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Slide 1 © Fjord 2012 | Confidential
Designing seamless brand experiences Rob Le Quesne October 11 2012
01 02 03 04 05
EMOTIONS PER METRE SQ. TECHNOLOGY AS ENABLER
Kustaa Saksi
INTRO
EXAMPLES FACTS, RULES & FUTURES
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01 INTRO
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WHO WE ARE
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WHO WE ARE WHO
WE ARE
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02 EMOTIONS PER METRE SQ.
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Shopping combines rational decisions with emotional pull
LEFT BRAIN Logical
Sequential Rational
Analytical Objective
Looks at parts
RIGHT BRAIN Random Intuitive Holistic Synthesizing Subjective Looks at wholes
“Places are the locations of experience: a place evokes and organizes memories, images, sentiments, and meanings.” E V Walter
When space becomes place
Coherence Consistency Legibility Mystery
Nice to see you again
Where everybody knows your name
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03 TECHNOLOGY AS ENABLER
Wherever, whenever
Online in the real world
Online in the real world
Product as protagonist
Product storytelling
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Getting personal
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With you, everywhere
Prada suitcase
Prada suitcase
Prada suitcase
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I’d rather eat you
deaddrops
No Place Like Home
SMART CARD
Input Output
SMART CARD
Input Output
Who wins your heart?
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03 8 FACTS 5 1
RULES CONCLUSION
Customer storytelling
1
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I shop, therefore I play
2
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Control
Control the experience
3
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4
Customer as model
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Immersive Journeys
5
Community glue
6
Customer or merchant?
7
8 Express yourself
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Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 Calibrate the experience with the need Rule 4 Cut out the middle man Rule 5 Channel user stories
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Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 Calibrate the experience with the need Rule 4 Cut out the middle man Rule 5 Channel user stories
Slide 40 © Fjord 2012 | Confidential
Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 Calibrate the experience with the need Rule 4 Cut out the middle man Rule 5 Channel user stories
Slide 41 © Fjord 2012 | Confidential
Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 Calibrate the experience with the need Rule 4 Cut out the middle man Rule 5 Channel user stories
Slide 42 © Fjord 2012 | Confidential
Rule 1 Human experiences resonate loudest Rule 2 Simple solutions last longer Rule 3 Calibrate the experience with the need Rule 4 Cut out the middle man Rule 5 Channel user stories
WRITER
DEVELOPER
ARCHITECT UX DESIGN
PRODUCT
Special experiences require special teams
NEUROSCIENTIST
DEVELOPER
TAILOR
DATA ANALYST
TYPOGRAPHER
Special experiences require special teams
FILM-MAKER
DEVELOPER
WRITER
DATA ANALYST
TEACHER
Special experiences require special teams
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Local Digital
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Enjoy this afternoon’s session!
