The is my Portfolio Book for Final Review at the Academy of Art University.

1. 1

2. 2

3. Valentine Coget
CREATIVE STRATEGIST
3
Academy of Art University
Graduate School of Advertising
Final Review
ID 03439525
December 8, 2014

4. 4
I just wanna make nice
things and get enough
sleep.
“
“

5. BIOGRAPHY
RESUME
MY PROCESS
INSPIRING IDEAS
CREATIVE BRIEF
SELLING IDEAS
JOURNEY MAP
EXPERIMENT
PROBLEM SOLVED
6
8
10
12
20
24
38
54
60
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6. 6
Hello,
This book contains parts of my creative journey at Academy of Art University
where I’ve discovered a Creative Strategist in me.
It all began in Belgium in 2008, when I decided that Law School was not the
best fit for my colorful ideas. I dropped out of Law and vowed to dedicate my
career to Advertising. With that vow came a promise to never fall into the same
old, same old – so I’ve focused on unraveling my creative potential ever since.
Fast-forward six years, and I now have my B.A. in Communications, I’ve worked
at an Ad agency in Brussels called So Nice, and I made the big move to the U.S.
to pursue my Masters degree. In the past couple years I’ve developed my skills
as a rapid content creator and avid networking event-goer.
At one of these said networking events I met Andrew O’Dell. It turns out he owns
an Ad shop in the city called Pereira & O’Dell, you may have heard of it. One thing
led to another and they hired me to exercise my creative strategy muscles.
My Name is Valentine, and this is my book!

7. 7
I love my family. As a baby, I had a Doberman nanny. I’ve lived as an aupair in
Dublin. Apparently I can’t ride a bike. I’ve ended up in the hospital 3 times after
cycling accidents. I’ve studied law for three years. My mom is my greatest fan.
Jurassic Park is my favorite movie, I’ve seen it over 30 times. I’m a dog person. I
couldn’t live without cheese, coffee, and chocolate. I believe that travel opens the
mind and laughter can cure anything. I love cooking but only in good company.
I’m also a cat person, and I forgot to mention that I couldn’t live without wine
either. I’ve got a Peony flower tattooed on my back. I’m not perfect but I’m not
trying to be, I just want to be myself.
All you need to know about me...
They say a person needs just
three things to be truly happy
in this world: someone to love,
something to do, and something to
hope for. I think they’re right.
“
“

8. VALENTINE
COGET
PERSONAL
DETAILS
EXPERIENCE
EDUCATION
VOLUNTEER
WORK
PERSONAL
SKILLS
HI!
I AM...
NATIONALITY
LOCATION
BIRTHDAY
LANGUAGE
Belgium
San Francisco
29 July 1988
French, English,
Dutch
PEREIRA & O’DELL
San Francisco, US 2014 Present
Intern in Strategy Department
LOCATION
Brussels, Belgium, 2011 - 2012
Intern in Account Planning
ACADEMYOFARTUNIVERSITY
Master of Fine Art
Emphasis in Creative
Strategy
San Francisco, 2012 - 2014
HAUTE ECOLE GALILEE
Bachelor of Communication
Emphasis in ADV & PR
Brussels, 2009 - 2012
ACADEMY OF ART UNIVERSITY
San Francisco, US 2014
Student Representative
PETSUNLIMITED
Brussels, Belgium, 2013
Cats & Dogs socializer
METAPHORICTHINKER
STORYTELLER
CULTUREORIENTED
SOLUTIONFINDER
TEAM PLAYER
8

9. TECHNICAL
SKILLS
PASSIONS
& INTERESTS
CURRENT
INSPIRATIONS
FUN FACTS
GET IN
TOUCH
ADOBECREATIVE
FINALCUTPRO
PHOTOGRAPHY
GRAPHICDESIGN
RESEARCH
COOKING
TRAVELING
INFOGRAPHICS
PSYCHOLOGY
ANTHROPOLOGY
BIKING
BOOKS
MUSIC
TVSHOW
WEB
Bossy Pants by T. Fey
Happy by Pharrel
Misfits
Pinterest, Instagram
I’ve traveled to 25 countries.
I’ve 5916 pins on Pinterest.
I’ve got 36 books on my iPad
Ispend2hadayonSocialMedia.
EverydayIaskmysef101questions.
PHONE
EMAIL
ADDRESS
WEB
(415) 509 9882
Valentinecoget@gmail.com
2290StocktonSt.#207
94133SanFrancisco
Valentinecoget.com
9

10. fig. 3 Pause
fig. 2 Cover
fig. 4 Serve
fig. 1 Soak
10

11. SOAK
Discoveries and explorations
In the first phase of my work, I take notes, pictures, and videos. I also talk and listen to
people, observing them to understand their motives. I then do research Online, to find
what other people already discovered. This is the moment when I gather everything I need.
COVER
Insights and Analysis
Then, I will go over everything I have and try to find patterns; something that connects
thedots.Seeingthingsmoreholisticallyallowsforadeeperunderstandingoftheproblem,
and gives sight of the solution or at least a direction.
PAUSE
Coffee break
Afterhoursofwork,Ineedtotakesomedistance.Chatwithmyfriends,takeanap,exercise,
and eat are all the things that help me see the problem under a new perspective. This is
mymostcreativemoment.Afterthat,I’llcomebacktomyworkrefreshedandfullofideas.
SERVE
Craft and inspire
ThebreakwasjustwhatIneededtofindtherightpath,andcrafttheperfectstory.From
there I like to test and experience it, so that when I give it others, they can experience it
themselves, whether it’s though a story, a video, a brief, or an experiment.
11

12. 12
People don’t care how
much you know until they
know how much you care.
“
Theodore Roosevelt
“

13. 13
Instructor : John quintana
Class : inspiring creativity
Semester : Spring 2014
Creative & strategy : Valentine coget
Inspiring Ideas
FILL THE BUCKET

14. THE PROBLEM
How can I encourage people in California to save water?
Before I can get them inspired I need to find my own inspiration to help solve
this problem.
Most people know the importance of saving water and try
to act on it. Yet they tend to forget about it because water
runs freely from their faucets, and saving water isn’t a part
of their routine.
REMINDING PEOPLE OF THE IMPORTANCE OF SAVING WATER ISN’T GONNA WORK!
MY INSPIRATION
I asked my friends for some help.
I recorded a few friends of mine talking about water conservation, asking them
two basic questions :
- Are you aware of the importance of saving water?
- Do you act on it?
I didn’t expect to learn anything new, but the way some talked about water
conservation compared to others sparked an idea.
14

15. We need to get people to go from saying : “I try to save water because it’s
important” to “I do save water because it’s a part of who I am”.
It will make a difference because if you believe you are the type of person who
saves water, you will be more likely to do so in your every day life. So the solution
is to help people become that person instead of telling them what to do. Of
course behavior change doesn’t happen in a day so until then we need them to
publicly promote water conservation.
THE SOLUTION
Fake it until you make it!
The optimists The realists
The optimists said they saved water
because it was important to them, some
even talked about specifics on how they
spared water in their daily lives.
The realists said they tried to save
water because they knew it was
important, but most admitted giving up
because either they forgot about it or
thought it wouldn’t make any difference.
15

16. INSPIRE PEOPLE
It's time to sell the idea!
By creating a two minutes video, I get to inspire people to change their
behavior, focusing on the emotional quality of the idea over rational
persuasion. This creative demonstrates a conscious control of tone, rhetoric,
momentum and aesthetics.
Youtube.com/watch?v=T5k8n7VdBE8
16

17. Water is essential to life. Access to water is a universal human right. Yet the
fact is we’re running out. Droughts are crippling California, putting farmers out
of work and endangering wildlife. But it’s hard to save water when it flows freely
from our faucets. Knowing the consequences isn’t always enough.
STATE THE ISSUE
Why should you be concerned?
The good news is, with your help, tomorrow can be better! We are Fill the Bucket,
where tiny actions mean big change. Start by tweeting or updating your status
with #everydropcounts to show your commitment to saving water. That simple
action turns into a virtual water droplet on fillthebucket.com. Similar actions
turn into more droplets, and once the bucket is full, a community in need will
gain access to clean water. Next, sign up to get tips and other tools you give
your friends so they can join in the effort and help fill the bucket.
PRESENT A SOLUTION
What can you do about it?
17

18. Before long, thousands are sharing, water is saved, and problems are solved.
So sign up for free and start sharing today and together we’ll go from thinking
about water conservation to actually living it.
OFFER HOPE
How is that going to help?
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19. 19

20. 20
A brief needs
limitations and
an invitation.
“
John C Jay
“

21. 21
Instructor : John quintana
Class : inspiring creativity
Semester : Spring 2014
Creative strategy : Valentine coget
Creative Brief
QUAKER OATMEAL
&

22. Creative Brief for
Quaker
Oatmeal
The best way to start a day.
By Valentine Coget
Quaker Oatmeal sales go down because
people don’t take time for breakfast or
grab it on the go.
The Problem
The Facts
18% 51% 64%
83% of
Americans wish
they had more
time to spend
with friends and
family.
51% of
Americans
are affected
by fatigue,
which reduces
productivity.
64% of
Americans turn
to caffeinated
drinks when they
feel tired or
drowsy.
The Big Picture
These days our lives are busier than
ever, we have to juggle work, family
and friends and on top of all we spend a
growing amount of time on social media.
The problem is we are lacking the energy
to do everything that matters to us.
The Objective
Increase Quaker Oatmeal sales.
93% OfAmericansthinkthat
Breakfast is important
BUT 56%Skip breakfast
everyday!
Benefits
Of eating high
Energy breakfast like oatmeal
Improves concentration
and performance
Gives more strength
and endurance
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23. The Guideline
The challenge
Convince people to take the time to have
breakfast because it will help them stay
more active than coffee or energy drink.
The target
The perpetually overbooked
What do they think?
I don’t have enough time!
I need more hours in my day.
VS
What do they think?
It’s not a matter of time but energy.
Why believe us?
Because they are not alone in this situation.
Half of the US
suffers from
chronic fatigue.
The cultural tension
Time is money, don’t waste it.
The cultural arena for
conversation
Procrastination places
#tired_need_energy
The spark
Having more energy for the
important stuff, and being happier.
23

24. 24
The secret of
getting ahead is
getting started.
“
Mark Twain
“

25. 25
Instructor : C. Maddux A. Lanigan
Class : Problem Solving
Semester : summer 2014
Creative strategy : Valentine coget
Veronika Kistamas
Selling Ideas
SPOT SAVER APP
&
&
&

26. A GIVEN CHALLENGE
Get 5 people to buy what you're selling.
Amy Lanigan, the V.P. of Client Strategy at Fluid, challenged us to sell something
to 5 people and somehow bring a proof of these transactions. Both the currency
and the product was to be determined by us.
Although a person can’t really buy more time, it’s possible
to manage time more efficiently in order to make more of it.
That was the reasoning behind our core idea.
THE IDEA
Time is money!
My partner Veronika and I decided to sell our spot at the front of the line
at Mama’s, a famous brunch place in San Francisco. We waited in line for
approximately 2 hours, until we were close to the entrance. That’s when we
opened our 2 spots for auction and sold it to highest bidder.
26

27. “ Waiting in line may very well be an inescapable part of live.”
THE PROOF
We recorded everything
Vimeo.com/100769932
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28. 28

29. THE SPARK OF AN IDEA
This selling experiment gave us an idea.
Based on our experience we saw an opportunity for a line skipping application.
“SF Loves Waiting In Lines” is a Tumblr blog dedicated to
posting photos of the ridiculously long lines that people are
willing to wait in just to get a little piece of S.F. novelty.
THE CULTURAL INSIGHT
San Francisco loves waiting in line.
A wise person once said, “Waiting in line is a learned art and takes great
patience.” But rest assured San Francisco is among the top tier when it comes
to the skill of line waiting. A clever anonymous blogger has pictures to prove it!
29

30. THE PSYCHOLOGICAL INSIGHT
Waiting in line sucks!
In his book “Why We Buy: The Science of Shopping” Paco Underhill offers this
observation: the longer we’re waiting in line, the longer we think we’ve been
waiting.
#WaitingSucks #LongLine #Annoyed
30
Charlie Hufnagel doesn’t need an iPhone 5, but he’s been camped in front
of Apple’s downtown San Francisco store since Monday morning because an
anonymous Apple fanboy is paying him $1,500.” From SFGate, an article about
getting paid to wait in the line for the iPhone 5.

31. THE SOCIAL INSIGHT
First come, first served!
“The biggest influence on our feelings about lines has to do with our perception
of fairness. When it comes to lines, the universally acknowledged standard is
first come first served: any deviation is, to most, a mark of iniquity and can lead
to violent queue rage.”
A study of fans in line for U2 tickets found that people are just
as upset by slips and skips that occur behind them, and thus
don’t lengthen their wait, as they are by those in front of them.
This might explain why Apps
like ReservationHop get such
hostile reactions.
31

32. THE DATA
Primary Research & Interviews
During our selling experiment we conducted a few interviews, most of them led
us to the insights above. One of our questions was “How much would you pay to
skip a 2 hour line?”
Out of the 30 people we interviewed:
40%
are willing
to pay $10 to
$20 to skip a
2hour line.
13%
are not
willing to pay
to skip a
2hour line.
47%
are willing
to pay $5 to
$10 to skip a
2hour line.
Secondary Research
An American spends roughly 117 hours, which is almost 5 days each year waiting
in line. The dominant cost of waiting is an emotional one: stress, boredom, that
nagging sensation that one’s life is slipping away.
The ability to delay gratification is a turning point in the development of any
child and an hallmark of advanced cognition in many species. Nevertheless, most
animals cannot withstand delays longer than few seconds, even when substantial
rewards are at stake, and also humans are often strongly averse to waiting.”
Institutes of Cognitive Sciences and Technologies
32

33. THE SPOT SAVER APP
What is it?
Spot Saver is an App that allows you to skip a line by reserving a spot.
Why an App?
This App meets two needs. On one hand it lets you get to the front of a line. On
the other hand it gives opportunity to make money for those who are in need of
easy money. (Peer-to-peer)
How does it work?
When it comes to going to a place where there is a line you just reserve a spot
from home. Payment is done through the App. By reserving a spot, the system
connects to a registered spot saver who will do the waiting for you. Once he gets
to the front of the line you get a heads up. Once you get there you just take
over the spot.
Who are our spot savers?
Background checked registered people who want to make easy money in their
free time. They are connected to system by their smart phones. They are wearing
a Spot Saver cap while standing in line to indicate that they are reserving a spot
for somebody else.
33

34. The Spot Saver App
After downloading the App this page
allows you to register in our system.
This is the home page where you can
reserve a spot in a line.
34

35. The Spot Saver App
This is the step for those who want
to register as spot savers and make
some extra cash.
At this step you select the details
about the line you want to skip.
35

36. The Spot Saver App
When your spot is ready to take over
you’ll get this notification.
This notification pops up to those who
are registered spot savers and are
close to the location where somebody
wants to reserve a spot.
36

37. The Spot Saver App
The green pin shows you on the map,
and the yellow one represents your
spot saver and his location at the time
when the order is being placed.
37

38. 38
It's better to be
absolutely ridiculous
than absolutely boring.
“
Marylin Monroe
“

39. 39
Instructor : C. Maddux B. Robertson
Class : Problem Solving
Semester : summer 2014
Creative strategy : Valentine coget
Journey Map
LYFT VS UBER
&
&

40. Consumer
Decision
Journey
40

41. THE METHODOLOGY
Map the experience of a transportation mode.
For this Consumer Decision Journey, I will map out the experience of using a mode of
transportation that I’m not used to. It’s a peer-to-peer transportation that is a perfect
alternative to taxis. The two major players in this transportation sector are Lyft and
Uber and I have never used either of them.
Compare
Lyft and Uber
Run simulations to
see which one fits
the best.
No hypothesis let’s
play it out!
What about next
time?
I decided not to focus
on a specific brand, but
rather on my needs,
choosing which ever
fits me the best.
Consumer decision
journey
Discover
Explore
Experience
Retrospect
Reiterate
41

42. DiscoverCompare
Lyft and Uber
Observe
The first easy step is to compare the Apps. They’re both free and available to download
from the App store. I registered to both Apps and looked for similarities and differences
and all the things I liked or disliked.
Lyft looks playful and goofy.
Afterchecking the UberApp, I
wonderif Lyft is efficient enough.
The registration process doesn’t
require a credit card.
I like to take a touroftheApp
without having to entermy credit
card information.
TheApp seems simple to use.
I like that it’s easy and simple.
Uberlooks professional and sleek.
I like awell designedApp, it’s
something I pay attention to.
Theregistrationprocessrequiresa
credit card upfront.
I don’t like itwhen I have to enter
my credit card information before
I can take a look at theApp.
TheApp offers many options.
Fora first time userthese options
are kind of confusing.
With twice the likes of Uber App, Lyft offers the best App and is the
winner of this round.
42

43. Listen
The second step was talking with my friends. Most of them use Uber and love it. Only
one person I know uses Lyft.
I have always had a great experience with
uber. Lower fare, friendly drivers, it arrives
within 3 mins to pick u up, the cars r in
great condition....n most importantly its
very safe.
I prefer lyft because the experience feels
more like a friend is giving you a ride com-
pared to uber, which is like a regular cab.
The cab drivers of uber don’t chat with the
customer. And uber is more expensive.
The winner for this round is Uber because I received more reviews than
for Lyft, I just went for the biggest number.
FEEL
The experience started out like any other day. I’m feeling neither good or bad about
looking through some Apps, but as I started exploring I got pretty curious. When
the Apps were finally downloaded, I realized that I needed to provide my credit card
informations and that I couldn’t skip this step. This frustrated me.
Curiosity Annoyance Frustration
43

44. ExploreRunning Simulations
Test
After looking through these Apps, I decided to run a simulation to get an idea of how
they functioned. I tested the Apps from my living room, in my Pj’s, relaxed and not
ready for a ride, YET! Both Apps offer pick-ups at my location with a similar waiting
time and a visual of the cars around me.
Lyft offers one driving option.
Aftera thorough check, I saw
therewas an “upgrade”option
and it didn’t confuse me at all.
Requesting a Lyft is immediate.
I thought I’d be given the option
to entera destination before
contacting the drivers.
Lyft doesn’t offerquotes.
I don’t like not knowing howmuch
a ride is going to cost me.
Uberoffers several caroptions.
It’s a little confusing, because I
don’t knowwhich one to pick and
howthey differ.
Uber requests a text message for
activation.
Again, I’m confused.Are they
asking to activate the account or
the ride?
Uber let’s you enter a destination
and offers quotes.
I really like the option of knowing
howmuch a ridewould cost me.
Uber is the winner of this round because the App offers fare quotes,
which is their most important feature, in my opinion.
44

45. These testings helped me decide which service to use. I like to believe this was a
rational decision based on weighing the pros and cons but it was probably far more
emotional. Sleek design, bandwagon effect and getting a quote were probably some of
the elements that got me exited about Uber. Now let’s look at the underlying emotions.
Before pressing the button “request a Lyft”
I was curious to see if I could set up some
additional information about my potential
destination.
I still felt in a light mood, just curious and
exploring.
Clicking “request a Lyft”was the only option
Ichose,thinkingprecisionswouldcomelater,
but in a split-second I got a text saying that
my driverwas there.
I panicked cause I wasn’t ready to leave, still
wearing my PJ’s.
I didn’t receive anymore texts after that,
even though I’m not sure I canceled the
request. This simulation helped me realize
that Lyft only requires one click.
Thepanicofhavingthatdriverwaitingonme
turned into exasperation because it felt like I
didn’t receive all the information I needed to
make an informed decision.
FEEL
Curious
Panicked
Exasperated
There seems to be 5 different types of cars
running and the choices aren’t clear as to
which is the cheapest ride.
I felt rather confused at this point, so I
checked them all. It took me some time to
find the best option.
Isetupmydestinationandgotaquote,$18-
22 fora ride downtown.
At this point, I had mixed feelings. Sure, I like
having a price estimation, but Ithought itwas
tooexpensive!Iwasevenalittledisappointed.
IreceivedatextfromUberaskingmetoreply
“go” to confirm my “#”. Since I didn’t want to
book a ride yet, I preferred not to answer.
I wondered whether the text was to confirm
my phone number or the drive request. It
wasn’t clear, but at least I was happy to be
asked fora confirmation.
Confused
Mixed feelings
Wondering
After a few more clicks, I realized that my
ride was going to be much cheaper from
downtown than from my apartment.
IwasgladaboutthisfindingbecauseIwasn’t
planning on taking Uber ‘from’ my place but
ratherto get a ride ‘back to’my place.
Glad
45

46. ExperienceFirst Trial
Reasoning
I decided to ride with Uber because of the sleek design of the App and the option
to receive a quote. I also appreciate the final ‘confirm request’ step from Uber, and
knowing that most of my friends use this App gave me confidence. I left my apartment
at North Point and walked downtown for some shopping, figuring I would grab an Uber
on the way home.
Timing
I decided to divide the experience in three steps, before the request, the request, and
the ride home.
I’m downtown, it’s 5 pm
and I would like to go
home because I’m tired
ofshopping.Additionally
I’m frustrated because
the shopping wasn’t so
satisfying. I opened my
UberApptorequestaride.Iwasasked
to reply “Go” to an Uber text, which I
did,butIwasn’tsureifthishadbooked
my ride. I’m confused. Just to be sure I
redid the whole process.
Apparently my request
wasn’t fully registered
because when I tried
again I ended up on a
screen telling me that
the fares were increased
due to a large demand.
This set me off. I was offered to get
a notification if the price decreased,
so I waited half an hour but it only
increased. I was getting tired and cold
so I decided to book a ride anyways.
I waited for my ride at
the corner of Market
and New Montgomery.
I was anxious because
I hadn’t received any
ride confirmation nor
information about the
driver and the type of car he was
driving. I ran though the App again to
makesure,stillnoconfirmation.ThenI
sawan Ubercarandtriedto enter, but
realized there was already someone in
there. I was embarrassed and tired of
waiting so I took Muni home.
Before the request the request The ride home
46

47. Emotions
This first attempt was a total failure. I couldn’t get into an Uber, I took the F tram
instead, which I’m used to but don’t particularly like because it’s always packed.
I know nowthat something had gone wrong with the UberApp because I was supposed
to get a confirmation message. Regardless, that bad experience turned me away from
using Uber.
The ride on the tram wasn’t particularly enjoyable either, some people yelled at each
other and there was a very bad smell. I arrived home exhausted and stressed out.
Annoyed Irritated Angry
Departure Arrival
Grumpy Level 1 Grumpy Level 2 Grumpy Level 3
47

48. ExperienceSecond Attempt
Reasoning
Uber didn’t work, there was a bug, but I didn’t want to make any further attempts
on this App. I turned my attention to Lyft, and this time I tried not to prepare myself
mentally.
Timing
I divided the experience in three steps, before, during, and after the ride.
After a very pleasant
lunch with friend I want
to go home and decide
to give Lyft a try. I go on
the App and request a
Lyft. I get a confirmation
text almost instantly
and after 4 minutes of waiting my
driver’s here. I still don’t know how
much it is going to cost me, but I’m in
a good mood and I don’t think about
it too much. I’m just hoping that the
driver is a nice person. All I have is his
rating and his picture. I feel confident
and ready to interact with a complete
stranger.
Sean dropped me off, (I
wasn’t afraid to let him
knowwhere I lived). I had
a very nice ride, once in
my apartment I’m not
even thinking about it
anymore because it was
so smooth. Later on, I thought about
my ride because I received the billing
email, I received a $5 Lyft credit, which
means my ride was only $4. I’m happy
to rate him and give him 5 stars, but
after submitting a nice comment I
couldn’t go back to add a tip. So I felt
bad for him, but happy with the ride!
before the ride the request The ride home
Sean, my driver, is very nice!
I liketo drive forLyft,
but not inthistraffic :).
I love San Francisco!!!
Lyft drivers are nicerthan
Taxi drivers and drive more
safely becausethey are
not in a hurry!
48

49. Emotions
The second attempt was a success! I had no trouble requesting a Lyft, and once I got
over the fear of not having an estimation I actually really enjoyed it. The Lyft credit
was a very good surprise! The whole process was so smooth I didn’t even have to think
about it. The payment was automatic, I didn’t have to do anything about it. I arrived at
my apartment feeling fresh and relaxed.
Slightly worried Glad & relieved Pleasantly surprised
Departure Arrival
hope the driver
is nice
hey he's super
nice!
Wow it's only $4
49

50. RetrospectLooking back
Reasoning
I think next time I need to order a cab, I will use my Lyft App instead! Nevertheless, I
find it interesting that what made me go for Lyft is actually a disappointment of Uber.
I don’t know if I would’ve tried Lyft otherwise. I’m not sure if I would give Uber another
shot.
Lyft is a goofy driving service, with
cheap fares and silly mustached
cars.
Uber is a sleek driving service,
with a high class standard and
professionalism.
Uber is a pricey driving service
with hard to spot vehicles.
Lyft is a friendly driving service,
with cheap fares and the mustache
makes them easy to spot.
Then NOW
50

51. Emotions
The overall journey wasn’t so good in terms of feelings towards these two brands. I
mostly felt frustrated by it, but when I stopped thinking about it and when the ride
home was smooth that’s when my mood improved. The purpose was to make the
journey seamless and to avoid any disconnection.
Curiosity
Annoyance
Frustration
Mixed Feelings
Glad
Wondering
Confused
Curious
Panicked
Frustrated Annoyed
Irritated
Angry
Worried
Glad
Happy
Discover
Explore
Explore First Trial
Second Trial
51

52. ReiterateConsumer decision journey
The steps
Now is the time to explore the weaknesses and opportunities for Lyft.
Downloading the App doesn’t require much because it’s free but this
doesn’t mean people will use the App either. At this point Lyft is still
competing with Uber and other means of transportation.
Entering credit card information is first key moment for people. After
that, the likelihood of using the App increases. Lyft has to explain how
they will use credit card informations, as this can be a touchy subject.
Request:canbetrickyforfirsttimer,Lyftcouldgivethemanexplanation.
Waiting : stressful moment, but Lyft handles it better than Uber.
Riding : driver could consider his passenger’s mood and adapt to it.
Paying:seamlessmomentmadeevenbetterbythefirsttimeuserreduction.
When a first user decides to give it a try, he'll go through 4 steps.
Lyft greatest weakness is the fact that they don’t offera fare quote. This
is the main reason I tried Uber first. Lyft was lucky enough that the Uber
App had a bug and didn’t work, otherwise I would have never tried Lyft.
52

53. Consumer deciscion journey
Now is the time to explore the weaknesses and opportunities for Lyft. The best way to
do that is by looking back into the purchase and decision process, as well as the service
experience.
Consider
Compare
use Lyft
Loyalty loop
Evaluate
Liked it
Didn't like it
Love it
Advocates
Users
1 time users
Awareness
Paid, owned and
earned media
Consideration
Recommendations
App download
Uber VS Lyft
Need Ride
Cab vs Lyft vs Uber
3. Riding
1. Request4. Paying
2. Waiting
53

54. 54
I’ve go 99 problems
and 86 of them are
completely made up
scenarios in my head
that I’m stressing
about for absolutely
no logical reason.
“
Unknown
“

55. 55
Instructor : C. Maddux
B. wakabayashi
Class : Problem Solving
Semester : summer 2014
Creative strategy : Oscar Nilsson Valentine coget
Experiment
STORYTELLING
&
& &

56. A GIVEN CHALLENGE
Rationally demonstrate the power of storytelling.
Brian Wakabayashi, from BBDO, thrives to move people emotionally rather than
rationally because emotions are simply more powerful than a rational argument.
He challenged us to demonstrate and find new ways to illustrate the power of
stories through an experiment, a story, or an observation.
STORYTELLING
The power of stories
Storytelling is the age old method of emotional message delivery. And it’s the
thing that continues to inspire awe, amusement, admiration, and above all
action.
56

57. THE EXPERIMENT
Rational evidence!
Storytelling is so powerful it creates deep emotions that drive our actions on
a daily basis. To throw light on this evidence we conducted a little experiment.
We choose to compare a story review for an apartment from Airbnb with its
feature description. We took these texts and placed them on individual cards.
Then we went out there and asked people to read these cards and show us the
place they’d rather go to, without telling them this was for the same apartment.
The result is compelling, 64% went for the story, when only 36% voted for
the features, and we asked people who know what they’re talking about
because most of them were tourists from all over the world.
Story 64% Features 36%
57

58. THE PROOF
We recorded everything
vimeo.com/99509308
58

59. 59

60. 60
Life’s is like a box of
chocolates, you never
know what you gonna get.
“
Forrest Gump
“

61. 61
Instructor : C. Maddux K. Brogan
S. Axton
Class : Problem Solving
Semester : summer 2014
Creative strategy : Valentine coget
Problem Solved
NEUTROGENA
& &
&

62. A GIVEN CHALLENGE
Find a new way to bring results to life.
Khaia Brogan and Shauna Axton from MRY, an ad agency that specializes in
behavioral research, challenged me to find a new way to bring cosmetic results
to life, in a way that is credible, believable and compelling. This meant helping
people see their results better, either by designing a new way to measure results,
or visualize them.
THE BIG PICTURE
Neutrogena stands in a crowded category.
The skin care market is cramped with fierce competition. Many brands play on
the emotional card in order to stand out from the crowd. Emotional stories such
as Dove’s real beauty hit a rough patch, people are getting tired of it. Neutrogena
strives to tell a different story, one that is based of effectiveness and results.
Communicating results can be done in many different ways, before
& after, celebrity endorsements, guarantees, claims, scientific
images and reviews. The bottom line is that results are hard to
show because they’re subjective, rely on visible change, and are
small improvements that add up over time.
62

63. THE METHODOLOGY
Let's not jump to conclusions!
This problem is vast in complex. We need to understand both, the context and
whom we’re talking to, before we can come up with a solution. Once we do that,
we will fraction the vast problem and tackle every part of it. There might not
be one big unraveling but there are definitely a couple tweaks we can easily
implement.
63

64. SEGMENTATION
Sets her life by her own rules.
The Optimistic explorer has no loyalty for brands, but cherishes her products
when they fit her needs. She will go out of her way to find these precious gems,
reading reviews and beauty blogs. Her skin knowledge goes beyond her skin type.
The Optimistic explorer likes to reinvent herself everyday.
64

65. For each product I use, I want to
know the exact reason I should use it
and kind of really gear it towards my
different skin needs, because my skin
changes every day.
“
“
Optimistic explorer
65

66. SEGMENTATION
Tailgates what works for her.
The Trusty follower has favorite brands from which she buys all her skin care
products. She doesn’t spend too much time researching products because she
knows she can trust the quality of her high-end brands. She’s aware of her skin
type, and chooses skin care products accordingly. The Trusty follower is very
confident and doesn’t feel the need to transform herself, sticking to what works.
66

67. Trusty follower
I rely on their products way too
much, but I’ve been using them for
years and my skin looks amazing.
“
“
67

68. SEGMENTATION
Loves the beauty of simplicity.
The Pragmatic functionista, has no loyalty whatsoever for brands and skin care
products. She spends no time and has no interest in researching these products.
She doesn’t really know her skin type, but if it’s dry she’ll buy moisturizer,
preferably something cheap and natural. In store, she’ll look for keywords like
‘dry skin’ or ‘moisturize’. The Pragmatic functionista likes her looks ‘au naturel”.
68

69. I never think about it so
Whenever my skin gets dry i
borrow my roommate’s cream.
“
“
Pragmatic functionista
69

70. THE CULTURAL INSIGHT
Healty is the new beautiful.
Today’s diets aren’t meant for weight loss but to adopt a healthy lifestyle, and
foundation is not meant for covering but for hydrating. For women, being healthy
means being active, energetic, feeling good, and looking great. Being healthy
is what allows women to get the most out of life. They don’t need brands to
remind them how beautiful they are. They want quality care products that will
help them achieve their ideal healthy, moisturized, and radiant looking skin.
70

71. These days we’re witnessing a shift from beautiful as being
in the norm set by society, to beautiful as being healthy and
strong whatever your size is.
71

72. THEPSYCHOLOGICALINSIGHT
Waiting for results builds frustration.
The process of getting healthier skin takes time, the results won’t be visible
immediately and most women know that.
But some women, especially the Optimistic explorer, will discard a product
entirely when they‘re confronted with extremely positive and fast-results
testimonials that don’t reflect their own progress.
72

73. This irrational attitude is caused by Cognitive Dissonance
It’s a mental discomfort experienced by an individual who is confronted by new
information that conflicts with existing beliefs, ideas, or values. In this case,
knowing that the process takes time, but being confronted with people who
experienced fast results. This can lead to thinking the product does not work
for them.
“I just bought a wrinkle repair
serum and I know the results
won’t be visible right away.”
“I bought the same wrinkle
serum and I saw results
almost right away.”
1. BELIEF : SKIN REPAIR TAKES TIME 2. ACTION : READING A REVIEW
“Something’s wrong!”
DISSONANCE
“This product doesn’t work
on me, I would have seen
fast results!”
SOLUTION 1 : CHANGE BELIEF
“Didn’t seem to work at
first but then I finally saw
the results.”
READ NEW REVIEW
“My skin heals very fast,
that’s how I’m able to see
results so fast.”
RETHINK OLD REVIEW
SOLUTION 2 : CHANGE ACTION SOLUTION 3 : CHANGE PERCEPTION
X V V
?
73

74. THE SOCIOLOGICAL INSIGHT
Humans have a need for comparison.
“Social comparison theory centers on the belief that there is a drive within
individuals to gain accurate self-evaluations. The theory explains how individuals
evaluate their own opinions and abilities by comparing themselves to others
in order to reduce uncertainty in these domains, and learn how to define
themselves.”
The media plays a large role in social comparisons. Researchers
have found that in most cases women tend to engage in upward
comparisons with people largely different than them, which results
in more negative feelings about themselves.
Theory of psychologist Leon Festinger
Low self esteem +
Downward comparison
= Mood Improvement
High self esteem +
Upward comparison
= Motivation
Low self esteem +
Upward comparison
= Demoralization
74

75. Comparison issues
Although most women know their skin is unique and has specific needs, it’s hard
for them not to compare themselves with what they see in the media.
Whether Neutrogena’s customers have high or low self-esteem, we don’t want
them to lose their motivation for a healthy looking skin. That’s why it’s important
to educate women on their health and provide them a better understanding of
their own skin and body,
Comparison is the thief of joy!
These women all weigh the same.
75

76. THE DATA
Primary Research & Interviews
Out of the 31 people I interviewed:
48% of skin care consumers
are not loyal to any brand,
they rather buy products
that fit their needs, whatever
the brand is.
64% of skin care consumers
have dismissed an efficient
product because they didn’t
like the fragrance or the
cream’s texture.
76% of skin care consumers
take less than a week to
decide whether a skin care
product works for them or
not.
Level of knowledge of their own skin
Measurement for skin improvement
Purchase influence
None Basic knowledge Extended knowledge
See results See & feel results Feel results
Reviews Clinical testing Other
76

77. Secondary Research
Stress and anxiety was cited as the main culprit for
worsening breakouts and other common skin conditions. 69%
effectiveness
74%
familiarity
3%
price
7%
brand
16%
The priorities of respondents when buying skincare products were as follows:
77

78. THE SOLUTIONS
First we need to tackle the reviews.
In order to bring results to life we need to address all the considerations seen
above, starting with the reviews. We know reviews are the most influential
factor in the purchase decision of a skin care product. So we need to make
sure that reviews are most effective.
One way to do this is to prevent bad rating due to other factors than
effectiveness. It doesn’t seem fair to dismiss an effective product just because
of the fragrance or the texture of the cream.
When leaving a review on Neutrogena’s website, especially if it’s a bad review,
user should give the main reason for their disappointment. If the fragrance is
the problem, the effectiveness shouldn’t have to called into question.
78

79. Provide a claim card with each product, so that consumers can put their
skin to the test. This might force them to admit that the product works,
and even though they might not like the texture or the fragrance.
79

80. THE SOLUTIONS
Round two measuring the results
The second step would be to help Neutrogena’s customers to measure their
results. When talking about measuring the results most people express their
need to feel the results, less talk about seeing the results, and others want to
both.
The solution could be to design a small test adapted for each product.
For example to test the Rapid Clear Oil-Control Foaming Cleanser which
claims to rapidly and effectively remove oily skin, we can provide oil
blotting paper. This rapid and easy test could be performed once before
starting your treatment and once more after a few weeks.
See the results
PRODUCT + TEST = HAPPY FACE
80

81. A touch measurement is can be tricky to achieve, because women touch
their skin everyday. They won’t be objective and will probably be harsher
with themselves and their progress than their family and friends who
might see (or feel) improvement. The test is to have their loved ones feel
the skin. They can simply caress the person’s face for a more objective
assessment. Chances are they’ll be more prone to compliment and praise
their skin quality.
Feel the results
81

82. THE SOLUTIONS
Third factor, the time
We need to address the time/waiting factor. Some of Neutrogena’s products
act immediately, like their Makeup Remover but some other products like their
Triple Age Repair need more time to act. Too many women lose hope after
a week of treatment when they don’t see the results. Achieving healthy skin
takes time and commitment, finding the right product, applying it every day...
The experience is like planting a seed and growing a plant. You won’t
actually witness the plant grow, it’s way too slow. However by taking a
step back from time to time, you’ll notice a new leave here and there.
82

83. What if we could digitally recreate the experience of a growing plant
for wired customers starting a cure. Neutrogena could invite them to
hashtag their cure starting point and reply with the plant growing
experience. Customers would be alerted of each new leave and reminded
at the same time to check the progress they’ve made so far. This could
be a way to build expectation without the all the frustration.
83

84. THE SOLUTIONS
Lastly, let's address the comparison problem
As we saw above, knowing our skin is unique is not all, we still have this itchy
need to compare ourselves with others. Although we might not succeed to
resolve the issue entirely, there is much we can do on educating women about
their skin.
14% of women don’t
know their skin type.
34% of women aren’t
sure of their skin type.
Among 52% of women who know their skin type,
the majority doesn’t know how to properly care for
their skin, using products that are either too harsh
or inappropriate.
84

85. To prevent harmful comparison a focus needs to be put on education:
the steps to efficiently hydrate your skin, the tricks to prevent acne, etc.
This education will hopefully pin back on our first step and have positive
results on product ratings.
85

86. CONCLUSION
Connecting the dots
Having a consumer journey allows us to see how these solutions can be tied
together and where to implement them.
1. Improving the reviews
2. Provide claim cards for each product
3. Provide education for woman to learn about their own skin
4. Offer a plant analogy to help with their patience
5. Provide a little tester with each product to measure progress
6. Have women ask their loved ones to test their skin
Summary
86

87. I’m unhappy with
my skin!
I’m happy with
my skin!
Looks for
a product
Uses the
product
Sees
progress
Keeps on
the effort
Gets
impatient
Dismisses
the product
Buys from
another
brand
Reads
reviews
Claim
Cards
Buys a
Neutrogena
product
Review
Revision
Plant
analogy
Test
progress
Education
cards
Makes
comparisons
87

88. Listen, Smile, agree, and
then do whatever the fuck
you were gonna do anyway.
“
Robert Downey JR.
“
88

89. 89
Thank you!
Thanks for flipping through these pages, I hope you enjoyed the ride!
If you’d like to chat about the work, give me a call at (415) 509 9882.

90. 90