Photo: www.flickr.com/photos/dykstranet/100764248/

The brand experience gapTim Loo, UX StrategistWebinar 13 December 2011

Agenda

What we’ll cover today

2© 2011 Foolproof Limited

What is the brand experience gap?

How digital is changing consumers

Why organisations fail to keep pace

How user experience design tools and techniques can be used to help brands tackle this

How to create a planning framework for developing a user experience strategy

Your questions

Before I begin...

Some disambiguation

User experience versus customer experience

Firstly some, disambiguation

user experience

customer experience

What is the brand experience gap and why does it matter?

So let’s begin...

Brand matters

Top 100 Brands 2011, Interbrand

Brand value is real & tangible Accounts for a significant value of an

organisation’s market capitalisation and drives long term shareholder value

Brand value

$71 billionInterbrand (2011)

Market cap

$153 billion12-12-11

“Brand equity is a set of assets linked to a brand’s name and symbol that adds to the value provided by a product or service to a firm’s customers”

What is brand value?

Building Strong Brands, David A. Acker

BRAND AWARENESS

BRAND LOYALTY

PERCEIVED QUALITY

BRAND ASSOCIATIONS

BRAND AWARENESS

BRAND LOYALTY

PERCEIVED QUALITY

BRAND ASSOCIATIONS

Definition: A brand

brand: a person’s gut feeling about a product, service, or organisation.

[Image and definition: The Brand Gap, Marty Neumeier]

So how does business manage brand

The golden age of brand advertising

The brand is what you say it is

CUSTOMERSBrand

XThe

brand message

Smarter brand advertising

The brand is stillwhat you say it is

CUSTOMERSBrand

X

The age of the digital consumer

CUSTOMERSBrand

X

The brand is what they say it is

Photo: www.flickr.com/photos/geishaboy500/2911049059/

BRAND PROMISE

So what do we mean by the brand experience gap?

EXPERIENCEREALITY

An brand advertising campaign...

...creates a promise across the entirety of the experience

Consumers can share and uncover the brand gap in real-time

Consumers can share and uncover the brand gap in real-time

The experience is becoming brand perception

RELEVANCE

AUTHENTICITY

DIFFERENTIATION

CONSISTENCY

UNDERSTANDING

PROMISE

PERCEPTION &VALUE

THE CUSTOMER EXPERIENCETHE BRAND

Digital makes the gap between your brand promise and experience all too obvious

BRAND PROMISE

EXPERIENCEREALITY

Photo: www.flickr.com/photos/yagankiely/4885094216/

Digital is transforming consumer thinking and behaviours and how people think about brand

Consumers are constantly adapting to new technologies

Find

Evaluate

Share

Authenticate

All the above,all the time

Search

Comparison sites

UGC

Social

Mobile

Consumers are better than business at integrating digital into their lives

Why is business so slow to adapt?

Organisations live in silos

FunctionalGeographic ChannelProduct

BRAND X

PRODUCT SALES MARKETING OPERATIONS IT RETAIL

Organisations live in silos

Digital is still a bolt-on to many brands and their business models

BRAND X

PRODUCT SALES

In-store

Web

Contact centre

MARKETING

Offline

Online

OPERATIONS IT

Infrastructure

eCommerce

RETAIL DIGITAL

Web

Mobile

Social!!!

Silos are primarily focussed on optimising their parts of the business

Longer term goals

- Holistic customer experience

- Customer lifetime value

- Service perception

- Brand value

Short term goals

+ Channel optimisation

+ Revenue

+ Cost reduction

+ Profit

The result

The user experience feels like a patchwork of interactions rather than a seamless, coherent and cohesive experience

Digital = The age of brand disruption

Top 100 Brands 2011, Interbrand

How can organisations break this cycle?

1. You need leadership and sponsorship

2. You need to make the connection between your customer experience and the drivers for brand value

Net Promoter

Score

Experience drivers

Experience drivers

Experience drivers

Experience drivers

3. You need a vision which can inspire and create organisational alignment

4. You need a roadmap and business case which brings this all together

UX strategy

A long-term plan to align every customer touchpoint with your vision for user experience, and achieve a measurable increase in commercial yield.

How do you create a UX strategy?

© 2011 Foolproof Limited

DEFINE

1

UNDERSTAND

2

BENCHMARK

3

IDEATE

4

ENVISION

5BUSINESS

CASE

6PLAN &

ROADMAP

7

Defining UX success at brand and organisation level

Company mission & business model

Target brand positioning

Values & organisation principles

Strategic imperatives & priorities

UX UX UX UX UX UX UX

Understand the customer ecosystem and organisational factors for UX

Immersion into the customer ecosystem

Environmental trends in technology, behavioural and societal change

Organisational factors – people, structure , process , culture

Create a measurement framework for user experience

Define UX key performance indicators and underlying heuristics

Benchmark and baseline the current experience against existing and emerging competitors

Ideate, co-create and iterate UX value propositions

Focussed innovation around customer scenarios & design principles

Developed in collaboration with customers

Iterative concepting

Visualise the UX vision bring propositions to life for stakeholders and customers

Storyboarding

Interactive prototypes

Customer story videos

Experience spaces

Develop the commercial model for success

Baseline current performance

Set and validate benefits case assumptions (eg. take up, usage)

Test service/ product parameters (eg. pricing)

Future UX KPIs

Develop the right plan and priorities to deliver benefits

Customer priorities

Business case

Organisation

Technology

Legal & compliance

A framework for UX strategy planning

Three things you can do today

1. Complete the picture of the customer and map their current experience & pain-points

2. Establish experience design principles

3. Design a customer experience vision

Many organisations still allow opinions about customers to dominate decision making.

Yet most organisations have plenty of research to hand but can’t use the insights to align stakeholders & spot holistic problems and opportunities.

1. Map the current customer experience

Turn all of your current insights into documentation you can use to align stakeholders and map value

Personas Customer journeys maps Pain-points (& pleasure points)

1. Map the current customer experience

Experience design principles describe the core values of the user experience of a product or a service

Experience design principles should be aspirational and inspiring

They form the basis for creating a vision of your future customer experience

2. Establish experience design principles

2. Establish experience design principles

CUSTOMER EXPERIENCE

INSIGHT

BRAND ASSETS &

VALUES

GOOD DESIGN PRINCIPLES

1. Based on customer research

2. Short & memorable

3. Cross-feature

4. Specific

5. Non-conflicting

6. Measurable

What is the current experience like for our customers?

What do they like?

What are their frustrations and pain-points?

What can we learn from our competitors?

Have they been delighted before by similar services/offerings? How? Why?

What are our brand values?

How do we want the experience to be an expression of these?

What are our differentiating assets and capabilities

Detail

3. Co-create a customer experience vision

Future customer stories

Concept prototypes

Ideal customer journeys

Measurable customer statements

Brand X

CUSTOMERS

© 2011 Foolproof Limited

DEFINE

1

UNDERSTAND

2

BENCHMARK

3

IDEATE

4

ENVISION

5BUSINESS

CASE

6PLAN &

ROADMAP

7

UX UX UX UX UX UX UX

A framework for UX strategy planning

The future of brand belongs to gate-keepers of the customer experience

1. Getting a sponsor (or become a sponsor)

Be the leader & win the land grab

1. Getting a sponsor (or become a sponsor)

Thank you.

Do we have any questions, John?

Contact

FoolproofHarella House90-98 Goswell RoadLondonEC1V 7DF

+44 (0)20 733 6700

www.foolproof.co.uk

tim.loo@foolproof.co.uk

@timothyloo@foolproof_ux

Tim Loo UX Strategist, Foolproof Ltd

For more information on UX strategy

Visit www.foolproof.co.uk

Follow us @foolproof_ux

This has been a Foolproof webinar © 2011 Foolproof Limited