This document discusses crafting purposefully distinct customer experiences that go beyond best practices. It argues that experiences should be viewed holistically as the relationship between a persona and a brand across various touchpoints, within the context of a story. The document outlines a process for experience design that involves: 1) articulating the brand story, 2) defining the brand's role in the customer's story, and 3) translating the story into touchpoints. It emphasizes designing from the brand's purpose to fulfill human aspirations.
4. Developing the environments, tools, and processes
that help employees deliver superior service
in a way that is proprietary to the brand.
- Continuum 2010
SERVICE DESIGN
13. Experience as interaction between a user
and a system through an interface.
Experience as relationshipbetweena persona
and a brand through a range of touchpoints, in the
context of a story.
16. “Value is created by understanding the aspirations of
customers and guiding their journey towards achieving
those aspirations” – Pine & Gilmore
THE PROGRESSION OF ECONOMIC VALUE
28. A R T I C U L A T E Y O U R
B R A N D S T O R Y
D E F I N E Y O U R
B R A N D ’ S R O L E
I N Y O U R
C U S T O M E R ’ S
S T O R Y
T R A N S L A T E T H E
S T O R Y I N T O
T O U C H P O I N T S
1
2
3
29. Harald Meyer-Delius - https://www.printsome.com/blog/2015/the-power-behind-brand-archetypes-infographic/A
ARTICULATE THE
BRAND STORY
1
30. DEFINE YOUR BRAND’S ROLE
IN YOUR CUSTOMER’S STORY
H E R O ’ S J O U R N E Y O R G A N I S I N G I D E A
2
36. THE STORY PLATFORM STRUCTURE
This is the story of a customer character on a journey to customer goal.
Along the way, a brand characterisation provides brand solution to help
her overcome conflict / brand enemy.
Together, they shared resolution.
37. ORGANISING IDEA
An active statement that defines
what the brand needs to do to change consumer behaviour.
It inspires the types of experiences we create
and helps us organise them into coherent journeys.
38. ORGANISING IDEAS INSPIRE EXPERIENCES
Give wings to
people and ideas
Connect through adventure Play with possibilities
Find their
happy place
Support energising connections
Activate awesome