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The Long Wow Brandon Schauer | [email protected]

The Long Wow

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This presentation lays out an experience-centric approach to fostering and creating loyalty by systematically impressing your customers again and again. The Long Wow challenges creators of customer experiences to plan across channels, time, and disciplines to identify a progression of seduceable moments.

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Things we will talk about• the story of a long wow• why it matters• making it possible

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Things we won’t talk about• the long now• the long tail• or anything about Web 2.0 sparkle magic

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about two devices...A short story

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tracks distance, time, and pace

and tracks calorie burn

and keeps a7-day history

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DAY

1DAY

2

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DAY

3DAY

4DAY

5

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DAY

6DAY

7DAY

8

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tracks distance, time, and pace

and tracks calorie burn

and keeps a multi-day history

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{ }{ }mile two...{ } wowVoice feedback

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wowSynched tracking

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{ }…it’s the eye of the tiger it the thrill of the fight…

wowPowersong!

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wowCollaborativerunning

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wowNetworkedrunning events

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Pedometer

Running shoes

iPod nano

Nike+ website

Tracking tools

Music

Powersongs

Desktop widgets

Sport iMixes

Voiceover feedback

Synched tracking

Collaborative running

Networked running events

Nike+ sportsband

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pack in features up

front

unfold new experiences

over time

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Are you customer focused?

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362 firms

95% say they are “customer focused”

from “Closing the Delivery Gap” by Bain & Company

How many of these firms’ customers agree that they deliver a superior experience?

8%

80% say they deliver a “superior experience”

Are you customer focused?

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Are you customer focused?

No.

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Net Promoter Score

How likely are you to recommend this

product/service to a friend?

how to measure customer loyalty

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how to measure customer loyalty

How do you create customer

loyalty?

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How do you create customer

loyalty?

Over 75% of consumers have at least one loyalty card— Jupiter Research

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“Want loyalty? Get a dog.”— Randy Susan Wagner, CMO of Orbitz

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"Christmas isn't something you buy from a store… Christmas, perhaps, means a little bit more.”

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Meaning more means repeatedly creating notably great experiences

True loyalty — and the word-of-mouth that comes with it — evolves natural from the great experience you have with a company over time.

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Meaning more means repeatedly creating notably great experiences

Notably great experiences are punctuated by a moment of “wow,” when the product or service delights, anticipates the needs of, or pleasantly surprises a person.

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Peak-end rule

from Daniel Kahneman

average

average

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Example

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Recipe:From the kitchen of:

Ingredients:

Wowbrandon

• 1 lb. of Deep Customer insights

• 1 Heaping spoonful of

empathetic design

Instructions: Mix together, allow it to pave the

way to a new wow moment

Top with great experience design

to bring out the wow!

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doing this once is certainly noteworthy

but by doing it over and over again, you get...

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THE LONG WOWsystematically serving and impressing your customers again and again

HOW TO

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1. Know your platform for deliveryHOW TO

Your channels and touchpoints = Your palette

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Meetings

.com

eTools

Books and tracking

materials

mobile tools

Food

1. Know your platform for deliveryHOW TO

Weightwatcher’s palette of touchpoints

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1. Know your platform for deliveryHOW TO

Weightwatcher’s palette of touchpoints

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1. Know your platform for deliveryHOW TO

be exhaustive

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Manage your platform for

delivery

The Long Wow

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2. Tackle a wide area of unmet customer needs

Ideas

Opportunities

Empathy

HOW TO

Target a dimension of the experience that has long been overlooked and is teeming with potential for new insights

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2. Tackle a wide area of unmet customer needsHOW TO

TripIt

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Manage your platform for

delivery

Draw from a wide area of unmet needs

The Long Wow

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3. Created and evolve your repeatable processHOW TO

Blend your organization’s process strengths with empathetic research and design methods

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3. Created and evolve your repeatable processHOW TO

Zipcar

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Manage your platform for

delivery

Draw from a wide area of unmet needs

Evolve your repeatable

process

The Long Wow

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4. Plan and stage the wow experience

Before Now Next Later

HOW TO

organize a pipeline of wow moments that can be introduced through your palette of touchpoints over time

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Pedometer Running shoes

iPod nano Music

Voiceove

r feedback

Collaborativ

e running

4. Plan and stage the wow experience

NIKE+

HOW TO

Nike+ website

Tracking tools

Sport iM

ixes

Networke

d running eve

nts

Desktop widgets

Nike+ sportsband

Synched tr

acking

Powersongs

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4. Plan and stage the wow experienceHOW TO

choreograph each wow moment, emphasizing your strengths

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4. Plan and stage the wow experienceHOW TO

Man wants a radiator

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4. Plan and stage the wow experienceHOW TO

Man wants a radiator

Searches on Google

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4. Plan and stage the wow experienceHOW TO

Man wants a radiator

Searches on Google

Checks out one possibility

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4. Plan and stage the wow experienceHOW TO

Man wants a radiator

Searches on Google

Checks out one possibility

Continues search

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4. Plan and stage the wow experienceHOW TO

Harry: Hi. I’m hear to help you find what you need. What can I help you with?

Man wants a radiator

Searches on Google

Checks out one possibility

Continues search

Chats with mechanic

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4. Plan and stage the wow experienceHOW TO

Man wants a radiator

Searches on Google

Checks out one possibility

Continues search

Chats with mechanic

Phone call with expert

Overnight delivery

Phone-supported transaction

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Manage your platform for

delivery

Draw from a wide area of unmet needs

Evolve your repeatable

process

The Long Wow

wow

Plan and stage the wow

experience

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wowwowwowwowwowwowwow

Manage your platform for

delivery

wow

Draw from a wide area of unmet needs

Evolve your repeatable

process

Plan and stage the wow

experience

The Long Wow

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Unlike other forms of planning, this approach builds an evolving strategy from the only perspective that matters — the customer’s.

The Long Wow

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The Long Wow

Reframing Fuzz

Idea Fabricator

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SUBJECT TO CHANGECreating great products and services for an uncertain world

The Experience is the Product

Experience as Strategy

New Ways of Understanding People

Capturing Complexity, Building Empathy

Stop Designing “Products”

The Design Competency

The Agile Approach

An Uncertain World

The Long Wow

Reframing Fuzz

Idea Fabricator

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SUBJECT TO CHANGECreating great products and services for an uncertain world

Short, but powerful. Easy to read, yet profound. I’ve been searching for just this book: the one perfect book that summarizes the essence of modern  product design. This is it... I will use it in my courses for MBA students. You should use it for, well, for everyone.”

— Don Norman, author Design of Everyday Things

adaptivepath.com for...

• our newsletter• our blog• upcoming events (15% off with FOBS):

Managing ExperienceUser Experience IntensiveUXWeek

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Thank you.

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Photo Credits

Slides 12,15, 18, 49. "Basinghill path" David (satguru).http://flickr.com/photos/satguru/2301780965/

Slide 16. "Vincent Massey Park - Path?" Alison C (Allie in Wonderland).http://flickr.com/photos/allie-in-wonderland/1810364260/

Slide 16. "The road/pavement markings." Matt Seppingshttp://flickr.com/photos/chumpolo/165026463/

Slide 27. "Loyal Pal" (dennis and aimee jonez)http://flickr.com/photos/jonezes/233928794/

Slide "32 degrees" Troy McCullough (Idle Type)http://flickr.com/photos/idletype/78574666/

Slide 37. "PAINTERS PALETTE" PATRICK Baines (Graniers)http://flickr.com/photos/graniers/141977940/

Slide 39. "IMG_9837" Matt P. (sittered).http://flickr.com/photos/electricwindows/284380400/

—all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/

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More Photo Credits

Slide 42. "Presenting" Bryan Gosline (Brymo).http://flickr.com/photos/brymo/341400992/

Slide 48. "blue line" Crispin Semmens (conskeptical).http://flickr.com/photos/conskeptical/292241229/

Slide 50. [Dancers, untitled]. Eric Ward (a4gpa).http://flickr.com/photos/a4gpa/155408379/

Slide 68. “Flickr Colour Contest”. Tim Samoff (timsamoff).http://flickr.com/photos/timsamoff/194072386/

Slide 68. “flickr_tubes_simps”. elyob.http://flickr.com/photos/elyob/193927498/

Slide 68. “tubes are clogged”. Roger Jones (roger jones).http://flickr.com/photos/rogerjones/195157344/

Slide 68. “flickrcolourcontest”. Daniel Sancho (teclasorg).http://flickr.com/photos/teclasorg/193919325/

—all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/

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And More Photo Credits

Slide 68. “flicrkcolourcontest”. Jeff McDonald (b0ratD).http://flickr.com/photos/b0ratdi/193936903/

Slide 68. “all i see”. Rodrigo Huerta (Tres).http://flickr.com/photos/estarsid/193724451/

Slide 68. “IMG_1417”. elyob.http://flickr.com/photos/elyob/193705737/

Slide 68. “flickrcolourcontest”. Matt (mrmatt).http://flickr.com/photos/mrmatt/194273278/

—all photos some right reserved: Creative Commons http://creativecommons.org/licenses/by/3.0/

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The Long WowBrandon Schauer | [email protected]

brandonschauer.com/blogadaptivepath.com/blog