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The visual interfaceis now your brand› Nick Myers  @nickmyer5 TODAY’S CHALLENGES : VISUAL INTERFACE CONSIDERATIONS : IDEAS...
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                                                            ...
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.c...
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                                     ...
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/  ...
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 anal...
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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 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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Transcript of "The visual interface is now your brand"

  1. 1. The visual interfaceis now your brand› Nick Myers @nickmyer5 TODAY’S CHALLENGES : VISUAL INTERFACE CONSIDERATIONS : IDEAS FOR CREATING MEMORABILITY : COLLABORATING WITH EXECS
  2. 2. More customer interactions are now digital
  3. 3. Expectations are now higher
  4. 4. Expectations are now higher
  5. 5. User experiences have improved
  6. 6. Products are now more usableRIP FLIP
  7. 7. Competition is now greater. “Intuitive” is not a differentiator www.flickr.com/photos/retrocactus/4949516534/
  8. 8. Design is more strategic
  9. 9. How do we respondto higher expectations,massive challenges,and also stand out?
  10. 10. First…
  11. 11. A strong brand creates competitive advantage
  12. 12. Brands are defined by a customer’s experience
  13. 13. We now have greater influence on the brand
  14. 14. Considerations forvisual interface design
  15. 15. Software is not fashion http://www.flickr.com/photos/ham-hock/3698805401/
  16. 16. Software needs to feel timeless 2001 2009
  17. 17. Digital products are more complex
  18. 18. The visual system must be more precise
  19. 19. Fewer opportunities to present an identity
  20. 20. The identity lives in the details
  21. 21. To master the details we must understand physical form www.flickr.com/photos/daunphilipp/74231709/
  22. 22. We should understand light, shadow, and material
  23. 23. But these ideas need not be overused
  24. 24. The visual design should reflect the experience
  25. 25. Screens are smaller
  26. 26. The interface is fading. Interactions, motion have greater influence on the experience www.flickr.com/photos/kjd/537496939/
  27. 27. Defining and creating amemorable experience
  28. 28. UnderstandBusiness objectives User needs Brand guidelines
  29. 29. A workshop helps define the experience more vividly
  30. 30. Examples bring life to the conversation
  31. 31. Everyone agrees to an ideal experience
  32. 32. The experience is defined
  33. 33. Explore the visual language
  34. 34. Ini%al  impressions  
  35. 35. Explore identity in context
  36. 36. Abstract visual studies from real behavior
  37. 37. Signature interactions can differentiate and add delight
  38. 38. Amazingly good Amazingly badwww.flickr.com/photos/dennis_goedegebuure/5106346683/ www.flickr.com/photos/cote/4675658738/
  39. 39. Design  pa1erns  aren’t  memorable  
  40. 40. Conflict between unique vs. usable
  41. 41. Signature interaction: core experience, generate as a team, style, prototype
  42. 42. Visual designersneed to be morestrategic
  43. 43. Executives are more involved www.flickr.com/photos/15918528@N00/3639993517/
  44. 44. Interview them early www.flickr.com/photos/reneeanddolan/655727824/
  45. 45. Use personas to reduce subjectivity
  46. 46. Use experience attributes to maintain focus
  47. 47. Sell your idea, share the storySell  what’s  great  about  it  
  48. 48. Closing thought
  49. 49. › Continue the conversation@nickmyer5@cooper
  50. 50. 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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