Brand-driven Design: New and Improved!

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How I kickstarted a UX strategy at a B2B startup using the principles of brand-theory to put differentiated values at the heart of product design.

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Brand-driven Design: New and Improved!

  1. 1. @MIKEATHERTONA MINIMUM VIABLE PRESENTATIONFOR UX SCOTLANDBRAND-DRIVENDESIGNNEW AND IMPROVED!
  2. 2. @MIKEATHERTONA MINIMUM VIABLE PRESENTATIONFOR UX SCOTLANDHATE SOMETHING.CHANGE SOMETHING.
  3. 3. Sharepoint sucks.Alastair Mitchell and Andy McLoughlin
  4. 4. Pure functionFeature warsExperience warsTECHNOLOGY LIFECYCLEDon Norman, The Invisible Computer, 1998
  5. 5. @MIKEATHERTONA MINIMUM VIABLE PRESENTATIONFOR UX SCOTLANDTHINK DIFFERENT
  6. 6. YOUR BRAND IS NOT YOUR LOGO.@MIKEATHERTONBRANDS OWN A CORNEROF YOUR MIND.BRAND IS A SMALL, DIFFERENTIATED IDEA.
  7. 7. CarSafeVacuumRobot CameraInstant
  8. 8. commoditiesgoodsservicesexperiencestransformationsCUSTOMERRELEVANCYDIFFERENTIATIONPRICE PREMIUMPROGRESSION OF ECONOMIC VALUEJoseph Pine II and James H. Gilmore - The Experience Economy, 1999
  9. 9. THE FIRST LAW OF BRANDING ISAL RIES, THE 22 IMMUTABLE LAWS OF BRANDINGFOCUSOWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND
  10. 10. In the factory, we make cosmetics.In the drugstore we sell hope.Charles Revson, founder of Revlon
  11. 11. A brand is an idea that youstand for, made real by whatyou do and expressed throughyour personality.Wally Olins
  12. 12. VALUES: The iconic things that you stand forabove all else.PERSONALITY: Your specific characteristics,or how others would describe you.
  13. 13. We choose to go to the moon.John F. Kennedy, 1962
  14. 14. VALUES: The iconic things that you stand forabove all else.PERSONALITY: Your specific characteristics,or how others would describe you.
  15. 15. Good design is invisible.Dieter Rams
  16. 16. Rohit BhargavaPersonality Not IncludedBrand voice must beunique, authenticand talkable.
  17. 17. Dear XXXXX,We know youve been working for us for a while, and wejust wanted to say that we like you, youre a lovelyperson, and it goes without saying that any member of theInnocent family is a real treasure.As you may have heard on the news (boring), theres beena nasty bit of recession going on. Were afraid to saythat even Innocent Towers is not immune (although we areimmune to woodland magic).Anyway, because of this belt-tightening and cloth-trimming, were going to have to terminate youremployment with immediate effect.We hope that we can still be friends, and if you see usdriving by in the Innocent van, you might stop and leanat the window for a chat for old times sake. But apartfrom that, we will need you to return any equipment youmay have in your possession. Also, wed just like toremind you, in a nice way, of your confidentialityagreement with us. So dont go nattering our businessover your garden fence - jabber-chops.We do really like you though. And dont forget for aminute how nice we are.So yeah, unlucky, bye!Innocent Drinks Plc.notvoodoo.blogspot.co.ukideasbrothers.net
  18. 18. @MIKEATHERTONA MINIMUM VIABLE PRESENTATIONFOR UX SCOTLANDWE TRY HARDER
  19. 19. CHALLENGER BRANDSAL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MINDREFRAME THECONVERSATIONMAKING US CONSIDER THE CATEGORY IN NEW WAYS
  20. 20. $500? It’s the most expensivephone in the world!Steve Ballmer on the iPhone, 2007
  21. 21. ComputerPersonalJumpingFlopComputerPocketCarSmall
  22. 22. CHOOSE YOUR WORDS CAREFULLYFROM PERSONALITYTO POSITIONING.LET YOUR VOICE TELL US WHY YOU’RE DIFFERENT.
  23. 23. FabricCruelty-free
  24. 24. A brand is an idea that you standfor, made real by what you do andexpressed through your personality.
  25. 25. BRAND-DRIVEN DESIGNPUTS YOUR DIFFERENTIATOR, VALUES AND ATTITUDE INTOTHE HEART OF YOUR PRODUCT.
  26. 26. CollaborationBloggingNewsIntelligent MicroMicro
  27. 27. People think focus means sayingyes to the thing you’ve got to focuson. But that’s not what it meansat all.It means saying no to a hundredother good ideas.Steve Jobs
  28. 28. @MIKEATHERTONA MINIMUM VIABLE PRESENTATIONFOR UX SCOTLANDJUST DO IT
  29. 29. @MIKEATHERTONCHALLENGES FOR USPersonality only makes an good product greatHard to be the nice guy when PR loves trash-talkAgile makes sweeping changes hardSharpening focus takes true gritCustomers want faster horses
  30. 30. @MIKEATHERTONWINS FOR USA clear mission to energise the whole teamAbstaining from the feature-based arms raceAvoiding the roads to commoditisationActively paring away the bloatA commitment to a long-term relationship
  31. 31. Management is doing things right.Leadership is doing the right things.Peter F. Drucker
  32. 32. THE FUTURE OF DIGITAL PRODUCTS@MIKEATHERTONSMALL PIECES,LOOSELY JOINED.FOCUSED AND INTEROPERABLE.
  33. 33. BRAND IS YOUR RESPONSIBILITY@MIKEATHERTONMAKING MARKETING RUNYOUR BRAND IS LIKE MAKINGI.T. RUN YOUR WEBSITE.LIVE YOUR VALUES IN EVERYTHING YOU DO.
  34. 34. BE A CHALLENGER@MIKEATHERTONDON’T ATTACK PRODUCTS.CHANGE IDEAS.SOLVE THE PROBLEM IN A BETTER WAY.
  35. 35. FIND THE UNCONTESTED GROUND@MIKEATHERTONMAKE THINGS UNIQUE,AUTHENTIC & TALKABLE.USE BRAND-VALUES TO DEFINE YOUR PROPOSITION.
  36. 36. KNOW YOUR HEARTREFRAME YOUR CATEGORYDEFINE YOUR MISSIONFIND YOUR VOICEMAKE YOUR DIFFERENCE SHINEBRAND-DRIVEN DESIGNTHANKS! @MIKEATHERTON
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