ldquoVirgins Spaceships amp Hobnailed Bootsrdquo

Paul Dawson

Conchango

The IntroductionAlways a good place to start

Whatrsquos this all about

And how did that title

make it past the Microsoft

censors

But first who am I

Like we carehellip just get on with the darn presentation

I run user experience at Conchango

I donrsquot work for Microsoft

Irsquom a Creative

Doesnrsquot look it from that outfithellip

And a technologist

No way

Irsquove seen you on Rock Band

And my clients have to make money too

No s Sherlock

Clients like these

Oh no here we go

The IntroductionAlways a good place to start

Whatrsquos this all about

And how did that title

make it past the Microsoft

censors

But first who am I

Like we carehellip just get on with the darn presentation

I run user experience at Conchango

I donrsquot work for Microsoft

Irsquom a Creative

Doesnrsquot look it from that outfithellip

And a technologist

No way

Irsquove seen you on Rock Band

And my clients have to make money too

No s Sherlock

Clients like these

Oh no here we go

Whatrsquos this all about

And how did that title

make it past the Microsoft

censors

But first who am I

Like we carehellip just get on with the darn presentation

I run user experience at Conchango

I donrsquot work for Microsoft

Irsquom a Creative

Doesnrsquot look it from that outfithellip

And a technologist

No way

Irsquove seen you on Rock Band

And my clients have to make money too

No s Sherlock

Clients like these

Oh no here we go

But first who am I

Like we carehellip just get on with the darn presentation

I run user experience at Conchango

I donrsquot work for Microsoft

Irsquom a Creative

Doesnrsquot look it from that outfithellip

And a technologist

No way

Irsquove seen you on Rock Band

And my clients have to make money too

No s Sherlock

Clients like these

Oh no here we go

I run user experience at Conchango

I donrsquot work for Microsoft

Irsquom a Creative

Doesnrsquot look it from that outfithellip

And a technologist

No way

Irsquove seen you on Rock Band

And my clients have to make money too

No s Sherlock

Clients like these

Oh no here we go

Irsquom a Creative

Doesnrsquot look it from that outfithellip

And a technologist

No way

Irsquove seen you on Rock Band

And my clients have to make money too

No s Sherlock

Clients like these

Oh no here we go

And a technologist

No way

Irsquove seen you on Rock Band

And my clients have to make money too

No s Sherlock

Clients like these

Oh no here we go

And my clients have to make money too

No s Sherlock

Clients like these

Oh no here we go

Clients like these

Oh no here we go

ConchangoOh I see hersquos doing the lsquocredsrsquo bit ndash ok well it will be over in a minute

We create the digital experiences people love

We do customer insight brand experience innovation design and buildhellip

wersquore rated industry leaders two years in a row

13

And in technology too

Microsoft Gold Certified Partners in 8 competencies

Members of the Silverlight 20 TAP

How did I do on the lsquocredsrsquo bit

Hmmm well letrsquos see how he does ndashIrsquoll tell you later

The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

We create the digital experiences people love

We do customer insight brand experience innovation design and buildhellip

wersquore rated industry leaders two years in a row

13

And in technology too

Microsoft Gold Certified Partners in 8 competencies

Members of the Silverlight 20 TAP

How did I do on the lsquocredsrsquo bit

Hmmm well letrsquos see how he does ndashIrsquoll tell you later

The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

wersquore rated industry leaders two years in a row

13

And in technology too

Microsoft Gold Certified Partners in 8 competencies

Members of the Silverlight 20 TAP

How did I do on the lsquocredsrsquo bit

Hmmm well letrsquos see how he does ndashIrsquoll tell you later

The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

And in technology too

Microsoft Gold Certified Partners in 8 competencies

Members of the Silverlight 20 TAP

How did I do on the lsquocredsrsquo bit

Hmmm well letrsquos see how he does ndashIrsquoll tell you later

The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

How did I do on the lsquocredsrsquo bit

Hmmm well letrsquos see how he does ndashIrsquoll tell you later

The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

The gentle introduction to the conceptsWhere is he going with this Maybe I will TwittrJohn and get him over from that other sessionhellip

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

copy 3D graphics by Matt Ratcliffe Conchango (with apologies to Douglas Adams)

Thanks Matt

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

The point

If yoursquod designed that building would you ever have considered that scenario

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

What do you consider when you design for digital

The web A mobile phone A kiosk

The Mall The home The call center The pub next door

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

We call it lsquoTotal Experience Designrsquo

Yoursquove got to think wider

You simply donrsquot know what you donrsquot know

When you do this ndash interesting things start to happen

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

But what do we mean by experience

And why does it matter

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

First let me tell you why I love Virgins

ldquomore experience than our name suggestsrdquo

Is it this guy

Is it this guy

Even these get a splashhellip

Meike van Schijndel - ldquokissesrdquo

But safety amp securityhellip

Itrsquos every airlinersquos Number 1 priority

You canrsquot mess with that

Experience canrsquot touch thathellip can it

thanks to Lysette Virgin Atlantic for trusting me with that DVD

And the point of all this

This is experience and it matters

Making an emotional connection is what counts

ldquoI just love itrdquo

To coin a phrase

ldquoBrilliant basics magic touchesrdquo

To coin a phrase

Brilliant basics = LoyaltyMagic touches = Experience

Loyalty + Experience = Advocacy

So how do you translate

Pepper pots and urinals to a digital experience

(do you see a toilet theme emerging here)

Well letrsquos see how a new Virgin company did it

So what is my research methodology

Itrsquos simple

I follow the crowd

But safety amp securityhellip

Itrsquos every airlinersquos Number 1 priority

You canrsquot mess with that

Experience canrsquot touch thathellip can it

thanks to Lysette Virgin Atlantic for trusting me with that DVD

And the point of all this

This is experience and it matters

Making an emotional connection is what counts

ldquoI just love itrdquo

To coin a phrase

ldquoBrilliant basics magic touchesrdquo

To coin a phrase

Brilliant basics = LoyaltyMagic touches = Experience

Loyalty + Experience = Advocacy

So how do you translate

Pepper pots and urinals to a digital experience

(do you see a toilet theme emerging here)

Well letrsquos see how a new Virgin company did it

So what is my research methodology

Itrsquos simple

I follow the crowd

thanks to Lysette Virgin Atlantic for trusting me with that DVD

And the point of all this

This is experience and it matters

Making an emotional connection is what counts

ldquoI just love itrdquo

To coin a phrase

ldquoBrilliant basics magic touchesrdquo

To coin a phrase

Brilliant basics = LoyaltyMagic touches = Experience

Loyalty + Experience = Advocacy

So how do you translate

Pepper pots and urinals to a digital experience

(do you see a toilet theme emerging here)

Well letrsquos see how a new Virgin company did it

So what is my research methodology

Itrsquos simple

I follow the crowd

And the point of all this

This is experience and it matters

Making an emotional connection is what counts

ldquoI just love itrdquo

To coin a phrase

ldquoBrilliant basics magic touchesrdquo

To coin a phrase

Brilliant basics = LoyaltyMagic touches = Experience

Loyalty + Experience = Advocacy

So how do you translate

Pepper pots and urinals to a digital experience

(do you see a toilet theme emerging here)

Well letrsquos see how a new Virgin company did it

So what is my research methodology

Itrsquos simple

I follow the crowd

To coin a phrase

ldquoBrilliant basics magic touchesrdquo

To coin a phrase

Brilliant basics = LoyaltyMagic touches = Experience

Loyalty + Experience = Advocacy

So how do you translate

Pepper pots and urinals to a digital experience

(do you see a toilet theme emerging here)

Well letrsquos see how a new Virgin company did it

So what is my research methodology

Itrsquos simple

I follow the crowd

To coin a phrase

Brilliant basics = LoyaltyMagic touches = Experience

Loyalty + Experience = Advocacy

So how do you translate

Pepper pots and urinals to a digital experience

(do you see a toilet theme emerging here)

Well letrsquos see how a new Virgin company did it

So what is my research methodology

Itrsquos simple

I follow the crowd

So how do you translate

Pepper pots and urinals to a digital experience

(do you see a toilet theme emerging here)

Well letrsquos see how a new Virgin company did it

So what is my research methodology

Itrsquos simple

I follow the crowd

Well letrsquos see how a new Virgin company did it

So what is my research methodology

Itrsquos simple

I follow the crowd

So what is my research methodology

Itrsquos simple

I follow the crowd

Well yoursquod certainly get aircraft

Tagged lsquoVirgin Americarsquo on Flickr

Theme number 2 Yoursquod certainly expect seats

Tagged lsquoVirgin Americarsquo on Flickr

Theme Number 3 Food

Tagged lsquoVirgin Americarsquo on Flickr

Would you expect something moody

Tagged lsquoVirgin Americarsquo on Flickr

You might even expectThe In-Flight Entertainment Controller

Tagged lsquoVirgin Americarsquo on Flickr

But how much would you expectFriends or their destination

Tagged lsquoVirgin Americarsquo on Flickr

Would you expect Safety amp Security

Tagged lsquoVirgin Americarsquo on Flickr

And at last we go digital ldquoIFErdquo

InFlight Entertainment

Tagged lsquoVirgin Americarsquo on Flickr

Hang on this is a Microsoft Conference

So to balance the picture

What do you think the tally was

0

10

20

30

40

50

60

70

80

Aircraft Food Seats Cabin Safety IFE People Service Google Maps

Linux Reboot

25

1117

2631

76

21

5 3

16

Number of smutty jokes about ldquoVirginsrdquo 4

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Theme number 2 Yoursquod certainly expect seats

Tagged lsquoVirgin Americarsquo on Flickr

Theme Number 3 Food

Tagged lsquoVirgin Americarsquo on Flickr

Would you expect something moody

Tagged lsquoVirgin Americarsquo on Flickr

You might even expectThe In-Flight Entertainment Controller

Tagged lsquoVirgin Americarsquo on Flickr

But how much would you expectFriends or their destination

Tagged lsquoVirgin Americarsquo on Flickr

Would you expect Safety amp Security

Tagged lsquoVirgin Americarsquo on Flickr

And at last we go digital ldquoIFErdquo

InFlight Entertainment

Tagged lsquoVirgin Americarsquo on Flickr

Hang on this is a Microsoft Conference

So to balance the picture

What do you think the tally was

0

10

20

30

40

50

60

70

80

Aircraft Food Seats Cabin Safety IFE People Service Google Maps

Linux Reboot

25

1117

2631

76

21

5 3

16

Number of smutty jokes about ldquoVirginsrdquo 4

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Theme Number 3 Food

Tagged lsquoVirgin Americarsquo on Flickr

Would you expect something moody

Tagged lsquoVirgin Americarsquo on Flickr

You might even expectThe In-Flight Entertainment Controller

Tagged lsquoVirgin Americarsquo on Flickr

But how much would you expectFriends or their destination

Tagged lsquoVirgin Americarsquo on Flickr

Would you expect Safety amp Security

Tagged lsquoVirgin Americarsquo on Flickr

And at last we go digital ldquoIFErdquo

InFlight Entertainment

Tagged lsquoVirgin Americarsquo on Flickr

Hang on this is a Microsoft Conference

So to balance the picture

What do you think the tally was

0

10

20

30

40

50

60

70

80

Aircraft Food Seats Cabin Safety IFE People Service Google Maps

Linux Reboot

25

1117

2631

76

21

5 3

16

Number of smutty jokes about ldquoVirginsrdquo 4

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Would you expect something moody

Tagged lsquoVirgin Americarsquo on Flickr

You might even expectThe In-Flight Entertainment Controller

Tagged lsquoVirgin Americarsquo on Flickr

But how much would you expectFriends or their destination

Tagged lsquoVirgin Americarsquo on Flickr

Would you expect Safety amp Security

Tagged lsquoVirgin Americarsquo on Flickr

And at last we go digital ldquoIFErdquo

InFlight Entertainment

Tagged lsquoVirgin Americarsquo on Flickr

Hang on this is a Microsoft Conference

So to balance the picture

What do you think the tally was

0

10

20

30

40

50

60

70

80

Aircraft Food Seats Cabin Safety IFE People Service Google Maps

Linux Reboot

25

1117

2631

76

21

5 3

16

Number of smutty jokes about ldquoVirginsrdquo 4

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

You might even expectThe In-Flight Entertainment Controller

Tagged lsquoVirgin Americarsquo on Flickr

But how much would you expectFriends or their destination

Tagged lsquoVirgin Americarsquo on Flickr

Would you expect Safety amp Security

Tagged lsquoVirgin Americarsquo on Flickr

And at last we go digital ldquoIFErdquo

InFlight Entertainment

Tagged lsquoVirgin Americarsquo on Flickr

Hang on this is a Microsoft Conference

So to balance the picture

What do you think the tally was

0

10

20

30

40

50

60

70

80

Aircraft Food Seats Cabin Safety IFE People Service Google Maps

Linux Reboot

25

1117

2631

76

21

5 3

16

Number of smutty jokes about ldquoVirginsrdquo 4

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

But how much would you expectFriends or their destination

Tagged lsquoVirgin Americarsquo on Flickr

Would you expect Safety amp Security

Tagged lsquoVirgin Americarsquo on Flickr

And at last we go digital ldquoIFErdquo

InFlight Entertainment

Tagged lsquoVirgin Americarsquo on Flickr

Hang on this is a Microsoft Conference

So to balance the picture

What do you think the tally was

0

10

20

30

40

50

60

70

80

Aircraft Food Seats Cabin Safety IFE People Service Google Maps

Linux Reboot

25

1117

2631

76

21

5 3

16

Number of smutty jokes about ldquoVirginsrdquo 4

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Would you expect Safety amp Security

Tagged lsquoVirgin Americarsquo on Flickr

And at last we go digital ldquoIFErdquo

InFlight Entertainment

Tagged lsquoVirgin Americarsquo on Flickr

Hang on this is a Microsoft Conference

So to balance the picture

What do you think the tally was

0

10

20

30

40

50

60

70

80

Aircraft Food Seats Cabin Safety IFE People Service Google Maps

Linux Reboot

25

1117

2631

76

21

5 3

16

Number of smutty jokes about ldquoVirginsrdquo 4

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

And at last we go digital ldquoIFErdquo

InFlight Entertainment

Tagged lsquoVirgin Americarsquo on Flickr

Hang on this is a Microsoft Conference

So to balance the picture

What do you think the tally was

0

10

20

30

40

50

60

70

80

Aircraft Food Seats Cabin Safety IFE People Service Google Maps

Linux Reboot

25

1117

2631

76

21

5 3

16

Number of smutty jokes about ldquoVirginsrdquo 4

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Hang on this is a Microsoft Conference

So to balance the picture

What do you think the tally was

0

10

20

30

40

50

60

70

80

Aircraft Food Seats Cabin Safety IFE People Service Google Maps

Linux Reboot

25

1117

2631

76

21

5 3

16

Number of smutty jokes about ldquoVirginsrdquo 4

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

What do you think the tally was

0

10

20

30

40

50

60

70

80

Aircraft Food Seats Cabin Safety IFE People Service Google Maps

Linux Reboot

25

1117

2631

76

21

5 3

16

Number of smutty jokes about ldquoVirginsrdquo 4

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

5

10

15

20

25

30

35

40

45

50

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Virgin America

United Airlines

Alaskan

Continental

British Airways

0

10

20

30

40

50

60

70

80

Aircraft Food SeatsCabin

Safety IFEPeople

ServiceGoogle Maps

Linux Reboot

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

So thatrsquos onboard

What about online

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Getting off the ground

Online campaign

YouTube videos

Use public opinion to sway the FAA

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Brand Communications

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

On the web

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

So they get it

A very tight focus on who their customer is

Reinforce the brand through every interaction

Design team step outside their lsquoboundsrsquo

ldquoTotal Experience Designrdquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

The lsquogetting round to itrsquo bitWersquore still drawing you closer to the stuff you do every dayhellip

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Letrsquos look at the tools we use every day

User-Centred DesignExperience Architecture

Detailed Personas

Scenario Analysis (story telling)

User Flows

Information Architecture

Interaction Design

Prototyping

Testing

Iterative development amp testing (Agile)

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Personas and scenario analysis

You should know about personas by now

You canrsquot be user-centred without themhellip

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

More vital thoughhellip

Is that they are usefulSo immerse yourselves in themGet to know themMaybe even date themhellip

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

To illustrate

So let me show you another Conchangocustomer who gets experience

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

The grandest store in the world

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

A Harrods persona

Representative

Realistic

Challenging

Represents business value

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

But how do we get to know her

Our persona documents are good but not that good

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Note on personas

Itrsquos not a document itrsquos a human being

So herersquos a neat trickhellip

Get to know them and hear their story all at the same timehellip

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

The big meaty middle bitObligatory to keeping the audience in the room

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Experience Planning

And the Experience Architecture

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Tools amp Tips ndash Part 1

The Experience Architecture

Builds on the principles of user-centred design

Gives a framework to hang thinking around

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Why use it

Projects are hard

Balancing forward-thinking with getting something built

The dangers of setting too high an expectation versus not being innovative enough

It helps you prioritise on the lsquodanger zonesrsquo

It keeps everything focused on being user-centred and business justified

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

What is it

The Experience Architecture

We need something that is easy to agree on

Something everyone in the business lsquogetsrsquo

Something that everyone in the team buys into and sees the value in

And we donrsquot want to exclude them from participating in the design of ithellip

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

What is it

The Experience Architecture

It communicates ideas not executionsIt helps formulate additional ideasIt helps shape overall flowIt defines entry and exit points

It gets everyone thinking along the same lines

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

What it is and what it is not

It is

A framework for innovation

A planning tool

A communications tool

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

What it is and what it is not

It is not

A full blown design process

The answers

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Herersquos onehellip

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Letrsquos try onehellip

The only way to bring something to life is to try it

(tell show tell)

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

We need an example

Should it be retail finance com b2b b2c

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Therersquos nothing more tangible than outer space

So let me introduce you to

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Ok Paulhellip

remember this is the bit where you switch over to the other machine

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Surely this sells itself

Yes but

Early day pioneers vs five years time

Time amp Attention vs Cost

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

So what are we going to do

Itrsquos a pre-stage to full blown UCD

We need to know something about customer

We need lsquocharactersrsquo

We need to tell their stories

We need to think ahead 3-5 years

We need to be creative and free-thinking

Letrsquos see what we did in two days

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

And before we get started

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

The Virgin Galactic Glass Wall

by Paul Trond Matt amp Rupert

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

You need one of these

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

And some of these

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Copy-writers help a lot

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start Needs goals aspirations concerns

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Think challenges for you for customer

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Think challenges for you for customer

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start building a persona

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Make them challenging amp believable

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Work out what stories will help you

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start bringing in the detail ndash make them real

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Wersquore getting close to personas

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

With real names and stories

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Sometimes you get things wrong

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Letrsquos tell the stories

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Time to get emotional

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

The highs

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

The lows

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Begin to systematise

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Donrsquot be afraid to be pessimistic

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start layering on the touchpoints

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start layering on the touchpoints

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start layering on the touchpoints

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Touchpoints online and offline

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start sketching ndash to bring the important ones to life

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start sketching ndash to bring the important ones to life

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Now the ideas start to come out

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

What are the new touchpointsand how do they address our personas

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Before

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

What about afterwards

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

How do they interact with others

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

How do we put them back in the loop

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Start thinking about how it lsquofeelsrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Guess wersquore talking brand experience

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Not graphic design wersquore saying what it feels like

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Commercial ideas come out too

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Commercial ideas come out too

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

So where do you end up

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

You need one of these

TONY

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

You need one of these

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

How do you arrive at them

Itrsquos a process of lsquomaking sense of it allrsquo

Abstract out the principles

Systematise your thinking

Have a single high-minded ideal

TONY

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

How do you use it

To re-tell the story

To help set scope

To get the business to make decisions

To bring personas to life

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

How might this manifest itself digitally

OK so we said it wasnrsquot about executionhellip

But yoursquove got to show where these things lead havenrsquot you

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Stories lead to scenariosNow get in to the detail

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Things like this The Wall

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

TROND

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

But I say again

This is just us ndash you and me ndash thinking hypothetically

What will Virgin Galactic and their customers think Who knows

Legalese Nothing in this presentation represents a contractual promise or advertisement of services or products Itrsquos all just ideas baby

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Back to earthBring it back to something we can all relate to

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Letrsquos see what this process has driven out

Abertis

Just a work in progress

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

Letrsquos see what this process has driven out

OLI from Otto

and their lsquoLook Bookrsquo

The ConclusionAlways a good place to end

Experience planning is key

Use Experience Architecture

Drive out your key personas

Then go on and validate them through a fuller UCD process

Total Experience Design

Breaks down silos

Makes for the lsquobestrsquo customer experience

Experience Architectures

Will help you drive projects forward

Keeps everyone on board

Get used over and over again

When your technology reaches kiosks mobile interactive walls and the web

Total Experience design helps make it work for the lsquopersonrsquo who has to experience it

For more

blogsconchangocompauldawson

wwwconchangocom

The Big Finish

Go out and create the digital experiences people love

But donrsquot stay in your boxhellip

The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX

Because experience takes all forms

And the best hit as many sensory inputs as possible

And because we havenrsquot focused on the auditory todayhellip

Come give us your business card

And wersquoll pick out a winner

4 free tickets to Stomp Here in Vegas tonight

Winners announced on MIX08 twittr feed

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom

Experience planning is key

Use Experience Architecture

Drive out your key personas

Then go on and validate them through a fuller UCD process

Total Experience Design

Breaks down silos

Makes for the lsquobestrsquo customer experience

Experience Architectures

Will help you drive projects forward

Keeps everyone on board

Get used over and over again

When your technology reaches kiosks mobile interactive walls and the web

Total Experience design helps make it work for the lsquopersonrsquo who has to experience it

For more

blogsconchangocompauldawson

wwwconchangocom

The Big Finish

Go out and create the digital experiences people love

But donrsquot stay in your boxhellip

The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX

Because experience takes all forms

And the best hit as many sensory inputs as possible

And because we havenrsquot focused on the auditory todayhellip

Come give us your business card

And wersquoll pick out a winner

4 free tickets to Stomp Here in Vegas tonight

Winners announced on MIX08 twittr feed

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom

Total Experience Design

Breaks down silos

Makes for the lsquobestrsquo customer experience

Experience Architectures

Will help you drive projects forward

Keeps everyone on board

Get used over and over again

When your technology reaches kiosks mobile interactive walls and the web

Total Experience design helps make it work for the lsquopersonrsquo who has to experience it

For more

blogsconchangocompauldawson

wwwconchangocom

The Big Finish

Go out and create the digital experiences people love

But donrsquot stay in your boxhellip

The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX

Because experience takes all forms

And the best hit as many sensory inputs as possible

And because we havenrsquot focused on the auditory todayhellip

Come give us your business card

And wersquoll pick out a winner

4 free tickets to Stomp Here in Vegas tonight

Winners announced on MIX08 twittr feed

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom

Experience Architectures

Will help you drive projects forward

Keeps everyone on board

Get used over and over again

When your technology reaches kiosks mobile interactive walls and the web

Total Experience design helps make it work for the lsquopersonrsquo who has to experience it

For more

blogsconchangocompauldawson

wwwconchangocom

The Big Finish

Go out and create the digital experiences people love

But donrsquot stay in your boxhellip

The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX

Because experience takes all forms

And the best hit as many sensory inputs as possible

And because we havenrsquot focused on the auditory todayhellip

Come give us your business card

And wersquoll pick out a winner

4 free tickets to Stomp Here in Vegas tonight

Winners announced on MIX08 twittr feed

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom

When your technology reaches kiosks mobile interactive walls and the web

Total Experience design helps make it work for the lsquopersonrsquo who has to experience it

For more

blogsconchangocompauldawson

wwwconchangocom

The Big Finish

Go out and create the digital experiences people love

But donrsquot stay in your boxhellip

The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX

Because experience takes all forms

And the best hit as many sensory inputs as possible

And because we havenrsquot focused on the auditory todayhellip

Come give us your business card

And wersquoll pick out a winner

4 free tickets to Stomp Here in Vegas tonight

Winners announced on MIX08 twittr feed

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom

For more

blogsconchangocompauldawson

wwwconchangocom

The Big Finish

Go out and create the digital experiences people love

But donrsquot stay in your boxhellip

The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX

Because experience takes all forms

And the best hit as many sensory inputs as possible

And because we havenrsquot focused on the auditory todayhellip

Come give us your business card

And wersquoll pick out a winner

4 free tickets to Stomp Here in Vegas tonight

Winners announced on MIX08 twittr feed

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom

The Big Finish

Go out and create the digital experiences people love

But donrsquot stay in your boxhellip

The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX

Because experience takes all forms

And the best hit as many sensory inputs as possible

And because we havenrsquot focused on the auditory todayhellip

Come give us your business card

And wersquoll pick out a winner

4 free tickets to Stomp Here in Vegas tonight

Winners announced on MIX08 twittr feed

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom

The ldquowell this is Vegas babyrdquo bitA mandatory inclusion at MIX

Because experience takes all forms

And the best hit as many sensory inputs as possible

And because we havenrsquot focused on the auditory todayhellip

Come give us your business card

And wersquoll pick out a winner

4 free tickets to Stomp Here in Vegas tonight

Winners announced on MIX08 twittr feed

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom

Because experience takes all forms

And the best hit as many sensory inputs as possible

And because we havenrsquot focused on the auditory todayhellip

Come give us your business card

And wersquoll pick out a winner

4 free tickets to Stomp Here in Vegas tonight

Winners announced on MIX08 twittr feed

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom

Come give us your business card

And wersquoll pick out a winner

4 free tickets to Stomp Here in Vegas tonight

Winners announced on MIX08 twittr feed

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom

Thatrsquos it

blogsconchangocompauldawson

Twitter poleydee

Email pauldawsonconchangocom