SAGA Brand Experience Manual, DNB
Arkitektur- og designhøgskolen i Oslo
Tjenestedesign, 8 uker, 2016
Veiledere/lærere: Natalia Agudelo, Mauricy Filho
Samarbeidsbedrift: DNB, SAGA
I samarbeid med: Marthe Christensen, Dani Roja, Hanfei Xu, Marie Løken, Ingrid Fløgstad og Alberto Valtierra ( Service design 2 class)
In this project we developed a Brand Experience Manual for DNB, SAGA. The aim of a Brand Experience Manual is to be a bridge between the traditional brand manual and brand strategy, and the actual services customers experience.
The content of the manual is based on the outcome of a series of eight workshops where we gathered insight, explored and synthesized around the themes of brand image, service experience, employee experience, business strategy and service personality. Various stakeholders in DNB, SAGA took part in these workshops; representatives from customer service, service development team, marketing team, management and customers.
By creating this guide for the service development teams, we created a link between the Brand Experience Proposition (all the content the brand would like to reflect when interacting with the customers) and the various touch points the customers meet, allowing the developers to easily keep in mind what they are designing for (the company) and how the service shall be interpreted as a brand by the users/customers.
The manual consists of three different elements that constitute the Brand Experience: The service personality, The service principles and The Service moments. We developed a Service Personality that is a personalisation of the SAGA brand with specific characteristics, as well as 11 Service Principles or guidelines for the creation of powerful service experiences and service innovation. To exemplify this, we developed three inspirational videos illustrating different customer journeys and Service Moments, where both service personality and service principles are applied.
Unfortunately we can not show more of the content from this project, because it is confidential and for internal use in DNB, SAGA.
The Brandslation process used in this project is based on the PhD work by Mauricy Filho, who also guided us through the project.
