Making UX Part of Your Brand

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Talk from slides delivered at User Friendly 2007 in Beijing.

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  • What is a brand?
  • Note design scheme, design, “all the information connected to the product and serves to create …it”
  • What is UX, why should we care about brand? Note: “how it is perceived”.
  • Perception is reality. Or more accurately it influences reality. This is especially important in today’s marketplace… Note world is flat, people don’t know each other, goods come from all over the world, technology products appear frequently and change quickly. In the past people knew made what you consumed (butcher, baker, candlestick maker)…
  • In 2004 the Haier brand became one of the first brands of Chinese origin to be recognized as a top 100 global brand in terms of recognition. Lenovo, formerly Legend Computer of China bought one of the most prestigious brands in computing…ThinkPad from IBM
  • Note the dualist nature of brand adoption. You get associated with brand attributes, brand attributes get associated with you (spokes person)
  • Our experiences with brands build over time, and follow basically 4 stages. Each stage represents a level of adoption, few products make it though all stages.
  • Key is to related to business people our valueKey Decision makers care about brandThey understand the value of brand attributesWe can benefit by connection UX with brand
  • Fast cheap good, pick two? Good + Fast = Expensive Choose good and fast and we will postpone every other job, cancel all appointments and stay up 25-hours a day just to get your job done. But, don't expect it to be cheap. Good + Cheap = Slow Choose good and cheap and we will do a great job for a discounted price, but be patient until we have a free moment from paying clients. Fast + Cheap = Inferior Choose fast and cheap and expect an inferior job delivered on time. You truly get what you pay for, and in our opinion this is the least favorable choice of the three.
  • For China to transition from a offshore manufacturing or engineering partner to a leader in innovation it must establish its own brands
  • “A Starck vision of Asia’s future as elite producer of brands”, Wall Street Journal, 7 April, 2004.
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  • Making UX Part of Your Brand

    1. 1. Making User Experience Part of Your Brand<br />Jon Innes<br />User Friendly 2007<br />
    2. 2. What is a Brand?<br />A particular make of goods?<br />An identifying trademark, stamp, logo, etc.?<br />A stigma, a mark of disgrace?<br />The mark placed on a cow indicating its owner?<br />Answer<br />All of the above<br />
    3. 3. Brand Defined<br />A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it.<br />Wikipedia<br />
    4. 4. User Experience Defined<br />The user experience group deals with all aspects of user’s interactions with the product: how it is perceived, learned, and used. It includes ease of use and most important of all, the needs the product fulfills.<br />Don Norman in his book The Invisible Computer<br />
    5. 5. Brand Perception—Why It Matters<br />Perception is reality<br />Or more accurately it influences our view of reality<br />Brands help us navigate the modern global economy as consumers<br />Goods come from all over the world<br />Consumers buy more things more often<br />In historical times things were simpler<br />You knew the person selling the product or service <br />Often the seller was same person as the creator<br />Products or services changed infrequently<br />
    6. 6. Branding—More Than a Logo<br />A brand has value only when it allows consumers to do the following:<br />Recognize a product they can trust<br />Create confidence the producer will stand by product<br />Feel comfortable being associated with the product<br />This includes <br />Selling the product<br />Recommending the product to others<br />Making it part of their identity (personal brand)<br />
    7. 7. World’s Most Notable Corporate Brands<br />
    8. 8. Personal Brands & Endorsement<br /><ul><li>Celebrity endorsement of brands
    9. 9. Credibility by association
    10. 10. Yao Ming eats there!
    11. 11. Yao Ming gets more famous
    12. 12. Consumers use brands in reverse
    13. 13. Wear designer clothes
    14. 14. Buy popular cell phones
    15. 15. Eat at popular places
    16. 16. Work for famous companies
    17. 17. Personal brand = identity</li></li></ul><li>Experience With Brand Over Time Builds Value<br />Four stage process<br />Awareness<br />I know it exists<br />I think about it<br />Investment<br />I want to own it<br />I decide to pay for it<br />Usage<br />I enjoy using it as part of my life<br />Identity<br />I trust the company and recommend it<br />I look for other products the company offers<br />
    18. 18. Aligning User Experience Work with Brand<br />Business leaders in China have begun to recognize the importance of brand<br />Do they understand you can help the brand?<br />Consumers judge products and services by appearances so professional design matters<br />Usable products are more valuable as they:<br />Create brand loyalty and lead to repeat customers<br />Improve likelihood consumers will promote brand<br />User research helps target and refine brand offerings<br />Our methods can often do all this and lower costs!<br />
    19. 19. Opposing Forces in Design<br />Fast<br />Good + Fast = Expensive<br />Good + Cheap = Slow to market<br />Fast + Cheap = Poor Quality<br />Good<br />Cheap<br />Pick any two!<br />True or False?<br />Answer: False<br />W. Edwards Deming showed this is not always true<br />
    20. 20. The “Deming Lesson”<br />Asian country known for manufacturing cheap and often poor quality products<br />Country had no reputation for design or innovation<br />The Country?<br />Japan<br />The lesson: “improving quality can reduce costs while increasing productivity and market share”<br />
    21. 21. Deming’s Top Student—Toyota<br />Early cars were based on American designs<br />Some parts were actually interchangeable!<br />Toyota resumes production after World War II<br />Deming consults with Toyota on quality processes<br />New methods of production start “The Toyota Way”<br />In the 60’s they win the Deming Award for quality<br />Toyota begins exporting affordable quality cars<br />Toyota and its brands are leaders in car design<br />Toyota is now #1 in net worth, revenue and profit<br />
    22. 22. China’s Influence on Design<br />China is the most populated country in the world<br />Estimated at 1.3 Billion or 20% of the world total<br />China has the 4th largest economy and is growing<br />Global companies view China as a target market<br />Chinese consumers will soon have more choices<br />Will they choose Chinese designs?<br />Products made in China impact the world<br />Your actions will determine user experience globally<br />China’s reputation as a brand depends on you<br />
    23. 23. Moving to a Position of Innovation<br />Today the designer in Hong Kong or Taipei opens the magazine and looks at the best-seller and copies that. But to be successful you have to find your own designs and energy.<br />PhillipeStarck (famous French industrial designer)<br />
    24. 24. A Good Experience Is Hard to Replicate<br />Starbucks is not just about coffee<br />Anyone can make coffee<br />
    25. 25. User Experience Can Lead The Way<br />How to make Chinese brands = Innovation<br />Develop deep knowledge of best practices/processes<br />Take advantage of lessons learned by others<br />Develop enough knowledge to improve not just copy what others are doing<br />Leverage your strengths<br />Knowledge of Chinese culture gives you an advantage over foreign competitors<br />Treat everyone as a customer—including coworkers<br />Define quality from their perspective<br />
    26. 26. 让用户体验<br />成为您品牌的一部分<br />甄 能 士<br />中国青年设计节2007<br />

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