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SKOOL OS
!
CORE
TM
Design
y
Agenc
Edition
Why?!
Low cost production
Easier to find talent
Why?!
Low cost production 2 Man 2 Man 2 Man 2 Man
Easier to find talent Shop Shop Shop Shop
Large
! Agency
Solution:!
2 Man 2 Man 2 Man 2 Man
You need to improve Shop Shop Shop Shop
your value propostion
Motion
Studio
By adding strategy to your practice
you can move up the value chain and
become harder to replace.
!
Production
$
Switch from Design only to Design + Thinking
A B
Selling UX Selling
Design Strategy Thinking
$ $$ $$ $$ $$
Eg. An identity system Eg. Identity System, Website, Social Media, Event
How do you do that?
A fast and easy strategic planning framework to
facilitate customer centric design, prioritize customer
needs, define their brand and produce results.
Define The Customer
Prioritize Needs
Defining The
Customer
Customer
Customer
user
Example: Tea Haus
A growing Tea Shop in Thousand Oaks, CA
User Categories
Where most of the Who you want more The current team serving The local restaurant critic
revenue is coming from business from. customers. !
currently. ! ! !
! ! ! Example:
Example: Example: Example: The Famous Chef Blogger
Older Tea The Suburban The College Part-time
Drinkers Yoga Mom Worker
Demographics Customer Back Story
!
39 Years Old Busy mom
Married CEO of Household
Husband Bill - CEO, Medium Corp
Busy driving around town caring kids to
2 Kids, 10 and 13 Boy and Girl soccer, school and extracurricular
Thousand Oaks, CA Loves Yoga
$175,000 Tea lover, seeks temporary escapes
Name
The Suburban Quality product because she is a tea Most expensive imported tea
connoisseur
Yoga Mom Well trained experienced sta
Great service because she wants to feel
special Amazing mobile site with hours of operations
To know if she can come before yoga in the Loyalty Program
morning
Sophisticated design
Feel appreciated
Feel its a premium brand !
Demographics Customer Back Story
!
39 Years Old Busy mom
Married CEO of Household
Husband Bill - CEO, Medium Corp
Busy driving around town caring kids to
2 Kids, 10 and 13 Boy and Girl soccer, school and extracurricular
Thousand Oaks, CA Loves Yoga
$175,000 Tea lover, seeks temporary escapes
Name
Jane Karp Customers Needs & Why How do you exceed their needs
! ! !
User Type Great ambiance to escape from kids Great interior design
The Suburban Quality product because she is a tea Most expensive imported tea
connoisseur
Yoga Mom Well trained experienced sta
Great service because she wants to feel
special Amazing mobile site with hours of operations
To know if she can come before yoga in the Loyalty Program
morning
Sophisticated design
Feel appreciated
Feel its a premium brand !
Prioritize Needs
Prioritize
Needs
! ! !
1 What they need 2 How to exceed needs 3 Deliverables
!
!
Deliverables Desireablity Ability to Do It Total Term
Sta uniforms 8 4 12 L
Training videos 9 8 17 L
Defining
The Brand
By defining the brand you are
aligning the perceptions and opinions
of your client and your own before
you start execution.
!
1 2 3 4 5 6
Example:
!
Sophisticated
Ceremonial
Relaxed
2 Customer How would you describe your
ideal customer.
Example:
!
Health Concious
Forward Thinking
Easy
Keep it positive
!
If someone says disorganized you say
organized
!
If someone says behind you say
forwared thinking
!
If someone says diicult you say easy
3 Voice How you sound to others.
Example:
If your brand was a person describe
them.
!
Attribute:!
!
Wise
Forward Thinking
Kind
Archetypes
Example:
After interacting with your product how does
someone feel?
!
Attribute:
!
Mindful
Relaxed
Refreshed
5 Impact The tangible results that you provide.
Example:
What quantifiable outcome do you
provide?
!
Attribute:
!
Re-energized
Save time
Empowered
6 X-Factor What makes you unique.
Example:
If you were an adventure novel what
would you be about?
!
Attribute:
!
Escape
Travel
Asia
Name Tea Haus Who you are
Customer
Value
and be Re-Energized.
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