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Making UX Part of Your Brand


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Talk from slides delivered at User Friendly 2007 in Beijing. …

Talk from slides delivered at User Friendly 2007 in Beijing.

Also available in Chinese

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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.
  • P
  • Transcript

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