Story and Design Series | 2: Design and the customer experience
The second in our series of online conversations brings together Ximena O’Reilly, the Global Head of Design for Nestlé, and Don McIntyre, Design Director, Innovation School at Glasgow School of Art, to discuss the impact of design, and how Nestlé uses great design to communicate the company's values and ideas and create an experience that will keep customers coming back.
Dieter Rams suggested that good design should be innovative, and make a product useful, aesthetic, understandable and environmentally friendly. Technology and market access may have changed significantly since these rules were suggested, but they appear to be just as important guidelines as they ever were. This is a unique opportunity to join Ximena O’Reilly, the Global Head of Design for Nestlé and Don McIntyre, Design Director at the Innovation School at Glasgow School of Art, as they discuss the impact of design, and how Nestlé uses great design to communicate the companies values and ideas and create an experience that will keep customers coming back. Overseeing how Nestlé ensures the same high quality engagement and story-telling across more than 2000 brands across over 160 countries, has meant the company has to have a very clear understanding of what their message is and how consumers will engage with the story. The wide ranging discussion includes the impact of design on areas such as brand and design strategy, sustainability, and multi-sensory properties - the customer experience across all aspects of the business from packaging, to the experience of walking into a Nestlé office, and how consumers directly interact with the company.
This will be an amazing overview of how one of the world’s leading food and drink companies addresses design and customer experience, and will be of value to anyone who is interested in looking at their own approaches, or wants to understand more about the breadth of value design can add to your business.
https://www.gsainnovationschool.co.uk/
