Curating Remarkable Experiences Through Experience Design

CURATING
REMARKABLE
EXPERIENCES:GUARANTEED RESULTS THROUGH EXPERIENCE DESIGN
Sherwin Torres, Lead Experience Design Consultant – Ippon Australia

AGENDAAGENDA
‣ Who I am
‣ The Modern Design Universe
‣ XD 101
‣ Story Telling
‣ Theatre
‣ Flow
‣ Camouflage
‣ Activity
‣ Case Study

Hello, World_
Sherwin Torres
Head of Experience Design & Lead Consultant
“WHEN I GROW UP, I WANT TO BE A XD TECHNOLOGIST”…
…SAID NO ONE EVER
EDUCATION CAREER
Diploma of IT
(Network Engineering)
Bachelor of Business Information
Systems / Bachelor of Business
Master of Information Systems
Management / MBA

JOIN THE SLACK
TEAM
http://designologist.io

JHipster, a free and open-source application generator
to develop quicklya modern web application using
AngularJSand the Spring Framework. 4,528 stars and
6,423 commits on GitHub.
https://github.com/jhipster/generator-jhipster
http://jhipster.github.io/
A docker based solution for the operation and
monitoring of big data architectures using hadoop,
cassandra and spark.
http://www.datamc.io/
https://gitlab.com/groups/blackfish

GRAPHIC DESIGNER ≠ UX DESIGNER
CUSTOMER SERVICE OFFICER ≠ CX JEDI MASTER
EVENT CURATOR ≠ XD CRUSADERS
3D VISUAL DESIGNER ≠ IxD NINJA
PRODUCT DESIGNER ≠ SERVICE DESIGN BLACKBELT
RESEARCHER ≠ HUMAN CENTRED DESIGN UNICORN
— but we can evolve —
EVANGELISTS
✖
THOUGHT LEADERS

The Periodic Table of Modern Design Technology Disciplines by Sherwin G. Torres
www.sherwintorres.com
Service
Design
Sd
Product
Design
Pd
Experience
Design
Xd
Customer
Experience
Cx User
Experience
Ux
User
Interface
UIInteraction
Design
IxDVisual
Communication
Design
VcD
Information
Architecture
Ia
User
Research
Ur
Human
Centred
Design
HcD
Broad Field Discipline
Narrow Field Discipline
Products & Services Users
Brand
Experience
Bx

XD 101
CURATING REMARKABLE EXPERIENCES: GUARANTEED RESULTS THROUGH EXPERIENCE DESIGN

DESIGNIS MORE THAN WHAT YOU SEE

‣ Who is your audience?
‣ What is the outcome?
‣ When is the user going to use this?
‣ Where is this remarkable
experience going to occur?
‣ Why is this user going to love it?
‣ How do you make something
complex feel easy?
GIVE ROB A HIGH FIVE
https://youtu.be/Abt8aAB-Dr0

PILLARS OF EXPERIENCE DESIGN
BX
CX
UX
‣ User Experience
‣ Customer Experience
‣ Brand Experience

STORY TELLING

STORY TELLING
What is the reason for
your story?
‣ Brand Awareness
‣ Brand Alignment
‣ Brand Affinity
‣ Brand Activism

STORY TELLING
Brand Awareness
Creating stories to build brand awareness
focuses on gaining traffic, gaining an audience,
getting found, addressing the audience need for
information and making a presence in the
market.
In this instance the brand doesn’t necessarily
need to be well known. The agenda is to gain a
greater presence in the market.
“You’re
Fired!”
D . TRUMP

STORY TELLING
This is Derek.
Derek is so good he’s got
a world record in
furniture assembly.
This is Cynthia.
She takes ping pong
very, very seriously.
https://youtu.be/Zusic6gxX0Q

STORY TELLING
Brand Alignment
This focuses on creating authority through the
alignment of views, values and thoughts. The
story which is told becomes more meaningful
and personalised.
This elevates a brand to become thought
leading within a specific space or niche. The
brand becomes an authority that dominates the
market in which is plays in.
“A brand for a company is like a
reputation for a person. You
earn reputation by trying to do
hard things well”
J . BEZOS

STORY TELLING
WE BELIEVE IN A WORLD WHERE PEOPLE BELONG,
ANYWHERE.
To create a world where you
can belonganywhere.
https://youtu.be/nMITXMrrVQU

STORY TELLING
Brand Affinity
This creates evangelists within the market
where consumers buy into the story and actively
promote products and services.
The narrative is so rich and engaging that
consumers tell the brand story both online and
offline.
“When somethingis
important enough, you
do it even if the odds
are not in your favour”
E . MUSK

STORY TELLING
“For Apple, the combination of being an
innovative brand along with the amount of time
we spend with it means it’s a perennial fixture”
— ED WOODCOCK, AESOP AGENCY DIRECTOR OF NARRATIVE
https://youtu.be/wbpBdMUrqV8

STORY TELLING
Brand Activism
Brand activism tells a story that supports a
particular view. It’s often political or viewed as
controversial but extremely impactful within the
marketplace.
Often these experiences in the stories being told
are emotive, passionate and empowering.
“This disaster has grown
beyond the choice that the
individual makes”
L . DICAPRIO

STORY TELLING
One of the most responsible things we can do
as a company is to make high-quality stuff
that lasts for years and can be repaired, so
you don’t have to buy more of it. The Worn
Wear® program celebrates the stories we
wear and keeps your gear in action longer to
take some of the pressure off the planet.
https://youtu.be/cMgfVenLRSI

THEATRE

Bringing theatre into the
experience focuses on:
‣ Immersion in the experience
‣ Memorability of the experience
‣ Pleasurability of the experience
THEATRE
Immersive
PleasureMemorable

THEATRE

THEATRE
“For the first time these trial zones are integrated
into membership. They’re truly personal,
immersive and 365, building on everything we’ve
learned from connecting to consumers around the
world.”
— HEIDI O’NEILL, NIKE PRESIDENTOF GLOBAL DIRECT TO CONSUMER

FLOW

REMOVECOGNITIVE LOAD THROUGH FLOW

FLOW
“Being completely involved in an activity for its own sake. The ego falls away. Time flies. Every action,
movement, and thought follows inevitably from the previous one,like playing jazz. Your whole being is involved,
and you're using your skills to the utmost.”
— HMIHALY CSIKSZENTMIHALY, PSYCHOLOGIST

CAMOUFLAGE

CREATESIMPLE THINGS OUT OF COMPLEXITY

CAMOUFLAGE
Investing made easy through Acorns App

THE KILLER DIGITAL TOOLKIT
SKETCH INVISION CRAFT ZEPLIN
The tools which we will use breaks away from traditional design suites and are built from the ground up to assist
practitioners in this space:
https://www.sketchapp.com/ https://www.invisionapp.com/ https://www.invisionapp.com/craft https://zeplin.io/

LET’S SET UP A SEAMLESS PROCESS AS A FOUNDATION FOR SUCCESS
Like developers have toolkits and libraries which they use in there processes to set themselves up for success,
we are also maturing in this area. We are beginning to build best practice processes to rapidly prototype and
iterate with ease.
Digital Tools in the Digital Design Universe (Individual Activity):
Step 1: Download and load Sketch,InVision, Craft and Zeplin
Step 2: Download the following Sketch template: http://tiny.cc/GAXDJune2017Sketch
Step 3: Let’s connect everything together.
Step 4: Rapid prototype for stakeholders and user research
Step 5: Output for developers

THE MVP (GROUP ACTIVITY)
We will conceptualise a MVP in the physical world and redesign of the room in such a way to create a better
environmentfor experiential learning.
PROTOTYPE AND VALIDATE
DELIVER
DISCOVER
MVP Test
Vision
RUN
Opportunity
Backlog
Product
Backlog

THE MVP
We can learn from experiential learning within kindergartens.
TASK:
(5 minute ideation, 10 min prototype and validate, 10 min MVP test)
In your groups you are to rapidly ideate and iterate a new classroom
experience.Each group has a different focus and ultimately we will
harness the collective group’s effort to work towards a remarkable
experience.
Harbord Public School in
Freshwater NSW, has officially
unveiled the three level
building which replaces most
of the school’s demountable
classrooms.
• Design Squad
• Story Squad
• Theatre Squad
• Flow Squad
• Camouflage

An
Case Study

Galeries Lafayette is a high end French department store chain. Its
flagship store is on Boulevard Haussmann in the 9th arrondissement of
Paris but it now operates in a number of other locations in France and
other countries. Ippon and Galeries Lafayette have been working together
for a number of years, evolving how they engage with customers through
digital experiences. Whilst we have embarked on many initiatives
together, the chosen three map well to the customer relationship model of
ensuring that transactions are seamless, so that we can focus on driving
customer interaction and leading us to eventually striving for
engagement.
www.galerieslafayette.com
X

TRANSACT - Operational Store Reporting
One of our first projects was a reporting and visualisation system to provide Galeries Lafayette
with the ability to better transact. Through a process of discovery we identified that it would be
advantageous for stakeholders, including department managers, sales managers and store
directors to have better access to store data. The hypothesis being that if access to information
such as sales, no. of customers instore, sales targets and achievement could be provided in
realtime that it would allow them respond more quickly, thus creating a better customer
experience.
Ippon worked with the team at Galeries Lafayette to develop an application that could be accessed
via desktops, tablets and mobiles to provide this information. This activity also included analysis,
prototyping and delivery incorporating user experience, interactions and front end development.
This insight has provided the team at Galeries Lafayette with the information required to ensure
that they could staff the stores to ensure a high level of service was maintained.
X

INTERACT - Digital Channel Improvement
Galeries Lafayette were looking to improve their multi-channel offering by better aligning the
online and offline experiences. The main focus for Ippon was on galerieslafayette.com - a site that
sees around 150,000 visitors a day surge to over 1 million during sales - and integrating options for
their click and collect offering.
Ippon initially undertook a discovery to map customer buying journeys to ensure that this was well
understood prior to considering ways in which it could be implemented. Given the outcomes of this
work we madea number of architectural recommendations, including the decommissioning of
their Hybris front end for scalability reasons, and developed prototypes in alignment with these
recommendations.
The project was delivered providing Galeries Lafayette with an online presence that better met
the needs of their customers, enhanced the experience through a focus on quality and
performance whilst also being easier to access through improved search engine optimisation. It
was also the first step between the integration of offline and online with the introduction of click
and collect on applicable products.
X

ENGAGE - Personal Shopper
Looking to drive engagement with VIP shoppers, Galeries Lafayette worked with Ippon to develop
an approach that allowed the Galeries Lafayette team to be far more proactive.
By way of context, VIP shoppers are often assisted by Galeries Lafayette staff who note, using a
manual, paper based approach, the desired items for purchase. They then entered this list into
their Point of Sale system and then organised for them to be packed and sent to the customer. Not
only was this approach arduous but also allowed for errors through double entry of data and did
not allow for a higher level of service based on an understanding of previous purchasing habits.
Ippon undertook a brief discovery process involving the team from Galeries Lafayette as well as
VIP customers. This process identified that there could be significant efficiency gains from
digitising the approach as well as experiential improvements through basic integration of
customer information including purchase history.
An MVP providing this functionality was delivered in four months and has formed the baseof a
platform which is going to continue to be developed. Galeries Lafayette staff now use mobile
devices to scan the items that VIP shoppers are looking to purchase and can provide
recommendations accordingly.
X

Q&A

About Sherwin
Sherwin Torres
Lead XD Consultant at Ippon Australia
Joining international consulting firm Ippon
Technologies and reporting into the MD of Ippon
Australia, I am the head of Ippon Australia's
experience design consulting practice. I'm tasked with
building up the firm's XD capability and oversee all
aspects of BX, CX, UX, UI, IxD, Human Centred
Design and Service Design.
I hold a Double Masters for the Master of Information
Systems Management/Master of Business
Administration, a Double Degree for the Bachelor of
Business Information Systems/Bachelor of Business
and a Diploma of Information Technology (Network
Engineering).
THANKS!
‣ storres@ippon.tech
‣ www.ippon.tech (company)
‣ www.sherwintorres.com (personal)
‣ @SherwinTorresAU
SHERWIN TORRES

Curating Remarkable Experiences Through Experience Design

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