Branding and Design Driven Innovation

edenspiekermann_ amsterdam berlin san francisco los angeles singapore

Branding and design driven innovation

Edo van Dijk – Design consultant January 2016

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Hello, I am EdoBrand driven designer and consultant with 25+ years of experience in the European design industry. Currently working in Singapore. Co-founder of Edenspiekermann and founder of chartlr.com

e @edoch

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Edenspiekermann is an international design group with offices in Europe, Asia and the USA.

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Berlin Amsterdam Singapore Los Angeles San Francisco

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What we believe

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Work with us to radically strengthen your brand in today’s world. We design

meaningful, smart and seductive brand experiences so that your customers become

your followers.

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This is how we work

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The whole teamedenspiekermann_

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The CEOedenspiekermann_

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User needs

This is why…

So that…

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Daily scrum sessions

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On brand

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We shape brands by creating content driven user experiences.

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These are some of our clients

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People

Brand

Products Services

Brands come to life where we encounter them.

People are at the center of everything we do. Nothing will work if it does not resonate with its audience.

The promise

The delivery on that promise

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A strong brand delivers: more distinction more preference more business more loyalty more margin

Result? +

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A strong brand delivers: more distinction more preference more business more loyalty more margin

Fans + Profit +

People share their experiences with brands in online channels. This is where you should listen.

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User interactions impact brand value. This is where you should focus.

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Malfunctioning touch points harm brand reputation. These you should solve.

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Brand experience is the result of user interactions. This is what you should measure.

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user interactions impact brand value

focus

listensolve

focus

listensolve

your brand experience improves over time

measure measure

timeline

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1. Listen to and involve your audience

›Monitor Social Media

›Brand and/or Customer monitor

›Qualitative research

› Interview external & internal stakeholders

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2. Focus on interactions

›Create Personas

›Map the Customer Journey

›Touch Point Analysis

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3. Improve it. Solve it. Again and again.

›Co-creation

›Agile/scrum redesign

›Design Thinking workshops

›Rapid prototyping

›User experience design

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4. Measure outcomes. Learn from data.

›Brand effect measuring

›Website analytics

›Usability testing

›Analysing customer/user data

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The power of Design Thinking

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“80% of companies believe they provide superior services.

Only 8% of the customers agree.”

Seven Things You Need to Know About Marketing in the 21st Century, World Business, James Allen and Rob Markey,

Bain & Company, 2006

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Design Thinking is human centered

It’s not about technology but about People

It’s not about the process but about the Result

It’s not about efficiency but about Simplicity

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Services need to be understood as a journey or cycle – a set of critical touch points that take place over time and across

channels

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Every individual interaction in the customer journey influences the brand image

()

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Create value by aligning all touch points

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desired

undesired

expected unexpectedSource: Floris Hurts

opportunities for new relations

relation killersdamage relations

maintain existing relations

customer expectations

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Exceed

desired

undesired

expected unexpectedSource: Floris Hurts

opportunities for new relations

relation killersdamage relations

maintain existing relations

customer expectations

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Best practise: IKEA

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Design Driven approach

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Inter-disciplinary

Co-creative

Evidence based

Holistic

Radical

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Iterative design process

Define challenge

Define insights

Define concepts

Define result

Inspire

Explore needs &

opportunities

Explore ideas &

experiments

Ideate

Develop &

improve

Implement

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Experiment: fail early, fail fast, fail often

That’s design driven

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Make insights tangible, don’t write reports

That’s design driven

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Visualize the future, don’t talk about it

That’s design driven

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Design with customers, don’t think for them

That’s design driven

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Bridging the silos

Building great experiences is everyone’s responsibility and nobody’s job

Sales Marketing & Design

Customer Services

Product management

IT

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Results

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On average, design alert businesses develop

25 new products a year through design.

Over two thirds (72%) launch at least one.

www.designcouncil.org.uk

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A new product contibutes almost 20% more if its design is considered to be a crucial attribute during the

development phase.

Design Effectiveness, Dutch Industry Report BNO / Ministry of Economic Affairs / Pictoright

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For every £100 a design alert business spends on design, turnover increases by £225.

www.designcouncil.org.uk

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“Design is not just what it looks like and feels like. Design is how it works.” – Steve Jobs

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Further reading

Marc Stickdorn, Jakob Schneider John Wiley & Sons

Tim Brown Harper Collins

Eric Roscam Abbing AVA Publishing

edenspiekermann_ amsterdam berlin san francisco los angeles singapore

Thank you 谢谢 ขอบคุณ Terima kasih

e.vandijk@sg.edenspiekermann.com @edoch

www.edenspiekermann.com