Shifting the Value of Experience: From Design to Strategy

PRESENTED BY 
Hsien-Hui TANG & Michael T LAI
Shifting the

Value of eXperience: 
From Design to Strategy
Taiwan University of

Science & Technology

Tongji University

Copyright © 2021 TANG Consulting

eXperience-Driven 
Innovation Integration
CONSULTANCY
TANG Consulting:

14years
Helping domestic and international
enterprises differentiate by integrating
innovative services with the power of
eXperiences.
170+
Professionals in the areas of holistic brand
eXperience strategy, user research, service
design, environmental design, brand
positioning, CRM strategy, and digital
product design. Together, these expertise
provide our clients with our eXperience
innovation integration services.

Our partner team has a diverse background,
having worked in a variety of enterprises,
including:  
Huawei, Gensler, Accenture, IDEO, Tencent,
InterContinental Hotels, Microsoft and
Samsung

Our expertise spans across business
consulting, retail, tourism, technology, and
the internet.
3cities
TANG Consulting is headquartered in
Shanghai, China, with offices located in
Beijing and Shenzhen.
TANG Consulting  
was founded in 2007  
in Shanghai.

The pioneer in brand
eXperience consulting  
and design in China

New Consumption Financial Real Estate

UI/UX Design
Product Innovation
Service
Experience Strategy
TANG’s 
Evolution

2007-2021
Follows the Market Trend in China

Business Experience Vision
Consumer: Improve consumer experience through the application of branded experience solutions

Business: Improve business operation efficiency, innovate business models, and assist enterprises to realize
experience service transformation
Improve Experience Improve Operation Efficiency Increase Sales Drive New Business Reduce Operation Cost
Key

Objective
Brand
Experience
Service
Innovation
Digital
Experience
New Retail
Experience
Customer 
Experience 
Management
Brand
Experience

Solution
Modules
Core

Capability
Department
Operation
Procurement
HR
Customer Service
Channel
Director Level
Strategy
Brand
Marketing Digital
User Experience
Product
IT
Retail Channel
Business Development
Quantitative Research Visual Design Interaction Design Space Design
Service Experience Design
Brand Design
Qualitative Research Experience Evaluation Experience Training ……
Director Level
Marketing Communication Design
Operation Design
Service Types

Focus on the Target Customer.

Create a 360° Holistic Perceivable Brand Experience.
360°
Focus on Target Customer Holistic eXperience

The Definition of  
Design in Modern Market

TANG Persona Bank
New Millennium Pushes  
New Consumptions

Holistic Experience  
Becomes Major Method  
To Promote Brands

Various Brands Emerge  
Every Day, Every Where
traditional
reBrand
China

Needs for an Equilibrium Between

Users Experience & Brands
Environmental
changes
Market Evolution
Social State

Agree
Propose
Consumption Upgrade
experience value

Domains of
eXperience
Omni-Channel

Ecosystem changes —Tik Tok

Human-computer collaboration

AI AVR
Brand
Eastern and
Western Cultures
Brand
Loyalty
Brand
Awareness

Reflect
Design
People 
Needs
Millennium Groups
MetaVerse

People
Offerings

(Products & Services)
Behaviors

(Roles & Behaviors)
Communications

(Messages & Mediums)
Environments

(Physical & Digital)
Experience Domains Brand
Correspond

對應
Correspond

對應

Strategy Can Be Understood  
as the Course of Actions in
Achieving Business Objectives  
for Shaping the Experience.

The Differences Between 
eXperience Design and eXperience Strategy
eXperience Design eXperience Strategy
Purpose How to do & What Why this strategic decision
Research Research for inspiration Research for developing reasons
Design
Dimensions / App, web, space, stuff,
communication
Experience Strategic Structure
Cases &
Knowledge
Rich Limited

The Difference in Proposal Format
Experience Design Proposal Experience Strategy Proposal
Purpose Help the company to do design Help the company to do strategic decisions
Contents Our Methodology and Our Design Problems Distillation and Our Solutions
R & R
Doing for the company to finish design with
methodology and cases
Aiding the CEO to understand the problems  
and strategy with frameworks
Time & Pages Long time & More than 80 Pages Limited time & 20 Pages
Main Materials design cases storylines
Members PM & Researcher & Designers Strategists & Researchers

People  
⼈
eXperience  
體驗
Brand  
品牌
Units  
單元
Needs
Moments of  
Experience
Words of Mouth
Segment  
分群
Personas Scenarios
Brand Value

Propositions
Overall  
整體
Persona  
Positioning Map
Experience  
Journey
Brand  
Positioning Map
Differences in Analyses

Persona 
分析與定位
eXperience 
分析與定位
Brands 
分析與定位
Quantitative Design Tools
Persona Positioning
Map
Holistic Experience
Domain Map
Experience Strategy

Canvas

The Relationship Between People and Brands  
Could Be Enhanced by Better Understanding  
of User Needs and the Spread of WoM.
Persona Value
Matrix
BXI Perception of
Experience Journey
BXI Integration of
Experience Domains

X

Domains
X

Journey
Fitness
Perception Integration
X

Brand 
Value
BXI
Brand Experience Indicators for Strategists

Measure the
Brand Value in
Public and
Private Domains
1
Brand Scores
BXI Ranking
Starbucks
Manner
Tims
SeeSaw
M Stand
Lavazza
Peets
Pacific
Costa
4
5
6
7
8
9
2
3
92
92
91
88
87
86
86
85
80

Figure II: Comparison of Experience Perception of Key Experience Points of Brands, Source: Tang Shuo's White Paper on Chinese Coffee Brand Experience Perception (BXI)

图⼆：各品牌关键体验点体验感知度的对比图，来源：唐硕《中国咖啡品牌体验感知（BXI）⽩⽪书》
Measure Channels Integration Between
Experience Domains
86
9
0
92
8
8 86
91
93
82
87
84
7
2
80
97
86
86
87
product 
service
message 
medium
staff 
service
physical digital 
environment
70
80
90
100
product 
service
message 
medium
staff 
service
physical digital 
environment

eXperience
Measure Perception Fluctuation in the Experience Journey
eXperience eXperience eXperience eXperience eXperience eXperience
eXperience
eXperien
ce
idea idea idea
idea idea
idea idea idea
idea idea
idea idea idea idea idea idea idea
idea idea idea idea
PERSONA Relationship Model
CJM Phases
Scenarios
Experience Domain
BXI
eXperience Journey (Single)

各维度体验原则

Experience Principles

⽤户⼝碑

Outcome (User)
商业⽬标

Business Objectives
产品&服务

Product
环境

Environment
⼈员

Behavior & Service
沟通

Communication
核⼼⽤户

Users The people who are Exquisite and treat themselves well
“ABC sofa, good-looking
and easy-to-use”
“ABC story, it’s me”
核⼼场景

Scenarios
Brand first exposure offline store perception experience receiving and unpacking
service sharing and recommendation
• Always ready to be captured

• Public persona has specialties

• Speak words the customer understands

• Service continues

• If you don’t find me, I live by myself. If you
find me, I’m passionate.
• Strong product interaction

• Perceivable product standards

• Strong visually eye-catching
Through clear user value positioning, clarify brand differentiation advantages, and
achieve long-term and effective growth of brand revenue
“Good style”
• Communication must be
benchmarked

• Visually dynamic

• Faster, faster, deeper and
deeper

• The content is perceivable

• Store credit endorsement
整体⼝碑
Outcome “ABC is the life I yearn for”
价值诉求

Needs A distinctive sense of superiority, a social currency worth showing of
品牌体验原则

Brand Principles
Extremely Good-looking, scene-oriented in life
“Impressed me and worth
sharing”
· Good-Looking

· Unify visual elements

· Lightly co-created by users

· Product storytelling

· Create a "sense of
customization"
Experience Strategy Framework for Future Companies

体验战略 EXPERIENCE STRATEGY
26
体验组织运营 EXPERIENCE ORGANIZATIONAL OPERATIONS
后台 BACK STAGE
⽤户体验 UX
体验
EXPERIENCE
品牌
BRAND
商业
BUSINESS
⼈
PEOPLE
…
商业战略
Business Strategy
体验战略
X Strategy
尼尔森 Nielsen
ARK

EICO
Frog

IDEO
Eight

Gensler
奥美 Ogilvy

Isobar
Trout & Partners

Prophet
埃森哲 Accenture

德勤 Deloitte
Boston Consulting Group

麦肯锡 McKinsey & Company
体验设计
X Design
⽤户研究
User Research
体验战略
X Strategy
数字化 
策略
Digital 
Strategy
…
品牌策略
Brand 
Strategy
体验战略
X Strategy
定位
Positioning
产品策略
Product  
Strategy
服务设计
Service 
Design
产品设计
Product 
Design
传达设计
Comm. 
Design
空间设计
Space 
Design
⽤户体验机制
流程设计

Staff SOP  
Design
场景
Scenarios
⽤户画像
Personas
体验管理 EXPERIENCE MANAGEMENT
体验维度设计 EXPERIENCE 4 DIMENSIONS DESIGN
前台 FRONT STAGE
中台 MIDDLE STAGE

January 2022
Hardback, Paperback, & eBook
X Thinking

English Edition
380
PAGES
7
Chapters
FOREWORD BY

Joe Pine
Introduces X Thinking  
to English-speaking world.
Updated with case studies and
examples specifically adapted
for American audiences.
(1 more than the  
Chinese Edition)
Highlights 
Chinese Brands 
& China’s  
eXperience  
Economy

Shanghai (Headquarters)

2nd Floor, INNOSPACE+, 
No.77 Zhengxue Road, Yangpu District,
Shanghai, China

Phone: +86-21-60746536
Beijing (Northern China)

3-3, Block D, SOHO2

No.9 Guanghua Road, Chaoyang District 
Beijing, China

Phone: +86-010-56363197
Looking forward to
exchanging ideas.
Shenzhen (Southern China)

1704, Block C, China Resources Land

No. 9668, Shennan Avenue, Nanshan District

Shenzhen, China

Phone: +86-0755-88272302
Business Cooperation info@tangux.com
www.tangux.com
Public Relations & Media
Job Opportunities
pr@tangux.com
hr@tangux.com
Official Website
Thanks!

Shifting the Value of Experience: From Design to Strategy

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