Design Thinking for Comms Planning

Design Thinking for Comms Planning

• 1.
  DESIGN Thinking forComms Planning
• 2.
  The most importantrole of Comms Planning is to help Brands stand out from the Clutter…
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  And the importanceof Design Thinking in achieving this, can never be ignored!
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  But what’s Design,and its Thinking all about?
• 5.
  Design is NOTjust Graphic ART
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  Design is NOTjust a LOGO
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  Design is NOTjust a PACKAGE
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  Design is theSOUL of human creation
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  Designing is anattitude It shifts perspectives towards an EXPERIENCE , with the sole aim of changing LIFE and influencing BEHAVIOUR This attitude is popularly known as “DESIGN THINKING”
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  Design Thinking looksat every problem as FRESH & UNIQUE
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  Design Thinking createsa System, not just an Interface
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  Design Thinking usessome kind of Technology to drive Behavior
• 13.
  Design Thinking alwayscreates some kind of Competitive Advantage
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  Design Thinking isa 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
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  A process thatalso 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
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  This idea createsunique Experiences, which connects & engages customers to brands
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  Like a Design,each core COMMS IDEA is FLEXIBLE for any Comms channel
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  Thus, Design Thinkingis a great framework to derive the DNA of Comms. Plans
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  Elements of DesignThinking driven Comms Planning CONTEXTSURFACE
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  CONTEXT sets thescene thru a process of EMPATHIZING with customers and marketers, to audit the market situation
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  1. STRATEGY STRATEGY Involves DEFINING our position, our goals, and ways to achieve them.
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  1. STRATEGY 2. SCOPE SCOPE Transforms strategy into needs.; IDEATING on components of our solutions.
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  1. STRATEGY 2. SCOPE 3. STRUCTURE STRUCTURE Creates some kind of PROTOTYPE to see how elements fit together and behave?
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  4. SKELETON 1. STRATEGY 2. SCOPE 3. STRUCTURE SKELETON TESTs Prototype to see which components can and will drive engagement?
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  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.
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  A design thinkingbased 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) ©
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  In Conclusion CS-5model - for designing Sustainable Customer Experiences Leverage DESIGN THINKING in every aspect of Comms Planning - be it strategy, creative, applications or implementation
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  DISCLAIMER: This documenthas 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