We've been riding on a wave of consumerism since the best part of last century, product of the industrial and services revolutions, the amount of products and services outpaced even the most wild thinkers. There's just to much of everything! Choices are good, but hard to make! Product features first, Product design next used to be central to developing new products and attached services, but clearly we've passed those days, so if it's not about features, nor it's design how do we create meaningful and attractive differentiation for our future products and services propositions? This is the question that I work to solve and hopefully this presentation will give a bit more insights on how we can tailor amazing experiences in order to create valuable futures. This is a presentation from NEXT Service Design conference 2012.

1. EXPERIENCE
is the “new” product
Pedro Custódio
NEXT SD 2012, Berlin
Wednesday, October 10, 12 1

2. Design meaningful
experiences
Wednesday, October 10, 12 2

3. 3
“Businesses must
orchestrate memorable
events for their customers,
and that memory itself
becomes the product -
the experience”
“The Experience Economy”
Joseph Pine II & James H. Gilmore
1998
Wednesday, October 10, 12 3

4. The Progression of the Economic Value 4
ECONOMIES
highly AGRARIAN INDUSTRIAL SERVICES EXPERIENCE
differentiated
Stage
Experiences
Deliver
Services
Make
Goods
Extract
Commodities
Undifferentiated
Price Premium Price
Wednesday, October 10, 12 4

5. 5
“Economies right now
are fundamentally
becoming less about
physical objects and
more about creating
ideas and experiments”
Dan Pink, 2010
Wednesday, October 10, 12 5

6. 6
“EXPERIENCE is the product
(...) and the only
thing that your
users care
about!”
Peter Merholz
Adaptive Path
2007
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7. 7
POLAROID
Edwin Land
1948
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8. 8
FIVE
FINGERS
Designed by Robert Fliri
Vibram
1999
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9. 9
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10. 10
86%
Companies state that their customers
experience is a
TOP
PRIORITY
Ron Rogowski, Forrester 2011
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11. 11
76%
Want to
Differentiate
through Experience
Ron Rogowski, Forrester 2011
Wednesday, October 10, 12 11

12. 12
76%
Improving their online experience
59%
Improving their cross channel experience
46%
add or improve their mobile experiences
Ron Rogowski, Forrester 2011
Wednesday, October 10, 12 12

13. 13
42%
confess that their online/digital strategy is
only somewhat reflected with their
experience
Ron Rogowski, Forrester 2011
Wednesday, October 10, 12 13

14. 64%
14
clearly defined
customer segments
employees across departments
share that same view
25%
Wednesday, October 10, 12
Ron Rogowski, Forrester 2011
14

15. 15
62%
have a clear a solidly defined BRAND
32%
believe that that exact brand drives their
experience design
Ron Rogowski, Forrester 2011
Wednesday, October 10, 12 15

16. 16
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17. 17
It can
only get
better!
but it does require a bit of
strong will and energy
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18. 18
You need An
Experience Strategy
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19. 19
It’s no
longer an
option!
Wednesday, October 10, 12 19

20. 20
Experience Strategy
Wednesday, October 10, 12 20

21. 21
Experience Strategy
WHO
WHO are our Users/Customers?
WHICH are their Contexts?
WHAT do they want?
WHAT do they need to accomplish the tasks?
WHAT do we Need/Wish from them?
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22. 22
It’s not about YOU!
Wednesday, October 10, 12 22

23. 23
Wednesday, October 10, 12 23

24. HomeCooker
Philips 24
2012
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25. 25
Experience Strategy
WHAT
WHAT do they want?
WHAT do they need to accomplish the
tasks?
WHAT do WE need/wish from them?
Wednesday, October 10, 12 25

26. 26
Experience
Strategy
WHAT
WHAT do they want?
WHAT do they need to accomplish the
tasks?
WHAT do WE need/wish from them?
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27. 27
Where are will those
actions take place?
Which channels are
involved?
Do we understand all
the interactions
WHERE
Experience
Strategy
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28. 28
IKEA
Ingvar Kamprad
1943
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29. Photo: Getty
29
Make it Or Break it
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30. 30
Experience
Strategy
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31. 31
So how to live up to all these
findings and expectations?
How are we going to put all
these findings in practice?
How do we ensure that our
company understands them?
HOW
Experience
Strategy
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32. 32
Wednesday, October 10, 12 32

33. EXPERIENCE
33
Duration
initiation, immersion, conclusion, continuation
Triggers
Sight, Sound, Smell, Taste, Touch, Concepts, Symbols
Intensity
Reflex, Habit, Engagement
Interaction
Passive, Active, Interactive
Breadth
Product, Service, Brand, Name(s), Channel, Environment, Price, etc.
Significance
Function, Meaning, Identity, Status, Emotion, Lifestyle
Wednesday, October 10, 12 33

34. A GREAT 34
EXPERIENCE
+ Consistent & Repeatable
but NOT Boring
+ Orients / Teaches
+ Embedded
+ Simple but Generative
+ Surprise & Delight
+ Rewards or Challenges
+ Allow Feedback
+ Can be passed on
+ Compelling
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35. 35
A good Story
STICKS
+ Simple
+ Unexpected
+ Concrete
+ Credible
+ Emotional
+ Stories
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36. 36
Simple
Create an experience
vision that it’s both simple
& profound”
Simplicity isn’t about
dumbing down, it’s about
prioritizing”
Photo by Yogendra Joshi
Wednesday, October 10, 12 36

37. 37
Unexpected
How do we get our
audiences to pay attention
to our products &
services? Ton Zijlstra
How do we maintain their
interest about them?
How do we engage
people continuously over
a period of time?
Photo by Ton Zijlstra
Wednesday, October 10, 12 37

38. 38
“About Face 2.0”
Alan Cooper’s
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39. 39
“About Face 2.0”
Alan Cooper’s
Wednesday, October 10, 12 39

40. 40
“About Face 2.0”
Alan Cooper’s
Wednesday, October 10, 12 40

41. 41
Concrete
How clear is our current
message?
Do people understand
your vision as you expect
them to?
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42. 42
Credible
Make sure people can
prove your vision.
Sticky ideas need to carry
their own credentials.
Help people test your
vision
Wednesday, October 10, 12 42

43. 43
Emotions
How do we get people to
care about our vision?
How do we make them
feel something?
How do we instill the right
emotion?
Wednesday, October 10, 12 43

44. 44
Stories
We all love stories.
We learn through stories.
Stories are simulations.
Wednesday, October 10, 12 44

45. Zappos Core Values 45
1. Deliver WOW Through Service
2. Embrace and Drive Change Create
3. Fun and A Little Weirdness
4. Be Adventurous
5. Creative, and Open-Minded
6. Pursue Growth and Learning
7. Build Open and Honest Relationships With
Communication
8.Build a Positive Team and Family Spirit
9. Do More With Less
10. Be Passionate and Determined
11. Be Humble
Wednesday, October 10, 12 45

46. Change Within 46
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47. 47
AWAY WITH
THE SALES
FUNNEL
Wednesday, October 10, 12 47

48. 48
EMBRACE THE
EXPERIENCE CYCLE
CYCLE DESIGNED BY NICOLE ARMSTRONG
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49. 49
Photo by Julian Finney
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50. Experience 50
Financial
Drivers
+ Increase Revenue
+ Premium Opportunities
+ Customer Retention
+ Improve NPS
+ Reduce Costs
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51. 51
Wednesday, October 10, 12 51

52. OBRIGADO Pedro Custódio
NEXT SD 2012, Berlin
Wednesday, October 10, 12 52

53. 53
References
+ Why You Need A Digital Customer Experience Strategy, Ron Rogowski, Forrester, 2011
+ Designing the Experience before the brand experience, Paul Valerio, Method
+ How to Achieve a Great and Profitable Customer Experience, Bloomberg Business Week Research, 2011
+ Experience Economy, Wikipedia
+ The Human Factor in Service Design, John DeVine, Shyam Lal and Michael Zea, McKinsey Quarterly 2012
+ The New Meaning of Product Design, Samantha Starmer, DMI, 2011
+ Business thinking in the knowledge economy, Gaynor Aaltonen interview with Dan Pink, Guardian 2010
+ The Experience Cycle, Hugh Dubberly and Shelley Evenson, 2008
Wednesday, October 10, 12 53