MullenLowe expands experience design offering in Asia Pacific after launching in Tokyo

The new offering will focus on bringing an experience-first approach to building products and services.

MullenLowe Group has introduced a new experience design capability in Japan, which will sit within its digital transformation brand, MullenLowe Profero.

The new offering will focus on bringing an experience-first approach to building products and services, that are faster to market, easier to iterate and designed to collect insights and data from the concept stage.

It will be led by Zélia Sakhi, previously head of creative and design at Mobiento in Stockholm, who will work with Kaoru Fujita, UX Director, who introduced the model at MullenLowe Profero Sydney, and collaborate with the data science and analytics team in Tokyo and UX teams in Sydney.

“Brands in Japan and across Asia Pacific are consciously avoiding big ‘mega-projects’, and are instead targeting a portfolio of change projects, bound by a common experience strategy. We have therefore developed a much leaner, data-enabled approach to the experience process, that is tailored to the nuances and contexts within these cultures,” said Sakhi.

Fujita added: “Data science and analytics allows us to identify the underlying behavioural segments among customers, and based on this we are able to create UX briefs for the team in Sydney to devise the next phase of improvements to a customer platform.”

“Japanese clients are very much focused on outcomes. They need quick, tangible wins, that can be logically articulated, and backed up with hard data. Post-it notes and PowerPoint deliverables will not cut it for most businesses outside of the start-up world.”

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