Madness & Method

From digital interactions to advertising, the synergy of the consumer experience has become the personality and proof of the brand. In this consumer centric world a product or service has no value except as seen through the consumer’s eyes. So we start and end with the consumer’s point of view and carefully construct their experience of the brand at every touch point. Two practical approaches we use are Directed Choice and Incremental Engagement; experience interaction strategies that address the complexity of customer touch-points across digital channels.

Consumers today expect interactive experiences to be effortless, intuitive and enjoyable. Give a viewer work to do too soon, or too many choices before they are sufficiently engaged, and you risk losing them before the hook is set. Directed Choice is an experience strategy that directs us to guide, simplify and manage the experience for the viewer until they are motivated to manage it for themselves.

Today we use advertising media to drive people to digital experiences where we can present a complete, personalized value proposition in as little as one session. The trick is to get people to stay with us long enough to hear our story. Incremental engagement is an experience strategy that recognizes that people are not initially willing to make large commitments of time or effort. We therefore break a complex value proposition into small, easy to consume steps. At each step the viewer selects from a limited number of choices with each choice bringing them closer to what is personally relevant.