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The visual interface is now your brand
 

The visual interface is now your brand

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Like it or not, more and more interactions between companies and their customers are occurring via an interface. Careful consideration of the interaction and visual design is of paramount importance ...

Like it or not, more and more interactions between companies and their customers are occurring via an interface. Careful consideration of the interaction and visual design is of paramount importance to any company wishing to grow their customer base or loyalty. The importance of visual interface design has risen sharply since the introduction of smart phones and tablets and is becoming ever more complex. Executives now care more than ever about the visual interface and what it means to their brand. So how does one stand out? This talk will help designers create visual interfaces for dense, complex products and make their experiences memorable and useful. The talk highlights some of the key differences between more traditional visual design mediums and designing for the interface. It will also discuss how to design a unique visual interface but put the needs of users first, how to add surprise and delight to critical moments of the experience, and how craftsmanship and attention to detail can set you apart in a visually complex medium.

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    The visual interface is now your brand The visual interface is now your brand Presentation Transcript

    • The visual interfaceis now your brand› Nick Myers @nickmyer5 TODAY’S CHALLENGES : VISUAL INTERFACE CONSIDERATIONS : IDEAS FOR CREATING MEMORABILITY : COLLABORATING WITH EXECS
    • More customer interactions are now digital
    • Expectations are now higher
    • Expectations are now higher
    • User experiences have improved
    • Products are now more usableRIP FLIP
    • Competition is now greater. “Intuitive” is not a differentiator www.flickr.com/photos/retrocactus/4949516534/
    • Design is more strategic
    • How do we respondto higher expectations,massive challenges,and also stand out?
    • First…
    • A strong brand creates competitive advantage
    • Brands are defined by a customer’s experience
    • We now have greater influence on the brand
    • Considerations forvisual interface design
    • Software is not fashion http://www.flickr.com/photos/ham-hock/3698805401/
    • Software needs to feel timeless 2001 2009
    • Digital products are more complex
    • The visual system must be more precise
    • Fewer opportunities to present an identity
    • The identity lives in the details
    • To master the details we must understand physical form www.flickr.com/photos/daunphilipp/74231709/
    • We should understand light, shadow, and material
    • But these ideas need not be overused
    • The visual design should reflect the experience
    • Screens are smaller
    • The interface is fading. Interactions, motion have greater influence on the experience www.flickr.com/photos/kjd/537496939/
    • Defining and creating amemorable experience
    • UnderstandBusiness objectives User needs Brand guidelines
    • A workshop helps define the experience more vividly
    • Examples bring life to the conversation
    • Everyone agrees to an ideal experience
    • The experience is defined
    • Explore the visual language
    • Ini%al  impressions  
    • Explore identity in context
    • Abstract visual studies from real behavior
    • Signature interactions can differentiate and add delight
    • Amazingly good Amazingly badwww.flickr.com/photos/dennis_goedegebuure/5106346683/ www.flickr.com/photos/cote/4675658738/
    • Design  pa1erns  aren’t  memorable  
    • Conflict between unique vs. usable
    • Signature interaction: core experience, generate as a team, style, prototype
    • Visual designersneed to be morestrategic
    • Executives are more involved www.flickr.com/photos/15918528@N00/3639993517/
    • Interview them early www.flickr.com/photos/reneeanddolan/655727824/
    • Use personas to reduce subjectivity
    • Use experience attributes to maintain focus
    • Sell your idea, share the storySell  what’s  great  about  it  
    • Closing thought
    • › Continue the conversation@nickmyer5@cooper
    • 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