1.
intersection conference | april 16th 2014 | erik roscam abbing | zilver innovation |TU delft
designing
branded enterprise
experiences

2.
statement1
weallwantexperiences thatare
innovative
seamless
crosschannel
unique
relevant
andthatmakeusheapsofmoney

3.
innovation = coherence
statement2

4.
coherence = the enterprise brand
statement3

5.
the enterprise brand =
a construct that functions as foundation for
sustainable growth if you build it well
statement4

6.
that crazy little thing
called!
!
“brand”

7.
branding =
building a coherent vision on the relationship an
organization aspires to have with its stakeholders
so…

8.
so that’s branding.
okay…

9.
innovation
=
coherence & convergence

10.
the aesthetics of innovation
:-)

11.
WTF?

12.
What organizations need is not more ideas.
soseriously….

13.
abundance of ideas

14.
“Spending more on R&D won’t drive results.The most crucial factors for successful innovation are strategic alignment and a
culture that supports innovation..”
“Companies with both highly aligned innovation cultures and highly aligned innovation strategies have 30 percent higher
enterprise value growth and 17 percent higher profit growth than companies with lower degrees of alignment.”

15.
enterpriseproblems
are often:
open
!
complex
!
dynamic
!
networked
!
!
they have fuzzy or no boundaries
!
many elements that are related to each other
!
constantly changing
!
many interdependencies between stakeholders
after Kees Dorst 2013

16.
What organizations need is not more ideas.
soseriously….

17.
What they need is the rigor, focus and structure
that helps them
kill the bad ideas and grow the good ones
but…

18.
What they need is
coherence
yes!

19.
coherence
=
the enterprise brand

20.
branding =
building a coherent vision on the relationship an
organization aspires to have with its stakeholders
remember?

21.
the outside worldthe inside world

22.
the outside worldthe inside world
design
implement
research
sense making
sense making
focus

23.
the outside worldthe inside world
design
implement
research
sense making
sense making
focus

24.
internal drivers for change the customer

25.
the enterprise external drivers for change

26.
the enterprise the customer

27.
viability feasibility
desirability

28.
viability feasibility
will they
want it?

29.
feasibility
will they
want it?
will we make
money?

30.
will they
want it?
will we make
money?
can we
make it?

31.
what’s missing?

32.
should WE do it?

33.
does it match our
BRAND?

34.
if we use branding for coherence
innovation becomes more
intrinsic,organic,authentic
so…

35.
building brands as
foundation for
experience design

36.
Roscam Abbing & Smulders, Advanced design methods for successful innovation, Design United, September 2013

37.
let brands emerge from experience design
processes and let them infuse
experience design processes
buildingbrands

38.
using service design tools to build a coherent
enterprise brand while developing experience
innovations
finally
icon by dean robert smith the noun project

39.
give your internal stakeholders insight and involvement in your design research tools

40.
share you primary data with your internal stakeholders

41.
take internal stakeholders with you on home interviews

42.
don’t generate insights for your internal stakeholders but with your them

43.
build personas that are not only inspiring but that can be validated and weighted

44.
integrate existing customer metrics into customer journeys to get the left brainers on board ;-)

45.
create principles that lead to clear and measurable value for company and customer

46.
focus on those touch points where there’s opportunity for relevant differentiation

47.
role playing atVirgin Mobile’s Manilla call center. Proto Partners / Zilver project

48.
www.zilverinnovation.com
www.branddriveninnovation.com
www.7daysinmylife.com
www.designthenewbusiness.com
erik@zilverinnovation.com
@roscamabbing