uxsg2014 #4 keynote - gyro human-centered design (peter lau)

HOW DO BRANDS STAY HUMANLY RELEVANT IN A DIGITAL ERA !Experience Design Creates New Markets And Disrupts Existing Ones

EXPERIENCE DESIGN HOW DO BRANDS STAY HUMANLY RELEVANT?

• FRANK GARAMY: VP TECHNOLOGY

HELLO.

• PETER LAU: HEAD OF EXPERIENCE & STRATEGY

• DAPHNE FINK TABER: PRESIDENT

© 2014 gyro.

WHAT I LEARNED IN BRAZIL ABOUT EXPERIENCE

© 2014 gyro.

BE VISCERAL BE EMOTIONAL

© 2014 gyro.

Because the pace of customer expectations is evolving faster

than the delivery of service. Brands can no longer separate the product from the marketing. Experience

is the product.

EXPERIENCE MATTERS.

© 2014 gyro.

EXPERIENCE MATTERS.

© 2014 gyro.

Innovative brands practice experience designto open new markets,

to generate new revenue opportunitiesand to create brand irresistibility,

while giving brands a significant competitive edge.

THE EXPERIENCE ECONOMY

HUMAN NEEDS

COMPETITIVE POSITION

PRICING

DIFFERENTIATED

UNDIFFERENTIATED

RELEVANT

IRRELEVANT

LOW PREMIUM

Services represent 75%-80% of GDP. Service hasn’t changed a lot in 50 years (1963-2003). MCKINSEY 2014

THE EXPERIENCE ECONOMY B.JOSEPH PINE II & JAMES H. GILMORE


HUMAN NEEDS


PRICING

DIFFERENTIATED

UNDIFFERENTIATED

RELEVANT

IRRELEVANT

LOW PREMIUM

COMMODITIES




HUMAN NEEDS


PRICING

DIFFERENTIATED

UNDIFFERENTIATED

RELEVANT

IRRELEVANT

LOW PREMIUM

Customization

COMMODITIES


GOODS



HUMAN NEEDS


PRICING

DIFFERENTIATED

UNDIFFERENTIATED

RELEVANT

IRRELEVANT

LOW PREMIUM

Customization

COMMODITIES

Commoditization


GOODS



HUMAN NEEDS


PRICING

DIFFERENTIATED

UNDIFFERENTIATED

RELEVANT

IRRELEVANT

LOW PREMIUM

Customization

COMMODITIES

Commoditization


GOODS

Customization

SERVICES



HUMAN NEEDS


PRICING

DIFFERENTIATED

UNDIFFERENTIATED

RELEVANT

IRRELEVANT

LOW PREMIUM

Customization

COMMODITIES

Commoditization


GOODS

Customization

Commoditization

SERVICES



HUMAN NEEDS


PRICING

DIFFERENTIATED

UNDIFFERENTIATED

RELEVANT

IRRELEVANT

LOW PREMIUM

Customization

COMMODITIES

Commoditization


GOODS

Customization

Commoditization

SERVICES

Customization

EXPERIENCES


WHAT IS EXPERIENCE DESIGN

It’s about creating brand experiences that people want and that tell stories, have magic

and inspire. It’s about the fusion of technology with humanity; of brand and story; of all

aspects of design, from product to advertising to digital to point of purchase to user

experience.

Creating New Markets Or Disrupting Existing Ones

© 2014 gyro.

Burberry is not investing in replicating more of our store experience for online, but bringing the Burberry.com experience to our stores. !CHRISTOPHER BAILEY CHIEF CREATIVE OFFICER

EXPERIENCE DESIGN AS A CULTURAL PRACTICE

Innovative experience design requires that we look beyond received opinion, benchmarks,

and familiar solutions to identify the deeper, cultural connections. It’s about finding that

human and emotional insight. Experience must be grounded in the service of specific

human needs by observing culture.

Designing In An Evolving Immature Digital Medium, Brands Need To Act As Inventors.

© 2014 gyro.

You can’t find the answer by using somebody else’s answer

to another question. I am not even saying this is bad.

It just doesn’t work! SAUL BASS

INNOVATIVE BRANDS AS INVENTORSBrand experience platforms offer unparalleled

branded utility. These brands have created an

ecosystem around their products that fuel

recognition, amplify differentiation, and make

big ideas and meaning accessible.

© 2014 gyro.

VISCERAL

BEHAVIORAL

REFLECTIVE

© 2014 gyro.

To see people play with products and services as a

part of culture is to understand how they become

meaningful through the social activities, thoughts,

and actions of the people who engage with them.

IGNITE IDEAS THROUGH EMOTION DESIGNToday we want products that appeal to both cognition and emotion. If functions are equated with cognition, pleasure is equated with emotion.

WHAT? I LOVE THIS BRAND

THE NEW BRAND MODEL IS FROM IMPRESSIONS TO

EXPRESSIONS.

THE BRAND EXPRESSION

CONVERSATION

COMMUNITY AFFINITY

THE BRAND STORY

THE BRAND EXPERIENCE

RELATIONSHIP

WHAT HAPPENS WHEN YOU INFUSE EMOTION

© 2014 gyro.

HOW WE CRAFT BRAND

EXPERIENCE PLATFORMS

—

© 2014 gyro.

EXPERIENCE DESIGN STRATEGY MAP

•Create value

•Product attributes

•Emotional benefits

•Functional benefits

•Define your heroes

•Customer analysis

•Personas

•Audience segments

•TV

•Social

•Digital media

•Mobile

•Brand leader

•Celebrity

•Culture

•Community leader

MENTOR ARCHETYPE

CHANNEL ACTIVATION

BRAND GIFT

BRAND HERO

OBSERVE SYNTHESIZE CONCEPT IMPLEMENT

1 2 3 4 5

PROTO TYPE

DIGITAL PRODUCT DESIGN

Observe and learn about people and contexts of use

Translate research insights into opportunities

Create visible and tangible experiences Improve design ideas by prototyping Continuously resolve human issues

BRAND VALUES

STORY TELLING

EXPERIENCE DESIGN FOR PEOPLE

Designing the perfect balance of ideas, technology, design and storytelling.

© 2014 gyro.

OPENLET’S PLAY TOGETHER

Near Me Sport+City lets me

show my favorite

places to play near

my home within 5km

radius.

SPORT+CITY USER EXPERIENCE

LET’S PLAY SPORTS!Participate I signed up to Sport+City

through my G+ profile.

CHOOSE YOUR SPORTS

GENDER

LOCATION

SPORTS

OTHER

1

Choose I can choose from 20

different sports.

2

Find & Manage I can find places to play

sports with other

people and manage my

sporting events.

3

5 km

3a

Curate I found some awesome places

to play and I’m sharing them

with people.

3b

CORONEL PARK - SP

x x

xx

Post Playing Times I love to play on Sundays

from 12pm - 6pm.

4 Start Playing Sports Together I am done with signing up and can share

+1 with all my friends and start getting

people together to play.

5

SPORT+CITY

1

2

3

3a

3b

45

JOGA +1

OPENLET’S PLAY TOGETHER

VIEWGOOGLE STREET VIEW

PAINTED STREETS WORLD CUP

WHAT WE BUILD

Google is building...

A digital cultural movement for World Cup

fans that helps people virtually experience

and walk through the ever-changing

madness of the World Cup through Google

Street View.

!We are building an emotional exploratory

journey for massive amounts of people who

will be spontaneously creating and sharing

stories during the World Cup.

!Bringing the world to the streets of Brazil.

INSPIRE CAPTURE

CURATE BOND

Four Functions:

WORLDCUP RUAS

COLORIDAS STREET VIEW

CUSTOMER EXPECTATIONS AND NEEDS ARE ALWAYS CHANGING HOW DO BRANDS STAY HUMANLY RELEVANT?

Brands stay humanly relevant by: 1. Designing meaningful and delightful customer interactions

2. Listening to and anticipating what your customers want

3. Responding, adapting, and connecting to emerging needs and behaviors

4. Designing for emotion

© 2014 gyro.

NOWWORLD CUP 2014

WHAT’S HAPPENING

These things are not just

smartphones and tablets.

“Google Trekker

capturing

1,457km.”

Making Them Come Alive in G+ Surprising Profiles

SENSORIZING OBJECTS

SENSORS

Connect World Cup

things with digital

sensors, cameras, and

applications.

BRAZUCA

“Neymar goal

clocked at 103

km/h!”

BRAZUCA

“Hulk is

listening to

Picasso Baby

by Jay-Z. ”

BNT BUS

“Marcana is on

a Richter Scale

3.2! ”

STADIUM

TREKKER

G+ Surprising Profiles

Humanizing technology

and giving fans

unparalleled access to

the game.

PAST TODAY

The number of things

connected to the internet

exceeds the number

of people on earth.

SURPRISE THEM! G+ PROFILES FOR

WORLD CUP OBJECTS

The ecosystem of World Cup internet-

connected objects embedded with sensors

(Brazuca, National Team Bus, Stadium,

Soccer shoe, HangOut Screens, Drone) is

experienced through G+ giving the whole

experience a “Nowness of Fun & Emotion”.

G+ SURPRISING PROFILES

• KNOW-HOW (credibility and expertise) • MOMENTUM (keeping consumers interested and engaged) • DIFFERENTIATION (the courage to focus on a point of difference) • EMOTION (unique meaning for consumers) • SYMBOLISM (the symbolic language of design and imagery) • NEXUS (meeting the functional, social, and emotional needs of consumers) • ALIGNMENT (consistency across different touch points) • UNITY (recognition across products and categories)

EXPERIENCE DESIGN MAKES BRANDS IRRESISTIBLE8 Key Drivers of Brand Irresistibility

© 2014 gyro.

Brand fanatics spend 13% more than the average customer

and refer business equal to 45% of the money they spend.

SATMETRIX

BE A DIGITAL INVENTOR

We have to continually be

jumping off cliffs and

developing our wings on

the way down. KURT VONNEGUT

© 2014 gyro.

THANK YOU.CONTACT

Daphne Fink Taber, President

d: +1 303 656 4909

m: +1 303 324 7844

e: [email protected]

mailto:[email protected]

uxsg2014 #4 keynote - gyro human-centered design (peter lau)

Design

experience designhow

innovative experience

joseph pine

store experience foronline

delivery of service

service of specifichuman

new marketsand

new brand model