Design Thinking for Comms Planning
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Design Thinking is a creative approach to problem solving. Therefore I feel that there are more reasons why this approach / attitude should be utilized for solving marketing and communications problems. In this short presentation, I introduce a framework of adopting design thinking for Comms Planning.
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Design Thinking for Comms Planning
- 1. DESIGN Thinking for Comms Planning
- 2. The most important role of Comms Planning is to help Brands stand out from the Clutter…
- 3. And the importance of Design Thinking in achieving this, can never be ignored!
- 4. But what’s Design, and its Thinking all about?
- 5. Design is NOT just Graphic ART
- 6. Design is NOT just a LOGO
- 7. Design is NOT just a PACKAGE
- 8. Design is the SOUL of human creation
- 9. Designing is an attitude It shifts perspectives towards an EXPERIENCE , with the sole aim of changing LIFE and influencing BEHAVIOUR This attitude is popularly known as “DESIGN THINKING”
- 10. Design Thinking looks at every problem as FRESH & UNIQUE
- 11. Design Thinking creates a System, not just an Interface
- 12. Design Thinking uses some kind of Technology to drive Behavior
- 13. Design Thinking always creates some kind of Competitive Advantage
- 14. Design Thinking is a PROCESS… It applies CREATIVITY to find SOLUTIONS that address a specific set of NEEDS / WANTS within a certain CONTEXT, in order to meet some OBJECTIVES. Design SOLUTION Human Needs / Wants Context Enablers / Barriers Creativity Expressions / Aesthetics
- 15. A process that also forms the basis of Communications Planning… …which also applies CREATIVITY to find a core THOUGHT / IDEA that addresses specific Needs/Wants within a certain CONTEXT Communication THOUGHT / IDEA Human Needs / Wants Context Enablers / Barriers Creativity Expressions / Aesthetics
- 16. This idea creates unique Experiences, which connects & engages customers to brands
- 17. Like a Design, each core COMMS IDEA is FLEXIBLE for any Comms channel
- 18. Thus, Design Thinking is a great framework to derive the DNA of Comms. Plans
- 19. Elements of Design Thinking driven Comms Planning CONTEXTSURFACE
- 20. CONTEXT sets the scene thru a process of EMPATHIZING with customers and marketers, to audit the market situation
- 21. 1. STRATEGY STRATEGY Involves DEFINING our position, our goals, and ways to achieve them.
- 22. 1. STRATEGY 2. SCOPE SCOPE Transforms strategy into needs.; IDEATING on components of our solutions.
- 23. 1. STRATEGY 2. SCOPE 3. STRUCTURE STRUCTURE Creates some kind of PROTOTYPE to see how elements fit together and behave?
- 24. 4. SKELETON 1. STRATEGY 2. SCOPE 3. STRUCTURE SKELETON TESTs Prototype to see which components can and will drive engagement?
- 25. 4. SKELETON UXD (USER EXP. DESIGN) 5. SURFACE 1. STRATEGY 2. SCOPE 3. STRUCTURE SURFACE The UXD that aligns visual elements and interactions creating unique user experiences.
- 26. A design thinking based model for Comms Planning #0 Background Analysis - thru mkt. audit and research #2 How can we achieve our objectives? What are the barriers? #1 Where are we? Where Do we wish to be? #3 Are our tools useful? Do they fit into the overall scope? #4 Which tools will drive maximum impact for us? #5 How our final plans would look like? How would they help Interact with target? Introducing CS-5… © all rights for Graphic Design reserved with author 4. SKELETON 5. SURFACE 1. STRATEGY 2. SCOPE 3. STRUCTURE UXD (USER EXP. DESIGN) ©
- 27. In Conclusion CS-5 model - for designing Sustainable Customer Experiences Leverage DESIGN THINKING in every aspect of Comms Planning - be it strategy, creative, applications or implementation
- 28. DISCLAIMER: This document has been developed for academic interests only, and carry the Creative Commons License. The images and design-concepts used in this document carry the intellectual copyrights of the respective owners. All rights for the Graphic Design on Slide #25 is reserved with the author. If you wish to utilize the benefits of design thinking approach to bring in vitality and vigor to your brand communications, Contact: Shantanu Sengupta Brand Strategist | Marcom Specialist | Design Thinker Email: shanfourquarters@gmail.com skype: shansenta