full sonic brand- ing environments, and to the website. else truly realize the effort behind
ing initiative, it was important to see Because of Microsoft’s commitment developing a consistent sonic brand?
the UI and design features so that we to placing significant value on the Probably not. Do they have a great
could support and maximize the cus- sonic branding initiative, we were able experience with the product and love
tomer experience sonically, and get an to help convey the personality and the sounds? Yes. And that, for me,
idea of where sound could optimally experience of the brand seamlessly. is what designing a great customer
support user interaction. We did a We tried to use all kinds of experience is all about!
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5. B ra nd : Deve lo pin g a Ho li sti c Custom e r Exp e ri e n ce
Sports, Soccer, and the director for MLS and Soccer ditional Canadian expansion on the
SuperLiga Brand Experience United Marketing. The MLS horizon.) The competition crowns
by Rich Levy, Principal, RLP+ brand concludes its fourteenth the best teams in their respec-
Sports, as with season of operation in late fall in tive leagues, earning that team
many extracur- North America as the premier not only the largest prize
ricular activi- professional soccer league— money for a soccer competi-
ties, give us an while also facing the chal- tion in the region, but more
outlet—espe- lenge of staying relevant importantly, the chance to
cially in these in the saturated sports earn the honor, pride, and
trying economic marketplace that is the glory that comes with be-
times—to release our emotions and United States. ing the best on the
energy on and off the field or court, The challenge continent.
whether for two halves or four quar- behind SuperLiga was The name
ters. It is a time-controlled environ- the idea of developing SuperLiga draws
ment, and one that also offers an a new tournament from both Spanish
opportunity for spectators to engage that would elevate the and English and
in an authentic, unscripted brand credibility of the MLS is symbolic of the
experience. team brands from a interleague tourna-
Traditions in sports, along with competitive standpoint, ment, which brings
historical competitive rivalries, are while extending the together different
key ingredients to making a sports MLS brand experience cultures in the spirit
brand experience invaluable. The fans’ within the soccer-crazed of competition.
connection to and passion for a team’s fan base that exists in The silver and
colors, symbolic identity, players, and Mexico. gold logo and trophy
traditions make each team sports af- SuperLiga was born drew inspiration from
filiation tribal in a sense. Our society from the border soccer the North American
conditions us to believe that it is rivalry between the United bald eagle and the
about winning and losing and which States and Mexico, which golden eagle (which is
team or tribe gets to claim that year are widely recognized as featured in Mexico’s
that they are the domestic or world the two most dominant national flag).
champions. national team pow- The opportunity to
I was fortunate to design-manage ers in North America. design an iconic inte-
the creative process for SuperLiga, an (Canada’s MLS team, grated brand package
innovative soccer tournament, during Toronto FC, is also that included nam-
my 10-year tenure as the creative eligible, with ad- ing, visual identity,
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6. Th e H o l i st i c Co n s um e r E xp e ri e n ce —I n s i g hts f rom D MI M em b er s
it evolves and adapts to the areas within research and develop-
ever-changing market. ment, sales and marketing, distri-
Startups often have bution networks, and operations.
an impatient urgency to Companies must establish a blueprint
compete with the “big boys.” or a framework that covers this broad
They want to prove their spectrum, as consumer experience
presence and legitimacy to begins at the very inception of a prod-
the market by subscribing uct or service and does not cease even
religiously to methods they after it is discarded. Of course, funds
have learned from business and human resources may vary, but
brand positioning, sonic branding, books or by copying the success touch-points can be prioritized and
broadcast animation, and trophy models of competitors. Sometimes, allocated accordingly, based on com-
design fueled one of the greatest and these models work, but most often pany objectives. The tactical blueprint
most passionate international soccer they are just ideas to inspire, not a or framework will allow companies to
rivalries in the world today. I’m proud bible for guaranteed success. The chart their milestones, decide when
to say that I was part of the process of startups fail to see that some of these and how strategies should be execut-
creating the best sports-fan experi- ideas were successful only because the ed, turn actionable plans into measur-
ence available on this continent, an big boys have huge resources to play able data, and thus form engaging
experience that allows soccer fans with. Unfortunately, these aspiring corporate cultures.
to—symbolically, at least—cross both small businesses end up spreading Certainly, companies must know
northern and southern borders. themselves too thin and fail to capi- that they cannot control the market.
talize on their core strengths—which Although a wide spectrum of brand-
Customizing the
are often the fresh perspectives and ing strategies can assist them in navi-
Holistic Consumer Experience
optimistic energy they possess by gating through unexpected challenges
by Mel Lim
virtue of being startups! Indeed, the without having to start from scratch,
Every business
large corporate brands may yearn for it should not control their course. The
is different. Just
that freshness. They may not suffer rule of thumb is to always remember
because a strat-
from limited funds or scarce human that no idea is flawless and timeless.
egy has worked
resources, but they do struggle with Sometimes, it’s not even about ideas.
wonders for
corporate politics, conflicting brand It’s about having a flexible but strat-
one company
directions among upper management egized tactical framework.
doesn’t mean it
teams, and constant resistance to
will yield the same result for an-
change or new ideas. “Strategy without tactics is the slow-
other, even if they share similar goals,
Regardless of the size of the busi- est route to victory. Tactics without
markets, or resources. This is because
ness, key touch-points may include strategy is the noise before defeat.”
branding has no set formula; rather,
– Sun Tzu
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7. B ra nd : Deve lo pin g a Ho li sti c Custom e r Exp e ri e n ce
A New Vision for of our CS emails. Our overall goal To be meaningful and to organi-
the eBay Experience is to be more accessible, open, and cally address the ever-changing needs
by Megan van Krieken transparent in our communications. of customers and the organizations
What kind of We’re implementing new tools that serve them, both external and
commitment and processes to help CS agents be internal engagement is essential.
and resources more accurate and effective. We’ve While brand elements exist in specific
does it take to also implemented a program to make engagements with customers through
create a compel- the issues of our customers more tan- offerings and communications, they
ling, persuasive, gible by encouraging every employee are also present in the larger posi-
and holistic to spend time in our CS centers. tioning of an organization. They are
user experience across a full range of This is a multi-year commitment, essential to the ways internal groups
brand touch-points? The answer is: and CS team members are more ener- come together, not only to deliver, but
It depends. Knowing your custom- gized than I’ve ever seen them. To to anticipate and inform the specific
ers and what they expect from your unite a company in what you stand touch-points that are relevant to
brand is essential. Your brand must be for and how you’re making a differ- customers.
authentic and true to these expecta- ence, and to see that manifested in a Ultimately, “designing for ex-
tions—or, better yet, exceed them. holistic, compelling experience may periences, rather than attempting
If the brand promise, values, and be one of the greatest benefits of all. to design experiences”, ensures that
attributes are deeply ingrained in the understandings and offerings are inte-
Defining the Parameters
culture of your company, then they gral to, not external to, the customer’s
By Peter Wyatt-Brandenburg
become a solid foundation to build experience. This approach addresses
Brand ele-
from and creating a holistic, compel- the relevant touch-points across
ments are
ling experience is an organic process. digital and physical engagements
often thought
An executive sponsor who champions that define a set of brand elements
of as solely an
a holistic experience and leads by that are meaningful to a customer’s
external com-
example is also a key ingredient. experience and aligned to the organi-
munication
At eBay, we’re reinventing our zation delivering that experience. In
designed to en-
customer support (CS) experience this way, we can form the basis of an
gage customers. That’s a mistake. It’s
to align with our brand attributes of ongoing engagement among cus-
critical to also consider the complexity
being human, trustworthy, smart, and tomers and the organization.
of the organization designing for the
friendly. We’re completely redesign- Reprint #09204GRO56
experience. By doing so, you can fully
ing the site experience, from the help
discern what is relevant, develop what
center to the contact flows. We’re
is meaningful, and deliver something
expanding new communication chan-
that is inspiring.
nels and revamping the tone and style
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