Experiential Design as a Business Value Driver Part II
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Transcript of Experiential Design as a Business Value Driver Part II
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“The man who is in command of persuasion
must be able to understand the
emotion” - Aristotle
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$3Bn
$350Bn
1997 2011
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This isn’t about Jobs or Apple’s domination
but it is about decisions
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Your customers don’t know
how they decide
but that’s not all
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They don’t know how to rate their tastes either
$150 $15
A" B"
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A" B"
“They’re the same wine”
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So, it’s clear... our decision making is not as great
as we believe it to be
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Because we developed the ability to think
OLD BRAIN
RATIONAL THOUGHT?
NEW BRAIN
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And too much
thinking is hard work
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So often we don’t
think about much
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We must give up the fight between rational and
emotional
R
E
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It is accepted that emotion drives our behaviour
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When businesses get it right they prosper
$461Bn $171Bn $58Bn
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When businesses get it wrong they suffer
Gone in 26 days
Gone in 7 days
Gone in 60 days
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Decision Sciences, Neuroscience &
Psychology has taught us
a lot about the emotional drivers
of decision making
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So what drives emotion to the forefront of decisions?
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Threats to Survival
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Faces
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Contextual Relevance
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Sex
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Emotional Displays
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Novelty
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Story & Creativity
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Sound & Music
Johnson & Johnson Band-Aid “Stuck on Me”
Coca - Cola“I’d Like to Buy the World a Coke”
Toys ‘R’ Us, “I Don’t Wanna Grow Up, I’m a Toys ‘R’ Us Kid”
source: http://www.buzzfeed.com/thepitch/the-most-memorable-ad-jingles-of-all-time
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From Theory
To Practice
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There was only one way to go
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It all started with a 60 second TV ad about 1000 mums
http://www.bestadsontv.com/ad/38511/Kmart-1000-mums-guess-the-price
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That transformed into a store wide point of sale strategy
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The results were mixed
Store Traffic
Store Sales
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Kmart challenged convention on their in-store analysis
Were shoppers looking at the signs?
Here is the shopper view - you decide!
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Eye tracking revealed signage was attracting visual attention
But still not enough to engage shoppers to shift their purchase habits!
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So we recommended that Kmart apply the drivers of emotion
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The results of all the in store changes has been incredible
Sales GrowthNew Store Design
Old Store
New Store
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Dr Shane G Moon
insights that matter