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Experience is the "NEW" product

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We've been riding on a wave of consumerism since the best part of last century, product of the industrial and services revolutions, the amount of products and services outpaced even the most wild thinkers. There's just to much of everything! Choices are good, but hard to make! Product features first, Product design next used to be central to developing new products and attached services, but clearly we've passed those days, so if it's not about features, nor it's design how do we create meaningful and attractive differentiation for our future products and services propositions? This is the question that I work to solve and hopefully this presentation will give a bit more insights on how we can tailor amazing experiences in order to create valuable futures.

This is a presentation from NEXT Service Design conference 2012.

Veröffentlicht in: Business
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Experience is the "NEW" product

  1. 1. EXPERIENCE is the “new” product Pedro Custódio NEXT SD 2012, BerlinWednesday, October 10, 12 1
  2. 2. Design meaningful experiencesWednesday, October 10, 12 2
  3. 3. 3 “Businesses must orchestrate memorable events for their customers, and that memory itself becomes the product - the experience” “The Experience Economy” Joseph Pine II & James H. Gilmore 1998Wednesday, October 10, 12 3
  4. 4. The Progression of the Economic Value 4 ECONOMIES highly AGRARIAN INDUSTRIAL SERVICES EXPERIENCE differentiated Stage Experiences Deliver Services Make Goods Extract Commodities Undifferentiated Price Premium PriceWednesday, October 10, 12 4
  5. 5. 5 “Economies right now are fundamentally becoming less about physical objects and more about creating ideas and experiments” Dan Pink, 2010Wednesday, October 10, 12 5
  6. 6. 6 “EXPERIENCE is the product (...) and the only thing that your users care about!” Peter Merholz Adaptive Path 2007Wednesday, October 10, 12 6
  7. 7. 7 POLAROID Edwin Land 1948Wednesday, October 10, 12 7
  8. 8. 8 FIVE FINGERS Designed by Robert Fliri Vibram 1999Wednesday, October 10, 12 8
  9. 9. 9Wednesday, October 10, 12 9
  10. 10. 10 86% Companies state that their customers experience is a TOP PRIORITY Ron Rogowski, Forrester 2011Wednesday, October 10, 12 10
  11. 11. 11 76% Want to Differentiate through Experience Ron Rogowski, Forrester 2011Wednesday, October 10, 12 11
  12. 12. 12 76% Improving their online experience 59% Improving their cross channel experience 46% add or improve their mobile experiences Ron Rogowski, Forrester 2011Wednesday, October 10, 12 12
  13. 13. 13 42% confess that their online/digital strategy is only somewhat reflected with their experience Ron Rogowski, Forrester 2011Wednesday, October 10, 12 13
  14. 14. 64% 14 clearly defined customer segments employees across departments share that same view 25%Wednesday, October 10, 12 Ron Rogowski, Forrester 2011 14
  15. 15. 15 62% have a clear a solidly defined BRAND 32% believe that that exact brand drives their experience design Ron Rogowski, Forrester 2011Wednesday, October 10, 12 15
  16. 16. 16Wednesday, October 10, 12 16
  17. 17. 17 It can only get better! but it does require a bit of strong will and energyWednesday, October 10, 12 17
  18. 18. 18 You need An Experience StrategyWednesday, October 10, 12 18
  19. 19. 19 It’s no longer an option!Wednesday, October 10, 12 19
  20. 20. 20 Experience StrategyWednesday, October 10, 12 20
  21. 21. 21 Experience Strategy WHO WHO are our Users/Customers? WHICH are their Contexts? WHAT do they want? WHAT do they need to accomplish the tasks? WHAT do we Need/Wish from them?Wednesday, October 10, 12 21
  22. 22. 22 It’s not about YOU!Wednesday, October 10, 12 22
  23. 23. 23Wednesday, October 10, 12 23
  24. 24. HomeCooker Philips 24 2012Wednesday, October 10, 12 24
  25. 25. 25 Experience Strategy WHAT WHAT do they want? WHAT do they need to accomplish the tasks? WHAT do WE need/wish from them?Wednesday, October 10, 12 25
  26. 26. 26 Experience Strategy WHAT WHAT do they want? WHAT do they need to accomplish the tasks? WHAT do WE need/wish from them?Wednesday, October 10, 12 26
  27. 27. 27 Where are will those actions take place? Which channels are involved? Do we understand all the interactions WHERE Experience StrategyWednesday, October 10, 12 27
  28. 28. 28 IKEA Ingvar Kamprad 1943Wednesday, October 10, 12 28
  29. 29. Photo: Getty 29 Make it Or Break itWednesday, October 10, 12 29
  30. 30. 30 Experience StrategyWednesday, October 10, 12 30
  31. 31. 31 So how to live up to all these findings and expectations? How are we going to put all these findings in practice? How do we ensure that our company understands them? HOW Experience StrategyWednesday, October 10, 12 31
  32. 32. 32Wednesday, October 10, 12 32
  33. 33. EXPERIENCE 33 Duration initiation, immersion, conclusion, continuation Triggers Sight, Sound, Smell, Taste, Touch, Concepts, Symbols Intensity Reflex, Habit, Engagement Interaction Passive, Active, Interactive Breadth Product, Service, Brand, Name(s), Channel, Environment, Price, etc. Significance Function, Meaning, Identity, Status, Emotion, LifestyleWednesday, October 10, 12 33
  34. 34. A GREAT 34 EXPERIENCE + Consistent & Repeatable but NOT Boring + Orients / Teaches + Embedded + Simple but Generative + Surprise & Delight + Rewards or Challenges + Allow Feedback + Can be passed on + CompellingWednesday, October 10, 12 34
  35. 35. 35 A good Story STICKS + Simple + Unexpected + Concrete + Credible + Emotional + StoriesWednesday, October 10, 12 35
  36. 36. 36 Simple Create an experience vision that it’s both simple & profound” Simplicity isn’t about dumbing down, it’s about prioritizing” Photo by Yogendra JoshiWednesday, October 10, 12 36
  37. 37. 37 Unexpected How do we get our audiences to pay attention to our products & services? Ton Zijlstra How do we maintain their interest about them? How do we engage people continuously over a period of time? Photo by Ton ZijlstraWednesday, October 10, 12 37
  38. 38. 38 “About Face 2.0” Alan Cooper’sWednesday, October 10, 12 38
  39. 39. 39 “About Face 2.0” Alan Cooper’sWednesday, October 10, 12 39
  40. 40. 40 “About Face 2.0” Alan Cooper’sWednesday, October 10, 12 40
  41. 41. 41 Concrete How clear is our current message? Do people understand your vision as you expect them to?Wednesday, October 10, 12 41
  42. 42. 42 Credible Make sure people can prove your vision. Sticky ideas need to carry their own credentials. Help people test your visionWednesday, October 10, 12 42
  43. 43. 43 Emotions How do we get people to care about our vision? How do we make them feel something? How do we instill the right emotion?Wednesday, October 10, 12 43
  44. 44. 44 Stories We all love stories. We learn through stories. Stories are simulations.Wednesday, October 10, 12 44
  45. 45. Zappos Core Values 45 1. Deliver WOW Through Service 2. Embrace and Drive Change Create 3. Fun and A Little Weirdness 4. Be Adventurous 5. Creative, and Open-Minded 6. Pursue Growth and Learning 7. Build Open and Honest Relationships With Communication 8.Build a Positive Team and Family Spirit 9. Do More With Less 10. Be Passionate and Determined 11. Be HumbleWednesday, October 10, 12 45
  46. 46. Change Within 46Wednesday, October 10, 12 46
  47. 47. 47 AWAY WITH THE SALES FUNNELWednesday, October 10, 12 47
  48. 48. 48 EMBRACE THE EXPERIENCE CYCLE CYCLE DESIGNED BY NICOLE ARMSTRONGWednesday, October 10, 12 48
  49. 49. 49 Photo by Julian FinneyWednesday, October 10, 12 49
  50. 50. Experience 50 Financial Drivers + Increase Revenue + Premium Opportunities + Customer Retention + Improve NPS + Reduce CostsWednesday, October 10, 12 50
  51. 51. 51Wednesday, October 10, 12 51
  52. 52. OBRIGADO Pedro Custódio NEXT SD 2012, BerlinWednesday, October 10, 12 52
  53. 53. 53 References + Why You Need A Digital Customer Experience Strategy, Ron Rogowski, Forrester, 2011 + Designing the Experience before the brand experience, Paul Valerio, Method + How to Achieve a Great and Profitable Customer Experience, Bloomberg Business Week Research, 2011 + Experience Economy, Wikipedia + The Human Factor in Service Design, John DeVine, Shyam Lal and Michael Zea, McKinsey Quarterly 2012 + The New Meaning of Product Design, Samantha Starmer, DMI, 2011 + Business thinking in the knowledge economy, Gaynor Aaltonen interview with Dan Pink, Guardian 2010 + The Experience Cycle, Hugh Dubberly and Shelley Evenson, 2008Wednesday, October 10, 12 53

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