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Design an Exceptional

Digital Experience for social
impact
Brittany Hobbs
Agency & Branding Director
brittany@ph1.ca

Arpy Dragffy
Founder & Director of Strategy
arpy@ph1.ca

Branded Customer Experience Agency
Vancouver, Canada

To give is to make an imaginative
journey and put oneself in the body,
the mind and the anticipation of another.

Donors

Volunteers

Attendees

Action-takers

To give is to make our own identities
more real in the world by committing to
something specific in the other person
and something tangible that could
represent that quality.

Design Thinking: investigate & empathize

Why it worked

Used research to inform what makes their audience unique

Created an experience different than what people were used to

Connected directly with people’s vision of who they are

Provided a simple action-oriented request

Why it worked

Took a big problem and made it specific

Created a rallying cry and gave permission to be upset

Bold and unapologetic personality connects with the culture of their
target

Provided a simple action-oriented request

Why it worked

Collaboration between different community groups changed the
perception from a problem to a cause

Allowed the same issue to have many faces and connect with nearly
all cultures

Broke down the problem to smaller problems and celebrated each
accomplishment

Provided a simple action-oriented request

How do you design an
exceptional experience?

Place

Experience
Experiencia
Erfahrung
Expérience
Experiência
経験
经验

Time

Experience
Experiencia
Erfahrung
Expérience
Experiência
経験
经验

Emotion

Experience
Experiencia
Erfahrung
Expérience
Experiência
経験
经验

Experience design transforms a
mechanical digital relationship and
humanizes it
No matter how many tools and systems
you use, digital is still about
relationshiops

Brand: Unapologetic voice willing to
work relentlessly to bring access to
basic services back to US citizens.

Unique Angle: Honesty and authenticity

What makes your organization unique?

The first step in giving may be to create
a budget, to make a list, or to browse a
storefront - but the essential deed is
done through the door of contemplation:
of the person, the charity, the cause,
finding essence of the need.

1. Research is worth the investment
Your research should be answering these questions:

What specifically are your customers passionate about?

What brings them joy and what are they worried/afraid of?

Why do they think your organization is unique?

What part of your organization or message do they personally
connect with?

How do they describe your organization and it’s mission to others?

Great research tools

Interviewing people for and against your cause

Predictive analysis

Paper prototypes

Surveys based on specific situations

Research panels

Videos of user tests

2. Find your uniqueness

Find commonalities in the data set
○ Habits, interests, location, community, culture, passions
○ Other products or services they use
○ Financial and economic ability

Align with their community and culture
○ Build a brand story that aligns with their culture
○ Create campaigns that show you understand them
○ Speak to them as a peer

Appeal to their uniqueness
○ If you have outliers or leads who are completely different, appeal
to that with highly-targeted campaigns and/or products

YOU
Brand
Unique
Angle

Fighting for the
earth at any cost.

When people come
together they have the
power to change
politics.

Make all
campaigns feel
winnable and
absolutely
necessary.

Partnering with other
community groups
and non-profits to
show strength in
numbers.

?
?

3. Understand the Customer Journey
What your audience sees and interacts with is all a story of it’s own:

Awareness

Interest

Action

Trust

Investment

3. Discover your Customer Journey
What your audience sees and interacts with is all a story of it’s own. What
is the story you’re telling?
Awareness
-

Friends
Articles
Advertising
Banner Ad
Search Ad
Stumble on an
event
Event listing

Interest
-

Website
Email list
Social Media
Content
Marketing
Mobile App

-

Action

Trust

Rallies
Events
Petitions UGC
Campaigns

Celebrations
of succcess
Volunteer and
donor
appreciation

Investment
-

Donations
Volunteering
Employment

4. Powerful storytelling
Storytelling is about the creating authentic connection and removing barriers
to your cause
Create connection

Become more than an organization,
become a story that connects with
what makes you unique
Appeal to people’s emotions,
their hopes, their wants

Be real and never lie

Be personal and have personality

Remove barriers

Understand your audience’s pains

Make their hopes easier to achieve break down your mandate into
smaller mandates and causes

Surprise them and give them
something to talk about

Celebrate as often as possible

5. Build the experience, don’t replicate it
When you’re building a customer experience strategy, you want to understand
that you’re building a relationship unique to your audience
Build relationships

Every size organization should feel
like a small company

Allow your employees, volunteers
and supporters to create content

Humanize engagement and
personalize advice

Understand your customers and
simplify their lives

Keep campaigns and content small
enough that supporters can see how
they can impact it.

Celebrate. Often!

Build a singular culture and voice

5. Build the experience, don’t replicate it
When you’re building a customer experience strategy, you want to understand
that you’re building a relationship unique to your audience
Avoid replication

What’s worked for someone else won’
t necessarily work for you

Avoid replicating the same message
and same experience across all
touchpoints

Ensure all systems work in unity

Remove unnecessary steps & close
gap

All of this thought and contemplation by
the giver takes time, so that we realize
our ability to give properly is often a
result of our relationship with time itself.

Building your digital experience strategy
1. Research about personality, motivations, community
2. Find your uniqueness
3. Understand the customer journey
4. Present a powerful story
5. Use touchpoints to build the experience

Your digital presence should
be another iteration of how
you connect with people in
real life.

Thank you. Gracias. Obrigado. Danke. 感謝. 谢谢.
Kösz. Merci. Terima kasih. ‫ﺑﺎ ﺗﺷﮑر‬. Shukrani.

Arpy Dragffy
Founder & Director of Strategy
arpy@ph1.ca

Brittany Hobbs
Agency & Branding Director
brittany@ph1.ca

Branded Customer Experience Agency
Vancouver, Canada

VANFUTURES HACKATON
Weekend of September 30 @ RED ACADEMY
48-hour crunch tackling the city’s most pressing
problems. Collaborate with builders, architects &
communicators to shape your future
To participate:

Submit your charity/non-profit:

Tickets available at
picatic.com

Andee Pittman
andee@redacademy.com

Branded Customer Experience Agency
Vancouver, Canada