design your business
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design your business | 22 june 2010 | Erik Roscam Abbing
design your business designing touch points to strengthen experiences
zilver is a creative consultant for brand driven product and service innovation and design management
working for and with international clients in b2b en b2c industries
today:
design your business: two examples
designing experiences > the customer journey
> multidisciplinair design
> design based on a central vision
tips for implementation
design your business: example1
conclusion ikea case:
we (like to) spend money at ikea
conclusion ikea case:
because we have a certain image of ikea
conclusion ikea case:
that matches our taste or preferences
conclusion ikea case:
this image was shaped by all our experiences with ikea
conclusion ikea case:
these experiences take place through touch points
conclusion ikea case:
all these touch points have been designed
conclusion ikea case:
design is much more than styling products
conclusion ikea case:
design=creating relevant and valuable interactions
or, to put it differently:
€ =image
=sum of experiences =sum of touch points
=design
“yes”, you’ll say; “easy when you’re rich like Ingvar….”
23 billion! (forbes Magazine
2010)
but that’s confusing the chicken with the egg
design your business: example 2
nlisis is a small B2B high tech firm that did the same as ikea, but than via a low-budget route
see also http://www.designmanagementeurope.com/site/webfiles/DMEA2008%20Posters/FirstTime_Nlisis.pdf
so:
people don’t think in isolated experiences
let alone in isolated design disciplines
they derive value and meaning from the total experience
the product
the service
the advertising
the showroom
the store
the clothing
the truck
the brochure
the website
the user’s manual
the receptionist
the packaging
etcetra
today’s question: how do you design that total
experience?
the answer is threefold:
1: on the basis of the customer journey 2: multidisciplinary
3: baced on a guiding vision
1. the customer journey
2. multidisciplinary
product design
communication design
environment design
interaction design
service design
http://www.avabooks.ch/index.php/ava/bookdetails/978-2-940411-28-3
3. based on a guiding vision
what connects all touch points is the relationship between the
company and the customer
this relationship is based on a shared vision:
the brand.
the brand is the source for touch point harmony and
consistency in the experience
one last tip: adapt your advice to the sort of company you’re working with, not every company is ready for
the full monty:
step1: designing touch points
step 2: connecting touch points, multidisciplinary design
step 3: basing touch point design on a central vision
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