Matching the Experience to the Brand (Long version)

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Presentation delivered to attendees at Mobile Future conference in Stockholm, 2012. In case you don't get it

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Matching the Experience to the Brand (Long version)

  1. 1. WTF!
  2. 2. WHY?- Why did I start so badly, go off and the come back wearing a kilt and playing Scoittish music?- 2 different ways to start a presentation, 2 different experiences- Lets start with a better designed intro slide
  3. 3. JAMES MCCONNELLMatching the User Experience to the BrandMobile Future Conference, StockholmNovember 28, 2012- ah that’s better!- the real intro slide- you can also see the company I work for, Screen Interaction. Let me introduce them
  4. 4. WE BELIEVE...We can make people’s lives easier through thedigital products they use.We believe...WE do this by our knowledge in and combining technology, design and usability.Även om jag är skotsk, Screen Interaction är ett svensk företagI said...
  5. 5. And we just LOVE working on mobile services!is why you’re all here, we’re talking mobile
  6. 6. And I love UX. So much that I’m missing Olof’s dance show, which started 5 mins ago.But I’m here and I have some great things to talk to you abut today.
  7. 7. EXPERIENCE &BRAND PERCEPTION
  8. 8. QUESTION:A: INSANEB: KILT OPPORTUNITYC: EXPERIENCE WILL CHANGE BRAND PERCEPTION- quiztime.- put your hands up if you agree
  9. 9. THING TO REMEMBERAS WELL AS “THERE WAS A GUY IN A KILT”1
  10. 10. EXPERIENCEWILL CHANGEBRAND PERCEPTION- That is my key message- say out loud...- thank you
  11. 11. EXPERIENCEBRAND PERCEPTION BRAND PERCEPTION?- on stage first, this created a perception of me, my brand- what keywords, would you associate?- the second time, this perception changed- what keywords would you associate now?- So, I have affected your brand perception of me with an experience.
  12. 12. - Branding, traditionally has been very one way.- Traditional media like newspapers, TV and radio have been the channels for brands to communicate theirmessage.- Let’s not forget the products themselves
  13. 13. - Now with the web and the digital media, there is so much more opportunity for people to explore and interact withbrands.- Branding & UX is vital for a company’s success.
  14. 14. VALUES &PRINCIPLES ASDEFINED BY THECOMPANYThis is brand, as a company sees their own brand.These values and goals as defined by a company.
  15. 15. BRANDDEFINITIONCOMPANY- Let’s look at the big picture- A company must first define who they are, their values and then promote them.- The message must be clear
  16. 16. ANINTERACTIONBRANDDEFINITIONTOUCHPOINTCOMPANYThese values are then communicated through various touchpoints and channels.Not just digital services, customer service, physical stores etc.
  17. 17. ANINTERACTIONBRANDDEFINITIONBRANDPERCEPTIONTOUCHPOINTCOMPANY PERSONThis is then was perceived by a person.Some may use the terms end user or customer. I like to use person, it keeps the human value in focus
  18. 18. ANINTERACTIONBRANDDEFINITIONBRANDPERCEPTIONTOUCHPOINTCOMPANY PERSONDepending on how well the values are communicated the brand perception may, or may not be aligned withe thebrand values.So what can greatly affect that brand percpetion?The design of all those interactions, the user experience
  19. 19. AN INTERACTION CREATES UXTOUCHPOINTSBRAND AND UXPERSONAL EMOTIONSUX & brand percpetion is strongly defined by emotion. It’s what we feel.Each experience makes us feel something. This is then associated with the brandYou felt an emotion when I came on the second time. I hope a positive emotion.As the user interacts with the brand in some way this affects their emotions, the brand perceptions and the UX.
  20. 20. AN INTERACTION CREATES UXTOUCHPOINTSBRAND AND UXPERSONAL EMOTIONSUX & brand percpetion is strongly defined by emotion. It’s what we feel.Each experience makes us feel something. This is then associated with the brandYou felt an emotion when I came on the second time. I hope a positive emotion.As the user interacts with the brand in some way this affects their emotions, the brand perceptions and the UX.
  21. 21. AN INTERACTION CREATES UXTOUCHPOINTSBRAND AND UXPERSONAL EMOTIONSUX & brand percpetion is strongly defined by emotion. It’s what we feel.Each experience makes us feel something. This is then associated with the brandYou felt an emotion when I came on the second time. I hope a positive emotion.As the user interacts with the brand in some way this affects their emotions, the brand perceptions and the UX.
  22. 22. AN INTERACTION CREATES UXTOUCHPOINTSBRAND AND UXPERSONAL EMOTIONSUX & brand percpetion is strongly defined by emotion. It’s what we feel.Each experience makes us feel something. This is then associated with the brandYou felt an emotion when I came on the second time. I hope a positive emotion.As the user interacts with the brand in some way this affects their emotions, the brand perceptions and the UX.
  23. 23. AN INTERACTION CREATES UXTOUCHPOINTSBRAND AND UXPERSONAL EMOTIONSUX & brand percpetion is strongly defined by emotion. It’s what we feel.Each experience makes us feel something. This is then associated with the brandYou felt an emotion when I came on the second time. I hope a positive emotion.As the user interacts with the brand in some way this affects their emotions, the brand perceptions and the UX.
  24. 24. AN INTERACTION CREATES UXTOUCHPOINTSBRAND AND UXPERSONWhich emotions do you want?
  25. 25. HOW TO GET TO THE HAPPY PLACE?FOCUS ON THEIR NEEDS ANDDESIRES AND PROVIDE VALUE.How can you get to the happy place?Doing so will compel them to buy, to think, to engaage and finally, recommend to others.
  26. 26. We need an exampleFK - social securityPreviously, people saw them as impersonal, confusing, difficult. Most hated govt dept.FK are trying to change that. We helped them.People can receive money if they need to stay at home to look after a child who is illThe procedure was very complex which resulted in a lot of frustration.
  27. 27. Through various research and testing we came with a solution in the form of an app.It simplified the p “ rocess and importantly put the solution, actually in the hand of the customer.customer” not “benefit receiver” as they used ot call them. This simple change reflects an internal swing in how theysee the people they deal with.
  28. 28. The app has been a huge success and is a step forward in changing the old brand perception.
  29. 29. INVEST IN UX DESIGNMy next key message is simple.Invest in UX designIf you do you’re investing in your brand.Raising value
  30. 30. INVEST IN UX DESIGNInvest enough, and you could get to here with the people who experience your brand.I’ll look at some more benefits of UX design later on.Of course you need to have a product with value, it helps!More likely or not someone else has a similar the product.The differentiator, is the experience
  31. 31. USER EXPERIENCEDESIGN
  32. 32. WHAT IS UX DESIGN THEN?Now that you know you need it and it’s value, some of you may still not be sure what it is...It’s not just about the interface
  33. 33. BUSINESSNEEDSUSERNEEDSUXAnd it’s not all about the user’s needs.A UX designer must understand the business needs. You can design for great experiences, but if you’re notconsidering the business, then you shouldn’t be working.Understand the company.Understand the competition.Understand the customer.
  34. 34. USABILITYUSEFULNESSLEARNABILITYAESTHETICSEMOTIONSUX CAKEFactors making an experienceusability - easy to use, little guidance, it worksusefulness- a clear purpose, fits into my lifelearnability - simple to master with little need for guidanceaesthetics - appealing designemotions - create positive feelings, a lasting impact
  35. 35. STIMULATETHE SENSESSIGHTSOUNDTOUCHTASTESMELLTHE ULTIMATE EXPERIENCEeating that lovely cake for example
  36. 36. THE MOBILEEXPERIENCESIGHTSOUNDTOUCHThe mobile device with a touchscreen doesn’t have all 5, but it does have touch.Consider ways to use that touch to create a desirable experience.
  37. 37. Flip up to next pageDrag down to refreshHere is a project where we took inspiration from flipboard for Ericsson’s newsletter mobile app.People love using the touch gestures to interact with the app
  38. 38. USER EXPERIENCEHAPPENS, WITH ORWITHOUTUX DESIGNI don’t have time to tell you all the things to consider when designing a mobile experience.One thing’s for sure, UX will happen. Do you want it to be a positive one?To ensure a (mostly) positive outcome, the experience must be crafted strategically and with intent.
  39. 39. 1. USER ADOPTIONIf I had to give you just one reason to invest in UX design, it would be this.
  40. 40. CHOOSERS,NOT USERSConisder this, you don’t have users, or even advocates until they’ve chosen you.An overwhelming number of choices has increased our sophistication and selectivityThe internet has conditioned us to expect personalised experiencesWe demand rich, desirable experiencesYou need to adapt to the user, not vice versa
  41. 41. HOW CAN YOU FIT INTO PEOPLE’S LIVES,EVEN CHANGE THEIR BEHAVIOUR?Here are two apps that I use everydayI can personalise them and their useful.They’re high on the useful scale, but low on the others.I know they could be so much better and desirable.I WANT THE OTHER LAYERS!
  42. 42. USABILITYUSEFULNESSLEARNABILITYAESTHETICSEMOTIONSUX CAKEa reminder...
  43. 43. DESIRABLEUSER EXPERIENCE
  44. 44. 3ways3 tips to create a desirable UX or brand experience
  45. 45. STORYTELLINGAs I said, positive emotions can help to create great UX.One way of creating these emotions is storytelling
  46. 46. STORYTELLINGThink of the story today.I have given you a story to tell.It’s the story about the guy who did a presentation in his kilt.This creates interest in the receiver, they’ll want to know more.And doesn’t that sound better than a guy doing a presentation about branding and UX?
  47. 47. AUTHENTICITYThe days of corporate language is gone. People want authenticity, a human voice with the services they use.Be different, but be authentic.Again, conisder this experience. I was different, but very authentic!
  48. 48. AUTHENTICITYWhen I told my colleague (Adnan) for the first time about the idea, he said “That’s so you”Made me happy, I am being authentic. (Unlike him in this picture)
  49. 49. AUTHENTICITYBeing authentic is about being human, thinking on human terms
  50. 50. AUTHENTICITYThe manifesto was written in 1999The authors assert that the Internet is unlike the ordinary media used in mass marketing as it enables people tohave "human to human" conversations, which have the potential to transform traditional business practicesradicallyThe book and website both challenge what the manifesto calls outmoded, 20th-century thinking about businessin light of the emergence of the WebGood to refer to now and again...
  51. 51. AUTHENTICITYPersonalitySwackett
  52. 52. THE SMALL THINGSTo get a 5 star app, you need to be like a 5 star hotel.Get the basics right, then take time to work on the small touches that make it desirable and worth 5 stars.
  53. 53. THE SMALL THINGS
  54. 54. THE SMALL THINGS
  55. 55. THE SMALL THINGS
  56. 56. YOUR NEXTUX STEPS?
  57. 57. ESTABLISH AUX CULTUREOne problem that we face is the idea that UX should be the responsibility of one person or dept. It is not. It’severybody’s responsibility.We made a video to demonstrate this and provoke thought on the subject.Let’s take a look
  58. 58. Video
  59. 59. UX IS NOT THEROLE OF ONEPERSON.IT IS ACULTURE.
  60. 60. TEST IT YOURSELFThink of a brand, what is your perception of them.Then visit their mobile site.Is it aligned?How does it make you feel?Is it useful?
  61. 61. TEST IT YOURSELFRYANAIR VIRGIN ATLANTIC
  62. 62. ASK A FRIEND FORHELP & ADVISEFinally, if you need help, find a friend to trust.Let me tell you about 4 guys who helped and trusted one another.4 guys, 4 years ago, shared a vision, a beliefThey saw a gap, and then saw a future they could share.Working through the first months, the long nights, were hard.But they trusted in each other, and their vision.They knew that getting the mix right, the mix of technology, usability and design;If they got that right, they would produce some really amazing stuff.And they did. And they kept growing.
  63. 63. ASK A FRIEND FORHELP & ADVISEAnd we’re still making amazing stuff.That belief and that trust still holds today. They’re not 4 people anymore, we’re nearly 40.(This is storytelling)
  64. 64. we sit hereThis is our home, just up the roadAnd this is part of who we are, our branding, the reason we are in Kista.We love technology. We love working with technology brands.Kista is our home, and for good reason. We’re in the silicon valley of Stockholm
  65. 65. And having a beautiful home is a great bonus
  66. 66. SUMMARY(OR WHY HE WORE A KILT)
  67. 67. SUMMARY(OR WHY HE WORE A KILT)1. EXPERIENCE CHANGES BRAND PERCEPTION2. GIVE THEM A STORY TO TELL3. BE AUTHENTIC AND HUMAN
  68. 68. "Your scientists were so preoccupied withwhether or not they could,they didnt stop to think if they should."- from Jurassic Parkand finally, my favourite design quote.Dont think what is technically possible,design the experience first.
  69. 69. THANK YOUJames DavidRezaCarlwww.screeninteraction.com

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