Selfless design for people not technology
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Transcript of Selfless design for people not technology
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Werner Puchert - @weenerdawg!!!!
Selfless design for people not technology
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Attendance Strategy!Medium-alism!Creative Endowment
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Brian Solis
‘Disruptive technology is the catalyst for change, not the reason’
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Customers want experiences
Good news is:
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Brands want customers to talk about their experience
Good news is:
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‘Design for an outcome. Thus, what do we want the consumer to do, feel and think’
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Let’s listen to this…
01 \ Typical ‘digital’ talk
Brian Featherstonehaugh Global CEO OgilvyOne.
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What did you hear?
02 \ Typical ‘digital’ talk
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but something was mentioned a few times…
02 \ Insight
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02 \ Insight
“Journey”
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‘We must design the experience where the medium becomes the enabler of the journey and the end as devised’
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Let’s buy a pizza
03 \ Example
Watch the following case study, a typical ‘advertising’ award entry. !!I will attempt to strip away the technology and share the model that I believe will enable you to find similar solutions.!
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04 \ Red Tomato Pizza \ Fridge Magnet
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Step 1 :!Understand the ‘consumer’
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05 \ Consumer: Identify what they are thinking, doing and feeling?
Emotional State
Technology
Context
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Step 2 :!Model the typical journey
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06 \ Back to the Pizza: Tell a story
Changes his mind drinks a glass of water and eats and apple.
He waits 30 minutes on his favourite couch playing on his mobile phone.
Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents.
OR
Late Night e-TV show and Bob's feeling a little peckish.
The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash.
He gets his money and his change ready in anticipation.
Chuck Norris Time!
He heads over to the kitchen and rummages through a pile of take-out menus.
Yup, his favourite 4 cheeses pizza, a regular e-TV companion.
He phones u[ the pizza joint and places his order after frustratingly (1) confirming his mobile number and personal details …again (2) Repeating his order twiceUser journey
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Step 3 :!Define the solution with one of the following three approaches
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EnhanceRoute 1:
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07 \ Enhance
A quick win, define the consumer journey and find ways to build unique experiences along the way. Is there a way to digitise mundane tasks along the journey?
Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents.
OR
Late Night e-TV show and Bob's feeling a little peckish.
The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash.
He gets his money and his change ready in anticipation.
Chuck Norris Time!
He phones u[ the pizza joint and places his order after frustratingly (1) confirming his mobile number and personal details …again (2) Repeating his order twiceEnhance
Changes his mind drinks a glass of water and eats and apple.
He waits 30 minutes on his favourite couch playing on his mobile phone.
He heads over to the kitchen and rummages through a pile of take-out menus.
Yup, his favourite 4 cheeses pizza, a regular e-TV companion.
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AlterRoute 2:
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08 \ Alter
Alter behaviour, the toughest one! Finding a way to divert the consumer from the existing path and motivate them to consider an alternative outcome.
Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents.
OR
Late Night e-TV show and Bob's feeling a little peckish.
The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash.
He gets his money and his change ready in anticipation.
Chuck Norris Time!
He phones u[ the pizza joint and places his order after frustratingly (1) confirming his mobile number and personal details …again (2) Repeating his order twiceAlter
Changes his mind drinks a glass of water and eats and apple.
He waits 30 minutes on his favourite couch playing on his mobile phone.
He heads over to the kitchen and rummages through a pile of take-out menus.
Yup, his favourite 4 cheeses pizza, a regular e-TV companion.
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ShortcutRoute 3:
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09 \ Shortcut
Shortcut, the silver bullet. If you can identify a way for the consumer to get from one point in their consumer journey with less steps you have a winner.
Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents.
OR
Late Night e-TV show and Bob's feeling a little peckish.
The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash.
He gets his money and his change ready in anticipation.
Chuck Norris Time!
He phones u[ the pizza joint and places his order after frustratingly (1) confirming his mobile number and personal details …again (2) Repeating his order twiceShortcut
Changes his mind drinks a glass of water and eats and apple.
He waits 30 minutes on his favourite couch playing on his mobile phone.
He heads over to the kitchen and rummages through a pile of take-out menus.
Yup, his favourite 4 cheeses pizza, a regular e-TV companion.
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09 \ Shortcut > Example
Thus, the fridge magnet (button), and all the related technology, enables the shortcut in our example.
Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents.
OR
Late Night e-TV show and Bob's feeling a little peckish.
The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash.
He gets his money and his change ready in anticipation.
Chuck Norris Time!
He phones u[ the pizza joint and places his order after frustratingly (1) confirming his mobile number and personal details …again (2) Repeating his order twiceShortcut
Changes his mind drinks a glass of water and eats and apple.
He waits 30 minutes on his favourite couch playing on his mobile phone.
He heads over to the kitchen and rummages through a pile of take-out menus.
Yup, his favourite 4 cheeses pizza, a regular e-TV companion.
![Page 26: Selfless design for people not technology](https://reader033.fdocuments.net/reader033/viewer/2022052901/55654318d8b42a902d8b4950/html5/thumbnails/26.jpg)
Let’s look at a few more examples.
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13 \ Creating a shortcut: Searching for a house?
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10 \ Changing behaviour : Small business Saturday
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11 \ Enhancing the journey: Enable sharing
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14 \ Changing behaviour: Tap into nationalism
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Headspace!Journeys + Interaction = Experience
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16 \ Inspiration
Journeys + Interaction = Experience
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‘Don’t allow technology to become a barrier to, or distraction from creating iconic meaningful experiences.’