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Making UX Part of Your Brand

Making UX Part of Your Brand



Talk from slides delivered at User Friendly 2007 in Beijing.

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.
  • P

Making UX Part of Your Brand Making UX Part of Your Brand Presentation Transcript

  • Making User Experience Part of Your Brand
    Jon Innes
    User Friendly 2007
  • 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
  • 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.
  • 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
  • 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
  • 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)
  • World’s Most Notable Corporate Brands
  • Personal Brands & Endorsement
    • Celebrity endorsement of brands
    • Credibility by association
    • Yao Ming eats there!
    • Yao Ming gets more famous
    • Consumers use brands in reverse
    • Wear designer clothes
    • Buy popular cell phones
    • Eat at popular places
    • Work for famous companies
    • 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
  • 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!
  • 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
  • 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”
  • 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
  • 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
  • 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)
  • A Good Experience Is Hard to Replicate
    Starbucks is not just about coffee
    Anyone can make coffee
  • 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
  • 让用户体验
    甄 能 士