Bridging the gap 
Brand Experience vs Product Development 
Love-tweets @lillaylaux
The obstacle
Product Development 
UX DESIGN 
Marketing & Sales
The magic card
With the right set of tools
But first, a story of disaster
Step 1: 
Involvement
Emotion 
Driven 
Workshop: 
Close the gap 
between product 
development and 
marketing by 
involving all of the 
key playe...
Define the 
problem 
Get the 
stakeholders to 
write down their 
thoughts. Define a 
problem we need 
to solve together.
Create 
meaningful 
personas 
Think of consumers 
who have relationships 
with our services. 
Describe who they 
are and d...
The brand 
values vs. the 
experience 
How are the values of 
the brand portrayed, 
and how are they 
perceived by the 
pe...
What human 
attributes 
characterizes 
our service? 
Pick out humans that 
we feel should 
represent our service/ 
product...
Our service 
compared 
with others 
Where do we see 
our service/product 
comparatively based 
on 4 associations?
Micro 
Service Design 
Focus on the experience 
throughout the service 
provided and share the 
consumers story. 
Diagram:...
Concept 
Development 
Create ideas and 
concepts based on 
experience mapping, 
personas and the 
brand values.
The takeaways 
Summarize three key 
insights we take further.
Test and rate 
ideas and values 
Organize the ideas and 
data from the workshop 
into clear and concise 
messages that are...
Consumer stories 
Gather valuable stories 
from consumers through 
interviews, focus groups 
and guerilla testing.
Step 2: 
Visualization
A constant 
reminder 
Hang up the results 
on the wall of what 
we want to achieve 
and who we want to 
design for!
Maria sin opplevelse av Nettbank bedrift
Playful Trustable 
Create a 
Tone of Voice 
Use humanized core 
values to help create 
a communication 
strategy that is u...
Visualize the 
road ahead 
Move from 
¨Let’s Decide¨ to 
¨Let’s pretend we 
already decided¨ 
- Christina Wodtke
Together with 
the same vision 
The product owners, 
marketing gurus, 
communication 
directors, designers, 
and executive...
Step 3: 
Realization
Create a 
roadmap 
Write down what you 
want to achieve 
through prioritized 
goals and present it 
for the executives 
co...
Goals that are 
measurable
Start using OKR’s 
to track success! 
Objectives (ambitions) & 
Key Results (success criteria)
LEAN, Kanban 
and testing 
for the win! 
Break it all down, 
and iterating side 
by side with 
developers.
Fridays are for 
winners! 
Celebrate what has 
been accomplished 
from tech, design, 
marketing and sales!
We can push 
boundaries 
when we are 
passionate 
communicators. 
@lillaylaux
Bridging the gap: Brand Experience vs Product Development
Bridging the gap: Brand Experience vs Product Development
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Bridging the gap: Brand Experience vs Product Development

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A person can choose one of two similar services. What is their final choice based on?

Human beings make decisions based on 10% logic and 90% emotions.
Advertising and marketing is all about capturing the audience and delighting consumers by creating an experience around a service.
This however, is only the beginning of a relationship. Once they start engaging with our service, we need to be able to delight, surprise and enhance their experience by tuning into their needs. Our digital solutions must be functional, emotional and aspirational in order to build experiences that outlast the competition.

This talk explains how we (UX Designers)get clients and stakeholders to invest in emotional design and how we:

- Push emotional human needs in front of product specs
- Create solutions based on Experience Mapping
- Bridge the gap between brand-image and product

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Bridging the gap: Brand Experience vs Product Development

  1. 1. Bridging the gap Brand Experience vs Product Development Love-tweets @lillaylaux
  2. 2. The obstacle
  3. 3. Product Development UX DESIGN Marketing & Sales
  4. 4. The magic card
  5. 5. With the right set of tools
  6. 6. But first, a story of disaster
  7. 7. Step 1: Involvement
  8. 8. Emotion Driven Workshop: Close the gap between product development and marketing by involving all of the key players in a project.
  9. 9. Define the problem Get the stakeholders to write down their thoughts. Define a problem we need to solve together.
  10. 10. Create meaningful personas Think of consumers who have relationships with our services. Describe who they are and define their needs and goals.
  11. 11. The brand values vs. the experience How are the values of the brand portrayed, and how are they perceived by the personas through the experience?
  12. 12. What human attributes characterizes our service? Pick out humans that we feel should represent our service/ product and list out those characteristics.
  13. 13. Our service compared with others Where do we see our service/product comparatively based on 4 associations?
  14. 14. Micro Service Design Focus on the experience throughout the service provided and share the consumers story. Diagram: Adaptive Path
  15. 15. Concept Development Create ideas and concepts based on experience mapping, personas and the brand values.
  16. 16. The takeaways Summarize three key insights we take further.
  17. 17. Test and rate ideas and values Organize the ideas and data from the workshop into clear and concise messages that are easy to interpret. Then test them out and prioritize.
  18. 18. Consumer stories Gather valuable stories from consumers through interviews, focus groups and guerilla testing.
  19. 19. Step 2: Visualization
  20. 20. A constant reminder Hang up the results on the wall of what we want to achieve and who we want to design for!
  21. 21. Maria sin opplevelse av Nettbank bedrift
  22. 22. Playful Trustable Create a Tone of Voice Use humanized core values to help create a communication strategy that is used in our products and services. Helpful Personal
  23. 23. Visualize the road ahead Move from ¨Let’s Decide¨ to ¨Let’s pretend we already decided¨ - Christina Wodtke
  24. 24. Together with the same vision The product owners, marketing gurus, communication directors, designers, and executives all working with the same UX goals.
  25. 25. Step 3: Realization
  26. 26. Create a roadmap Write down what you want to achieve through prioritized goals and present it for the executives constantly. The Goal Board featured by FastCoDesign, created by Pivit Labs
  27. 27. Goals that are measurable
  28. 28. Start using OKR’s to track success! Objectives (ambitions) & Key Results (success criteria)
  29. 29. LEAN, Kanban and testing for the win! Break it all down, and iterating side by side with developers.
  30. 30. Fridays are for winners! Celebrate what has been accomplished from tech, design, marketing and sales!
  31. 31. We can push boundaries when we are passionate communicators. @lillaylaux
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