design your business | 22 june 2010 | Erik Roscam Abbing

design your business designing touch points to strengthen experiences

zilver is a creative consultant for brand driven product and service innovation and design management

working for and with international clients in b2b en b2c industries

today:

design your business: two examples

designing experiences > the customer journey

> multidisciplinair design

> design based on a central vision

tips for implementation

design your business: example1

conclusion ikea case:

we (like to) spend money at ikea

conclusion ikea case:

because we have a certain image of ikea

conclusion ikea case:

that matches our taste or preferences

conclusion ikea case:

this image was shaped by all our experiences with ikea

conclusion ikea case:

these experiences take place through touch points

conclusion ikea case:

all these touch points have been designed

conclusion ikea case:

design is much more than styling products

conclusion ikea case:

design=creating relevant and valuable interactions

or, to put it differently:

€ =image

=sum of experiences =sum of touch points

=design

“yes”, you’ll say; “easy when you’re rich like Ingvar….”

23 billion! (forbes Magazine

2010)

but that’s confusing the chicken with the egg

design your business: example 2

nlisis is a small B2B high tech firm that did the same as ikea, but than via a low-budget route

see also http://www.designmanagementeurope.com/site/webfiles/DMEA2008%20Posters/FirstTime_Nlisis.pdf

so:

people don’t think in isolated experiences

let alone in isolated design disciplines

they derive value and meaning from the total experience

the product

the service

the advertising

the showroom

the store

the clothing

the truck

the brochure

the website

the user’s manual

the receptionist

the packaging

etcetra

today’s question: how do you design that total

experience?

the answer is threefold:

1: on the basis of the customer journey 2: multidisciplinary

3: baced on a guiding vision

1. the customer journey

2. multidisciplinary

product design

communication design

environment design

interaction design

service design

http://www.avabooks.ch/index.php/ava/bookdetails/978-2-940411-28-3

3. based on a guiding vision

what connects all touch points is the relationship between the

company and the customer

this relationship is based on a shared vision:

the brand.

the brand is the source for touch point harmony and

consistency in the experience

one last tip: adapt your advice to the sort of company you’re working with, not every company is ready for

the full monty:

step1: designing touch points

step 2: connecting touch points, multidisciplinary design

step 3: basing touch point design on a central vision