branding and design driven innovation
TRANSCRIPT
edenspiekermann_ amsterdam berlin san francisco los angeles singapore
Branding and design driven innovation
Edo van Dijk – Design consultant January 2016
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Hello, I am EdoBrand driven designer and consultant with 25+ years of experience in the European design industry. Currently working in Singapore. Co-founder of Edenspiekermann and founder of chartlr.com
e @edoch
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Edenspiekermann is an international design group with offices in Europe, Asia and the USA.
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Berlin Amsterdam Singapore Los Angeles San Francisco
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What we believe
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Work with us to radically strengthen your brand in today’s world. We design
meaningful, smart and seductive brand experiences so that your customers become
your followers.
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This is how we work
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The whole teamedenspiekermann_
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The CEOedenspiekermann_
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User needs
This is why…
So that…
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Daily scrum sessions
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On brand
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We shape brands by creating content driven user experiences.
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These are some of our clients
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People
Brand
Products Services
Brands come to life where we encounter them.
People are at the center of everything we do. Nothing will work if it does not resonate with its audience.
The promise
The delivery on that promise
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A strong brand delivers: more distinction more preference more business more loyalty more margin
Result? +
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A strong brand delivers: more distinction more preference more business more loyalty more margin
Fans + Profit +
People share their experiences with brands in online channels. This is where you should listen.
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User interactions impact brand value. This is where you should focus.
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Malfunctioning touch points harm brand reputation. These you should solve.
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Brand experience is the result of user interactions. This is what you should measure.
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user interactions impact brand value
focus
listensolve
focus
listensolve
your brand experience improves over time
measure measure
timeline
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1. Listen to and involve your audience
›Monitor Social Media
›Brand and/or Customer monitor
›Qualitative research
› Interview external & internal stakeholders
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2. Focus on interactions
›Create Personas
›Map the Customer Journey
›Touch Point Analysis
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3. Improve it. Solve it. Again and again.
›Co-creation
›Agile/scrum redesign
›Design Thinking workshops
›Rapid prototyping
›User experience design
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4. Measure outcomes. Learn from data.
›Brand effect measuring
›Website analytics
›Usability testing
›Analysing customer/user data
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The power of Design Thinking
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“80% of companies believe they provide superior services.
Only 8% of the customers agree.”
Seven Things You Need to Know About Marketing in the 21st Century, World Business, James Allen and Rob Markey,
Bain & Company, 2006
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Design Thinking is human centered
It’s not about technology but about People
It’s not about the process but about the Result
It’s not about efficiency but about Simplicity
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Services need to be understood as a journey or cycle – a set of critical touch points that take place over time and across
channels
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Every individual interaction in the customer journey influences the brand image
()
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Create value by aligning all touch points
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desired
undesired
expected unexpectedSource: Floris Hurts
opportunities for new relations
relation killersdamage relations
maintain existing relations
customer expectations
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Exceed
desired
undesired
expected unexpectedSource: Floris Hurts
opportunities for new relations
relation killersdamage relations
maintain existing relations
customer expectations
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Best practise: IKEA
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Design Driven approach
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Inter-disciplinary
Co-creative
Evidence based
Holistic
Radical
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Iterative design process
Define challenge
Define insights
Define concepts
Define result
Inspire
Explore needs &
opportunities
Explore ideas &
experiments
Ideate
Develop &
improve
Implement
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Experiment: fail early, fail fast, fail often
That’s design driven
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Make insights tangible, don’t write reports
That’s design driven
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Visualize the future, don’t talk about it
That’s design driven
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Design with customers, don’t think for them
That’s design driven
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Bridging the silos
Building great experiences is everyone’s responsibility and nobody’s job
Sales Marketing & Design
Customer Services
Product management
IT
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Results
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On average, design alert businesses develop
25 new products a year through design.
Over two thirds (72%) launch at least one.
www.designcouncil.org.uk
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A new product contibutes almost 20% more if its design is considered to be a crucial attribute during the
development phase.
Design Effectiveness, Dutch Industry Report BNO / Ministry of Economic Affairs / Pictoright
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For every £100 a design alert business spends on design, turnover increases by £225.
www.designcouncil.org.uk
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“Design is not just what it looks like and feels like. Design is how it works.” – Steve Jobs
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Further reading
Marc Stickdorn, Jakob Schneider John Wiley & Sons
Tim Brown Harper Collins
Eric Roscam Abbing AVA Publishing
edenspiekermann_ amsterdam berlin san francisco los angeles singapore
Thank you 谢谢 ขอบคุณ Terima kasih
[email protected] @edoch
www.edenspiekermann.com