Finishing up my last post on the Redesigning Business Conference.
How businesses are innovating by thinking like designers and building their strategies around customers’ experiences.
CASE STUDY: Penguin Books — Spinebreakers
Anna Rafferty, Digital Marketing Director, Penguin
Penguin had no experience in social networking or social media — but Anna really felt strongly that there were real opportunities to engage the youth market. She commissioned some research and, sure enough, teens are interested in books & reading – in fact the teen book market is growing.
But, not surprisingly, they aren’t at home in bookshops and amazon/chapter/abe books don’t work for them because they don’t have credit cards. And, she said, they feel alienated by the literary press.
So Anna decided to invite the teen market itself to create a place and destination of their own on-line — and so Spinebreakers was born. http://www.spinebreakers.co.uk/Pages/Home.aspx
She got them to do it all for her — giving teenagers control over the site and how the books/opportunities were presented. There is a modest “crew” who have editorial control over the website and then over 80 “deputies” who provide input.
Its all about developing an ongoing relationship with your consumer.
CASE STUDY: Virgin Atlantic Airways
Joe Ferry, Head of Design, Virgin Atlantic Airways
Joe talked about the importance of investment in customers, staff, and crew in terms of the design the the spaces and experiences at Virgin. Whether it is how the lounge works or functions — or the check-in experience itself.
Have never flown Virgin Atlantic so don’t know what the experience is like. Probably different than Air Canada!