Experience Strategy and Design

6 WEEKS, 2 HOURS PER WEEK
(30 MINUTE VIDEO LECTURE, 1.5 HOUR LIVE SESSION & ASSESSMENTS)

Balancing design theory with the modern reality of technology and data, this course has practical application in the Australian market

Overview

All great companies know that they are in the business of customer experience.

Strategically designing the entire experience of discovering, purchasing, using and re-purchasing a product or service is a source of competitive advantage.

This course will give you the tools and confidence to lead this powerful process with your clients and colleagues.

From research fundamentals to mapping user flows, from assessing enabling technologies to ideating creative new experiences, this course gives you the full picture of Experience Strategy & Design.

 

Meet your Lecturers

Weekly facilitators (live session)

Brad Bennett
Executive Strategy & Digital Director at Performics Mercerbell (Sydney)
Anne Hallam
Chief Experience Officer at Marketforce Perth
Nicole Flinton Ferraro
Chief Experience Officer at CHE Proximity
Stephen Naimo
Experience Strategy Director at R/GA Melbourne

Video lecturers (pre-recorded)

Brad Bennett
Executive Strategy & Digital Director at Performics Mercerbell (Sydney)
Nicole Flinton Ferraro
Chief Experience Officer at CHE Proximity
Darragh O’Connell
Creative Director, Experience Design at R/GA
Craig Page
Head of Strategy at VMLY&R ANZ
Beth Duddy
Customer Experience Director at VCCP, Sydney

What to expect

Breaking down a real brief each week, you will learn how to develop an experience strategy from start to finish.

The course involves two main elements each week – a recorded lecture and a working tutorial session where participants can put theory into action.

Takeaways:

  • Approaches for running robust research and empathising with consumers
  • Methods for identifying potent insights and translating learnings into a plan
  • How to map user flows / journey
  • Overview of enabling martech / adtech / CDP technologies – what they realistically do for you
  • Understanding the role of creativity and how to validate ideas
  • Building a business case to secure investment for your project
Who’s it for?

This course is suitable for Account Management, Brand Managers, Planners, Producers with a minimum of 2 years experience in strategic marketing or advertising, and with some exposure to digital or CX projects.

Course Content

Week 1: Introduction and methodology
Lecturer: Brad Bennett, Executive Strategy & Digital Director at Performics Mercerbell

  • Introduction to the experience economy
  • Introduction to the experience design process
  • Alignment on the terms and their meaning 

Week 2: Empathy 
Lecturer: Beth Duddy, Customer Experience Director at VCCP, Sydney

  • The importance of empathy
  • Planning research around the challenge
  • The research toolkit
  • Synthesising and visualising insight: Building a picture of your audiences – their goals, needs and behaviours

Week 3: Understanding experience enablers
Lecturer: Nicole Flinton Ferraro, Chief Experience Officer at CHE Proximity

  • The role of martech and data in delivering world class customer experiences across channels 

  • Personalisation, when is too much  

Week 4: Strategic Planning
Lecturer: Craig Page, Head of Strategy at VMLY&R ANZ

  • Identifying your most powerful insights

  • Turning your learnings into a plan

  • Mapping a future state that will both satisfy the customer and build the brand

Week 5: Experience Design
Lecturer: Darragh O’Connell, Creative Director, Experience Design at R/GA

  • Explore the role of creativity in the brand experience

  • Practice ideation and design for scale

  • Practice validation and prioritisation techniques

Break Week

  • Prepare your presentation

Week 6: Presentations  

  • Present your ideas in a compelling way

 

This industry certified course includes assessments.