Turn Logic into Magic (2)

By Dominique Trempont, Guest Author A brand is a person’s perception about a company, a product and/or a service (support, training, customer service, straight service). It is emotional and personal: each of us decides to recognize a brand positively, negatively or not at all. A brand is what people say it is, not what a

Read Full Article »

Turn Logic into Magic (1)

By Dominique Trempont, Guest Author Do brand and design matter? What is a brand, after all? Why has brand become so important these days? Why is it so difficult to build? How does brand relate to design? Ryan Air was launched in Europe 6-7 years ago to reinvent the airline travel experience.

Airline Experience: End-to-End Design

By Dominique Trempont, Guest Author When I think of a service, I think of it in the same way as a product, with a set of features/functions that are clear. It is about creatively visualizing a customer experience in all its aspects, end-to-end. A service can be broken down into pieces, into a process, with

Read Full Article »

Teaching Design in Business

By Dominique Trempont, Guest Author I have always been attracted by well designed products, well thought through customer experience in service and great user experience in software. I wonder why so many organizations do not take more cues from superbly well designed offerings. In an economy where design is king and drives brand differentiation and

Read Full Article »