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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

Catherine Heath and Jessica L'Esperance

Published in Business
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Transcript

  • 1. The Powerful New Partnership. Huge SXSW July 24, 2014
  • 2. Planning and UX have fought over who owns the ‘audience’ or ‘user’ for too long. The old guard
  • 3. Planning & UX partnership is the new world version of the Copy Writer & Art Director partnership. New world order
  • 4. The Powerful New Partnership. UXPLANNING MAGIC +
  • 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. Clues are everywhere. Planners are experts on being out in the world: understanding the big picture.
  • 7. Don’t ask, observe. UX are experts on observing digital behavior: understanding the detail.
  • 8. Get dirty and real. Leave preconceptions at the door: UX and Planning together make magic happen.
  • 9. Connect with the audience more … Frequently Fluidly Intimately
  • 10. Most importantly UX and Planning must… Listen to each other, then leap together.
  • 11. Your Planning and UX Presenting Partnership. Jessica L’Esperance VP User Experience Catherine Heath VP Strategy & Planning
  • 12. Thank you.