Matching experience to the brand

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At the Mobile Future conference in Stockholm, 2012, James McConnell shocked the audience with his innovative introduction to his talk. James walked on stage looking somewhat ill, was dressed poorly, mumbled his first few lines and showed what was possibly the worst first slide ever seen at any conference. After a minute he announced that the talk wasn’t working and walked off stage. The audience, murmured to each other and looked confused. A minute later, the lights went down and traditional Scottish music started to play along with a slide showing an idyllic Scottish scene. James walked back on to applause and many smiling faces. He was dressed in his kilt.

James made some specific points in his talk which connected to this dramatic start. Brands should be human, authentic and be true to their values and principles across all touch points. The user experience very much defines the brand. You can read the press report (in swedish) here: http://www.mobil.se/nyheter/mobila-betalningar-och-user-experience-i-fokus

This presentation is an adaptation of the original talk that was shown at the Mdays conference in Frankfurt. And yes, he wore his kilt there too.

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Matching experience to the brand

  1. 1. M-DAYS MATCHING THE EXPERIENCE TO THE BRAND JAMES MCCONNELL 2013.02.06
  2. 2. KEYWORDS ORIGINAL ENGAGING AUTHENTIC MEMORABLE SCREEN INTERACTION 3 "
  3. 3. EXPERIENCE CHANGES BRAND PERCEPTION. EXPERIENCE SELLS. SCREEN INTERACTION
  4. 4. 01 ALIGN THE BRAND INTERNALLY SCREEN INTERACTION 02 COMMUNICATE VALUES EXTERNALLY
  5. 5. AN INTERACTION CREATES UX WHICH MAKES US FEEL... WHICH CREATES MEMORIES, ASSOCIATIONS & STORIES SCREEN INTERACTION
  6. 6. www.screeninteraction.com
  7. 7. We can make people’s lives easier through the digital products they use.
  8. 8. We create digital experiences with three main ingredients: Digital experience SCREEN INTERACTION 1 "1
  9. 9. We create digital services with three main ingredients: Interface design SCREEN INTERACTION 1 "2
  10. 10. We create digital services with three main ingredients: Interface design Usability SCREEN INTERACTION 1 "3
  11. 11. We create digital services with three main ingredients: Interface design Usability Development SCREEN INTERACTION 1 "4
  12. 12. SCREEN INTERACTION 1 "5
  13. 13. SCREEN INTERACTION
  14. 14. BENEFIT RECEIVER SCREEN INTERACTION
  15. 15. BENEFIT RECEIVER CUSTOMER SCREEN INTERACTION
  16. 16. OLD BRAND ASSOCIATIONS NEW EXPERIENCE REALITY Impersonal Personal Complicated Simple Confusing Usable SCREEN INTERACTION 1 "9
  17. 17. THE CUSTOMER EXPERIENCE IS THE FULFILMENT OF THE BRAND PROMISE & VALUES. SCREEN INTERACTION
  18. 18. THERE IS NO HIDING PLACE FOR A BRAND, THANKS TO MOBILE. FIND EVALUATE AUTHENTICATE SHARE SCREEN INTERACTION
  19. 19. CHOOSERS, NOT USERS SCREEN INTERACTION 2 "2
  20. 20. CASE MOVIE SCREEN INTERACTION 2 "3
  21. 21. SCREEN INTERACTION 2 "4
  22. 22. CREATING DESIRABLE EXPERIENCES SCREEN INTERACTION
  23. 23. 01 STORYTELLING SCREEN INTERACTION
  24. 24. 02 AUTHENTIC SCREEN INTERACTION
  25. 25. 03 THE SMALL THINGS SCREEN INTERACTION
  26. 26. SUMMARY (OR WHY HE WORE A KILT) 1. EXPERIENCE CHANGES BRAND PERCEPTION 2. GIVE THEM A STORY TO TELL 3. BE AUTHENTIC AND HUMAN SCREEN INTERACTION
  27. 27. THANK YOU James McConnell UX & Interaction Designer +46 7 3333 7216 www.screeninteraction.com SCREEN INTERACTION 3 "0

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