Transcending transactional spaces: Incorporating memorable experiences into design

As Daniel Pink writes in A Whole New Mind, “Abundance has satisfied, and even oversatisfied, the material needs of millions—boosting the significance of beauty and emotion and accelerating individuals search for meaning.” As more of our basic needs are met, we increasingly expect sophisticated experiences that are emotionally satisfying and meaningful.

Alex Ritchie, director of Australian experience design consultancy e2, will articulate how service organisations can use design thinking as a tool for imagining these experiences and giving them a desirable form.

Professional services are largely transactional, logical, risk mitigating, fiscal; and highly competitive. Advantage in this sector is often marginal, largely based on brand, services and products. Bit boring really for all concerned, particularly consumers.

Consumers are people. People who are emotional. They seek experiences that leave them with pleasant memories. Services are exactly the kinds of human-centered activities in which design thinking can make a decisive difference. Memorable experiences are difficult to replicate by competitors and, when positive, are exceptional differentiators.

Transcript

1. 4 May | UX Service Design 2012 Designing, developing and managing a truly memorable experience for shoppers Robbie Robertson
2. Client Project “Maybe Aussie retailers are just bored” Inside Retail “Retail slump sends Melbourne shopping centre bust” The Daily Telegraph “Gloomy retail outlook” The Australian “Worst retail figures in 50 years...” news.com.au
3. Client Project Australian Turnover Chain & Large Retailers Small Retailers 2011 Estimate 9.9% 13.3% 3.5% Retail statistics released last year, by the Australian Bureau of Statistics:
4. Client Project What do customers want? Experiential Retail Continual Change Wide Choice User Engagement Sense of Discovery Genuine & Authentic Passion & Knowledge Memorable Physical Qualities CONSUMERS WANT…
5. Our Philosophy of human communication is subconscious 95% is non-verbal 80% 50 40 30 20 10 Taste Sight Smell Sound Touch 60 Everyone experiences far more than they understand. It is experience rather than understanding that influences behaviour. We help great brands use retail experiences to connect their customers and product offer in unique and unexpected ways.
6. Campaign Creation Art Direction Brand Communications Environmental Graphics Copywriting Wayfinding & Signage Website Design Workplaces Kiosks & Exhibitions Store Design & Experience Centres Brand Strategy Brand Identity & Guidelines CUSTOMER EXPERIENCE Our Holistic Approach
7. Client Project
8. Change the category Eye Hub: The Brief
9. Service Footfall Traffic Repeat customers are our biggest opportunity Potential Wearer Competitor OPSM Consumer Competitor Customers Hi, I’m Mike, I’m 28 I live in Newtown. I work in hospitality. I’m studying for a graphic design course this year. When I’m not working I have quite a busy social live. I like having a variety of frames to reflect my moods. I recently bought two pairs of Ted Baker half frames at Specsavers, and got a really good deal. I will look out for future deals from them as they are always so competitive. Potential Wearers My name is Peter, I’m 42 and Iive with my wife in Chatswood. Lately my wife has been bugging me about getting my eyes tested. I do find myself putting a newspapaer close to me when I’m reading. I would rather visit my doctor or dentist, before having my eyes tested. As a first timer to this, there’s so much information out there, that it’s all so overwhelming. Repeat Customers Hi my name is Sophie, I’m 33 and I live in the eastern suburbs. I work in the city and spend a lot of my working day hunched up close to a computer monitor. I had my eyes tested a year ago, but now I need another eye test soon. The experience is something I’d rather avoid, but once I go in store I enjoy looking at the frame selection at the end of my eye exam. Consumer Profiles
10. 1 2 3 4 Eyewear category driven by commodity not experience. The retail environment is a daunting and fragmented experience. A poor service experienced when handed over to sales staff after eye exam. Consequently genuine confusion about category. 1 2 3 4 5 6 Understand Observe Ideate Design Develop Realise Review Business, brand & market The customer & their journey The Big Idea Concept design Development & Documentation Production & Implementation Investigation Implementation Ideation Phase One
11. Arrival Waiting Area Optom Room Eye Exam Frame Selection Purchase overwhelmed by experience relieved & relaxed anxious about process distrust feeling vulnerable unfulfilled purchase experience 1 2 3 4 5 6 Understand Observe Ideate Design Develop Realise Business, brand & market The customer & their journey The Big Idea Concept design Development & Documentation Production & Implementation Investigation Implementation Ideation Review Phase Two
12. the time in my day when I want to feel nurtured and looked after Trust 1 2 3 4 5 6 Understand Observe Ideate Design Develop Realise Review Business, brand & market The customer & their journey The Big Idea Concept design Development & Documentation Production & Implementation Investigation Implementation Ideation Phase Three
13. 1 2 3 4 5 6 Understand Observe Ideate Design Develop Realise Review Business, brand & market The customer & their journey The Big Idea Concept design Development & Documentation Production & Implementation Investigation Implementation Ideation Phase Four
14. Accessories Sport Half Frame Sunglasses Designer Brand Ambassadors LCD Screens Sport Half Frame Sunglasses Designer Photo Technology Decompression Zone/Lounge 1 2 3 4 5 6 Understand Observe Ideate Design Develop Realise Review Business, brand & market The customer & their journey The Big Idea Concept design Development & Documentation Production & Implementation Investigation Implementation Ideation Phase Four
15. Review 1 2 3 4 5 6 Understand Observe Ideate Design Develop Realise Business, brand & market The customer & their journey The Big Idea Concept design Development & Documentation Production & Implementation Investigation Implementation Ideation Phase Five
16. 1 2 3 4 5 6 Understand Observe Ideate Design Develop Realise Business, brand & market The customer & their journey The Big Idea Concept design Development & Documentation Production & Implementation Investigation Implementation Ideation Review Phase Six
17. Product Display
18. Interactive Product Testing
19. Wind & Glare Simulators
20. Themed Optometry Rooms
21. Kids Product Display & Education Zone
22. Teaser Local Area Marketing, PR, Store, Online Launch MEDIA, DM, PR – Event Local Area Marketing, Store, Online Momentum MEDIA, DM, PR, Local Area Marketing, Store, Online, B2B The Power of Cross Channel Integration
23. The Power of Cross Channel Integration
24. Sales exceeded targets within the first quarter Sales doubled targets in first year Transformation of Luxottica’s core business WINNER 2011 WINNER 2011 WINNER 2011 WINNER 2010 FINALIST 2010 FINALIST 2011 Results
25. The Future of Retail – The New York Times, Sydney Morning Herald and Inside Retailing Heralded as Results
26. 1 2 3 4 5 Understand your customer Know your unique selling point Tell a story Consider all five senses Cover all customer touch points Best Retail Design 2010 Finalist Retail Design 2010 Finalist Innovation in Retail 2010 Finalist Best Shop/ Office Fit Out 2010 Experiential Agency of the Year 2009 Specialist Agency of the Year 2010 Edition 3 Winners Commercial Design 2010 Experiential Agency of the Year 2010 Best Retail Interior Australia 2010 Best Retail Interior Asia Pacific 2010 Experiential Agency of the Year 2011 Finalist Specialist Agency of the Year 2011 Finalist Creating a memorable experience
27. Q&A Contact our Sydney Studio 17 Roylston Street Paddington NSW Australia T: +61 2 8217 1300 E: robbie.robertson@e-2.com.au Contact our Melbourne Studio 1/1A McGoun Street Richmond VIC Australia T: +61 3 9428 2741 E: nathan.bell@e-2.com.au Contact our Singapore Studio 74C Duxton Road Singapore T: +65 6534 9366 E: paul@e-2.com.sg