1. EXPERIENCE DESIGN
THE FUTURE OF MARKETING
Chief Experience Officer, McCann NY
@Lynn_Teo

2. ABOUT ME
15+ years in Experience Design

4. USER EXPERIENCE
Shaking Things up in Agency World?

7. The Landscape

8. “Those outside the discipline of
design assume that what
designers do is decoration.
Good design is problem solving.”
− Jeff Veen

9. EXPERIENCES

10. Who are you presenting t?
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23. Emotional

24. Functional

25. Spatial

26. Digital

27. Campaign-centric

28. Utility

29. Who are you presenting t?
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30. Consumer Journeys
Needs-based experiences

31. PRE-PRESHMAN EMOTIONAL JOURNEY
(PRE) FRESHMAN CONSUMER JOURNEY EMOTIONAL GRAPH
COLLEGE
ACCEPTANCE & ROOMMATE ROOMMATE MAKE LISTS FOR “EXPENSIVE ITEM” BIG SHOPPING CAMPUS
HS GRADUATION CONSIDERATION SELECTION DORM & SCHOOL CONVERSATION TRIP KICK-OFF ORIENTATION MOVE-
“The roommate situation made “I started getting excited about college when I started shopping for
“I made a list with mom’s
me a little nervous. What happens my dorm. The most important thing is a comforter that matches my
if my roommate and I don’t get
help. Created a long list, then
started to take things off Excited style. In addition to the one big trip in July, I also bought little things
like picture frames and posters over the next few weeks.”
along? Also, what if I don’t do well when I realized all of it won’t
at school, and people at school fit in the room. I brought the
don’t like me?” list everywhere I went.”
3 Ecstatic
“We began texting each other.
We discussed color schemes,
who was bringing the
microwave. I would update
Accomplished her if I bought something.” “I was nervous about going to
college but felt better when I
realized other students are going
through the same experience.”
1 “I googled ‘College Shopping List.’ Bed,
Bath, and Beyond had a good list. I used
that but also shopped at other places.”
Uncertain Motivated Energized
Optimistic 4
“My roommate’s side looked
Overwhelmed and pretty. Mine didn’t. I actu
my laundry basket on move-
had to drive out to the neare
a city we were unfamiliar with
2
Nervous
IDEAS
1 Graduation Registry 2 Kohl’s Matchmaker 3 Graduation Registries Combined 4 Mobile App Inspiration 5
and Augmented as Dorm List and Ideas-on-the-go
OPPORTUNITIES & CHANNELS
FOSTER CONNECTIONS COLLABORATION, CONTINUITY
AWARENESS THROUGH DM UTILITY AND INSPIRATION
THROUGH SOCIAL UTILITY AND CO-CREATION

32. PRE-PRESHMAN EMOTIONAL JOURNEY WITH METRICS
(PRE) FRESHMAN CONSUMER JOURNEY EMOTIONAL GRAPH
COLLEGE
ACCEPTANCE & ROOMMATE ROOMMATE MAKE LISTS FOR Social analytics BIG SHOPPING
“EXPENSIVE ITEM” CAMPUS
HS GRADUATION CONSIDERATION SELECTION DORM & SCHOOL CONVERSATION TRIP KICK-OFF ORIENTATION
(content sharing,
“The roommate situation made
me a little nervous. What happens
if my roommate and I don’t get
“I made a list with mom’s
help. Created a long list, then
started to take things off
platform specific
Excited
“I started getting excited about college when I started shopping for
my dorm. The most important thing is a comforter that matches my
style. In addition to the one big trip in July, I also bought little things
like picture frames and posters over the next few weeks.”
metrics)
along? Also, what if I don’t do well when I realized all of it won’t
at school, and people at school fit in the room. I brought the
don’t like me?” list everywhere I went.”
3 Ecstatic
“We began texting each other.
We discussed color schemes,
who was bringing the
microwave. I would update
Accomplished her if I bought something.” “I was nervous about going to
college but felt better when I
realized other students are going
through the same experience.”
1 “I googled ‘College Shopping List.’ Bed,
Bath, and Beyond had a good list. I used
that but also shopped at other places.”
Uncertain Motivated Energized
Optimistic 4
Awareness analysis “My roommate’s side looked
Overwhelmed
(Primary research,
and pretty. Mine didn’t. I actu
my laundry basket on move-
had to drive out to the neare
a city we were unfamiliar with
search trends)
2
Nervous
IDEAS
Graduation Registry 2 Kohl’s Matchmaker 3 Graduation Registries Combined 4 Mobile App Inspiration
and Augmented as Dorm List and Ideas-on-the-go
OPPORTUNITIES & CHANNELS
FOSTER CONNECTIONS COLLABORATION, CONTINUITY
AWARENESS THROUGH DM UTILITY AND INSPIRATION
THROUGH SOCIAL UTILITY AND CO-CREATION

33. People +
Context

34. People +
Context

35. People +
Context

37. People +
Interactions

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39. People +
Behavioral
Influencers

40. The Trifecta
Engage, solve problems, deliver value

41. Where UX and
Marketing Intersect
Brand Product Service
NARRATIVES UTILITY & RELATIONSHIP
EMOTIONAL RESONANCE ENGAGEMENT BUILDING

42. Who are you presenting t?
o
360 Brand Stewardship
Brand Strategy Who brand IS
Communications What brand SAYS
Experience Design What brand DOES

43. Experience Design is
good marketing