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Brand         & Other         Dirty Words         @sniffles         #campdigital         Stephanie Troeth         Camp Dig...
Please excuse the strange accent.                         Lived here                                      Living here     ...
When we build ...Wednesday, 27 March 13
business       user      technology           sustainability   needs      constraints              what makes    desires  ...
how we make                  features?                            money?                                                  ...
business          experience                                    userWednesday, 27 March 13
better!                         business          experience                                    userWednesday, 27 March 13
What makes a great user experience?Wednesday, 27 March 13
What makes a unique,                         great product or service?              What makes a great user experience?Wed...
What makes a unique,                         great product or service?              What makes a great user experience?   ...
business                       brand                                    user                               Hat tip: David ...
unique                         business                       brand                                    user               ...
exotic!                                                                fun!         unique                                ...
serious                                                                   exotic!                                         ...
“Conditioned by millennia of tribal warfare and             fierce competition for limited resources, we are             a...
Brand is a differentiator in how                            a user experiences you —                          and if they ...
brand                         Think or feel?Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Key value                         proposition:                         customisationWednesday, 27 March 13
Bullet points                         = geek factor                         = rational quality                         = t...
Wednesday, 27 March 13
Wednesday, 27 March 13
Akoha: the world’s first social reality game                                                                           Alr...
Akoha: the world’s first social reality game                                                                           Alr...
Hat tip: David Rollert, whose original method I adaptedWednesday, 27 March 13
emotional                                   rational                             Hat tip: David Rollert, whose original me...
emotional                                           rational                                         fun                  ...
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Rational...Wednesday, 27 March 13
Rational...                         but not always.Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
brand                           Aarron Walter’s                           Design Personas                         http://a...
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
MailChimp is:                         ✤   fun but not childish                         ✤   clever but not silly           ...
brand         user                              Kate Kiefer Lee’s                         Approach to “Voice and Tone”    ...
“Our company’s voice is an expression of                   personality, and it’s ingrained in every piece                 ...
voiceandtone.comWednesday, 27 March 13
voiceandtone.comWednesday, 27 March 13
brand   user                  Clarity through storytellingWednesday, 27 March 13
soon-to-be                                           dirty word                            brand   user                  C...
The shape of stories                         https://www.youtube.com/watch?v=oP3c1h8v2ZQWednesday, 27 March 13
The shape of stories                         http://www.musik-therapie.at/PederHill/Structure&Plot.htmWednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Plot, character, or question?Wednesday, 27 March 13
Wednesday, 27 March 13
Wednesday, 27 March 13
Skinny                         mobile                         versionWednesday, 27 March 13
brand          business                             Stephanie Hay’s                         Message Hierarchy Method      ...
Wednesday, 27 March 13
Write as many                         messages as possibleWednesday, 27 March 13
Write as many                         messages as possible                         Align with business                    ...
Write as many                         messages as possible                         Align with business                    ...
Write as many                         messages as possible                         Align with business                    ...
user                         Ways to listenWednesday, 27 March 13
Common user listening methods                                                    surveys              analytics           ...
Common user listening methods                                                    surveys                        validate  ...
“Marketing’s Key New Metric: Engagement”, Brian Haven                         http://www.adobe.com/engagement/pdfs/marketi...
before      during   afterWednesday, 27 March 13
before      during   after          positive        anticipationWednesday, 27 March 13
before      during    after                         satisfy                         needs          positive        anticip...
before      during    after                         satisfy                                   satisfied                   ...
before      during    after                         satisfy               functional                                   sat...
before      during     after                          satisfy               functional                                    ...
before      during     after                          satisfy               functional                                    ...
before      during     after                          satisfy               functional                                    ...
before      during    after                         satisfy               functional                                   sat...
before      during    after                         satisfy               functional                                   sat...
before      during    after                         satisfy               functional                                   sat...
before      during    after                         satisfy                   functional                                  ...
before       during       after                           satisfy                     functional                          ...
before       during       after                           satisfy                     functional                          ...
before       during       after                           satisfy                     functional                          ...
before       during       after                           satisfy                     functional                          ...
Make a promise.Wednesday, 27 March 13
an honest                         Make a promise.Wednesday, 27 March 13
Keep it.Wednesday, 27 March 13
Keep it.                         Consistently.Wednesday, 27 March 13
∞Wednesday, 27 March 13
Thank you!              Stephanie Troeth              @sniffles              http://stephanietroeth.com/              http...
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Brand and Other Dirty Words

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We all know there is a bunch of things that we ought to do towards designing good experiences - our ideal process typically includes heavy emphasis on user research and user-centered design. However, we could know everything about our users yet still miss the mark when it comes to getting them engaged with our products and services. Is persuasion enough, or is there more? In this session, Steph shares an approach towards developing and maturing your brand voice in the context of user experience design.

GET IN TOUCH WITH SIGMA

This presentation is from Camp Digital, a free, one-day event in Manchester exploring some of the most important and emerging themes in the digital industry. To see more presentations and videos from the day visit: http://campdigital.wearesigma.com/2013/.

Camp Digital was brought to you by Sigma. We are a leading specialist in User Experience consulting and design, information management, and web technologies. We provide research, analysis, design, development and support services, with specific expertise in usability, accessibility, content and document management, websites, intranets and online applications.

If you think we can help you call us on 01625 427718 or email hello@wearesigma.com.

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Transcript of "Brand and Other Dirty Words"

  1. 1. Brand & Other Dirty Words @sniffles #campdigital Stephanie Troeth Camp Digital Manchester March 2013Wednesday, 27 March 13
  2. 2. Please excuse the strange accent. Lived here Living here Born here Grew up hereWednesday, 27 March 13
  3. 3. When we build ...Wednesday, 27 March 13
  4. 4. business user technology sustainability needs constraints what makes desires features money areas of growthWednesday, 27 March 13
  5. 5. how we make features? money? features? features? business technology user target different market?Wednesday, 27 March 13
  6. 6. business experience userWednesday, 27 March 13
  7. 7. better! business experience userWednesday, 27 March 13
  8. 8. What makes a great user experience?Wednesday, 27 March 13
  9. 9. What makes a unique, great product or service? What makes a great user experience?Wednesday, 27 March 13
  10. 10. What makes a unique, great product or service? What makes a great user experience? what makes people love us?Wednesday, 27 March 13
  11. 11. business brand user Hat tip: David RollertWednesday, 27 March 13
  12. 12. unique business brand user Hat tip: David RollertWednesday, 27 March 13
  13. 13. exotic! fun! unique adventurous! business brand user Hat tip: David RollertWednesday, 27 March 13
  14. 14. serious exotic! fun! reliable unique adventurous! business brand useful user Hat tip: David RollertWednesday, 27 March 13
  15. 15. “Conditioned by millennia of tribal warfare and fierce competition for limited resources, we are always looking for cues to help us make snap judgements about others.” — Susan T. Fiske.Wednesday, 27 March 13
  16. 16. Brand is a differentiator in how a user experiences you — and if they identify with you.Wednesday, 27 March 13
  17. 17. brand Think or feel?Wednesday, 27 March 13
  18. 18. Wednesday, 27 March 13
  19. 19. Wednesday, 27 March 13
  20. 20. Wednesday, 27 March 13
  21. 21. Key value proposition: customisationWednesday, 27 March 13
  22. 22. Bullet points = geek factor = rational quality = think of all the things we can do with it!Wednesday, 27 March 13
  23. 23. Wednesday, 27 March 13
  24. 24. Wednesday, 27 March 13
  25. 25. Akoha: the world’s first social reality game Already a member? Sign in. logo Akoha is a fun way to spice up your life. Earn rewards for completing “missions” — exciting Sign up now and simple activities that turn the ordinary into something extraordinary! • Get access to hundreds of real-world missions Signing up is free and • Capture those experiences and share them takes less than 2 • Earn rewards for trying out new things! minutes. What’s this all about?Wednesday, 27 March 13
  26. 26. Akoha: the world’s first social reality game Already a member? Sign in. logo Akoha is a fun way to spice up your life. rational! Earn rewards for completing “missions” — exciting Sign up now and simple activities that turn the ordinary into something extraordinary! • Get access to hundreds of real-world missions Signing up is free and • Capture those experiences and share them takes less than 2 • Earn rewards for trying out new things! minutes. What’s this all about?Wednesday, 27 March 13
  27. 27. Hat tip: David Rollert, whose original method I adaptedWednesday, 27 March 13
  28. 28. emotional rational Hat tip: David Rollert, whose original method I adaptedWednesday, 27 March 13
  29. 29. emotional rational fun psychic (knows exactly what I was looking for) effective motivating affective entertaining (peoples choice) magical facilitate encouraging discussion to play missions surprising indication of progress allow me to influence — have an impact inspire Hat tip: David Rollert, whose original method I adaptedWednesday, 27 March 13
  30. 30. Wednesday, 27 March 13
  31. 31. Wednesday, 27 March 13
  32. 32. Wednesday, 27 March 13
  33. 33. Wednesday, 27 March 13
  34. 34. Wednesday, 27 March 13
  35. 35. Wednesday, 27 March 13
  36. 36. Rational...Wednesday, 27 March 13
  37. 37. Rational... but not always.Wednesday, 27 March 13
  38. 38. Wednesday, 27 March 13
  39. 39. Wednesday, 27 March 13
  40. 40. Wednesday, 27 March 13
  41. 41. Wednesday, 27 March 13
  42. 42. brand Aarron Walter’s Design Personas http://aarronwalter.com/design-personas/Wednesday, 27 March 13
  43. 43. Wednesday, 27 March 13
  44. 44. Wednesday, 27 March 13
  45. 45. Wednesday, 27 March 13
  46. 46. Wednesday, 27 March 13
  47. 47. Wednesday, 27 March 13
  48. 48. Wednesday, 27 March 13
  49. 49. MailChimp is: ✤ fun but not childish ✤ clever but not silly ✤ powerful but not complicated ✤ smart but not stodgy ✤ cool but not alienating ✤ informal but not sloppy ✤ helpful but not overbearing ✤ expert but not bossyWednesday, 27 March 13
  50. 50. brand user Kate Kiefer Lee’s Approach to “Voice and Tone” Tone and Voice: Showing Your Users That You Care http://uxmag.com/articles/tone-and-voice-showing-your-users-that-you-careWednesday, 27 March 13
  51. 51. “Our company’s voice is an expression of personality, and it’s ingrained in every piece of content we publish. Our voice is who we are. Our brand’s voice naturally grows over time, but it generally stays the same from day to day. Our brand’s tone, on the other hand, should change often. Tone of voice is an adaptive reflection of feelings.” — Kate Kiefer LeeWednesday, 27 March 13
  52. 52. voiceandtone.comWednesday, 27 March 13
  53. 53. voiceandtone.comWednesday, 27 March 13
  54. 54. brand user Clarity through storytellingWednesday, 27 March 13
  55. 55. soon-to-be dirty word brand user Clarity through storytellingWednesday, 27 March 13
  56. 56. The shape of stories https://www.youtube.com/watch?v=oP3c1h8v2ZQWednesday, 27 March 13
  57. 57. The shape of stories http://www.musik-therapie.at/PederHill/Structure&Plot.htmWednesday, 27 March 13
  58. 58. Wednesday, 27 March 13
  59. 59. Wednesday, 27 March 13
  60. 60. Plot, character, or question?Wednesday, 27 March 13
  61. 61. Wednesday, 27 March 13
  62. 62. Wednesday, 27 March 13
  63. 63. Skinny mobile versionWednesday, 27 March 13
  64. 64. brand business Stephanie Hay’s Message Hierarchy Method Designing for Content: Creating a Message Hierarchy http://webstandardssherpa.com/reviews/designing-for-content-creating-a-message-hierarchy/Wednesday, 27 March 13
  65. 65. Wednesday, 27 March 13
  66. 66. Write as many messages as possibleWednesday, 27 March 13
  67. 67. Write as many messages as possible Align with business objectivesWednesday, 27 March 13
  68. 68. Write as many messages as possible Align with business objectives Edit for redundancyWednesday, 27 March 13
  69. 69. Write as many messages as possible Align with business objectives Edit for redundancy Prioritise & validateWednesday, 27 March 13
  70. 70. user Ways to listenWednesday, 27 March 13
  71. 71. Common user listening methods surveys analytics card sorting A/B testing focus groups remote testing tools interviews usability testing sentiment analysis “listening labs” heuristic evaluation “contextual enquiry” close-ended open-endedWednesday, 27 March 13
  72. 72. Common user listening methods surveys validate analytics card sorting brand A/B testing p erception focus groups remote testing tools interviews usability testing sentiment analysis “listening labs” heuristic evaluation “contextual enquiry” close-ended open-endedWednesday, 27 March 13
  73. 73. “Marketing’s Key New Metric: Engagement”, Brian Haven http://www.adobe.com/engagement/pdfs/marketings_new_key_metric_engagement.pdfWednesday, 27 March 13
  74. 74. before during afterWednesday, 27 March 13
  75. 75. before during after positive anticipationWednesday, 27 March 13
  76. 76. before during after satisfy needs positive anticipationWednesday, 27 March 13
  77. 77. before during after satisfy satisfied needs positive anticipationWednesday, 27 March 13
  78. 78. before during after satisfy functional satisfied needs UI positive anticipationWednesday, 27 March 13
  79. 79. before during after satisfy functional satisfied needs UI positive pleasure anticipationWednesday, 27 March 13
  80. 80. before during after satisfy functional satisfied needs UI positive pleasure contented anticipationWednesday, 27 March 13
  81. 81. before during after satisfy functional satisfied needs UI positive pleasure contented flawless anticipation UIWednesday, 27 March 13
  82. 82. before during after satisfy functional satisfied needs UI positive anticipationWednesday, 27 March 13
  83. 83. before during after satisfy functional satisfied needs UI positive excite anticipationWednesday, 27 March 13
  84. 84. before during after satisfy functional satisfied needs UI positive excite relief anticipationWednesday, 27 March 13
  85. 85. before during after satisfy functional satisfied needs UI positive excite relief e.g. tension anticipation through scarcityWednesday, 27 March 13
  86. 86. before during after satisfy functional satisfied needs UI positive excite relief e.g. tension anticipation through scarcity exceed expectationWednesday, 27 March 13
  87. 87. before during after satisfy functional satisfied needs UI positive excite relief e.g. tension anticipation through scarcity exceed expectation love + loyaltyWednesday, 27 March 13
  88. 88. before during after satisfy functional satisfied needs UI positive excite relief e.g. tension anticipation through scarcity exceed expectation love + loyaltyWednesday, 27 March 13
  89. 89. before during after satisfy functional satisfied needs UI positive excite relief e.g. tension anticipation through scarcity exceed expectation love + loyalty consistent brand experienceWednesday, 27 March 13
  90. 90. Make a promise.Wednesday, 27 March 13
  91. 91. an honest Make a promise.Wednesday, 27 March 13
  92. 92. Keep it.Wednesday, 27 March 13
  93. 93. Keep it. Consistently.Wednesday, 27 March 13
  94. 94. ∞Wednesday, 27 March 13
  95. 95. Thank you! Stephanie Troeth @sniffles http://stephanietroeth.com/ http://about.me/stephtroeth My eternal gratitude to great shoulders I stand upon: David Rollert, Aarron Walter, Kate Kiefer Lee, Stephanie Hay, Olivier Thereaux Many thanks to Team MONA: Cristina Valsera, Olga Feliu, Lluís Sabadell, Esther Fuldaver, Olga Voskoboinikova,  Josep Romero, Mark Wong-Van Haren, Pablo Acuña, Alastair Warren,Wednesday, 27 March 13

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