Brand Experience Design

BRAND EXPERIENCE DESIGN

A Bit About Me • Father and Dad to Scout, Daisy, and Indiana • President of Kristian Andersen + Associates • Founder of Pathagility • Founder of TinderBox • Founder of Gravity Ventures • Lives in Arkansas, works in Indy

What Is Experience Design? The practice of designing products, processes, services, events, and environments - based on the consideration of an individual’s or group’s needs, desires, beliefs, knowledge, skills, experiences, and perceptions.

"The product is the brand. You build brand in our industry through the product and the experience." —Jim Wicks, Motorola, 2006

What I Believe The interface is the product is the brand is the experience is the interface.

Who Designs Experiences? VISUAL DESIGNERS INTERACTION DESIGNERS INTERFACE DESIGNERS INFORMATION ARCHITECTS SOFTWARE DEVELOPERS PRODUCT MANAGERS BRAND MANAGERS COPY WRITERS CUSTOMER SUPPORT SALES REPRESENTATIVES CEO / CMO / MANAGERS USERS / CUSTOMERS

UX IS LESS OF A DISCIPLINE AND MORE OF A PHILOSOPHY

“At best, User Experience is a common awareness, a thread that ties together people from different disciplines who care about good design, and who realize that today’s increasingly complex design challenges require the synthesis of different varieties of design expertise.” Lou Rosenfeld UX book publisher at Rosenfeld Media

UX + Brand Strategy A customers’ perception of a brand is driven, in large part, by the experience manifest in all customer touch points. The brand is represented by all customer touch points – retail, sales, product, utilization, support, etc. The experience is comprised of all customer touch points – retail, sales, product, utilization, support, etc.

“UX isn’t a layer or component of a product or service. It’s really about the design of whole systems and their interconnections.” Andrew Hinton Sr. Information Architect at Vanguard

THE BUSINESS OF UX – IS BUSINESS.

UX + Value Proposition The Value Proposition is the reason why customers turn to one company over another. It solves the customers problem or satisﬁes a customer need. • UX helps discover it. • UX helps deﬁne it. • UX helps design it. • UX helps deliver it.

UX TRANSCENDS SOFTWARE

Experience-as-a-Service Services represent between 60% - 70% of GDP of most industrialized nations. Increasingly products are being combined with services. Experience design must account for both. Services have interfaces and someone has to design them.

SOME WORK

The truth about how your body works, and how you can gain control over your weight, energy and happiness. A by John Porten FEW SIMPLE FACTS

Twitter: kristianindy eMail: kristian@kaplusa.com LinkedIn: linkedin.com/in/kandersen1 Web: kaplusa.com

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Brand Experience Design

by Kristian Andersen + Associates on Jan 11, 2010

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Brand Experience Design — Presentation Transcript