New Brand Model and CustomerExperience Driven Design

Noora Nylander

Packsummit 2018

First thoughts • Brand is not owned by the company, but by customers who draw meaning from it

• By using user driven design as a starting point in the design process, students in their projects start to design experiences, services, marketing communication and systems instead of (packaging) products. Thus, with design we can create sustainable behaviour.

• Packaging communicates the brand message and good packaging design sells. However, packaging design for user experience can provide even larger sustainable benefits to the brands – it creates meaning to customers and purpose to company

• By appealing to people’s innermost desires in the same way commercial marketing does is a more effective means of behaviour change than the negative information & education campaigns that are prevalent today.

• Millenial generation – Brands should seek discussion with users, not just their loyalty

1. Customer Driven approach in Branding

products – meaning

tangible – immaterial

selling – enrolling

2. Brand building process

customer segments – customer tribes

processes – values

features – experiences

3. Future Strategy building

Static brands – liquid brands

Storytelling – Storyframing

Purchase funnel – Brand ladder

3 Segments18 Steps

Customer:Who I am?Where do I belong?

Company:Why do we exist?How we behave?

Picture: Brand collection pictures for Florencia store in Lahti. Identity by Daria Ivanovausing New Brand Model - method. Photographer: Ninni Vidgren, 2018.

Two paths for pursuing user driven environmental sustainability Human-centric and Techno-centric

RAW MATERIALSAre they safe and ethical?

MANUFACTURINGHow it affects environment

DISTRIBUTIONAvailability in different environmentsand for different users

RETAIL/MARKETINGThe role asa salesman

* Users touch point with system cycle –> creates desire to have

PACKAGING SYSTEM LIFE CYCLE

SUSTAINABLE USER EXPERIENCE – CYCLE OF USE

DISTRIBUTION by user-> packaging is carriedhome - how

USABILITY – CONVENIENCE – allsteps of the using process

INFORMATION TO USER –UNDERSTANDING (Norman D.)-> How intuitively user understands the products?

-> Can we educate sustainability with packaging?

ADDEND VALUE TO USER – POSITIVE USER EXPERIENCEDelight of finding out yourselfLink to something personal. Desire & personal aspirations

END LIFE:RECYCLE /UPCYCLEHow material end life properties are communicatedto user

WASTE PROBLEM / RE-USE?User does not want to become waste manager!

*

END LIFE:RECYCLE /UPCYCLE

Ref. interpretation of techno-sphere and consumption cycle of packaging, Nylander, 2016

Process students are asked to work with

RESEARCH INSIGHT IDEATION PROTOTYPES

DISCOVER DEFINE DEVELOPE DELIVER

• Ecological problems and changing user behavior

• Future lifestyle scenarios:• E.g. Disappearing materials• E.g. Edible materials• E.g. Packaging becoming

service

• By user centered methods (interviews, observation, social media, design probes)

• Benchmarking• Finding intuitive patterns and motivation

for user• Visualize your system / user journey• Pick your ecological strategy (Okala-strategy

wheel)

• Test your prototypes• Test your idea• Create storyboard, system

map, customer journey map, service path (depending on your problem)

DESIGN BRIEFAsk the right question

Ref. interpretation of double diamond design process for sustainable design projects, Nylander, 2017

Figure Veggies: Mervi Koistinen, Laura Hoppula, Sharon Leung & Mizuki Minami, 2017

References:• Davis, T. & Bigornia, A. 2015. Why brand enthusiasm will create demand for more sustainable products. From Proceedings of

Sustainable Innovation Conference 2015

• Daae, J. & Boks, C. 2014. A classification of user research methods for design for sustainable user behaviour

• Doordan, D. P. 2013. Developing Theories for Sustainable Design.

• Chick, A. – Micklethwaite, P. 2011. Design for Sustainable Change. How design and designers can drive the sustainability agenda. AVA Publishing SA.

• Lockton, D. – Harrison, D.J. – Cain, R. – Stanton, N.A. – Jennings, P. 2013. Exploring Problem-framing through Behavioural Heuristics

• Neumeir, M. Brand Flip, 2016

• Norman, D. A. (2004). Emotional Design. New York: Basic Books.

• Norman D.A. (1988). The design of everyday things. London: MIT Press.

• Packplay 2 projects, 2017. unpublished design project of Environmental packaging design. Lahti University of Applied Sciences. Institute of design:• Figureveggies by Koistinen, Hoppula, Leung & Minami.

“Thank you”

Noora NylanderM. Sc. (Tech) / BA (Packaging design)Coordinator of program Packaging Design & Branding & Senior Lecturer, Lahti UAS

noora.nylander@lamk.fiLahti University of Applied SciencesFinland