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A presentation providing insight into how to craft user experience, thereby building brand equity and customer loyalty. Given in Dec 2010, this presentation has examples of powerhouse brands and highlights some of the secrets to their success.
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products people love
Aaron Pavkov, MPD, PEaaron@aawaken.com
www.aawaken.com
Native of KansasCarnegie Mellon University in Pittsburgh PA
Mechanical Engineering (2002)Masters in Product Development (2009)
7 years in engineering design & analysis4 years in consumer product developmentInterested in crafting product experiencePassionate about emotion evoking design
Aaron Pavkov MPD, PE
storyboardingindustrial designrapid prototypinginteraction designphotographyanimationweb designgraphic designlogo designbrandingmarketing campaignsethnographic researchmarket researchfocus groups
experience
I have no special talent. I am only passionately curious.‐
Albert Einstein
Nagging questions…
Where do great ideas come from?
How do you create amazing product experiences?
How do you get people to love your brand?
products people lovecreating
why .
what .
how .
why .
what .
how .
is it magic?
It’s not all about product features; it’s abouthow the customer perceives
your product.‐
David Swift, Whirlpool Executive VP
Design is the fundamental soul of a human‐made creation.‐
Steve Jobs
why .
what .
how .
is it magic?
focus on experience
Products? Products?Products?Products? Solutions?Products? Products? Products? Solutions?Solutions?Solutions? Experiences!
Meaningful Memorable
Powerful
Emotional
Communal
Touchpoints
why . creating value
what .
how .
is it magic?
focus on experiences
ROI?Touchpoints
why . creating value
dollars and sense
what .
how .
is it magic?
focus on experiences
Ten-year comparison of high-emotion index to others
“Built to Love”, Boatwright & Cagan, Figure 3.2
Cincinnati Post March 17, 2000
P&G’s
design-led recovery-
5 year rollout plan-
Market value doubled within 3 years to $200B-
Profit doubled and growing at 15%/yr within 6 years-
R&D spending dropped from 4.8% to 3.6% of sales-
Success rate of new-product initiatives increased 5x
“The Design of Business”, Martin, pg103
One of the quick wins of our design journey was a projector,
where we did only styling (no product design) The result? ‐
Sales doubled.‐
Mauro Porcini, 3M Head of Global Product Design
why . creating value
dollars and sense
what .
how . tools
is it magic?
focus on experiences
Ethnographic Research
Industrial Design
Visual Brand Language Pyramid
Signature Elements
Brand DNA
Brand Positioning
Design Principles
Credit: Ziba
Design
Visual Brand Language
Credit: Akendiwww.akendi.com
Total Experience Lifecycle
why . creating value
dollars and sense
what .
how . practical
people
is it magic?
focus on experiences
“In any worthwhile organization, both left‐
and right‐brain
thinking must not only coexist, but enrich each other in
order to achieve balanced and enduring brand excellence.”‐Scott Bedbury
A New Brand World pg 146
Credit: Design Conceptswww.design-concepts.com
Problem solvingAnalytical reasoning
ThoroughConcept reliability
IntuitiveModal reasoning
NimbleConcept validity
“Rigorous explicit thinking…
limits people to conscious thinking and hence to using just a tiny proportion of the
potential in their minds -
like the ice above the water.”-Bill Moggridge, IDEO Co-Founder
products people love
Aaron Pavkov, MPD, PEaaron@aawaken.com
www.aawaken.com
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