Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
hello.
explorers disruptors innovators
We are…
The different flavours of
strategy?
The different flavours
of strategy
Brand
communications
Business consultancy
 Data Analytics
Experience Strategy
Performanc...
why experience strategy?
6© COPYRIGHT 2012 SAPIENTNITRO | CONFIDENTIAL
Not is not about
selling ideas


The model of t he ‘creative’
genius is brok...
7© COPYRIGHT 2012 SAPIENTNITRO | CONFIDENTIAL
Grey
 Bell
14th February 1876
Patent office in Washington, D.C
The birthday ...
complexity
An Increasing complex world.
The global expansion of customers
and markets.
The expansion of media and the
prol...
“Our clients used to interact
with our bank digitally three,
four times a month. Now they
are interacting with us all the
...
Interbrand 100 most valuable brands, 2014
The value of
Experiential
Brands
skyrockets
changing experience landscape
Constant
re-definition
of categories
by challengers
Trust as the basis of
great customer
service
Since summer 2014,
AirBnB ...
Digital breaks
boundaries
between product
and service
Product and Service Design Integration Strategy, 2014
“The Volvo Gro...
From individual and
specialised business
silos to multiple and
cross functional
teams
Digital dependency map, anonymous
ch...
“SELL MORE,
SELL NEW”

The digital tipping point, McKinsey & Company, 2014
changing experience landscape
In summary
from acquisition to customer
life-time value
M	
  
S	
  
	
  	
  	
  	
  S	
  
M	
  
changing experience landsc...
what is experience strategy?
From User Experience
to Service Design
SD	
  
UX	
  
CX	
  
the changing role experience strategy
The right tool for
the job
Operationalising
experiences
Sees operations as essential
material for repeated delivery
of exc...
Customer insight
•  Ethnography and rich data
•  Customer life cycles, service
journeys and interactions
•  Analytics and ...
experience design approach
Business
case
Market insight
Service
design
Discover Define Ideation + Co-Creation Prototype Design & Build
!
Insight pack...
Business
case
Market insight
Service
design
Discover Define Ideation + Co-Creation Prototype Design & Build
Experience Fra...
Business
case
Market insight
Service
design
Discover Define Ideation + Co-Creation Prototype Design & Build
Co-creation wo...
Business
case
Market insight
Service
design
Discover Define Ideation + Co-Creation Prototype Design & Build
Narratives
Lo-...
From capturing
requirements to
creating new
meaning

Life Fitness
Fears
Current products and
services alienate our
target ...
From well defined
to fuzzy customer
needs
Fuzzy solution
Clear solution
Clear
customer
need
Fuzzy
customer
need
Solve speci...
27
EXPERIENCE STRATEGY
helps brands uncover new opportunities
to create value and to deliver sustained growth
How to do experience strategy?
different problems
or opportunities
require different
approaches.
30
the collapse of
planning and
implementation has
led to innovations in
how to approach
innovation
31© COPYRIGHT 2012 SAPIENTNITRO | CONFIDENTIAL
“there are precious few Einstein's
amongst us. Most brilliance arises from
...
discovery
context of discovery
Discovery is about creating a comprehensive
strategic vision for a brand’s Storyscape
BUILD
DEPLOY
OP...
The feeling of a discovery
reason for discovery
Discovery is set to accomplish two goals:
1.  One goal is to unlock new value for our
clients and the...
spirit of discovery
1.  We do not know where we are going
2.  We discover incrementally through iterations
3.  We are curi...
scope of discovery
Analyse:
Disruptions
Competitors
Design
Culture
Consumers
Understand:
Digital Ecosystem
Portfolio
Stake...
EXPERIENCE
STRATEGY
CONNECTS 
AND 
INTEGRATES
Technology
UX 
and Design
Business 
strategy
Analytics
Communications
Client...
roles of discovery
Dimension Business Consulting Experience Strategy User Experience
Disruptions
Competitors
Design
Cultur...
activities of discovery
Discovery is a staged journey that:
1.  Starts with wide-ranging research and analysis
2.  Goes th...
tools of discovery
Preparation Kick-off Playback Co-creation Strategy
Public and proprietary
documentation
Context
Ethnogr...
planning discovery
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8
PLAY-
BACK
KICK
OFF
CO-
CREATION
PRESENT
STRATE...
hello.thank you.
What is Experience strategy?
Próxima SlideShare
Cargando en…5
×

What is Experience strategy?

1.940 visualizaciones

Publicado el

The changing nature of strategy requires new ways of thinking and doing. Experience strategy is a systemic and an active form of strategy that drives brand coherence and builds brand relevance through constantly seeking new knowledge and new meanings

Publicado en: Diseño

What is Experience strategy?

  1. 1. hello.
  2. 2. explorers disruptors innovators We are…
  3. 3. The different flavours of strategy?
  4. 4. The different flavours of strategy Brand communications Business consultancy Data Analytics Experience Strategy Performance Marketing
  5. 5. why experience strategy?
  6. 6. 6© COPYRIGHT 2012 SAPIENTNITRO | CONFIDENTIAL Not is not about selling ideas The model of t he ‘creative’ genius is broken ideas are cheap, execution is expensive
  7. 7. 7© COPYRIGHT 2012 SAPIENTNITRO | CONFIDENTIAL Grey Bell 14th February 1876 Patent office in Washington, D.C The birthday of the telephone ideas are inevitable
  8. 8. complexity An Increasing complex world. The global expansion of customers and markets. The expansion of media and the proliferation of customer touch points. Wider, and more interdependent stakeholder groups rate of change How do you deal with the future? Ensure your business stays relevant? The creation of entirely new business model opportunities and the extreme challenges on organizations’ structures and design What are the threat of new entrants, hidden in your blind spot    
  9. 9. “Our clients used to interact with our bank digitally three, four times a month. Now they are interacting with us all the time: four, five times per week.” Barclays client, 2014 changing experience landscape
  10. 10. Interbrand 100 most valuable brands, 2014 The value of Experiential Brands skyrockets changing experience landscape
  11. 11. Constant re-definition of categories by challengers Trust as the basis of great customer service Since summer 2014, AirBnB is now the largest hotel in the world changing experience landscape
  12. 12. Digital breaks boundaries between product and service Product and Service Design Integration Strategy, 2014 “The Volvo Group’s vision is to become the world leader in sustainable transport solutions changing experience landscape
  13. 13. From individual and specialised business silos to multiple and cross functional teams Digital dependency map, anonymous changing experience landscape
  14. 14. “SELL MORE, SELL NEW” The digital tipping point, McKinsey & Company, 2014 changing experience landscape
  15. 15. In summary from acquisition to customer life-time value M   S          S   M   changing experience landscape
  16. 16. what is experience strategy?
  17. 17. From User Experience to Service Design SD   UX   CX   the changing role experience strategy
  18. 18. The right tool for the job Operationalising experiences Sees operations as essential material for repeated delivery of excellent service. People-centric Puts people (customers and staff) at the heart of service improvement Omni-channel Recognises that customers don’t experience a service by channel – omni-channel by default. Value Creation Concerned with understanding value and finding opportunities to create new value. Always in beta – building capability Understands that services require long-term dedication and focuses on capability building. Multi-disciplinary Recognises the need to facilitate collaboration between disciplines. Experiences Over Time Views services as relationships that unfold over time. A Design led approach to innovation the role of experience strategy
  19. 19. Customer insight •  Ethnography and rich data •  Customer life cycles, service journeys and interactions •  Analytics and performance data •  Demographic and experience trends Ideas •  Facilitating the best ideas of “hidden designers” •  Creative synthesis – crafting propositions from different types of ideas Prototyping •  Testing value hypotheses •  Understanding omni-channel experiences Iterative build and learn •  Agile development approach – continuous development experience strategy: design led capabilities
  20. 20. experience design approach
  21. 21. Business case Market insight Service design Discover Define Ideation + Co-Creation Prototype Design & Build ! Insight packs Process Maps Empathy Profiles Experience Maps experience strategy: methods and tools
  22. 22. Business case Market insight Service design Discover Define Ideation + Co-Creation Prototype Design & Build Experience Framework ! ! experience strategy: methods and tools
  23. 23. Business case Market insight Service design Discover Define Ideation + Co-Creation Prototype Design & Build Co-creation workshops Synthesis Ecosystem mapping Narratives experience strategy: methods and tools
  24. 24. Business case Market insight Service design Discover Define Ideation + Co-Creation Prototype Design & Build Narratives Lo-fi concept testing Reaction & value testing Service Propositions themes High fidelity prototypes Service Blueprint experience strategy: methods and tools
  25. 25. From capturing requirements to creating new meaning Life Fitness Fears Current products and services alienate our target audience and amplify their fears. Traditional Gym ArtificialNatural Expert Novice Aspirations A desire for a more fulfilling and engaging fitness experience. Playground the role of experience strategy
  26. 26. From well defined to fuzzy customer needs Fuzzy solution Clear solution Clear customer need Fuzzy customer need Solve specific problem Find opportunities for new services Improve existing services Use new technology the role of experience strategy
  27. 27. 27 EXPERIENCE STRATEGY helps brands uncover new opportunities to create value and to deliver sustained growth
  28. 28. How to do experience strategy?
  29. 29. different problems or opportunities require different approaches.
  30. 30. 30 the collapse of planning and implementation has led to innovations in how to approach innovation
  31. 31. 31© COPYRIGHT 2012 SAPIENTNITRO | CONFIDENTIAL “there are precious few Einstein's amongst us. Most brilliance arises from ordinary people, working together in extraordinary ways” Roger Von Oech
  32. 32. discovery
  33. 33. context of discovery Discovery is about creating a comprehensive strategic vision for a brand’s Storyscape BUILD DEPLOY OPTIMIZE DEFINE DESIGNDISCOVERY
  34. 34. The feeling of a discovery
  35. 35. reason for discovery Discovery is set to accomplish two goals: 1.  One goal is to unlock new value for our clients and their customers 2.  And the other is to align the client organization towards this common goal
  36. 36. spirit of discovery 1.  We do not know where we are going 2.  We discover incrementally through iterations 3.  We are curious people who mix passion and logic 4.  We are outcomes based, not constrained by disciplines 5.  None of us is as smart as all of us 6.  We seek new knowledge and new meanings 7.  We visualise to manage complexity 8.  We understand by making 9.  We plan, and adapt our plans flexibly
  37. 37. scope of discovery Analyse: Disruptions Competitors Design Culture Consumers Understand: Digital Ecosystem Portfolio Stakeholders Business Brand INSIDE-­‐OUT  OUTSIDE-­‐IN  
  38. 38. EXPERIENCE STRATEGY CONNECTS AND INTEGRATES Technology UX and Design Business strategy Analytics Communications Client services Delivery roles of discovery
  39. 39. roles of discovery Dimension Business Consulting Experience Strategy User Experience Disruptions Competitors Design Culture Consumers Digital Ecosystem Portfolio Stakeholders Business Brand
  40. 40. activities of discovery Discovery is a staged journey that: 1.  Starts with wide-ranging research and analysis 2.  Goes through intense client-agency collaboration 3.  Proceeds through synthesis to a vision made tangible and concrete using videos, storyboards and prototypes 4.  Defines the capabilities needed to make the vision into a source of sustainable growth CO-CREATIONKICK-OFF PLAY-BACKPREPARATION SYNTHESISE RESEARCH PRODUCE FORM INSPIRE AUDIT OBJECTIVES INSIGHTS VISION ALIGN BRIEF STRATEGY DESIGN
  41. 41. tools of discovery Preparation Kick-off Playback Co-creation Strategy Public and proprietary documentation Context Ethnography Depth-interviews Practices Divergent/Convergent Thinking Visioning Problem statement Brief KPIs Stats, Analytics Search keywords Co-creation workshop Organising idea Challenge Brief Research Questions Social Listening Mutations Strategic Framework Hypotheses Desk Research Customer Needs and Segments Re-framing Metaphor Experience Principles/Pillars Synthesis of key points Ecosystem Map Mash-ups Design Principles Market Size/Growth-Decline Jobs-to-be-done Service Blueprint Competitive Review Service Blueprint Ideal User Journey Business Model Ideal User Journey Opportunity Map Brand Essence Opportunity Map
  42. 42. planning discovery WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 PLAY- BACK KICK OFF CO- CREATION PRESENT STRATEGY CHECK POINT CHECK POINT AUDIT RESEARCH WORKSHOP PREPARATION DEFINE & REFINE STRATEGY
  43. 43. hello.thank you.

×