The visual interfaceis now your brand› Nick Myers @nickmyer5 #SXvisuibrand
What	  I’ll be talking aboutVisual design and the interfaceHow to create unique digital experiencesEngaging customersHow u...
More customer interactions are now digitalMore customer interactions are now digital
User experiences have improvedUser experiences have improved
Products	  are	  now	  more	  usable	  Products are now simpler
Expecta5ons	  are	  now	  higher	  Expectations are now higher
Expecta5ons	  are	  now	  higher	  Expectations are now higher
Expecta5ons	  are	  now	  higher	  We’re a spoiled bunch!           “	    Expectations for mobile website speed increased ...
People’s	  expecta5ons	  are	  constantly	  Expectations are constantly being redefined   being	  redefined	  
But	  compe55on	  is	  now	  more	  fierce	  Competition is now greater. Intuitive and simple are not enough to differentiat...
Design	  is	  now	  more	  strategic	  Design is more strategic
How do we respondto higher expectations,massive challenges,and also stand out?
What	  is	  brand?	  First…
A	  strong	  brand	  creates	  compe55ve	  A strong brand creates competitive advantage   advantage	  
Brands	  are	  defined	  by	  a	  customer’s	  Brands are defined by a customer’s experience   experience	  
User experience now has a greater influence on the brandUser experience now has a greater influence onthe brand             ...
4 key factors that elevate your digital brand               Software                         We need new methods          ...
Software is different
Many companies are now software makersMany companies are now software makers                                         GE is...
SoFware	  is	  not	  fashion	  Software is not fashion                                    http://www.flickr.com/photos/ham-...
Visual design sets expectations, but experience must deliverVisual	  design	  sets	  expecta5ons,	  but	  the	  experience...
Software needs to feel timelessSoftware needs to feel timeless              2001                2009
Digital products are more complexDigital products are more complex
The visual system must be more precise
There	  are	  fewer	  opportuni5es	  to	  Fewer opportunities to present an identity   present	  an	  iden5ty	  
The identity lives in the detailsThe identity lives in the details
Most importantly, we’re designing for people firstBut	  too	  much	  personality	  interferes	  with	  the	  experience	  
Screens are smallerScreens	  are	  smaller	  and	  projected	  to	  overtake	  larger	  screens	  in	  the	  next	  few	  ...
The	  interface	  is	  fading	  The interface is fading                                          www.flickr.com/photos/kjd/...
Mo5on	  and	  interac5on	  now	  have	  Interactions + motion have greater influence on the experience   greater	  influence...
Defining and creating amemorable experience
First,	  you	  must	  understand	  Understand the problemBusiness objectives      User needs          Brand guidelines
Workshops help define the experience more vividly
Images bring life to the conversation and guide an ideal experience
The experience is definedThe experience is defined
Why is this different?Brand messaging is one-way communication.Experience attributes consider the customer’s               ...
Explore	  the	  visual	  language	  Explore the visual language
Ini5al	  impressions	  Ini5al	  impressions	  
Abstract	  visual	  studies	  from	  behavior	  Abstract visual studies from real behavior
Explore	  iden5ty	  in	  context	  We’re creating identities for the interface
Explore	  the	  behavioral	  language	  Explore the behavioral language
Signature	  interac5ons	  can	  Signature interactions can differentiate and add delight   differen5ate	  and	  delight	  
Customers	  remember,	  and	  share	  the	  Amazingly good                Amazingly bad   amazingly	  good	  and	  amazing...
Design patterns aren’t memorable
Conflict	  between	  unique	  and	  usable	  Conflict between unique vs. usable
How	  to	  create	  signature	  interac5ons	  Signature interaction: core experience, generate as a team, style, prototype
Signature	  interac5ons	  are	  no	  value	  if	  Remember: You can’t reach the top of the pyramid without a solid foundat...
It’s	  easy	  to	  be	  different,	  but	  it’s	  difficult	  to	  be	  beYer	  
Connecting withcustomers
Only	  a	  deep	  understanding	  of	  our	  customers	  builds	  passion	  and	  brand	  loyalty	   Only a deep understan...
Inspira5on	  from	  ecosystems	  and	  permaculture	                            Permaculture help designers model a final d...
Modern	  “permanent	  culture”	  is	  a	  system	  design	  tool	                                A way of looking at the w...
1	  of	  Holmgren’s	  12	  design	  principles	   1 of Holmgren’s 12 design principles                      “	       Use e...
Let’s	  look	  at	  an	  organiza5on	       Let’s	  look	  at	  an	  organiza5on	  
Many	  of	  us	  are	   organiza5on	  Let’s	  look	  at	  an	  stuck	  in	  the	  middle	        Many	  of	  us	  are	  st...
This	  was	  especially	  true	  of	  engineers	       This	  was	  especially	  true	  of	  engineers	  
All	  the	  ac5on	  is	  happening	  at	  the	  edges	  of	  your	  organiza5on	       All	  the	  ac5on	  is	  happening	...
Effec5ve	  product	  teams	  operate	  close	  to	  the	  edge	       Effec5ve	  product	  teams	  in	  large	       compani...
Touchpoints	  are	  at	  the	  edges	       Touchpoints	  are	  at	  the	  edges	  
The	  center	  is	  blind	  to	  the	  edges	        Staying	  in	  the	  center	  keeps	  you	  blind	  
And	  tensions	  grow	  between	  marke5ng	  and	  product	  teams	      And	  tensions	  grow	  between	  marke5ng	      ...
Brand	  guidelines	  are	  centrally	  created	       Brand	  guidelines	  are	  center-­‐focused	  
Surveys	  are	  narrowly	  focused	       Surveys	  are	  narrow	  views	  
TiVo’s	  survey	  doesn’t	  collect	  insight	  of	  what	  I	  want	  or	  need	  
Marke5ng	  segmenta5on	  is	  sales-­‐driven	      Market	  segmenta5on	  tools	  are	  sales-­‐    focused	  even	  if	  ...
Usability	  tes5ng	  happens	  inside	  in	  a	  fabricated	  environment	       Usability	  tes5ng	  is	  inside	  becaus...
And	  focus	  groups	  are	  just	  one	  big	  party	  in	  the	  middle	        And	  focus	  groups	  are	  just	  one	...
Even	  social	  media	  is	  a	  thin	  connec5on	  to	  the	  outside	       Even	  social	  media	  is	  a	  fabricated	...
To	  truly	  understand	  customers	  you	  need	  to	  seek	  them	  out	       To	  truly	  understand	  customers	  you...
Seeing	  is	  believing	       Seeing	  is	  believing	  
Sharing	  insight	  from	  the	  edges	  is	  a	  powerful	  method	  of	  focus	       Personas’	  true	  value	  is	  to...
If	  you	  truly	  understand	  your	  users’	  needs	  you	  can	  transform	  an	  industry	       If	  you	  can	  see	...
And	  if	  you	  value	  the	  margins	  your	  organiza5on	  will	  innovate	   And	  have	  greater	  influence	  on	  th...
Creating a culture of userexperience in your companythrough leadership
What it takesWhat it takes 1.    Leadership 2.    Process 3.    Principles 4.    Tools 5.    People 6.    Education 7.    ...
Change is hard! Metro has taken years of effortChange	  is	  hard	  (is	  there	  a	  willingness	  to	  change?)	  
Execu5ves	  are	  more	  involved	  Executives see the value in UX
We need UX leaders to transform companiesUser	  experience	  needs	  leadership	  
Design principles foster changeDesign	  principles	  foster	  change	  
Why design matters                     Video credit: Energy Energy
Principles are used everywhere: UX, HR, training, legal, ID badges Principles	  are	  now	  everywhere	  at	  Citrix	  •  ...
Mark Templeton, Citrix’s CEO, speaks of their importance regularly•  Onboard	  training	  •  Legal	  •  Etc.	  
The results for Citrix
UI	  guidelines	  inspire	  people	  to	  adopt	  a	  UI guidelines can inspire product teams to adopt a new system   new	...
Development	  tools	  are	  cri5cal	  to	  craFing	  the	  right	  experience	       Development	  tools	  are	  most	  us...
Standards	  improve	  the	  baseline	  expecta5ons	  and	  share	  design	  ra5onale	      Standards	  improve	  the	  bas...
But,	  standards	  can	  be	  one	  of	  the	  biggest	  obstacles	  to	  innova5on	  
Prac5ce	  Fusion’s	  web-­‐based	  EMR	  
Give	  teams	  freedom	  to	  change	  
Collabora5ng	  to	  create	  the	  ideal	  experience	  is	  the	  best	  leadership	  you	  can	  give	       Collabora5n...
And	  the	  best	  thing	  marketers	  can	  do	  is	  spend	  5me	  with	  product	  teams	       And	  the	  best	  thin...
A	  process	  driven	  by	  the	  edges	  increases	  the	  chance	  of	  success	       A	  process	  designed	  with	  u...
A	  process	  driven	  by	  the	  edges	  increases	  the	  chance	  of	  success	       A	  process	  designed	  with	  u...
The	  iPad	  design	  is	  now	  influencing	  their	  web	  soFware	  
A few things toremember…
Value the margins ofyour organization
Visit the edges tounderstand user needs
Stop championing your brand,start championing your user
Drive your brand throughuser experience.
› Continue the conversation…@nickmyer5#SXvisuibrandcooper.com/journal
Contact Cooper for strategy + design User research, domain    Product strategy and   Interaction design Research, and anal...
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SXSW 2012: The visual interface is now your brand

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Like it or not, the digital world has changed at a wicked pace and more and more interactions between companies and customers now happen via an interface. Careful consideration of the software's design is of paramount importance to any company wishing to grow their customer base or loyalty. At the center of this change sits the user experience, which has become a huge influence in how customers perceive a company's brand. Traditional marketing principles and practices aren’t effective in software. So how do you create an experience that is usable, desirable, and still stands out? Myers, an interface and brand specialist in design, marketing, and development for 16 years, will highlight the differences of software from other forms of media, you’ll gain insight for creating a truly unique experience that guides executives and teams, and can influence your company’s culture. You’ll learn new techniques such as defining the ideal experience, exploring first impressions with visual language studies, and designing signature interactions. These techniques build a memorable experience that’s hard for your competitors to mimic and your customers will fall in love with.

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  • My name is Nick Myers, I’m a managingdirector at Cooper.I’m here to talk about how:The interface is now your brand.
  • I’d like to talk to you today about the current challenges we face today: Considerations for visual design as it applies to the interface; How user experience can influence your brand; How we can create better experiences by connecting better with users and customers; And wrap up with some ideas for creating unique and memorable experiences.
  • The digital world has changed at a wicked pace.More customer interactions are now digital. Software serves us everywhere. User experience design influences more of these interactions every day. And a company’s brand sits at the center of this change.
  • Computers used to be clunky, large, uninviting and complex.
  • Now we use simpler, more useful products that do some magical things like connecting with people over video chat when we can’t be there in person. The bar has been raised and we’re now living in a future we didn’t imagine possible many years ago.
  • This is my wife, Caroline and here she is connecting with family and friends in her home town for her own baby shower she couldn’t attend. It was pretty amazing to see her participate in a way that wasn’t imaginable just ten years ago. As a result of these innovations she now has very high standards for these technical products.She hates how TiVo doesn’t record her programs right. Her Dell laptop seems to break all the time. She even hates her iPhone. Whenever her iPhone fails, she blames me, “You designer people need to fix the user experience.” she says or “you need to tell your people.” I kindly remind her that I didn’t invent the iPhone, as much as I’d like to say I did, but she doesn’t care.
  • It’s not just my wife though.We see it in many industries at Cooper: new professionals entering the field such as doctors, nurses, financial advisors, IT admins, employees in large companies expect more.
  • Just last year a poll conducted with mobile phone users found that 71% of users expected mobile websites to load as fast as or faster than their home computers. Just think about that for a moment. Isn’t it amazing how far we’ve come? And yet, we’re still not satisfied. Amazing.Source: http://www.compuware.com/d/release/592528/new-study-reveals-the-mobile-web-disappoints-global-consumers
  • This is largely because our expectations are being redefined every day. What was one exceeding our highest expectations are now meeting our basic needs lower in the pyramid. And so we have to now aim higher on the pyramid.Source: http://www.smashingmagazine.com/2010/04/26/designing-for-a-hierarchy-of-needs/
  • There are now more than 500,000 apps in the App store and that’s just for oneplatform. Less than 100 of those apps appear on the iTunes homepage at any one time. Unless you have heavy investment you need a great product with a great user experience to be noticed.http://www.wired.com/gadgetlab/2011/05/app-store-500k/
  • Companies believe that user experience is important thanks to the achievements of companies like Apple. Everyone wants the iPhone of their industry. Design is now more strategic but companies haven’t figured out how to drive their brand through user experience or truly differentiate in this new world.
  • How do we respond to higher expectations, bigger challenges, and also stand out?
  • Before we consider these questions, it’s worth defining what brand means…
  • David Aaker, a professor at Haas and leader in brand strategy says, “A company’s brand is the primary source of its competitive advantage.”
  • The folks at Lippincott Mercer say, That it’s the sum of the customer’s experience with relevant products or company.
  • So a customer’s experience defines the brand. As more customer interactions become digital we have greater influence on the brand perception.And if that experience is handled well, it can become a key factor in elevating your brand.Consider the formidable Facebook like button. Potentially the most lucrative icon ever created. According to Facebook’s recent IPO, in Dec 2011, Facebook received an average of 2.7 billions likes and comments per day.
  • Next, I’m going to talk about these four factors that can elevate your brand in the digital world: Software is different from other forms of media; In this competitive landscape we need new methods to stand out; Organizations need to really understand who their customers at a deeper level; User experience should influence brand.
  • Software is different.
  • Many companies are now software makers. GE is one such company that has transitioned to become one of the biggest software makers in the world.
  • Software isn’t fashion. Visual design has purpose in software design. It must support the behavior.
  • And the experience must deliver or else people will leave.
  • Software should be designed with an eye towards timelessness. It often takes at least 18 months to be built. And some software lives without an update for up to 20 years.
  • Digital products are often more complex and dense. Designers need a greater understanding of the product to be successful and provide value.
  • With added complexity, we must rely on a strong visual system, clear visual hierarchy, and organized information.
  • There are fewer opportunities to present a visual identity.
  • A software’s identity lives in the detailsThe design can be more unique when focused on the minute elements like: icons, controls, texture, interactions, and the edges. We don’t always have the luxury of using typefaces, photography or color to help define a brand and we deal with more constraints.
  • Most importantly, we’re designing for people first. That means understanding the needs of the people using our products and their goals.
  • Screens are getting smaller. There’s less space to work with.
  • With the change to more gesture-based interfaces we’re losing even more chance to create a visible identity.
  • Meaning interactions and motion have more influence over the emotional experience.
  • Let’s talk next about creating a memorable experience with software.
  • As designers, we can’t create a great experience without first fully understanding the problem. Understand the company’s business goals and opportunities, user needs, and the company’s existing brand goals.But the conversation is not rich enough to create a unique experience.
  • For our clients, workshops can facilitate conversations about the experience for those not comfortable answering blank questions about visualdesign and interaction design.We show images of software products, brands, and other experiences and ask people to rate the ones that they most want to be like or not be like.
  • This helps the team to discuss what attributes are inherent in these other experiences that are meaningful for the experience we’re defining. The end result is often a huge cloud of ideas and words that sit on a spectrum from a poor experience to an ideal experience. The examples aren’t really what’s important. It’s the output of the discussion, the words, that help us define the experience.It brings teams together to learn and provide input to the experience. What I love most about this workshop is the connections that are made between people in product teams and marketing.Video: https://vimeo.com/37285340
  • The understanding we gain can help us define an ideal future-looking experience for our users and customers. Here’s an example of an experience attributes cloud that essentially drives the visual strategy, interaction design, and industrial design. These themes capture big ideas the experience should convey.The goal is to find a small set of words that are both meaningful, concise and authentic. Even with a small set of attributes it’s difficult to be all things equally. Usually just one idea stands above the rest.The attributes are principles that direct both the visual design, interaction design and industrial design where appropriate. There are many ways to represent visual design, there are even different ways to reflect interaction design and this guidance will help the team explore the experience.
  • Brand messaging is one-way communication. Experience attributes consider the customer’s perspective and context and is two-way communication.
  • Here are some examples of visual studies. Note the elements are different in these examples. The interface components are more reflective of the type of interface that this is likely to represent. Still these are abstracted screens.
  • And another collection of studies for an online retail service for home renovation and decoration. We explore the visual language early in our design process that center around the experience attributes.
  • The study leans more towards being quick and bold.
  • But what’s key here is that we’re exploring the brand and it’s application to the interface. This is a new way of designing identity systems.And we’re exploring better ways for customers to interact with brands.
  • And we’re creating a new brand language of behavior.
  • Signature interactions now influence a product’s identity. Interactions are becoming memorable.Coverflow is a great example of a signature interaction. It’s commonly recognized as an Apple invention and is used in numerous products and applications. Other companies have used this same interaction pattern but customers perceive this as unimaginative. It’s now an Apple signature interaction.
  • Why are these memorable? We must think of them in terms of experiences. Customers remember amazingly good experiences and amazingly bad experiences. Signature interactions help products be more memorable.
  • While design patterns are useful for design and establishing a system they’re not memorable.
  • Signature interactions can be more difficult to use but they create enjoyment and desire.Myfriend bought a mini last year and gave me a ride home one night. Inside her car roof, she has mood lighting that changes color like it’s the inside of a nightclub. My friend was excited about the lights but recognized that it might be a bit distracting while driving.
  • Here are some example signature interactions that I quickly collected. Some of them are very familiar, some may be new. Some of them are very unique in behavior.Some are less unique interactions but have been designed in a visually unique way.Video: https://vimeo.com/37642114
  • Remember:We now have to aim for the top of the needs pyramid. You can’t meet the creative need if the foundations aren’t met.
  • The worst thing for you to take away from this presentation is to go home and start creating wacky ideas. The point is to get the foundation right first. Then you can leverage a usable product and elevate the experience to something people will fall in love with.
  • And to truly do that you need to understand the essence of the people you’re helping.
  • I’ve touched on this several times already but I want to explore this topic with you further today because I think it’s critical to how companies need to operate to hit that summit. Time and again I don’t see companies do enough to understand who their customers and users are. It’s one of the most effective ways to leapfrog your competition.
  • I’ve been working with product teams, marketing teams and users for a long time at Cooper and I want to share some observations. I’m going to draw from principles from permaculture to share theseobservations. I’m not much of a gardener but when I started reading about this I got excited. In the 70s, Holmgren created 12 design principles for permaculture.Permaculture on Wikipedia: http://en.wikipedia.org/wiki/PermacultureHolmgren’s 12 design principles: http://en.wikipedia.org/wiki/Permaculture#Holmgren.27s_12_design_principles(while I didn’t address this in this talk, it’s also worth reading about “Communities of Practice” where I first heard about this)
  • Permaculture, or permanent culture, is a system design tool for creating better environments.
  • One of these principles resonates perfectly. Here it is:“Use the edges and value the marginal: The interface between things is where the most interesting events take place.”It’s quite astonishing that that he used the term “interface” 50 years ago not knowing the kind of meaning it has today.Two things stand out about this principle.Product teams for admired companies are working at the edges and propelling their company the fastest.The interesting insights you’ll observe are at the interface between you and you customers. The touchpoints.Holmgren's 12 design principlesThe core of permaculture has always been in supplying a design toolkit for human habitation. This toolkit helps the designer to model a final design based on an observation of how ecosystems interact.Observe and interact: By taking time to engage with nature we can design solutions that suit our particular situation.Catch and store energy: By developing systems that collect resources at peak abundance, we can use them in times of need.Obtain a yield: Ensure that you are getting truly useful rewards as part of the work that you are doing.Apply self-regulation and accept feedback: We need to discourage inappropriate activity to ensure that systems can continue to function well.Use and value renewable resources and services: Make the best use of nature's abundance to reduce our consumptive behavior and dependence on non-renewable resources.Produce no waste: By valuing and making use of all the resources that are available to us, nothing goes to waste.Design from patterns to details: By stepping back, we can observe patterns in nature and society. These can form the backbone of our designs, with the details filled in as we go.Integrate rather than segregate: By putting the right things in the right place, relationships develop between those things and they work together to support each other.Use small and slow solutions: Small and slow systems are easier to maintain than big ones, making better use of local resources and producing more sustainable outcomes.Use and value diversity: Diversity reduces vulnerability to a variety of threats and takes advantage of the unique nature of the environment in which it resides.Use edges and value the marginal: The interface between things is where the most interesting events take place. These are often the most valuable, diverse and productive elements in the system.Creatively use and respond to change: We can have a positive impact on inevitable change by carefully observing, and then intervening at the right time.
  • Asan outsider, this is how I often experience an organization. From my earlier diagram, the brand sits at the center.
  • A vast majority of people are working in the center away from the edges.
  • This was especially true of engineers and Alan wrote about this in the phenomenal book, the Inmates are Running the Asylum many years ago.
  • But all the interesting stuff, the action, is happening at the interface between each company and its customers.
  • We are improving. Effective teams are operating closer to the edge and have a better sense for the interface.
  • All these touchpoints are at the edges. Where the interfacing is happening.
  • But the center is blind to the edges. It has no truly deep sense for what’s happening outside. And more often than not I see more marketing and branding teams right in the middle there.
  • And then I observe these tensions between product teams and marketing teams. Product teams feel they know their customers better than anyone else in the company. And they need to speak differently to them. And they want to create something different. And that’s often true. And marketing teams get to see a broad view of their organization, want to create a unified experience, but don’t know how to balance it against user goals. These are both very valid points of view.
  • The problem with brand guidelines is that they’re centrally focused. Savvy people know it’s not just about your logo. It’s also true that you design the identity at the touchpoints, but most companies haven’t transformed into thinking this way yet. And at best, the brand guidelines make our websites, intranets, advertising and traditional media look right but ignore the majority of customer interfaces.
  • Surveys give us only a glimpse into a small part of our customers’ lives. Instead, I see marketing teams use surveys, which are useful, but limited because they only help us know what people are interested in. They don’t help us understand who our users are and what truly motivates them. They help us understand what people want but they don’t help us understand the why or how. These questions are critical to creating better experiences.
  • TiVo sends me a survey frequently but it generally asked me the same questions every time. Questions that are basic, mostly demographic, and not useful for product teams. And I’ve stopped filling them out knowing that I’m not going to win that $500 Amazon certificate.
  • Additionally,Marketing is often concentrated on outreach. This is where they’re truly hitting the edges. But it’s only one part of the lifecycle so again tools like marketing segmentation only share a small view into they people they serve during only a small fraction of where customers interface with a company.
  • A lot of companies conduct usability testing to guide their designs. But users often enter a fabricated lab that’s not a real environment. And test out products that are faked experiences. I believe strongly in usability testing. But it’s a centralized approach that’s good for validation, not for understanding people nor creating new, innovative products or services.
  • And focus groups are just one big party in the middle. Again, happening very close to the middle where users are asked their opinion about designs. There are many downfalls with this approach and again it doesn’t lead to breakthroughs.
  • Social media has opened a lot of communication. Companies are doing a great deal to engage customers in 140 character conversation. But there’s still so much not being seen at the edges.
  • Everyone needs to reach outside, meet customers, observe them. We’ve been preaching this to programmers and product teams for years. I’ve been preaching for designers and visual designers to do more research. Now, I’m asking for marketers and brand leaders to do the same. I think this will help organizations operate a lot more effectively and design much better experiences.
  • I’ll always remember a project I worked on to create a telehealth system for sick patients at home. Most of them were elderly. And I’ll tell you, it was a very humbling experience. We visited home after home of participants who kept huge clusters of medicine. Many felt overwhelmed with instructions. Many were simply lonely and wanted to maintain connections to the outside world. Most people want to be treated with respect. Seeing is believing and there’s really no alternative method that could bring you close to understanding the needs of these people.
  • Personas’ true value is to bring focus to your organization about what’s important to your customers.
  • If you truly understand your users’ needs you can transform your business and create new industries.
  • And if you value the margins your organization will innovate.
  • Creating a culture of UX takes a lot.
  • And change is really really hard. Microsoft’s metro design was first seen in 2006 in the Zune. It’s taken 6 years to hit the desktop. And they still have a long way to go.
  • Mark Templeton is CEO of Citrix and he believes strongly in design.About 4 years ago he asked Catherine Courage to join him as VP of user experience.
  • And hiring Catherine high up in the organization began a shift in the company’s culture. And now that design is considered strategic it’s the responsibility of designers to step up and move their companies forward like Catherine’s been doing at Citrix.
  • She’s had many successes but one of them is truly impressive and something that I’m proud to have worked with her on. We created 5 design principles with Citrix that clearly communicate the value of design to Citrix. This was based on many workshops, lots of conversations and research across Citrix worldwide.
  • Of the many outcomes, Citrix created a video of the principles to broadcast why design matters.The video was created by Energy Energy: http://www.youtube.com/watch?v=CJT340fooKA
  • The principles are used everywhere at Citrix. We initially imagined them on posters, in communication. But their visibility grew and employees started making their own videos of products they loved. The principles show up on their security badges to remind everyone every day about their importance. And employees are trained on the importance of the principles. Even their legal teams use them to guide their work. True transformation has happened with the culture thanks to the leadership of Catherine and her team.
  • Mark has outlined design as one of his three top goals for the company the last three years. That’s really significant.
  • The Citrix product design team has grown significantly in the last three years to about 80 people.And Citrix has nearly doubled in share price since 2009. And Citrix products are winning awards.
  • We also created a UI system for Citrix.Thisis something we do for a lot of companies to define their unified system. They’re a very affective way to improve the overall brand perception of your company through interfaces. But I think we can do better.
  • Development tools are essential.Wecare deeply about the details and that means crafting the details of the code. Without attention to detail there’s a lot less value to the design.
  • And standards help improve the baseline. I love standards, I love consistency.
  • But they’re truly one of the biggest obstacles to innovation.Brandguidelines, visual guidelines, standards, can be used to manage the edges. If the groups at the edges are not able to innovate then we get nowhere. For example, we began working with a company in the last year. They’re positioned as passionate, innovative. And their main typeface is Arial. No questions asked. We must use that. I’m not a type snob like some. I love typefaces but have learned to be a bit more pragmatic with their use in digital design. But Arial is a font that not only doesn’t reflect their brand but speaks to the risks standards can bring.
  • The other story I’d like to talk about is Practice Fusion. They’re a company that delivers a web-based EMR to physicians across the country. Here’s their web-based product.
  • They’re doing amazing things here lead their company from the edges and through user experience design. Paul Willard, their chief marketing officer, first came to us and said he wanted us to create an iPad app that would be disruptive. And disrupt his web product. My first thought was wow, awesome. My second thought was, oh shit.
  • And Ryan Howard, their CEO collaborated heavily with us and the whole team to define the new product.
  • The marketing leaders were heavily engaged in the direction of the experience.
  • A process driven at the edges increases the chance of connecting with customers and building experiences they love.Video: https://vimeo.com/34875856
  • The result has been impressive. Doctors loved the new iPad app. And it’s now influencing Practice Fusion’s other products.
  • In closing. A few things to remember.
  • Value the margins of your organization.
  • Visit the edges to understand user needs.
  • Stop championing your brand, start championing your user.
  • Drive your brand through user experience.
  • I hope you enjoyed it.You can find me on twitter (@nickmyer5) or via the Cooper journal (www.cooper.com/journal).You can also follow Cooper via our twitter feed (@cooper).
  • SXSW 2012: The visual interface is now your brand

    1. 1. The visual interfaceis now your brand› Nick Myers @nickmyer5 #SXvisuibrand
    2. 2. What  I’ll be talking aboutVisual design and the interfaceHow to create unique digital experiencesEngaging customersHow user experience can influence the brand
    3. 3. More customer interactions are now digitalMore customer interactions are now digital
    4. 4. User experiences have improvedUser experiences have improved
    5. 5. Products  are  now  more  usable  Products are now simpler
    6. 6. Expecta5ons  are  now  higher  Expectations are now higher
    7. 7. Expecta5ons  are  now  higher  Expectations are now higher
    8. 8. Expecta5ons  are  now  higher  We’re a spoiled bunch! “   Expectations for mobile website speed increased from 58% in 2009 to 71% in 2011 for websites to load as quickly, almost as quickly or faster on their mobile phone compared to the computer they use at home. Nearly 60% of web users say they expect a website to load on their mobile phone in 3 seconds or less.
    9. 9. People’s  expecta5ons  are  constantly  Expectations are constantly being redefined being  redefined  
    10. 10. But  compe55on  is  now  more  fierce  Competition is now greater. Intuitive and simple are not enough to differentiate www.flickr.com/photos/retrocactus/4949516534/
    11. 11. Design  is  now  more  strategic  Design is more strategic
    12. 12. How do we respondto higher expectations,massive challenges,and also stand out?
    13. 13. What  is  brand?  First…
    14. 14. A  strong  brand  creates  compe55ve  A strong brand creates competitive advantage advantage  
    15. 15. Brands  are  defined  by  a  customer’s  Brands are defined by a customer’s experience experience  
    16. 16. User experience now has a greater influence on the brandUser experience now has a greater influence onthe brand As of Dec 2011, Facebook received 2.7 billion likes and comments per day.
    17. 17. 4 key factors that elevate your digital brand Software We need new methods is different to exceed expectations Organizations must User experience should understand customers influence brands
    18. 18. Software is different
    19. 19. Many companies are now software makersMany companies are now software makers GE is now the 14th largest +  GE software provider in the world +  Thomson Reuters +  NetApp
    20. 20. SoFware  is  not  fashion  Software is not fashion http://www.flickr.com/photos/ham-hock/3698805401/
    21. 21. Visual design sets expectations, but experience must deliverVisual  design  sets  expecta5ons,  but  the  experience  must  deliver  
    22. 22. Software needs to feel timelessSoftware needs to feel timeless 2001 2009
    23. 23. Digital products are more complexDigital products are more complex
    24. 24. The visual system must be more precise
    25. 25. There  are  fewer  opportuni5es  to  Fewer opportunities to present an identity present  an  iden5ty  
    26. 26. The identity lives in the detailsThe identity lives in the details
    27. 27. Most importantly, we’re designing for people firstBut  too  much  personality  interferes  with  the  experience  
    28. 28. Screens are smallerScreens  are  smaller  and  projected  to  overtake  larger  screens  in  the  next  few  years  
    29. 29. The  interface  is  fading  The interface is fading www.flickr.com/photos/kjd/537496939/
    30. 30. Mo5on  and  interac5on  now  have  Interactions + motion have greater influence on the experience greater  influence  on  the  experience   (Clear  app)  
    31. 31. Defining and creating amemorable experience
    32. 32. First,  you  must  understand  Understand the problemBusiness objectives User needs Brand guidelines
    33. 33. Workshops help define the experience more vividly
    34. 34. Images bring life to the conversation and guide an ideal experience
    35. 35. The experience is definedThe experience is defined
    36. 36. Why is this different?Brand messaging is one-way communication.Experience attributes consider the customer’s User needsperspective and context and is two-way + contextcommunication Brand messaging Business goals
    37. 37. Explore  the  visual  language  Explore the visual language
    38. 38. Ini5al  impressions  Ini5al  impressions  
    39. 39. Abstract  visual  studies  from  behavior  Abstract visual studies from real behavior
    40. 40. Explore  iden5ty  in  context  We’re creating identities for the interface
    41. 41. Explore  the  behavioral  language  Explore the behavioral language
    42. 42. Signature  interac5ons  can  Signature interactions can differentiate and add delight differen5ate  and  delight  
    43. 43. Customers  remember,  and  share  the  Amazingly good Amazingly bad amazingly  good  and  amazingly  bad   experiences   www.flickr.com/photos/cote/4675658738/
    44. 44. Design patterns aren’t memorable
    45. 45. Conflict  between  unique  and  usable  Conflict between unique vs. usable
    46. 46. How  to  create  signature  interac5ons  Signature interaction: core experience, generate as a team, style, prototype
    47. 47. Signature  interac5ons  are  no  value  if  Remember: You can’t reach the top of the pyramid without a solid foundation other  founda5onal  needs  aren’t  met  
    48. 48. It’s  easy  to  be  different,  but  it’s  difficult  to  be  beYer  
    49. 49. Connecting withcustomers
    50. 50. Only  a  deep  understanding  of  our  customers  builds  passion  and  brand  loyalty   Only a deep understanding of our customers builds passion and brand loyalty
    51. 51. Inspira5on  from  ecosystems  and  permaculture   Permaculture help designers model a final design based on an observation of how ecosystems interact.
    52. 52. Modern  “permanent  culture”  is  a  system  design  tool   A way of looking at the whole system or problem. And trying to fix what’s broken.
    53. 53. 1  of  Holmgren’s  12  design  principles   1 of Holmgren’s 12 design principles “   Use edges and value the marginal: The interface between things is where the most interesting events take place. These are often the most valuable, diverse and productive elements in the system.
    54. 54. Let’s  look  at  an  organiza5on   Let’s  look  at  an  organiza5on  
    55. 55. Many  of  us  are   organiza5on  Let’s  look  at  an  stuck  in  the  middle   Many  of  us  are  stuck  in  the  middle  
    56. 56. This  was  especially  true  of  engineers   This  was  especially  true  of  engineers  
    57. 57. All  the  ac5on  is  happening  at  the  edges  of  your  organiza5on   All  the  ac5on  is  happening  on  the   edges  
    58. 58. Effec5ve  product  teams  operate  close  to  the  edge   Effec5ve  product  teams  in  large   companies  operate  closer  to  the  edge  
    59. 59. Touchpoints  are  at  the  edges   Touchpoints  are  at  the  edges  
    60. 60. The  center  is  blind  to  the  edges   Staying  in  the  center  keeps  you  blind  
    61. 61. And  tensions  grow  between  marke5ng  and  product  teams   And  tensions  grow  between  marke5ng   and  product  teams  
    62. 62. Brand  guidelines  are  centrally  created   Brand  guidelines  are  center-­‐focused  
    63. 63. Surveys  are  narrowly  focused   Surveys  are  narrow  views  
    64. 64. TiVo’s  survey  doesn’t  collect  insight  of  what  I  want  or  need  
    65. 65. Marke5ng  segmenta5on  is  sales-­‐driven   Market  segmenta5on  tools  are  sales-­‐ focused  even  if  personas  are  created  
    66. 66. Usability  tes5ng  happens  inside  in  a  fabricated  environment   Usability  tes5ng  is  inside  because  it’s   oFen  in  a  fabricated  environment  and   it’s  really  only  beneficial  for  valida5on  
    67. 67. And  focus  groups  are  just  one  big  party  in  the  middle   And  focus  groups  are  just  one  big   party  in  the  center  
    68. 68. Even  social  media  is  a  thin  connec5on  to  the  outside   Even  social  media  is  a  fabricated   connec5on  between  a  company  and   customers  
    69. 69. To  truly  understand  customers  you  need  to  seek  them  out   To  truly  understand  customers  you   need  to  seek  them  out  and  visit  them   in  their  natural  environments  
    70. 70. Seeing  is  believing   Seeing  is  believing  
    71. 71. Sharing  insight  from  the  edges  is  a  powerful  method  of  focus   Personas’  true  value  is  to  bring  focus   to  your  organiza5on  about  what’s   important  to  your  customers  
    72. 72. If  you  truly  understand  your  users’  needs  you  can  transform  an  industry   If  you  can  see  and  understand  the   edges  you  can  speak  with  authority  
    73. 73. And  if  you  value  the  margins  your  organiza5on  will  innovate   And  have  greater  influence  on  the  experience  of   each  product  
    74. 74. Creating a culture of userexperience in your companythrough leadership
    75. 75. What it takesWhat it takes 1.  Leadership 2.  Process 3.  Principles 4.  Tools 5.  People 6.  Education 7.  Collaboration 8.  Communication
    76. 76. Change is hard! Metro has taken years of effortChange  is  hard  (is  there  a  willingness  to  change?)  
    77. 77. Execu5ves  are  more  involved  Executives see the value in UX
    78. 78. We need UX leaders to transform companiesUser  experience  needs  leadership  
    79. 79. Design principles foster changeDesign  principles  foster  change  
    80. 80. Why design matters Video credit: Energy Energy
    81. 81. Principles are used everywhere: UX, HR, training, legal, ID badges Principles  are  now  everywhere  at  Citrix  •  Onboard  training  •  Legal  •  Etc.  
    82. 82. Mark Templeton, Citrix’s CEO, speaks of their importance regularly•  Onboard  training  •  Legal  •  Etc.  
    83. 83. The results for Citrix
    84. 84. UI  guidelines  inspire  people  to  adopt  a  UI guidelines can inspire product teams to adopt a new system new  system  
    85. 85. Development  tools  are  cri5cal  to  craFing  the  right  experience   Development  tools  are  most  useful  
    86. 86. Standards  improve  the  baseline  expecta5ons  and  share  design  ra5onale   Standards  improve  the  baseline   expecta5ons  and  share  design   ra5onale  
    87. 87. But,  standards  can  be  one  of  the  biggest  obstacles  to  innova5on  
    88. 88. Prac5ce  Fusion’s  web-­‐based  EMR  
    89. 89. Give  teams  freedom  to  change  
    90. 90. Collabora5ng  to  create  the  ideal  experience  is  the  best  leadership  you  can  give   Collabora5ng  to  create  the  ideal   experience  is  the  best  leadership  you   can  give  
    91. 91. And  the  best  thing  marketers  can  do  is  spend  5me  with  product  teams   And  the  best  thing  marketers  can  do  is   spend  5me  with  product  teams  
    92. 92. A  process  driven  by  the  edges  increases  the  chance  of  success   A  process  designed  with  users  in  mind   increases  the  chance  of  success  
    93. 93. A  process  driven  by  the  edges  increases  the  chance  of  success   A  process  designed  with  users  in  mind   increases  the  chance  of  success  
    94. 94. The  iPad  design  is  now  influencing  their  web  soFware  
    95. 95. A few things toremember…
    96. 96. Value the margins ofyour organization
    97. 97. Visit the edges tounderstand user needs
    98. 98. Stop championing your brand,start championing your user
    99. 99. Drive your brand throughuser experience.
    100. 100. › Continue the conversation…@nickmyer5#SXvisuibrandcooper.com/journal
    101. 101. Contact Cooper for strategy + design User research, domain Product strategy and Interaction design Research, and analysis service strategy and service designVisual design Prototyping and Education andand branding development mentoring +1 415 267 3500 business@cooper.com
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