Axa Assurance Maroc - Insurer Innovation Award 2024
How to create something meaningful.
1.
2. How to create something
meaningful.
(#Meaning, #Research, #DesignThinking, #Insights, #Start-up Mentality, #Strategy)
Guest-Lecture @MiamiAd School | Christian Riedel
*All pictures used for educational purpose*
3. If you like to deep dive into planning and strategy: Join
the Planning Barcamp in Hamburg on August 19th.
For more info like the facebook-page:
http://www.facebook.com/planningbarcamp
6. Your Task:
Reinvent advertising: Take a brand and create a
meaningful object that people like with design
thinking and start-up attitude.
7. v ertising means
R einventing ad we think and c reate things.
y
rein venting the wa
from messaging to meaning
from aesthetic overpromise
to storytelling
and interruption
and software
from art director and to design thinker and
copywriter storyteller
8. h"p://www.flickr.com/photos/publicdesigncenter/2344579422/
Two things I‘ll talk about:
l things
2. How to create meaningfu
1.What is the meaning of meaning? e design
A practical introduction into th
A theoretical thinking menatlity
thinking process and start up
into the meaning of meaning - s to help
with some tipps and exercise
showing why inspiration, research and ngful.
you create something meani
insights are important.
11. I Love
you!
What is the meaning of the ballon?
12. I Love
It shows that you
are against the
you!
war in lybia.
What is the meaning of the ballon?
13. knowLove
IDid you you
that these
It shows that
are against the
ballons are
you!
war in lybia.
produced in
sweat shops.
What is the meaning of the ballon?
14. knowLove
IDid you you
Happy
that these
It shows that
are against the
ballons are
you!
birthday!
war in lybia.
produced in
sweat shops.
What is the meaning of the ballon?
15. knowLove
IDid you you
There that chip
is a these
Happy
It shows that
in it. You are
ballons can
are against the
you!
birthday!
track the postion
war in lybia.
produced in
sweat your
with shops.
iPhone.
What is the meaning of the ballon?
16. It Did you
is one of
I Love
the showsorganic
know that chip
There is that you
It first a these
Happy
in it. You are
ballons made
ballons can
are against the
you!
birthday!
track of sugar
out the postion
war in lybia.
produced in
sweat your
instead of
with shops.
plastic.
iPhone.
What is the meaning of the ballon?
17. It Did you
is one of
I Love
the showsorganic
know that chip
There is that you
It first a these
Happy
in it. You are
ballons made
ballons can
are against the
you!
birthday!
track of sugar
out the postion
war in lybia.
produced in
sweat your
instead of
with shops.
plastic.
iPhone.
What is the meaning of the ballon?
The meaning of an object is not natural.
It is constructed by a story.
18. It Did you
is one of
I Love
the showsorganic
know that chip
There is that you
It first a these
Happy
in it. You are
ballons made
ballons can
are against the
you!
birthday!
track of sugar
out the postion
war in lybia.
produced in
sweat your
instead of
with shops.
plastic.
iPhone.
What is the meaning of the ballon?
The meaning of an object is not natural.
It is constructed by a story.
But what is missing in this picture?
19. It Did you
is one of
I Love
the showsorganic
know that chip
There is that you
It first a these
Happy
in it. You are
ballons made
ballons can
are against the
you!
birthday!
track of sugar
out the postion
war in lybia.
produced in
sweat your
instead of
with shops.
plastic.
iPhone.
What is the meaning of the ballon?
The meaning of an object is not natural.
It is constructed by a story.
But what is missing in this picture?
20. It Did you
is one of
I Love
the showsorganic
know that chip
There is that you
It first a these
Happy
in it. You are
ballons made
ballons can
are against the
you!
birthday!
track of sugar
out the postion
war in lybia.
produced in
sweat your
instead of
with shops.
plastic.
iPhone.
What is the meaning of the ballon?
The meaning of an object is not natural.
It is constructed by a story.
But what is missing in this picture?
Your counterpart has to understand you to
get the meaning. And he/she might interpret
it differently. Meaning is never fixed!
21. Calvin loves loopholes.
http://www.cooperativeindividualism.org/calvin-on-scientific-law.gif
*picture used for educational purpose*
23. ult.
g is alw ays diffic a lot of fac
tors.
ndin ds on
Understa rpreta tion depen
Be cause inte
spacial +
signs + media+ personal
cultural subculture
biology psychology language technology context
context context
Personal
Object Interpretation* *organized by rules or codes experience Meaning
Marketing is about framing interpretation
24. Tough Stuff Reading Tipp: Tough Stuff Reading Tipp:
„How Maps Work“ offers a deep „Representation“ offers a theory of
insight on how humans construct communication and meaning based
the meaning of an object by the on language, culture and context.
example of maps.
25. t only
o unde rstand no n,
re peo ple need t nderstand the desig When experienced an object
Furthermo e to u
y also hav of a meaningful ob
ject becomes meaningful (or not).
The
the story. ology
and techn ser journey. So User Experience does not only
mechanic hole u apply to digital things - it applies to all
throug hout the w offer you make to people. Only a great
experience is worth sharing and talking
Ex
about.
ce
Object Meaning
pe
oi
Ch
r ie
nc
Story/ Design
e
Classical Advertising Offer
is mostly about
influencing choice.
But if the advertised The meaning of an
experience sucks the object is based on
ads loose their meaning. four factors:
Mechanic Technology The story or offer, the
aesthetic design, the
technology used and the
mechanic (the rules how
to use the object).
Although you may never
fully control the meaning
of an Object, you can
Every experience changes our Opinion influence these factors.
opinion on things and influences
*model borrowed by Jesse Schell
choice. (The Art of Game Design)
26. Understanding and experience is why a lot of things considered meaningful
by their creators fail. Actually creating something meaningful is a bet - you
bet that people like it, use it, share it.... In classical advertising you can buy
some success by buying more media space. When creating objects there is
no false bottom.
Apple Newton 1993 - Big Fail
Apple iPad 2011 - Big Success
h"p://www.walletpop.com/photos/top-‐25-‐biggest-‐product-‐flops-‐of-‐all-‐Ame/
28. h"p://www.flickr.com/photos/37390481@N08/4382143930/
r the
re developer fo
lf as a softwa earth:
Think of yourse computer on illion
plica ted com pile a m
most com N that is able to
AI es“
THE BR
h"p://www.flickr.com/photos/37390481@N08/4382143930/ng languag
mi
„program
29. Object
Story/
Design
Offer
g
nin
Mechanic Technology de
e a co
m di
d ing ng
m
o ea
e nc ni
ng
The Creator research/inspiration
of an object (*you) The People
to use the object
„Programming languages“
Codes of Production Shared Codes Codes of Interpretation
30. Object
Story/
Design
Offer
g
nin
Mechanic Technology de
e a co
m di
d ing ng
m
o ea
e nc ni
ng
The Creator research/inspiration
of an object (*you) The People
to use the object
„Programming languages“
Codes of Production Shared Codes Codes of Interpretation
le:
It is plain simp the more
know the people
The better you l object.
re ate a meaningfu
likely you will c portant.
That is wh y research is im
31. Remember:
Everthing you create is a ballon in some way.
Meaning is not only what you create but also what they interpret.
So get to know people well to make it easy for them.
32. h"p://www.flickr.com/photos/publicdesigncenter/2344579422/
Two things I‘ll talk about:
l things
2. How to create meaningfu
1.What is the meaning of meaning? e design
A practical introduction into th
A theoretical thinking menatlity
thinking process and start up
into the meaning of meaning - s to help
with some tipps and exercise
showing why inspiration, research and ngful.
you create something meani
insights are important.
33. Make things = design thinking
process + start-up mentality
34. u/video/357
http://mitworld.mit.ed
"Design Thinking is a methodology that imbues the full
spectrum of innovation activities with a human centered
ethos."
"Thinking lika a designer can transform the way you
develop products, services,processes - and even strategy"
(Tim Brown, CEO IDEO)
35. The traditional process is linear and
industrialized to produce
predetermined media-products at low
costs.
Research and inspiration is the task
of the planner. Ideas are the task of
the creative team.
36. In Design Thinking the
process is solution
oriented and more
circular. The whole team
is active in every phase
of the process.
http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf
37. The Design Thinking process can be easily
represented by rooms. The whole team is active in
every room. They switch rooms if necessary.
Text
38. The Design Thinking process can be easily
represented by rooms. The whole team is active in
every room. They switch rooms if necessary.
Text
Inspiration Room
find the problems to solve
39. The Design Thinking process can be easily
represented by rooms. The whole team is active in
every room. They switch rooms if necessary. Ideation Room
define ideas to solve them
Text
Inspiration Room
find the problems to solve
40. The Design Thinking process can be easily
represented by rooms. The whole team is active in
every room. They switch rooms if necessary. Ideation Room
define ideas to solve them
Implementation
Room
try out solutions
Text
Inspiration Room
find the problems to solve
41. The Design Thinking process can be easily
represented by rooms. The whole team is active in
every room. They switch rooms if necessary. Ideation Room
define ideas to solve them
Implementation
Room
try out solutions
Text
Inspiration Room
find the problems to solve
The inspirations room ist the most important room in
user centered approaches: If you don‘t get a good idea
- you simply do not know enough about the people.
42. Insight - Wall
Make every information
visible.
Compress information
and inspirations into
insights.
Try online collaboration.
- Google Docs
- facebook-group
- Curio
- TheDeadline.com
43. Insight - Wall
Make every information
visible.
Compress information
and inspirations into
insights.
Try online collaboration.
- Google Docs
- facebook-group
- Curio
- TheDeadline.com
44. An Insight is:
• the essence of the information you have.
• a need not yet fullfilled
Insight - Wall • an unseen truth
Make every information • the opportunity to do cool stuff.
visible.
• an observation that makes you say:
Compress information „Oh that is funny!“
and inspirations into •a story to be told
insights.
Try online collaboration. It is always the answer to the question:
- Google Docs „Why the f*ck should people care?“
- facebook-group
- Curio
- TheDeadline.com
45. Insight-Example: Fanta
An Insight is:
• the essence of the information you have.
• a need not yet fullfilled
Insight - Wall • an unseen truth
Make every information • the opportunity to do cool stuff.
visible.
• an observation that makes you say:
Compress information „Oh that is funny!“
and inspirations into •a story to be told
insights.
Try online collaboration. It is always the answer to the question:
- Google Docs „Why the f*ck should people care?“
- facebook-group
- Curio
- TheDeadline.com Teens play games about Develop a cooler design for
embarrassment in forum. such games.
46. Insight-Example: Düsseldorf Concert-Hall
Insight-Example: Fanta
An Insight is:
• the essence of the information you have.
• a need not yet fullfilled
Insight - Wall • an unseen truth
Make every information • the opportunity to do cool stuff.
visible.
• an observation that makes you say:
Compress information „Oh that is funny!“
and inspirations into •a story to be told
insights.
Try online collaboration. It is always the answer to the question:
- Google Docs „Why the f*ck should people care?“
- facebook-group
- Curio Classical music has positive Develop a cooler design for
- TheDeadline.com Teens play games about Develop a
effects on milk-production.
embarrassment in forum. „Concert Milk“.
such games.
47. Insight-Example: Düsseldorf Concert-Hall
Insight-Example: Fanta
An Insight is:
• the essence of the information you have.
• a need not yet fullfilled
Insight - Wall • an unseen truth
Make every information • the opportunity to do cool stuff.
visible.
• an observation that makes you say:
Compress information „Oh that is funny!“
and inspirations into •a story to be told
insights.
Try online collaboration. It is always the answer to the question:
- Google Docs „Why the f*ck should people care?“
- facebook-group
- Curio Classical music has positive Develop a cooler design for
- TheDeadline.com Teens play games about Develop a
effects on milk-production.
embarrassment in forum. „Concert Milk“.
such games.
48. Insight-Example: Düsseldorf Concert-Hall
Insight-Example: Fanta
An Insight is:
• the essence of the information you have.
• a need not yet fullfilled
Insight - Wall • an unseen truth
Make every information • the opportunity to do cool stuff.
visible.
• an observation that makes you say:
Compress information „Oh that is funny!“
and inspirations into •a story to be told
insights.
Try online collaboration. It is always the answer to the question:
- Google Docs „Why the f*ck should people care?“
- facebook-group
- Curio Classical music has positive Develop a cooler design for
- TheDeadline.com Teens play games about Develop a
effects on milk-production.
embarrassment in forum. „Concert Milk“.
such games.
49. Insight-Example: Düsseldorf Concert-Hall
Insight-Example: Fanta
An Insight is:
• the essence of the information you have.
• a need not yet fullfilled
Insight - Wall • an unseen truth
Make every information • the opportunity to do cool stuff.
visible.
• an observation that makes you say:
Compress information „Oh that is funny!“
and inspirations into •a story to be told
insights.
Try online collaboration. It is always the answer to the question:
- Google Docs „Why the f*ck should people care?“
- facebook-group
- Curio Classical music has positive Develop a cooler design for
- TheDeadline.com Teens play games about Develop a
effects on milk-production.
embarrassment in forum. „Concert Milk“.
such games.
50. Insight-Example: Düsseldorf Concert-Hall
Insight-Example: Fanta
An Insight is:
• the essence of the information you have.
• a need not yet fullfilled
Insight - Wall • an unseen truth
Make every information • the opportunity to do cool stuff.
visible.
• an observation that makes you say:
Compress information „Oh that is funny!“
and inspirations into •a story to be told
insights.
Try online collaboration. It is always the answer to the question:
- Google Docs „Why the f*ck should people care?“
- facebook-group
- Curio Classical music has positive Develop a cooler design for
- TheDeadline.com Teens play games about Develop a
effects on milk-production.
embarrassment in forum. „Concert Milk“.
such games.
51. Insight-Example: Düsseldorf Concert-Hall
Insight-Example: Fanta
An Insight is:
• the essence of the information you have.
• a need not yet fullfilled
Insight - Wall • an unseen truth
Make every information • the opportunity to do cool stuff.
visible.
• an observation that makes you say:
Compress information „Oh that is funny!“
and inspirations into •a story to be told
insights.
Try online collaboration. It is always the answer to the question:
- Google Docs „Why the f*ck should people care?“
- facebook-group
- Curio Classical music has positive Develop a cooler design for
- TheDeadline.com Teens play games about Develop a
effects on milk-production.
embarrassment in forum. „Concert Milk“.
such games.
52. Desktop - Research
First: Write down everything
you think you know and
don‘t know.
Then define topics: What do
you want to research about?
Read:
Studies, Books, Blogs,
Newspapers, TwitterTags
Watch Videos.
Organize Information:
- Evernote
- Hootsuite
- Netvibes, Google Reader
- del.ico.us
53. http://www.serv
icedesigntoolkit.
org/
http://tinyurl.com/3u634oc
Desktop - Research
First: Write down everything
you think you know and
don‘t know.
Then define topics: What do
you want to research about?
Read: h"p://youtu.be/oRvyMxl9cgo
Studies, Books, Blogs, h"p://youtu.be/XXzWeMCTUGo
Newspapers, TwitterTags
Watch Videos.
Organize Information: my delicious: http://www.delicious.com/chrisriedel1978
- Evernote
- Hootsuite Everybodies Ressources: SWSX, TED, Techcrunch, Mashable, psfk, ads of
- Netvibes, Google Reader the word
- del.ico.us
54. Google Keyword Tool
https://adwords.google.de/select/KeywordToolExternal
Social Media Planner
http://www.serv
icedesigntoolkit.
http://www.socialmediaplanner.de/index.html
org/
http://tinyurl.com/3u634oc
Twitter:
http://www.twazzup.com/l
Desktop - Research Social Mention
Blogs, Twitter...
First: Write down everything http://socialmention.com/
you think you know and Meta Suchmaschine
don‘t know. Addictomanic
http://addictomatic.com/topic/idee+kaffee
Then define topics: What do Zuula Blog Search
you want to research about? http://www.zuula.com/
Read: Boardreader - Durchsucht Foren
http://boardreader.com/ h"p://youtu.be/oRvyMxl9cgo
Studies, Books, Blogs, h"p://youtu.be/XXzWeMCTUGo
Newspapers, TwitterTags Youtube Comment Search:
http://www.youtube.com/comment_search?
Watch Videos.
Organize Information: my delicious: http://www.delicious.com/chrisriedel1978
- Evernote
- Hootsuite Everybodies Ressources: SWSX, TED, Techcrunch, Mashable, psfk, ads of
- Netvibes, Google Reader the word
- del.ico.us
55. Interview - Corner
Ask:
Experts, Friends, Strangers,
Groups
Mode:
Text, Video, Audio, Email,
Twitter
Use open interviews to find
new insights.
Use Surveys/Focus Interviews
to test insights.
Beware to predetermine
answers.
56. Interview - Corner
QuesAons
/
Topics/
Answers Context Insights/
Ask: ObservaAons Ideas
Experts, Friends, Strangers,
Groups
Mode:
Text, Video, Audio, Email,
Twitter
Use open interviews to find
new insights.
Use Surveys/Focus Interviews
to test insights.
Beware to predetermine
answers.
57. Interview - Corner
QuesAons
/
Topics/
Answers Context Insights/
Ask: ObservaAons Ideas
Experts, Friends, Strangers,
Groups
Mode:
Text, Video, Audio, Email,
Twitter
Use open interviews to find
new insights.
Use Surveys/Focus Interviews
to test insights.
Beware to predetermine
answers.
58. Field - Safari
Real Life
Go where people are and observe
them.
Take Notes, make Pictures and
Videos of the context they use
things in.
Digital-Field Safari:
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.
Ask yourself: Why do people do
what they do.
Remember: A single observation
does not need to be
representative to be a great
insight.
59. Field - Safari
Real Life
Go where people are and observe
them.
Take Notes, make Pictures and
Videos of the context they use
things in.
Digital-Field Safari:
People Context Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.
Ask yourself: Why do people do Meaning
what they do.
Remember: A single observation
does not need to be Opportunity
representative to be a great
insight.
60. Field - Safari
Real Life
Go where people are and observe
them.
Take Notes, make Pictures and
Videos of the context they use
things in.
Digital-Field Safari:
People Context Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.
Ask yourself: Why do people do Meaning
what they do.
Remember: A single observation
does not need to be Opportunity
representative to be a great
insight.
61. Field - Safari
Real Life
Go where people are and observe
them.
Take Notes, make Pictures and
Videos of the context they use
things in.
Digital-Field Safari:
People Context Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.
Ask yourself: Why do people do Meaning
what they do.
Remember: A single observation
does not need to be Opportunity
representative to be a great
insight.
62. Field - Safari
Real Life
Go where people are and observe
them.
Take Notes, make Pictures and
Videos of the context they use
things in.
Digital-Field Safari:
People Context Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.
Ask yourself: Why do people do Meaning
what they do.
Remember: A single observation
does not need to be Opportunity
representative to be a great
insight.
63. Field - Safari
Real Life
Go where people are and observe
them.
Take Notes, make Pictures and
Videos of the context they use
things in.
ol
Digital-Field Safari: word To
eyContext -
People ogle K
Go Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.
Ask yourself: Why do people do Meaning
what they do.
Remember: A single observation
does not need to be Opportunity
representative to be a great
insight.
64. Field - Safari
Real Life
Go where people are and observe
them.
Take Notes, make Pictures and
Videos of the context they use
things in.
ol
Digital-Field Safari: word To
eyContext -
People ogle K
Go Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.
Ask yourself: Why do people do Meaning
what they do.
Remember: A single observation
does not need to be Opportunity
representative to be a great
insight.
65. Field - Safari
Real Life
Go where people are and observe
them.
Take Notes, make Pictures and
Videos of the context they use
things in.
ol
Digital-Field Safari: word To
eyContext -
People ogle K
Go Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.
Ask yourself: Why do people do Meaning
what they do.
Remember: A single observation
does not need to be Opportunity
representative to be a great
insight.
66. i and Real-Life
ument, wh y Field Safar
a t a rg
This Blog- Post is a gre -family-
are so important: 1/04/22/w hy-a-modern
observations ress.com/201 nning/
pbell.wordp t-the-pro blem-with-pla
http://robcam t-can-highligh
stauran
dinner-in-a-re
67. Ideation - Space
Work with clear questions.
Don‘t judge early or kill
ideas.
Don‘t just brainstorm - use
creative techniques.
Invite people.
Change Workspaces!
68. Ideation - Space
Creative Technique: Work with clear questions.
Brainwriting Don‘t judge early or kill
ideas.
„How would you make facebook burger?“ Don‘t just brainstorm - use
creative techniques.
Write down everything you think of for 5minutes. Don‘t stop
Invite people.
your pencil. If you don‘t have an idea in this second write
down. I don‘t have an idea. But never stop writing! Change Workspaces!
69. Ideation - Space
Creative Technique: Work with clear questions.
Brainwriting
Brain-Race Don‘t judge early or kill
ideas.
„How would you make facebook burger?“
„What would make a Media Markt more Don‘t just brainstorm - use
enjoyable?“ creative techniques.
Write down everything you think of for 5minutes. Don‘t stop
Invite people.
your teams doyou don‘trelay“ to a flipboard. Each team-
Two pencil. If a „torch have an idea in this second write
down. I don‘t to runan idea. But never stop writing! idea, run
member has have to the flipboard, write down an Change Workspaces!
back and give the pencil to the next one.
After five minutes the team with the most ideas on the
flipboard wins.
70. Ideation - Space
Creative Workspaces
Change Technique: Work with clear questions.
Brainwriting
Brain-Race Don‘t judge early or kill
ideas.
„How would you make facebook burger?“
„What would make a Media Markt more Don‘t just brainstorm - use
enjoyable?“ creative techniques.
Write down everything you think of for 5minutes. Don‘t stop
Invite people.
your teams doyou don‘trelay“ to a flipboard. Each team-
Two pencil. If a „torch have an idea in this second write
down. I don‘t to runan idea. But never stop writing! idea, run
member has have to the flipboard, write down an Change Workspaces!
back and give the pencil to the next one.
After five minutes the team with the most ideas on the
flipboard wins.
71. Implementation - Space
The space for start-up
mentality: Test early, fail early.
Build early prototypes.
Write and rewrite a
„Business-Plan“
72. Create Meaning „Business-Plan“
Implementation - Space
What is the goal of your create meaning idea? Story Style
What does it tell? How does it feel?
The space for start-up
Your idea in a tweet.
mentality: Test early, fail early.
Which kind of need is fulfilled by the idea?
Build early prototypes.
Who should use your meaningful object? How many people can use it? Write andobject
Meaningful
rewrite a
„Business-Plan“
Why is it cool?
Why should people like it, share it, talk about it, use it, watch it, enjoy it, participate... Mechanic Technology
Really: Would you use it? How does it work? How is it build?
How do you cope with feedback?
How do people get to know about your meaningful object? How do you want to raise awareness for your object?
Which partners do you need?
Do similar offers exist? How is your idea better? What does it cost?
What can you learn from them?
What is your exspectation of success?
73. bout the
Homework inspiration s and insights a
tools to gather ight-wall,
e given uld use it. Present your ins
Use some of th at use it or sho rt ppt.
le th
bran d and the peop sight you gained in a sho
the tools you used and one in
Create Insight Wall
Desktop Research
Books Studies Videos Blogs Tweets
Interview Corner Field Safari
via Video, Mail, Tweet
Friends Experts Strangers Photo-Tour Observation Online Obs.
Special
Costumer Journey
People
74. Christian Riedel
Communication Strategist + Story Architect
„I find stories
and shape the space to tell them transmedial“
@mindcaffeine on twitter
christian@creativeglasses.de
creativeglasses.blogspot.com
creativeglasses.posterous.com
www.creativeglasses.de