Brandexperience

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  • 1. involutionstudios Brand Experience and the World Wide Web A presentation for WebVisions 2004 July 16, 2004 Dirk Knemeyer Involution Studios LLC July 2004 Brand Experience and the Web 1 Dirk Knemeyer :: WebVisions :: Portland
  • 2. involutionstudios Introductions :: The View From 30,000 Feet :: Brand Experience :: User Experience :: Brand Experience and You
  • 3. About Me :: dk involutionstudios Founding Principal of Involution Studios LLC Former Chief Design Officer of Thread Inc. Former college professor, television analyst, and radio personality Currently serving on the boards of three international industry associations Planned to be a philosophy professor Begin in advertising on the account side Moved into business strategy and then into creative What am I now? Designer? Experience Strategist? Catalyst? July 2004 Brand Experience and the Web 3 Dirk Knemeyer :: WebVisions :: Portland
  • 4. About Me :: dk involutionstudios Big goals… “To measurably increase the happiness and well-being of the human species.” July 2004 Brand Experience and the Web 4 Dirk Knemeyer :: WebVisions :: Portland
  • 5. About Involution Studios involutionstudios Involution Studios LLC is an innovation company, “A digital IDEO” We provide design, consulting, and training services Offices in Silicon Valley and Boston Involution In`vo*lu"tion, n. [L. involutio: cf. F. involution. See Involve.] 1. The act of involving or infolding. July 2004 Brand Experience and the Web 5 Dirk Knemeyer :: WebVisions :: Portland
  • 6. involutionstudios :: Introductions The View from 30,000 Feet :: Brand Experience :: User Experience :: Brand Experience and You
  • 7. The Internet involutionstudios Revolutionary access to knowledge and information Re-definition of human communication July 2004 Brand Experience and the Web 7 Dirk Knemeyer :: WebVisions :: Portland
  • 8. Globalization & Internationalization involutionstudios The center of business has shifted from local to global Brands operate in cultures they are not designed for There is a push-and-pull between global business and local culture July 2004 Brand Experience and the Web 8 Dirk Knemeyer :: WebVisions :: Portland
  • 9. Marketing Pollution & Information Smog involutionstudios We are being overwhelmed by marketing pollution: a constant assault of too many worthless messages and interactions We are being overwhelmed by information smog: a staggering amount of relevant or valuable information that we cannot easily discern between July 2004 Brand Experience and the Web 9 Dirk Knemeyer :: WebVisions :: Portland
  • 10. The Paradox of Choice involutionstudios The more choices that people have, the more difficult it becomes to make decisions The more stimuli that people experience, the less memorable and impactful all of it is July 2004 Brand Experience and the Web 10 Dirk Knemeyer :: WebVisions :: Portland
  • 11. involutionstudios :: Introductions :: The View from 30,000 Feet Brand Experience :: User Experience :: Brand Experience and You
  • 12. Brand Defined involutionstudios “The emotional and intellectual associations people make with a specific person or thing.” dk “A brand is a person’s gut feeling about a product, service, or organization.” Mary Neumeier :: author, The Brand Gap July 2004 Brand Experience and the Web 12 Dirk Knemeyer :: WebVisions :: Portland
  • 13. Experience Defined involutionstudios “What our senses and mind perceive of the world.” dk “The elements that contribute to superior experiences are knowable and reproducible, which makes them designable.” Nathan Shedroff :: author, Experience Design I July 2004 Brand Experience and the Web 13 Dirk Knemeyer :: WebVisions :: Portland
  • 14. Brand Experience Defined involutionstudios The strategic organization of all interactions that people have with an organization, person, or product. July 2004 Brand Experience and the Web 14 Dirk Knemeyer :: WebVisions :: Portland
  • 15. Traditional Business Structure involutionstudios Business Management Finance Legal/HR IT Marketing Sales Product Distribution Customer Dev Service July 2004 Brand Experience and the Web 15 Dirk Knemeyer :: WebVisions :: Portland
  • 16. Brand Experience Business Structure involutionstudios Experience Business Strategy Management Own Customers Own Employees Own Market Experiences Experiences Experiences Finance Legal Information Information Information July 2004 Brand Experience and the Web 16 Dirk Knemeyer :: WebVisions :: Portland
  • 17. Considering Brand Experience involutionstudios 1. Shared vision 2. Corporate culture 3. Information experience 4. Communication touches 5. Across the value chain July 2004 Brand Experience and the Web 17 Dirk Knemeyer :: WebVisions :: Portland
  • 18. Considering Brand Experience involutionstudios 1. Shared vision 2. Corporate culture 3. Information experience 4. Communication touches 5. Across the value chain July 2004 Brand Experience and the Web 18 Dirk Knemeyer :: WebVisions :: Portland
  • 19. Considering Brand Experience involutionstudios 1. Shared vision 2. Corporate culture 3. Information experience Increasing Levels of Engagement 4. Communication touches Digital Media 5. Across the value chain :: Internet, Intranet Traditional Media :: Advertising, PR Physical/Indirect :: Brochures, Direct Mail, Remote Service Calls Physical/Direct :: Trade Shows, Sales Calls, On-Site Service, Internal Docs July 2004 Brand Experience and the Web 19 Dirk Knemeyer :: WebVisions :: Portland
  • 20. Considering Brand Experience involutionstudios 1. Shared vision 2. Corporate culture 3. Information experience 4. Communication touches 5. Across the value chain July 2004 Brand Experience and the Web 20 Dirk Knemeyer :: WebVisions :: Portland
  • 21. Considering Brand Experience involutionstudios 1. Shared vision 2. Corporate culture 3. Information experience 4. Communication touches 5. Across the value chain July 2004 Brand Experience and the Web 21 Dirk Knemeyer :: WebVisions :: Portland
  • 22. Brand Experience and Design involutionstudios Brand experience is the strategic, holistic business approach to the application of various design and media Principal It represents the upward growth Designer and convergence for designers of all types Business Researcher Brand Design Content Visual Web Project Strategist Strategist Strategist Strategist Designer Developer Manager July 2004 Brand Experience and the Web 22 Dirk Knemeyer :: WebVisions :: Portland
  • 23. Knowledge Jobs and Offshoring involutionstudios Customer service Financial analysis Programming Visual Design Usability “I don’t think this has been fully understood by the United States[.]…If you look at India, China and Russia, they all have strong education heritages. Even if you discount 90 percent of the people there as uneducated farmers, you still end up with about 300 million people who are educated. That’s bigger than the U.S. work force.” Craig Barrett, CEO Intel July 2004 Brand Experience and the Web 23 Dirk Knemeyer :: WebVisions :: Portland
  • 24. involutionstudios :: Introductions :: The View from 30,000 Feet :: Brand Experience User Experience :: Brand Experience and You
  • 25. What is a ‘User’? involutionstudios A user is a person who is interacting with a specific design. The term ‘user’ is outdated and dehumanizing… …but, it is understood and accepted by most organizations in our industry July 2004 Brand Experience and the Web 25 Dirk Knemeyer :: WebVisions :: Portland
  • 26. Why ‘Experience’? involutionstudios People are increasingly demanding rich, multi-sensorial experiences Why? Because…user’s overwhelming number of choices has increased their sophistication and selectivity The Internet and CRM have conditioned them to expect personalization They are tuning out traditional communication media messages July 2004 Brand Experience and the Web 26 Dirk Knemeyer :: WebVisions :: Portland
  • 27. Defining ‘User Experience’ involutionstudios “Design of a particular product with special attention to the people who will be interacting with it.” dk “An emerging field concerned with improving the design of anything that people experience: a website, a toy or a museum.” User Experience Network (UXNet) July 2004 Brand Experience and the Web 27 Dirk Knemeyer :: WebVisions :: Portland
  • 28. Experience Needs Good Design involutionstudios “Creation in or alteration of the physical world to meet the needs and desires of people.” dk “Everything is design. Everything!” Paul Rand July 2004 Brand Experience and the Web 28 Dirk Knemeyer :: WebVisions :: Portland
  • 29. Experience Needs Good Design involutionstudios Must address the needs and desires of people Must affect both their intellect and emotion July 2004 Brand Experience and the Web 29 Dirk Knemeyer :: WebVisions :: Portland
  • 30. Design for All Five Senses involutionstudios 1. Sight :: sense currently most utilized by designers 2. Sound :: easy to integrate with most designs 3. Smell :: sense with the strongest relationship to memory 4. Taste :: the least utilized by designers 5. Touch :: the most intimate of the senses July 2004 Brand Experience and the Web 30 Dirk Knemeyer :: WebVisions :: Portland
  • 31. A Brief “Pleasure Pause” involutionstudios July 2004 Brand Experience and the Web 31 Dirk Knemeyer :: WebVisions :: Portland
  • 32. User Experience is… involutionstudios …complex & multi-disciplinary It requires: A re-definition of problems and solutions A broad knowledge-base across many disciplines and a deep knowledge-base through at least one discipline Collaborative methods and mindsets July 2004 Brand Experience and the Web 32 Dirk Knemeyer :: WebVisions :: Portland
  • 33. Central Disciplines of User Experience involutionstudios DESIGN SCIENCE Marketing Research Methods Information Architecture Psychology Writing Sociology Visual Design Biology Computer Science Physics Usability Anthropology July 2004 Brand Experience and the Web 33 Dirk Knemeyer :: WebVisions :: Portland
  • 34. Web Design Process involutionstudios EXPERIENCE STRATEGY USER EXPERIENCE Business need Project management Programming Research and analysis Design direction Network engineering Innovation and brainstorm Information architecture Quality control User research and human factors Content collection/creation Production Design strategy Visual design Maintenance methods Usability testing July 2004 Brand Experience and the Web 34 Dirk Knemeyer :: WebVisions :: Portland
  • 35. Experience Strategy involutionstudios Business need Research and analysis Innovation and brainstorm User research and human factors Design strategy July 2004 Brand Experience and the Web 35 Dirk Knemeyer :: WebVisions :: Portland
  • 36. User Experience involutionstudios Project management Design direction Information architecture Content collection and creation Visual design Usability testing Programming Network engineering Quality control Production Maintenance July 2004 Brand Experience and the Web 36 Dirk Knemeyer :: WebVisions :: Portland
  • 37. involutionstudios :: Introductions :: The View from 30,000 Feet :: Brand Experience :: User Experience Brand Experience and You
  • 38. Why BE matters to you involutionstudios More and more of our jobs and functions are being commodified Makes us more valuable to our employers and clients Represents new challenges and deeper understanding of what we do Increases our earning potential July 2004 Brand Experience and the Web 38 Dirk Knemeyer :: WebVisions :: Portland
  • 39. How can I get started? involutionstudios Expand your skills horizontally Expand your skills vertically July 2004 Brand Experience and the Web 39 Dirk Knemeyer :: WebVisions :: Portland
  • 40. How can I get started? involutionstudios Continue your formal education Stanford University “D” School Harvard Business School - Advanced Leadership Program for Design Bentley College Interaction Design Institute Ivrea July 2004 Brand Experience and the Web 40 Dirk Knemeyer :: WebVisions :: Portland
  • 41. How can I get started? involutionstudios Accelerate your personal education Digital Publications Digital Web Magazine (www.digital-web.com) Boxes and Arrows (www.boxesandarrows.com) A List Apart (www.alistapart.com) Design Interact (www.designinteract.com) Digital Resources Design by Fire (www.designbyfire.com) InfoDesign (www.informationdesign.org) Nathan Shedroff (www.nathan.com) GUUUI (www.guuui.com) July 2004 Brand Experience and the Web 41 Dirk Knemeyer :: WebVisions :: Portland
  • 42. How can I get started? involutionstudios Collaborate Join groups, make relationships with passionate and interesting people Shape the next generation: engage with academia, mentor young professionals Find your unique voice “Sharing knowledge is better than having it.” Peter J. Bogaards July 2004 Brand Experience and the Web 42 Dirk Knemeyer :: WebVisions :: Portland
  • 43. How can I get started? involutionstudios Take Control When you design, provide rich experiences Buy from and invest in good experiences Insist on a healthy brand experience where you work “Become the change you want to see in the world” Gandhi July 2004 Brand Experience and the Web 43 Dirk Knemeyer :: WebVisions :: Portland
  • 44. involutionstudios dirk@involutionstudios.com