O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

de

The Experience is the Message – Creating Unique Airline Brand Experiences Slide 1 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 2 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 3 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 4 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 5 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 6 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 7 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 8 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 9 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 10 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 11 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 12 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 13 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 14 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 15 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 16 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 17 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 18 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 19 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 20 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 21 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 22 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 23 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 24 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 25 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 26 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 27 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 28 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 29 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 30 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 31 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 32 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 33 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 34 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 35 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 36 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 37 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 38 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 39 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 40 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 41 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 42 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 43 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 44 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 45 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 46 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 47

Vídeos do YouTube não são mais aceitos pelo SlideShare

Visualizar original no YouTube

The Experience is the Message – Creating Unique Airline Brand Experiences Slide 49 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 50 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 51 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 52 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 53 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 54 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 55 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 56 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 57 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 58 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 59 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 60 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 61 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 62 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 63 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 64 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 65

Vídeos do YouTube não são mais aceitos pelo SlideShare

Visualizar original no YouTube

The Experience is the Message – Creating Unique Airline Brand Experiences Slide 67 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 68 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 69 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 70 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 71 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 72 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 73 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 74 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 75 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 76 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 77 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 78 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 79 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 80 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 81 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 82 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 83 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 84 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 85 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 86 The Experience is the Message – Creating Unique Airline Brand Experiences Slide 87
Próximos SlideShares
Branded Customer Experience – Bridging promise and fulfillment
Avançar

76

Compartilhar

The Experience is the Message – Creating Unique Airline Brand Experiences

Creating better brands through strategic touchpoint design: In a case study we evaluated the brand experience of top European airlines. Based on findings, we designed solutions to orchestrate and optimize touchpoints and create beneficial and brand-supporting experiences. Combining the user-centered design approach and the business-driven marketing technique, brand experiences are designed to both offer maximum value for the user and at the same time convey relevant brand messages and thus serve the business.

This study was compiled for and presented at IA Conference "Brand Experience" in May 2014 in Berlin.

Livros relacionados

Gratuito durante 30 dias do Scribd

Ver tudo

The Experience is the Message – Creating Unique Airline Brand Experiences

  1. 1. VATTER & JORDAN The Experience Is The Message Creating Unique Airline Brand Experiences Christian Vatter & Martin Jordan
  2. 2. Contents – BrandExperience:Whatitisandwhyitisimportant – Airlines:Differentiatingthroughmarketingbutproviding interchangeableexperiences – OurStudy:Theprototypicalflightexperiencejourney – AirlineBrandExperienceDesign:Ourideasthatturnstandard brandexperiencesoftwowellknownairlinesintouniqueones
  3. 3. VATTER & JORDAN About Brand Experience PhotobyDavidOliete
  4. 4. “Weareintheageofthecustomer. Howwellyouservethemwilldetermine yoursuccess.” DavidCooperstein,VicePresidentForresterResearch
  5. 5. Source:Forrester “Empoweredbuyersdemandanewlevel ofcustomerobsession” Age of manufacturing Age of distribution Age of information Age of the customer
  6. 6. Notunderstandingcustomersneeds mightbefatal 2004 2005 2006 2007 2008 2009 2010 Blockbuster Revenue Netflix Revenue $6Billion $4Billion $2Billion $0 $ 2.2 Billion Bankrupt Source:www.go-digital.net
  7. 7. Reachingthetopwithdelivering customervalue ImagebyZappos
  8. 8. Creatinggreatexperiencesisseenas thenewbenchmark Source:Forbes,2014
  9. 9. Lesson #1 It is a necessity to understand users and create value for them.
  10. 10. Let’schangeperspectives: Businessesareinanageofextreme competition.
  11. 11. Shorterinnovation cycles Globalcompetition Higherdemandfor newproducts Moreproductspercategory Strongrivalriesbetweenofferings
  12. 12. ExampleVolkswagen:Morethantwiceas manymodelsinthepast30years 0 6 12 18 24 1960 1970 1980 1990 2000 2007 2008 2012 minicar smallcar compactcar mid-rangecar executivecar pickup 9 Number of Volkswagen models 4 11 9 9 14 16 18 21 Source:Wikipedia
  13. 13. Asimplegoalforeachmarketplayer:To bepreferredovercompetitors
  14. 14. Thestrongestmeanstocreate preferenceistheconceptofbrand*.
  15. 15. *)“aperson’sgutfeelingaboutaproduct,serviceor organization” (MartyNeumeier)
  16. 16. 0,80€ 2,80€ Brands createawillingness topaymore forotherwisesimilarproducts…
  17. 17. …ordecidewhowillbepicked Last day of business of closing drugstore chain Schlecker
  18. 18. Source:Interbrand Uniquebrandshavethepowerto increasecompanyvalue
  19. 19. Lesson #1 It is a necessity to understand users and create value for them. Lesson #2 It is a necessity for businesses to create brand preference.
  20. 20. Therearetwogoals #2 Build brand preference #1 Create value for the user
  21. 21. It‘snoteitheror Photograph:EckhardPecher
  22. 22. BrandExperiencecanunitebothgoals #2 Build brand preference #1 Create value for the user Brand Experience
  23. 23. BrandExperiencecanunitebothgoals & Wherecanthe experience–when dealingwithabrand –beimprovedsoitis beneficialfor customers? Howcanthese improvementsbe manifestationsof whatthebrand standsfor? Build brand preferenceCreate value for the user
  24. 24. VATTER & JORDAN About Airlines
  25. 25. Airlinesarebrands
  26. 26. Theyinvestinbranddesigntocreatea uniqueappearance
  27. 27. … Notification to Check-in Self Check-in Travel to airport Counter for check-in and/or baggage drop off Security Waiting at gate Admission/Boarding Entering and being greeted Seating procedure Announcements Starting Service drinks/ food Clearing table Announcement captain … Butthe experiences theyprovidedo notdifferfrom eachother
  28. 28. Eventhesmallestgesturemayhelpan airlinetostickout Airberlin created a lot of media buzz when giving out chocolate hearts upon exiting the plane
  29. 29. Berlin-Rom, 23.05.- 25.05. easyJet 159EUR KLM 215EUR Lufthansa 232EUR Whyshouldcustomerspaymorefora brand? Source:Swoodoo,retrievedMay15
  30. 30. Brand the experience, because the experience is the message.
  31. 31. VATTER & JORDAN About our flight experience study
  32. 32. OurApproach Understanding the experience PainandWow points,importance ofencounters, emotioncurves duringjourney Interviews, CulturalProbes, SelfExperience Understanding the brands Whatdobrands standfor,what valuesare associatedwith them Communication Analysis,Interviews Creating Brand Experience Ideas Ideasbasedonpain andwowpointsthat bringbrandtolive
  33. 33. 40.ooomiles flown 18travellers interviewed 5culturalprobes collected 8Airlines studies
  34. 34. Privatetravelers Businesstravelers Short-haulflyers Long-haulflyers Experiencedflyers Inexperiencedflyers
  35. 35. The prototypical experience journey
  36. 36. General observation: Airplanejourneysarecomplexandwithmany insecuritiesandopenquestionsinregardstotimeplanning,baggage regulations,customsandimmigration.
  37. 37. General observation: Forbusinessfrequenttravellerstimehas enormousvalue.Theycalculatethetripwithoutmuchwiggleroom,any deviationfromroutinecausesstressinstantly.
  38. 38. Prototypical experience journey Preparation At Airport AftermathIn Plane Emotion Curve
  39. 39. Preparation Searching & Booking Preparation Check-In Trip to airport Thejourneybeginswiththesearchfor flightoptions. Theclosertheflightgets,themore stresslevelsrise(positiveandnegative).
  40. 40. Counter Security Waiting at gate Boarding At Airport Entering the plane Alackoftimepredictability,control andorientationaswellasstop-and-go proceduresarethereasonsforquitea bitofstressbeforetheflight.
  41. 41. Seating Settling in Exiting Settlinginone‘sseatistheturning pointofthejourney– stresswanesand boredomsetsinuntilshortlybefore landing. In Plane Employees Activities Service Food Entertainment Syst. Physical Stress In-Flight factors
  42. 42. At Airport Baggage Claim Transfer to city The aftermath Whetherchangingplanesorfinding yourwaytothecity– theunknown situationatarrivalcanbeasourceof stress. Thejourneyonlyendswhenthebag canbeputdownandopened. Aftermath At AirportAt Airport Arrival at destination
  43. 43. Prototypical experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath
  44. 44. VATTER & JORDAN Airline Brand Experience Design
  45. 45. Thefollowingsolutionswereinventedbyusto showtheprincipleofbrandexperiencedesignat work: Easingoutpainpointsandbringingthe brandtolifeatthesametime. Wecreateduniqueexperiencejourneysfortwo airlines,yettheprincipleworksforanyservice brand.
  46. 46. The Lufthansa Brand Experience
  47. 47. What does the brand Lufthansa stand for? Here is a TV commercial from 2013 .
  48. 48. reliability precision germanness Brand Values Anair-tripisacomplex processfullof uncertainties.For mosttravellers, predictabilityand beingintheknow helpsalot. User Insight
  49. 49. The Lufthansa experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath yellow: Steps where Lufthansa can best play out its brand values
  50. 50. Insight Flyingmeanstimeawayfromhomeorwork. Quiteafewtravellerswanttoarrivejustintime. Solution Lufthansasupportsthosetravellerswitha search/planningtoolthatisbasedontheactual timeoftheappointmentallowingforprecise planning.
  51. 51. Insight Inordertohavetheimportanttripinformation inoneplace,travellersoftenkeepahand- writtennotewiththem. Solution Lufthansaaidswithaconvenientprintable overviewoftheimportanttriprelateddata givingsecurity.
  52. 52. Insight Thereisatrade-offbetweennotwantingto wastetoomuchtimeattheairportandnot wantingtomissone’sflight. Solution Lufthansahelpswiththe”TravelCompanion“,an appthatprovidesnecessaryinformationduring thetrip– e.g.itconsiderstransfertimetoairport andtimetoboarding
  53. 53. Insight Tomanypeopleairportsarestressfulduetoa lackoforientationandtimepredictability-even moresowhenchangingplanes. Solution TheLufthansaTravelCompanionprovidesindoor mapsofairports,tellsthedurationtothegateand thewaitingtimeatthesecuritycheck.
  54. 54. Insight Intheplane,peopleoftenliketorelaxandsleep alittlebit.However,theydonotwanttomiss foodanddrinks. Solution Lufthansasupportswithasimpleprintedschedule oftheplannedservice,increasingtheirperception aspreciseandreliable.
  55. 55. Insight Fromthearrivalairporttravellersneedtofind theirwaytothecity,butoftendon’tknowhow. Solution TheLufthansaTravelCompanionshowsthe remainingtimetoyourappointmentandthe durationofthejourneythere,consideringvarious meansoftransportation.
  56. 56. Insight Exitingtheplaneisoftenthelastencounter withanairlineduringthejourney–amissed opportunity. Solution AftertheflightLufthansasendsatextmessage withtheexactmilesearnedfortheflight,thus providingapositivefinalexperience.
  57. 57. The easyJet Brand Experience
  58. 58. What does the brand easyJet stand for? Here is a TV commercial from 2013 .
  59. 59. enjoyment greatvalue foreveryone Anyairtripoffersthe opportunitytodo excitingthings,meet friendsandenjoyyour timewiththem. Brand Values User Insight
  60. 60. The easyJet experience journey Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath orange: Steps where easyJet can best play out its brand values
  61. 61. Insight Fortheirweekendgetaways,peopleareoften flexiblewiththedatebuthaveafixedbudget. Also,itismoreaboutactivitiesandweather thanaspecificdestination. Solution easyJetprovidestravellerswiththeTripAlert,a toolthatalertsuserswhenaflightmatches definedcriteria.
  62. 62. Insight Travelisaboutthethingsyoudoatthe destination:meetingpeopleanddoinggreat stuff.Theplanningisatleasthalfthefun. Solution TheeasyJetTripPlannerhelpstoconnectwith friendsandcompileaselectionofplacesand activitiesintraveldestinations.
  63. 63. Insight EveryoneknowsthattravellingwitheasyJetcan beaverytightexperience. Solution easyJetbringsthefunintotravelling:Inalotteryon everyflighteasyJetgivesawayunsoldXLseatstoa happywinner.
  64. 64. Insight Whenfinallyintheplanepeoplefindthetimeto planandpreparefortheirtripahead. Solution ThepreviouslygatheredactivitiesintheeasyJet TripPlanercanintheofflinemodebearranged intoaschedule,supportingdetailedtripplanning.
  65. 65. Insight Alongtripcanbeveryboring,andeasyJetdoes notprovideaninflightentertainmentsystem. Solution easyJetprovidespassengersa„bringyourown device“entertainmentsystem: Forafeweuros moviescanbewatchedonyourprivatepaddevice connectedtotheeasyJetsystem.
  66. 66. Insight Usuallyflightsendveryabrupt,withouta memorableexperiencefromtheairline lingeringon. Solution TogetherwithpromotionalpartnerseasyJet provideshelpful,locationspecificgive-awaysupon exitingtheaircraft.
  67. 67. VATTER & JORDAN Summary and Conclusion
  68. 68. Step 1: Brand Experience Design – Research: Whichneedsariseduringproductorservice usage?Wherearepain&wowpoints? Whatdoesyourclient’sbrandstandfor?
  69. 69. Step 2: Brand Experience Design – Matching: Wherecanthe experience,when dealingwiththe brand,beimproved soitisbeneficialfor customers? Create value for user Howcanthese improvementsbe manifestationsof whatthebrand standsfor? Create value for brand Brand Experience
  70. 70. manifestingthebrand through/inencounters helpingbuildingbrand preference strengtheningthebusiness valueinsteadofmessages, deliveringonthepromise helpingbuildingloyaltyand recommendation strengtheningthebusiness contemporary marketing balancing out user and brand needs Brand Experience
  71. 71. The Experience is the message Howabrandactshasmoreimpactthanwhatitsays. OuruniqueapproachofBrand Experience Design providescompellingandusefulmomentsoftruth thatbothdelightcustomersandstrengthen business. Weofferto helpdeveloping any service brandthat needstodifferentiateanddeliveronitspromise.
  72. 72. VATTER & JORDAN Find more about us at www.brandexperiencedesign.net AllnototherwisemarkedimagescopyrightbyJordan&Vatter,iconsfromTheNoundProjectbyWilsonJoseph, Rediffusion,DiegoNaive,Lesvieuxgarçons,MuraliKrishna,Johanna,DaraUllrich,MelonnieManohar,NicolòBertoncin ChristianVatter, MarketingPsychologist& BrandExperienceConsultant cv@christianvatter.com @cvatterberlin www.linkedin.com/in/christianvatter MartinJordan, Service&BrandExperience Consultant martin@martinjordan.de @martin_jordan www.linkedin.com/in/martinjordan
  • markatpurple

    Jan. 29, 2019
  • VincentWei5

    Mar. 9, 2018
  • sinse17

    Jan. 25, 2018
  • huuduc94

    Jan. 12, 2018
  • ValentinaFedorova1

    Mar. 6, 2017
  • hjjoachim

    Oct. 2, 2016
  • AndrewCullen5

    Aug. 5, 2016
  • MichaelKarsch

    Jul. 7, 2016
  • hgieldanowski

    Jul. 7, 2016
  • RomainGalli

    Jun. 14, 2016
  • jyreynaud

    Mar. 24, 2016
  • miklophone

    Jan. 23, 2016
  • christianroghi

    Jan. 17, 2016
  • MadeleineLee

    Jan. 17, 2016
  • seanhabig

    Dec. 21, 2015
  • khurrambaba

    Dec. 20, 2015
  • SueDaun

    Dec. 17, 2015
  • rainer323

    Dec. 7, 2015
  • RmiJustermi

    Nov. 24, 2015
  • EsinKutayKl

    Nov. 16, 2015

Creating better brands through strategic touchpoint design: In a case study we evaluated the brand experience of top European airlines. Based on findings, we designed solutions to orchestrate and optimize touchpoints and create beneficial and brand-supporting experiences. Combining the user-centered design approach and the business-driven marketing technique, brand experiences are designed to both offer maximum value for the user and at the same time convey relevant brand messages and thus serve the business. This study was compiled for and presented at IA Conference "Brand Experience" in May 2014 in Berlin.

Vistos

Vistos totais

11.429

No Slideshare

0

De incorporações

0

Número de incorporações

425

Ações

Baixados

0

Compartilhados

0

Comentários

0

Curtir

76

×