How to make sense of 8 billion touchpoints

Recently, we welcomed Sieun Cha as Creative Director at Wolff Olins London. Prior to us, Sieun served as Creative Director at Method where she led multi-disciplinary teams delivering integrated brand, product and service experiences for clients including Lush, Sky, Skype, Deutsche Telekom, Google and Thomson Reuters. She collected numerous accolades for her work in multi-channel experiences in health, retail and beauty.

With over thirteen years of digital product and experience design background, Sieun is most excited about expanding the scope and scale of both for Wolff Olins’ clients and is specifically interested in how experience design can help build connected brand experiences. Krisana Jaritsat, our Head of Global Content sits down with Sieun for a quick Q&A to share her thoughts:

Krisana: Coming from your background, what is your perspective on how important the integration of digital is by brands?

Sieun: Firstly, the digital distinction now dissolves into our daily lives. Digital is becoming more embedded in our daily lives, and soon the term ‘digital channel’ might become so obsolete that we don’t recognise it anymore.

As such, brands have entered into a more complex space: there are more touch points and more communications with more boundaries becoming blurred and platforms becoming more multi-dimensional. Because of this paradigm shift, it’s important to start thinking with a digital/mobile first approach. Digital is not an added touchpoint any more, it’s becoming the primary platform where the customers actively engage with and define brand meanings for themselves through experience.

Krisana: What role does experience design play in this?

Sieun: Experience design is the framework to understand business requirements and distill and translate customer insights into tangible solutions. I’m most excited for Wolff Olins and our clients to explore how experience design approach can influence the brand and works to be more driven by customer insights, helps close the gaps between touch points and ultimately create coherent brand end-to-end experiences.

Krisana: Why is this important to how people interact with brands today?

Sieun: Now people carry brands in their pocket. Research shows that Americans look at their mobile phone 8 billion times a day collectively. We need to understand how to engage with these moments in meaningful and positive ways. These moments are opportunities to deliver a brand promise and a deep understanding of customer needs in contexts is crucial.

Customers don’t see differences between touch points. So when they are moving from one to another, they expect the same seamless experience. No matter how many touch points there are, customers ultimately want simple and elegant solutions that answer their needs.

Krisana: So, how does experience design solve this problem then?

Sieun: Experience design is a holistic approach for businesses to meet customer needs. It starts with collaborating with businesses to identify and solve the right problems, and assumes a deep understanding of customer needs and behaviours in order to create experience solutions that produce value.

The design of brand experiences should not only consider a broad view of the touchpoints where customer interactions with the brand occur over time, but also go deep to create the moments of engagement through products and services.  Looking at the customer journey from mobile/digital perspective helps identify the possibilities that create micro-moments — intent-driven moments of decision making and preference shaping.

In turn, we will be able to deliver clear and connected stories across channels that bring the customer into a deeper level of engagement and most importantly, create a flexible and adaptive brand design system that leaves a space for the brand to grow.

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