Branding and Design Driven Innovation
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Edo Van Dijk is a design consultant with over 25 years of experience, currently based in Singapore and co-founder of Edenspiekermann, an international design group with offices across the globe. The company focuses on enhancing brand value through user-centered design, emphasizing the importance of customer interactions and continuous improvement of brand experiences. Edenspiekermann employs a design-driven approach that integrates various disciplines to create meaningful brand experiences and drive business success.
Branding and Design Driven Innovation
- 1. edenspiekermann_ amsterdam berlin san francisco los angeles singapore Branding and design driven innovation Edo van Dijk – Design consultant January 2016
- 2. edenspiekermann_ Hello, I am Edo Brand 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
- 3. edenspiekermann_ Edenspiekermann is an international design group with offices in Europe, Asia and the USA. edenspiekermann_ Berlin Amsterdam Singapore Los Angeles San Francisco
- 5. edenspiekermann_ 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.
- 6. edenspiekermann_ This is how we work
- 11. edenspiekermann_ User needs This is why… So that… edenspiekermann_
- 15. edenspiekermann_ We shape brands by creating content driven user experiences. edenspiekermann_ These are some of our clients
- 16. edenspiekermann_ 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
- 17. edenspiekermann_ A strong brand delivers: more distinction more preference more business more loyalty more margin Result? +
- 18. edenspiekermann_ A strong brand delivers: more distinction more preference more business more loyalty more margin Fans + Profit +
- 19. People share their experiences with brands in online channels. This is where you should listen. edenspiekermann_edenspiekermann_
- 20. edenspiekermann_ User interactions impact brand value. This is where you should focus. edenspiekermann_
- 21. edenspiekermann_ Malfunctioning touch points harm brand reputation. These you should solve. edenspiekermann_
- 22. edenspiekermann_ Brand experience is the result of user interactions. This is what you should measure. edenspiekermann_
- 23. edenspiekermann_ user interactions impact brand value focus listensolve focus listensolve your brand experience improves over time measure measure timeline
- 24. edenspiekermann_ 1. Listen to and involve your audience ›Monitor Social Media ›Brand and/or Customer monitor ›Qualitative research ›Interview external & internal stakeholders
- 25. edenspiekermann_ 2. Focus on interactions ›Create Personas ›Map the Customer Journey ›Touch Point Analysis
- 26. edenspiekermann_ 3. Improve it. Solve it. Again and again. ›Co-creation ›Agile/scrum redesign ›Design Thinking workshops ›Rapid prototyping ›User experience design
- 27. edenspiekermann_ 4. Measure outcomes. Learn from data. ›Brand effect measuring ›Website analytics ›Usability testing ›Analysing customer/user data
- 28. edenspiekermann_ The power of Design Thinking
- 29. edenspiekermann_ “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
- 30. edenspiekermann_ 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
- 31. edenspiekermann_ Services need to be understood as a journey or cycle – a set of critical touch points that take place over time and across channels
- 32. edenspiekermann_ Every individual interaction in the customer journey influences the brand image ()
- 33. edenspiekermann_ Create value by aligning all touch points
- 34. edenspiekermann_ desired undesired expected unexpected Source: Floris Hurts opportunities for new relations relation killersdamage relations maintain existing relations customer expectations
- 35. edenspiekermann_ Exceed desired undesired expected unexpected Source: Floris Hurts opportunities for new relations relation killersdamage relations maintain existing relations customer expectations
- 40. edenspiekermann_ Iterative design process Define challenge Define insights Define concepts Define result Inspire Explore needs & opportunities Explore ideas & experiments Ideate Develop & improve Implement
- 41. edenspiekermann_ Experiment: fail early, fail fast, fail often That’s design driven
- 42. edenspiekermann_ Make insights tangible, don’t write reports That’s design driven
- 43. edenspiekermann_ Visualize the future, don’t talk about it That’s design driven
- 44. edenspiekermann_ Design with customers, don’t think for them That’s design driven
- 45. edenspiekermann_ Bridging the silos Building great experiences is everyone’s responsibility and nobody’s job Sales Marketing & Design Customer Services Product management IT
- 47. edenspiekermann_ 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
- 48. edenspiekermann_ 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
- 49. edenspiekermann_ For every £100 a design alert business spends on design, turnover increases by £225. www.designcouncil.org.uk
- 50. edenspiekermann_ “Design is not just what it looks like and feels like. Design is how it works.” – Steve Jobs edenspiekermann_
- 51. edenspiekermann_ Further reading Marc Stickdorn, Jakob Schneider John Wiley & Sons Tim Brown Harper Collins Eric Roscam Abbing AVA Publishing
- 52. edenspiekermann_ amsterdam berlin san francisco los angeles singapore Thank you 谢谢 ขอบคุณ Terima kasih e.vandijk@sg.edenspiekermann.com @edoch www.edenspiekermann.com