Selfless design for people not technology
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The document discusses the concept of selfless design that prioritizes consumer experience over technology, emphasizing the importance of understanding the consumer's journey and emotional context. It outlines three approaches—enhance, alter, and shortcut—that can be employed to improve customer engagement and experience. The overall message highlights that technology should enable rather than complicate meaningful interactions and experiences in consumer journeys.
Selfless design for people not technology
- 1. Selfless design for people not technology Werner Puchert - @weenerdawg! ! ! !
- 3. ‘Disruptive technology is the catalyst for change, not the reason’ Brian Solis
- 4. Good news is: Customers want experiences
- 5. Good news is: Brands want customers to talk about their experience
- 6. ‘Design for an outcome. Thus, what do we want the consumer to do, feel and think’
- 7. 01 Typical ‘digital’ talk Let’s listen to this… Brian Featherstonehaugh Global CEO OgilvyOne.
- 8. 02 Typical ‘digital’ talk What did you hear?
- 9. 02 Insight but something was mentioned a few times…
- 11. ‘We must design the experience where the medium becomes the enabler of the journey and the end as devised’
- 12. 03 Example Let’s buy a pizza 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.!
- 13. 04 Red Tomato Pizza Fridge Magnet
- 14. Step 1 :! Understand the ‘consumer’
- 15. 05 Consumer: Identify what they are thinking, doing and feeling? Emotional State Context Technology
- 16. Step 2 :! Model the typical journey
- 17. 06 Back to the Pizza: Tell a story Changes his mind drinks a glass of water and eats and apple. Late Night e-TV show and Bob's feeling a little peckish. He heads over to the kitchen and rummages through a pile of takeout menus. Yup, his favourite 4 cheeses pizza, a regular e-TV companion. User journey 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 twice He waits 30 minutes on his favourite couch playing on his mobile phone. OR The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash. Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents. Chuck Norris Time! He gets his money and his change ready in anticipation.
- 18. Step 3 :! Define the solution with one of the following three approaches
- 19. Route 1: Enhance
- 20. 07 Enhance Changes his mind drinks a glass of water and eats and apple. Late Night e-TV show and Bob's feeling a little peckish. He heads over to the kitchen and rummages through a pile of takeout 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 twice Enhance He waits 30 minutes on his favourite couch playing on his mobile phone. OR The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash. Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents. Chuck Norris Time! He gets his money and his change ready in anticipation. 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?
- 21. Route 2: Alter
- 22. 08 Alter Changes his mind drinks a glass of water and eats and apple. Late Night e-TV show and Bob's feeling a little peckish. He heads over to the kitchen and rummages through a pile of takeout 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 twice Alter He waits 30 minutes on his favourite couch playing on his mobile phone. OR The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash. Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents. Chuck Norris Time! He gets his money and his change ready in anticipation. Alter behaviour, the toughest one! Finding a way to divert the consumer from the existing path and motivate them to consider an alternative outcome.
- 24. 09 Shortcut Changes his mind drinks a glass of water and eats and apple. Late Night e-TV show and Bob's feeling a little peckish. He heads over to the kitchen and rummages through a pile of takeout 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 twice Shortcut He waits 30 minutes on his favourite couch playing on his mobile phone. OR The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash. Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents. Chuck Norris Time! He gets his money and his change ready in anticipation. 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.
- 25. 09 Shortcut > Example Changes his mind drinks a glass of water and eats and apple. Late Night e-TV show and Bob's feeling a little peckish. He heads over to the kitchen and rummages through a pile of takeout 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 twice Shortcut He waits 30 minutes on his favourite couch playing on his mobile phone. OR The Pizza delivery guy rings the doorbell and he gets his hands on the awesome cheesy stash. Begs his mother to take him to pick up the tasty dish. Yeah, he still lives with his parents. Chuck Norris Time! He gets his money and his change ready in anticipation. Thus, the fridge magnet (button), and all the related technology, enables the shortcut in our example.
- 26. Let’s look at a few more examples.
- 27. 13 Creating a shortcut: Searching for a house?
- 28. 10 Changing behaviour : Small business Saturday
- 29. 11 Enhancing the journey: Enable sharing
- 30. 14 Changing behaviour: Tap into nationalism
- 31. Headspace! Journeys + Interaction = Experience
- 32. 16 Inspiration Journeys + Interaction = Experience
- 33. ‘Don’t allow technology to become a barrier to, or distraction from creating iconic meaningful experiences.’