On Wed, March 21 Adrian Ho gave a presentation for Minnesota Interactive Marketing Association's monthly event. The response was super positive, so we thought we'd make the deck available to folks who weren't able to attend! While delivering experiences has become more critical for brands; changes in technology and culture are reshaping the landscape for how, where and when those experiences can be delivered. This is a practical guide (backed by light theory and example) of how to plan and design modern brand experiences.

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Modern Experience Design
MARCH 21, 2018

2. I wrestled a bit with Adrian Ho’s
post on the Zeus Jones blog
on reimagining consumer
journeys as modular entities —
it’s not an especially new
approach outside the advertising
and comms community.
IAN FITZPATRICK
CHIEF STRATEGY OFFICER, ALMIGHTY
”
“

3. I wrestled a bit with Adrian Ho’s
post on the Zeus Jones blog
on reimagining consumer
journeys as modular entities —
it’s not an especially new
approach outside the advertising
and comms community.
IAN FITZPATRICK
CHIEF STRATEGY OFFICER, ALMIGHTY
”
“
This is dedicated to Ian. I agree, and hope
this moves things a bit further!

4. Modern experience design sits at the nexus
of two opposing transformations.
Modern experiences are self-contained,
functional & emotional interactions that
operate at multiple levels of scale.

5. TRANSFORMATION 1: CUSTOMER JOURNEYS

6. The classic user journey.
AWARENESS RESEARCH CONSIDERATION PURCHASE

7. First disruption: social media

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Transformed linear, transactional journeys…

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… into iterative
journeys that
build relationships
and advocacy.

10. Second disruption: mobile

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Broke apart
sequential
brand-driven
journeys…

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… into a multitude
of non-linear,
user-driven
journeys.

13. As mobile has matured and
functionality has increased

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Users today, often take unique, individual
paths through your experience. All paths are
valuable and valid, even those where a
transaction doesn’t happen.

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There are too many possible paths.
One way to design for this complexity:
create emotional marker moments.

21. A neuroscience-based framework for decision-
making and its influence by emotion.
Decision-making is a process that is influenced by
marker signals that arise in bio-regulatory
processes, including those that express themselves
in emotions and feelings.
Emotional markers can be
tied to contexts or situations
letting people short-hand
decision-making later on.
SOMATIC MARKER HYPOTHESIS,
ANTONIO DAMASIO

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Marker moments allow us to over-deliver on
emotions in a few places without having to
design for every different path.

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26. More recently, social, mobile, digital
and physical are converging.

28. https://www.archdaily.com

29. Journeys aren’t distributed through time and
space, many steps happen at the same time.
Nowhere is this more true than with voice.

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Non-linear
journeys are
collapsing…

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… into a single
interaction that
fulfills all functions.

34. Brands are defined by what they do,
not by what they say.

35. As a result, experience design is
converging with branding.
Brands are also being disrupted by
technology, but in a very different way.

36. TRANSFORMATION 2: BRANDS

37. BENEFITS
ATTRIBUTES
VALUES
PERSONALITY
ESSENCE
Traditional brand models

38. Built for traditional media.

39. BENEFITS
ATTRIBUTES
VALUES
PERSONALITY
ESSENCE

40. First disruption: traditional media…

41. NCSA Mosaic Web Browser
… becomes interactive.

42. Product Dominant Logic
SUPPLY CHAIN COMPANY VALUE CUSTOMER
Brands are a form of value and traditional brands we’re built upon
a 1-way transmission of value from company to consumer.

43. Service Dominant Logic
RESOURCE INTEGRATION RESOURCE INTEGRATION
COMPANY VALUE CUSTOMER
Stephen Vargo and Robert Lusch. Journal of Marketing, January 2004
With the proliferation of interactive media, academics realized
that one way value models needed to evolve.
This gave rise to a new model of co-created value

44. BENEFITS
ATTRIBUTES
VALUES
PERSONALITY
ESSENCE
In 2008 at Zeus Jones, we replaced our
outdated, 1-way branding models…

45. CORE BELIEF
& PURPOSE
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With a “modern brand “model, built
around collaboration with group of
consumers and communities.

46. NCSA Mosaic Web Browser
But in recent years, that company to consumer interaction
has dramatically magnified and fragmented.

47. Now, a wide range of different voices impact and shape a brand’s perceived
value. These can change how people feel about your brand overnight.

48. Service Dominant Logic
RESOURCE INTEGRATION RESOURCE INTEGRATION
COMPANY VALUE CUSTOMER
Stephen Vargo and Robert Lusch. Journal of Marketing, January 2004
So, in the last two years, a new model of value has been
developed and we are moving from co-created value…

49. Customer Dominant Logic
RESOURCE INTEGRATION
COMPANY VALUE CUSTOMER
Kristina Heinonen and Tore Strandvik Journal of Services Marketing, 2015
EXPERIENCE CONTEXT CULTURE
To a world where consumers, their past experience, their context and their
culture have a much larger impact upon value than the company’s activities.
And this means value today is created by consumers and given to brands.

50. CORE BELIEF
& PURPOSE
PURSUIT PURSUIT
PURSUITPURSUIT
So at Zeus Jones, we are evolving our
thinking about brands again. Moving from
isolated, stand-alone brand models…

51. CORE BELIEF
& PURPOSE
CORE BELIEF
& PURPOSE
CORE BELIEF
& PURPOSE
CORE BELIEF
& PURPOSE
CORE BELIEF
& PURPOSE
PARTNER
PLATFORM
OWNED
PLATFORM
OWNED
PLATFORM
PAID
PLATFORM
PARTNER
PLATFORM
PAID
PLATFORM
PARTNER
PLATFORM
CORE BELIEF
& PURPOSE
CORE BELIEF
& PURPOSE
… to networked or ecosystem models that recognize your
brand sits within a world of explicit and implicit
relationships that have huge impact upon how people feel.

52. BOTH TRANSFORMATIONS ARE REDEFINING
MODERN EXPERIENCES

53. Elements of a great modern experience:
Self-contained, functional & emotional interactions that
operate at multiple levels of scale.
• Self-contained yet exists within a larger story
• Can deliver upon full scope of “customer journey”
• Separate but related, emotional delivery
• Tailored to the past experience of the customer(s)
• Fits the brand within the context of the customer’s interaction
• Situates the brand within a larger cultural context and set of ideas

54. BRAND
ANTICIPATE
TRANSFORM
REWARD
Modern Interactions
This is our model for how we think about a great modern interaction.
A self-contained functional and emotional core, wrapped in a branding layer.

55. A functional core like Marriot’s new app that delivers a huge
amount of control and functionality all in one experience.

56. A branding layer like Amex’s “Member Since” —
a completely different message from Visa’s “valid thru”.

57. Put those things together and you get something
like this experience for Triodos.
investingforpeople.com

58. Elements of a great modern experience:
Self-contained, functional & emotional interactions that
operate at multiple levels of scale.
• Self-contained yet exists within a larger story
• Can deliver upon full scope of “customer journey”
• Separate but related, emotional delivery
• Tailored to the past experience of the customer(s)
• Fits the brand within the context of the customer’s interaction
• Situates the brand within a larger cultural context and set of ideas

59. Modern experience design sits at the nexus
of two opposing transformations.
Modern experiences are self-contained,
functional & emotional interactions that
operate at multiple levels of scale.

60. @ADRIANHO