Brand Experience Design is the concerted effort to create cohesive experiences across all your touchpoints including advertising, digital, retail, communications and of course the product or service itself. You need close collaboration and a single-minded vision to succeed, or you risk fragmentation and cognitive dissonance in the mind of the consumer. Only then can your brand truly come to life in every little interaction. This presentation was given as part of the IXDS Pre-Work talks. More info: http://www.ixds.com/news/pre-work-talk-munich-03-2014-1

1. November 01, 2013 _Sector Confidential1
Designing good design
Tom P. Schaafs
Global Brand Experience Design
2014

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Many experiences, one brand

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The challenge
140 000+ products
100 000+ employees
100+ countries

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4Source: www.nasa.gov

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A technology
company that
cares about
people
It is our mission to improve people’s lives
through meaningful innovation.
We are Caring, Innovative and Impactful.

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The approach
We design the design of our brand
experiences. Only then can we
sustain brand design excellence
at such a large scale.

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The solution
We create Brand Experience Design
Architectures, centered on our
customers, making us social by design
Trigger to
connect
Inform to
educate
Interact to
convince
Encourage to
purchase
Convince to
reassure
Engage to
delight
Motivate to
promote

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Trigger to
connect
Inform to
educate
Interact to
convince
Encourage to
purchase
Convince to
reassure
Engage to
delight
Motivate to
promote
Advertising Online catalogues Free services
and apps
Subscriptions
and paid services
Communications
e.g. packaging
Products &
services

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Design strategy
Business strategy
Trigger to
connect
Inform to
educate
Interact to
convince
Encourage to
purchase
Convince to
reassure
Engage to
delight
Motivate to
promote
Advertising Online catalogues Free services
and apps
Subscriptions
and paid services
Communications
e.g. packaging
Products &
services
Brand strategy Marketing strategy
Design strategy

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Marketing
Use CDJ to prioritize your
marketing spent, and get input
for roadmap (AOP)
Product innovation
Use flow to inform your
product development; gives
input on latent needs = new
propositions!
Social Media
Use flow to organize and focus
your efforts; gives input for
channels and capabilities
Design
Use flow to understand and
translate particular needs into
meaningful solutions
IT
Use flow to align your
capabilities and platform
decisions with the actual
customer needs
Customer care
Use flow to anticipate on
common complaints; gives
input on channels and
sentiment
Strategy
Use flow to populate your
roadmap; gives input for
improvements and innovation
Trigger to
connect
Inform to
educate
Interact to
convince
Encourage to
purchase
Convince to
reassure
Engage to
delight
Motivate to
promote

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12. Confidential June, 2013 12Source: www.shellmont.com

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