defining new partnerships

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This is a presentation given by Tim Parcell (@freescribbles) and myself at the Big Design Conference in Addison TX on June 1st, 2012. For years, Art and Copy ruled the roost in the worlds of advertising and design. But as brand interactions shift from passive to active experiences, the way we connect to customers requires a new partnership. Sapientnitro believes that Brand Strategists and Experience Designers play an integral role in delivering the work that breaks through the noise.This new partnership is critical during the initial stages of client engagement (discovery, defining) through completion (designing, developing, deploying). Whether we’re redesigning lenscrafters.com or building interactive menu boards for Dunkin’ Donuts, a strong partnership between strategy and experience design is at the foundation of all our work.

TRANSCRIPT

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL

DEFINITION OF NEW PARTNERSHIPS: A PRESENTATION IN FOUR ACTS#BigD12 #NewPartners | June 1, 2012

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 2

First Things First…

He’s Ezra Englebardt.

He’s the Brand

Strategist.

He’s a 1994 graduate of

Space Camp in

Huntsville, Alabama.

He’s Timothy Parcell.

He’s the Experience

Designer.

He’s still regretting

finishing 6th in his State

Spelling Bee.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 3

Just In Case We Say Something Awesome…

@ezra802 @freescribbles

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 4

We Work At A Cool Place…

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 5

We Work At A Cool Place…

A Customer Experience Company.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 6

We Work At A Cool Place…

Positioned at the intersection of

design, strategy, technology and

marketing.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 7

Now That We’ve Covered The Formalities…

Who’s in the audience?

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 8

Now That We’ve Covered the Formalities…

Art Directors or Copywriters?

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 9

Now That We’ve Covered the Formalities…

Please leave.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 10

Today’s Program

Act 1: Meeting the Problem

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 11

Today’s Program

Act 1: Meeting the Problem

Act 2: Building the Experiences

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 12

Today’s Program

Act 1: Meeting the Problem

Act 2: Building the Experiences

Act 3: Seeing the Adventures

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 13

Today’s Program

Act 1: Meeting the Problem

Act 2: Building the Experiences

Act 3: Seeing the Adventures

Act 4: Learning the Tactics

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 14

Today’s Program

Act 1: Meeting the Problem

Act 2: Building the Experiences

Act 3: Seeing the Adventures

Act 4: Learning the Tactics

Encore: Answering the Questions

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 15

Act 1: Meeting the Problem

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 16

Why are we here?

Brands face challenges.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 17

Why are we here?

We like challenges.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 18

Why are we here?

Old and busted doesn’t work.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 19

Why are we here?

Customers expect more from

brands.

They want active experiences.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 20

What’s going on?

Customers are getting smarter.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 21

What’s going on?

Oh, Crap.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 22

What’s going on?

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 23

What’s going on?

There is more NOISE coming

through. And signals are being

missed.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 24

What’s going on?

The audience is getting smarter.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 25

What’s going on?

There is more NOISE coming

through. And signals are being

missed.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 26

What’s going on?

Products are all the same.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 27

What’s going on?

WARBY PARKER/LENSCRAFTERS

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 28

What’s going on?

It is the experience that matters.

© COPYRIGHT 2011 SAPIENT CORPORATION | CONFIDENTIAL 29

Act 2: Building the Experiences

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 30

First...

Understand the customers at two

levels.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 31

Two Levels?

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 32

Two Levels?

Yes.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 33

Two Levels?

Yes.

• As members of a community (a

demographic, a psychographic or fancy

market segment.)

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 34

Two Levels?

Yes.

• As members of a community (a

demographic, a psychographic or fancy

market segment.)

• As an individual (with habits, behaviors

and needs.)

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 35

How?

We work together.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 36

How?

We work together.

We carve out our places.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 37

How?

We work together.

We carve out our places. Our Roles

Our Activities

Our Approaches

Our Ways of Thinking

The Process We Work In

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 38

And most importantly…

We work in tandem.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 39

More About These Guys…

As a Brand

Strategist, he

uncovers what

people want to

achieve.

As an Experience

Designer, he

translates what

people want into

how they will

achieve it.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 40

That’s Nice. What Do They Really Do?

• Conduct user

research

• Write briefs

• Provide insight

• Ensure design

direction

• Conduct user

research

• Interpret briefs

• Generate

Concepts

• Design directions

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 41

Wait a minute…

That first bullet point was the same.

User research is a critical tool of both disciplines.

It is not a primary deliverable.

The way we listen and our approach is different: Brand Strategist process in emotional terms and

generate insight about why people behave the way they behave.

Experience Designers process in rational terms and build experiences (from retail to web to mobile) that align with the way people behave.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 42

Have We Confused You Yet?

Beyond roles, activities and

approaches, we need to think

differently at different times:

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 43

Have We Confused You Yet?

Beyond roles, activities and

approaches, we need to think

differently at different times:

Some times we’re divergent — exploring many

possible solutions.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 44

Have We Confused You Yet?

Beyond roles, activities and

approaches, we need to think

differently at different times:

Some times we’re convergent — focusing on the

right solution.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 45

WTF! These guys again!?

Orange Blue

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 46

Enter the process

Discover Design Test Optimize

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 47

Act 3: Seeing the Adventures

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 48

Where’s all the work?

Sorry, all the client case studies

can’t be shown here.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 52

Act 4: Learning the Tactics

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 53

Can anybody…

Find me somebody to love...

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 54

And then…

Trust.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 55

It’s not about the Benjamins…

Work for free.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 56

Find New Situations

Work on pitches.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 57

Give Your Time.

Work on pro bono projects.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 58

Find New Situations

Subtract a Week.

Add Stress.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 59

Learn from Nike…

Just Do It.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 60

Repeat.

Repeat.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 61

Repeat.

Repeat.

Repeat.

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 62

Encore: Answering the Questions

THANK YOU#BIGD12 #NEWPARTNERS

Ezra Englebardt@ezra802

Timothy Parcell

@freescribbles

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