Contenu connexe Similaire à UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T Lai (20) UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T Lai1. PRESENTED BY
Hsien-Hui TANG & Michael T LAI
Shifting the
Value of eXperience:
From Design to Strategy
Taiwan University of
Science & Technology
Tongji University
Copyright © 2021 TANG Consulting
3. 14years
Helping domestic and international
enterprises differentiate by integrating
innovative services with the power of
eXperiences.
170+
Professionals in the areas of holistic brand
eXperience strategy, user research, service
design, environmental design, brand
positioning, CRM strategy, and digital
product design. Together, these expertise
provide our clients with our eXperience
innovation integration services.
Our partner team has a diverse background,
having worked in a variety of enterprises,
including:
Huawei, Gensler, Accenture, IDEO, Tencent,
InterContinental Hotels, Microsoft and
Samsung
Our expertise spans across business
consulting, retail, tourism, technology, and
the internet.
3cities
TANG Consulting is headquartered in
Shanghai, China, with offices located in
Beijing and Shenzhen.
TANG Consulting
was founded in 2007
in Shanghai.
The pioneer in brand
eXperience consulting
and design in China
Copyright © 2021 TANG Consulting
6. Business Experience Vision
Consumer: Improve consumer experience through the application of branded experience solutions
Business: Improve business operation efficiency, innovate business models, and assist enterprises to realize
experience service transformation
Improve Experience Improve Operation Efficiency Increase Sales Drive New Business Reduce Operation Cost
Key
Objective
Brand
Experience
Service
Innovation
Digital
Experience
New Retail
Experience
Customer
Experience
Management
Brand
Experience
Solution
Modules
Core
Capability
Department
Operation
Procurement
HR
Customer Service
Channel
Director Level
Strategy
Brand
Marketing Digital
User Experience
Product
IT
Retail Channel
Business Development
Quantitative Research Visual Design Interaction Design Space Design
Service Experience Design
Brand Design
Qualitative Research Experience Evaluation Experience Training ……
Director Level
Marketing Communication Design
Operation Design
Service Types
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7. Focus on the Target Customer.
Create a 360° Holistic Perceivable Brand Experience.
360°
Focus on Target Customer Holistic eXperience
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12. Various Brands Emerge
Every Day, Every Where
traditional
reBrand
China
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13. Needs for an Equilibrium Between
Users Experience & Brands
Environmental
changes
Market Evolution
Social State
Agree
Propose
Consumption Upgrade
experience value
Domains of
eXperience
Omni-Channel
Ecosystem changes —Tik Tok
Human-computer collaboration
AI AVR
Brand
Eastern and
Western Cultures
Brand
Loyalty
Brand
Awareness
Reflect
Design
People
Needs
Millennium Groups
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MetaVerse
15. Strategy Can Be Understood
as the Course of Actions in
Achieving Business Objectives
for Shaping the Experience.
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16. The Differences Between
eXperience Design and eXperience Strategy
eXperience Design eXperience Strategy
Purpose How to do & What Why this strategic decision
Research Research for inspiration Research for developing reasons
Design
Dimensions / App, web, space, stuff,
communication
Experience Strategic Structure
Cases &
Knowledge
Rich Limited
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17. The Difference in Proposal Format
Experience Design Proposal Experience Strategy Proposal
Purpose Help the company to do design Help the company to do strategic decisions
Contents Our Methodology and Our Design Problems Distillation and Our Solutions
R & R
Doing for the company to finish design with
methodology and cases
Aiding the CEO to understand the problems
and strategy with frameworks
Time & Pages Long time & More than 80 Pages Limited time & 20 Pages
Main Materials design cases storylines
Members PM & Researcher & Designers Strategists & Researchers
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18. People
⼈
eXperience
體驗
Brand
品牌
Units
單元
Needs
Moments of
Experience
Words of Mouth
Segment
分群
Personas Scenarios
Brand Value
Propositions
Overall
整體
Persona
Positioning Map
Experience
Journey
Brand
Positioning Map
Differences in Analyses
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20. The Relationship Between People and Brands
Could Be Enhanced by Better Understanding
of User Needs and the Spread of WoM.
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Persona Value
Matrix
BXI Perception of
Experience Journey
BXI Integration of
Experience Domains
22. Measure the
Brand Value in
Public and
Private Domains
1
Brand Scores
BXI Ranking
Starbucks
Manner
Tims
SeeSaw
M Stand
Lavazza
Peets
Pacific
Costa
4
5
6
7
8
9
2
3
92
92
91
88
87
86
86
85
80
Copyright © 2021 TANG Consulting
23. Figure II: Comparison of Experience Perception of Key Experience Points of Brands, Source: Tang Shuo's White Paper on Chinese Coffee Brand Experience Perception (BXI)
图⼆:各品牌关键体验点体验感知度的对比图,来源:唐硕《中国咖啡品牌体验感知(BXI)⽩⽪书》
Measure Channels Integration Between
Experience Domains
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86
9
0
92
8
8 86
91
93
82
87
84
7
2
80
97
86
86
87
product
service
message
medium
staff
service
physical digital
environment
70
80
90
100
product
service
message
medium
staff
service
physical digital
environment
24. eXperience
Measure Perception Fluctuation in the Experience Journey
eXperience eXperience eXperience eXperience eXperience eXperience
eXperience
eXperien
ce
idea idea idea
idea idea
idea idea idea
idea idea
idea idea idea idea idea idea idea
idea idea idea idea
PERSONA Relationship Model
CJM Phases
Scenarios
Experience Domain
BXI
eXperience Journey (Single)
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25. 各维度体验原则
Experience Principles
⽤户⼝碑
Outcome (User)
商业⽬标
Business Objectives
产品&服务
Product
环境
Environment
⼈员
Behavior & Service
沟通
Communication
核⼼⽤户
Users The people who are Exquisite and treat themselves well
“ABC sofa, good-looking
and easy-to-use”
“ABC story, it’s me”
核⼼场景
Scenarios
Brand first exposure offline store perception experience receiving and unpacking
service sharing and recommendation
• Always ready to be captured
• Public persona has specialties
• Speak words the customer understands
• Service continues
• If you don’t find me, I live by myself. If you
find me, I’m passionate.
• Strong product interaction
• Perceivable product standards
• Strong visually eye-catching
Through clear user value positioning, clarify brand differentiation advantages, and
achieve long-term and effective growth of brand revenue
“Good style”
• Communication must be
benchmarked
• Visually dynamic
• Faster, faster, deeper and
deeper
• The content is perceivable
• Store credit endorsement
整体⼝碑
Outcome “ABC is the life I yearn for”
价值诉求
Needs A distinctive sense of superiority, a social currency worth showing of
品牌体验原则
Brand Principles
Extremely Good-looking, scene-oriented in life
“Impressed me and worth
sharing”
· Good-Looking
· Unify visual elements
· Lightly co-created by users
· Product storytelling
· Create a "sense of
customization"
Experience Strategy Framework for Future Companies
Copyright © 2021 TANG Consulting
26. 体验战略 EXPERIENCE STRATEGY
26
体验组织运营 EXPERIENCE ORGANIZATIONAL OPERATIONS
后台 BACK STAGE
⽤户体验 UX
体验
EXPERIENCE
品牌
BRAND
商业
BUSINESS
⼈
PEOPLE
…
商业战略
Business Strategy
体验战略
X Strategy
尼尔森 Nielsen
ARK
EICO
Frog
IDEO
Eight
Gensler
奥美 Ogilvy
Isobar
Trout & Partners
Prophet
埃森哲 Accenture
德勤 Deloitte
Boston Consulting Group
麦肯锡 McKinsey & Company
体验设计
X Design
⽤户研究
User Research
体验战略
X Strategy
数字化
策略
Digital
Strategy
…
品牌策略
Brand
Strategy
体验战略
X Strategy
定位
Positioning
产品策略
Product
Strategy
服务设计
Service
Design
产品设计
Product
Design
传达设计
Comm.
Design
空间设计
Space
Design
⽤户体验机制
流程设计
Staff SOP
Design
场景
Scenarios
⽤户画像
Personas
体验管理 EXPERIENCE MANAGEMENT
体验维度设计 EXPERIENCE 4 DIMENSIONS DESIGN
前台 FRONT STAGE
中台 MIDDLE STAGE
Copyright © 2021 TANG Consulting
27. January 2022
Hardback, Paperback, & eBook
X Thinking
English Edition
380
PAGES
7
Chapters
FOREWORD BY
Joe Pine
Introduces X Thinking
to English-speaking world.
Updated with case studies and
examples specifically adapted
for American audiences.
(1 more than the
Chinese Edition)
Highlights
Chinese Brands
& China’s
eXperience
Economy
Copyright © 2021 TANG Consulting
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Looking forward to
exchanging ideas.
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Thanks!
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