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.
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
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. 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
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
67. 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
84. The Experience is the message
Howabrandactshasmoreimpactthanwhatitsays.
OuruniqueapproachofBrand Experience Design
providescompellingandusefulmomentsoftruth
thatbothdelightcustomersandstrengthen
business.
Weofferto helpdeveloping any service brandthat
needstodifferentiateanddeliveronitspromise.
85. 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