Bringing the Sidekick Back by Charles Goran

hi fan.

BRAND:A relationship with anexpectation of value.

VALUE:Delivering a product thatmeets the practical andemotional needs, orexpectations.

The ﬁrst all-in-onewireless device.Customers used instantmessaging more thanany other application,including voice.

Jay-Z featured it in hisvideo "Excuse Me Miss"

Technology + Lifestyle

the sidekick is dead. 21

45%Brand Awareness

DESIGN+BRAND

DESIGN CONCEPT WHY FUNCTION HOW FORM WHAT

BRANDASPIRATION GOALVOICE TONEEMOTION EXPERIENCE

ESIGN CONCEPT BRAND ASPIRATION FUNCTION FORM 3+3 VOICE EMOTION

DESIGN ASPIRATION CONCEPT VOICE EMOTION FUNCTION FORM

IMPLEMENTATION DO THIS

IMPLEMENTATION:No fake “Materials” or effects.Easy to read & understand,strong typography.

3 DESIGN PILLARS +3 BRAND DRIVERS =IMPLEMENTATION

ASPIRATION ICONICVOICE BOLDEMOTION GENUINE

New opening mechanism, jump screen,FUNCTION ICONIC cloud texting , pop-up notiﬁcations Dedicated hard keys, custom BOLD messaging experience Integrated messaging and social GENUINE services, large keyboard

CONCEPT ICONIC The world’s best messaging device BOLD Big leaps forward in messaging GENUINE Appeal to ages from 15-24 New opening mechanism, jump screen, cloud texting ,FUNCTION ICONIC pop-up notiﬁcations, lock screen BOLD Dedicated hard keys, custom messaging experience GENUINE integrated messaging and social services, large keyboard See at a glance that it is unique, clearly differentiated, ICONIC hardware angleFORM BOLD Use big shapes and angles, vibrant color, exciting GENUINE No fake “Materials”/ effects. Easy to read, understand

CONCEPT ICONIC The world’s best messaging device PRODUCT MANAGEMENT BOLD Big leaps forward in messaging GENUINE Appeal to ages from 15-24 New opening mechanism, jump screen, cloud texting ,FUNCTION ICONIC pop-up notiﬁcations, lock screen INTERACTION DESIGN BOLD Dedicated hard keys, custom messaging experience GENUINE integrated messaging and social services, large keyboard See at a glance that it is unique, clearly differentiated, ICONIC hardware angleFORM VISUAL DESIGN BOLD Use big shapes and angles, vibrant color, exciting GENUINE No fake “Materials”/ effects. Easy to read, understand 36

3+3FRAMEWORK 37

3 DESIGN PILLARS +3 BRAND DRIVERS =IMPLEMENTATION 38

DESIGN PILLAR BRAND DRIVERS DO STATEMENTS

ICONICBOLDGENUINE

BoldIconicGenuine

messaging

Music &media iscelebrated

Over 30customringtonesdesignedby staff &DJ JohnnyFiasco

Thanks to:T-Mobile UX Team 59

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Bringing the Sidekick Back by Charles Goran

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