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design your business
designing touch points to strengthen experiences

      design your business | 22 june 2010 | Erik Roscam Abbing
zilver is a creative consultant for brand driven product and
         service innovation and design management
working for and with international clients
       in b2b en b2c industries
today:


design your business: two examples
      designing experiences
           > the customer journey
           > multidisciplinair design
      > design based on a central vision

      tips for implementation
design your business:
     example1
conclusion ikea case:
we (like to) spend money at ikea
conclusion ikea case:
because we have a certain image of ikea
conclusion ikea case:
that matches our taste or preferences
conclusion ikea case:
this image was shaped by all our experiences with ikea
conclusion ikea case:
these experiences take place through touch points
conclusion ikea case:
all these touch points have been designed
conclusion ikea case:
design is much more than styling products
conclusion ikea case:
design=creating relevant and valuable interactions
or, to put it differently:

         €
     =image
=sum of experiences
=sum of touch points
     =design
23 billion!
                                        (forbes Magazine
                                              2010)




“yes”, you’ll say; “easy when you’re rich like Ingvar….”
but that’s confusing the chicken with the egg
design your business:
     example 2
nlisis is a small B2B high tech firm that did the same as ikea,
                 but than via a low-budget route

                                                                                                    
  see also http://www.designmanagementeurope.com/site/webfiles/DMEA2008%20Posters/FirstTime_Nlisis.pdf
so:
people don’t think in isolated experiences
let alone in isolated design disciplines
they derive value and meaning from the total
                 experience
the product
   the service
 the advertising
 the showroom
    the store
  the clothing
    the truck
  the brochure
   the website
the user’s manual
 the receptionist
 the packaging
     etcetra
today’s question:
how do you design that total
       experience?
the answer is threefold:

1: on the basis of the customer journey
           2: multidisciplinary
      3: baced on a guiding vision
1. the customer journey
2. multidisciplinary
product design
communication design
environment design
interaction design
service design
http://www.avabooks.ch/index.php/ava/bookdetails/978-2-940411-28-3
3. based on a guiding vision
what connects all touch points
is the relationship between the
  company and the customer
this relationship is based on a
         shared vision:
            the brand.
the brand is the source for
  touch point harmony and
consistency in the experience
one last tip:
adapt your advice to the sort of
 company you’re working with,
not every company is ready for
        the full monty:
step1: designing touch points
step 2: connecting touch points,
     multidisciplinary design
step 3: basing touch point
design on a central vision
Design your business

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