The Powerful New
Partnership.
Huge
SXSW
July 24, 2014
Planning and UX have fought over
who owns the ‘audience’ or ‘user’ for
too long.
The old guard
Planning & UX partnership is the
new world version of the Copy
Writer & Art Director partnership.
New world order
The Powerful New Partnership.
UXPLANNING
MAGIC
+
Brand capability addresses not just unmet needs.
Unspoken
e.g. Streaming content
portability, on-demand
car services
Unmet...
Clues are everywhere.
Planners are experts on being out in the world: understanding the big picture.
Don’t ask, observe.
UX are experts on observing digital behavior: understanding the detail.
Get dirty and real.
Leave preconceptions at the door: UX and Planning together make magic happen.
Connect with the audience more …
Frequently
Fluidly
Intimately
Most importantly UX and Planning must…
Listen to each other, then leap
together.
Your Planning and UX Presenting Partnership.
Jessica L’Esperance
VP User Experience
Catherine Heath
VP Strategy & Planning
Thank you.
The New Creative Partners: Brand Planning Meets UX
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The New Creative Partners: Brand Planning Meets UX

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Catherine Heath and Jessica L'Esperance

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  • The link between User Experience (UX) and Audience Experience? (AX / Planning) is becoming more and more important every day - and sooo often confused. Traditional Agencies master AX, digital agencies - UX. Very few that masters both, especially in my part of the world. Thanks for the presentation.
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The New Creative Partners: Brand Planning Meets UX

  1. 1. The Powerful New Partnership. Huge SXSW July 24, 2014
  2. 2. Planning and UX have fought over who owns the ‘audience’ or ‘user’ for too long. The old guard
  3. 3. Planning & UX partnership is the new world version of the Copy Writer & Art Director partnership. New world order
  4. 4. The Powerful New Partnership. UXPLANNING MAGIC +
  5. 5. Brand capability addresses not just unmet needs. Unspoken e.g. Streaming content portability, on-demand car services Unmet e.g. Portable health records, one-click checkout Unknown e.g. Touch screens in first-gen iPhone, ATMs, autonomous vacuum cleaners Success requires finding & leveraging true audience needs together.
  6. 6. Clues are everywhere. Planners are experts on being out in the world: understanding the big picture.
  7. 7. Don’t ask, observe. UX are experts on observing digital behavior: understanding the detail.
  8. 8. Get dirty and real. Leave preconceptions at the door: UX and Planning together make magic happen.
  9. 9. Connect with the audience more … Frequently Fluidly Intimately
  10. 10. Most importantly UX and Planning must… Listen to each other, then leap together.
  11. 11. Your Planning and UX Presenting Partnership. Jessica L’Esperance VP User Experience Catherine Heath VP Strategy & Planning
  12. 12. Thank you.
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