Week14 service design brief


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Week14 service design brief

  1. 1. UI Design/ Week 14 Service Design BriefIA4340-1[Tue 1,2,3]D121IA4340-2[Tue 5,6,7]D425Visual Design/2011 Fall Semester
  2. 2. 진행순서• 각 그룹 진행 상태 및 출결현황 점검(F 해당자)• 각 그룹에 연결된 ID/Blog• 강의 진행• 보강 수업 : 합반 Final Critic 2
  3. 3. Index• Brand• Service Features• USP (Unique Selling Proposition) 3
  4. 4. What is a Brand ?• To a seller, brand means and signifies: – Basis of competitive advantage – Way of bestowing products with unique associations – Way of identification to easy handling – Way of legal protection of products’ unique traits/features – Sign of quality to satisfied customer – Means of financial returns 4
  5. 5. What is a Brand ?• To a consumer, brand means and signifies: – Source of product – Delegating responsibility to the manufacturer of product – Lower risk – Less search cost – Quality symbol – Deal or pact with the product manufacturer – Symbolic device 5
  6. 6. Sources of Brand Identity• SYMBOLS – Symbols help customers memorize organization’s products and services. They help us correlate positive attributes that bring us closer and make it convenient for us to purchase those products and services. Symbols emphasize our brand expectations and shape corporate images. Symbols become a key component of brand equity and help in differentiating the brand characteristics. Symbols are easier to memorize than the brand names as they are visual images. These can include logos, people, geometric shapes, cartoon images, anything. For instance, Marlboro has its famous cowboy, Pillsbury has its Poppin’ Fresh doughboy, Duracell has its bunny rabbit, Mc Donald has Ronald, Fed Ex has an arrow, and Nike’s swoosh. All these symbols help us remember the brands associated with them. – Brand symbols are strong means to attract attention and enhance brand personalities by making customers like them. It is feasible to learn the relationship between symbol and brand if the symbol is reflective/representative of the brand. For instance, the symbol of LG symbolize the world, future, youth, humanity, and technology. Also, it represents LG’s efforts to keep close relationships with their customers. 6
  7. 7. Sources of Brand Identity• TRADEMARKS – Trademark is a unique symbol, design, or any form of identification that helps people recognize a brand. A renowned brand has a popular trademark and that helps consumers purchase quality products. The goodwill of the dealer/maker of the product also enhances by use of trademark. Trademark totally indicates the commercial source of product/service. 7
  8. 8. Sources of Brand Identity• LOGOS – A logo is a unique graphic or symbol that represents a company, product, service, or other entity. It represents an organization very well and make the customers well-acquainted with the company. It is due to logo that customers form an image for the product/service in mind. Adidas’s “Three Stripes” is a famous brand identified by it’s corporate logo. 8
  9. 9. Sources of Brand Identity• Features of a good logo are : – It should be simple. – It should be distinguished/unique. It should differentiate itself. – It should be functional so that it can be used widely. – It should be effective, i.e., it must have an impact on the intended audience. – It should be memorable. – It should be easily identifiable in full colours, limited colour palettes, or in black and white. – It should be a perfect reflection/representation of the organization. – It should be easy to correlate by the customers and should develop customers trust in the organization. – It should not loose it’s integrity when transferred on fabric or any other material. – It should portray company’s values, mission and objectives. 9
  10. 10. Sources of Brand Identity• The elements of a logo are: – Logotype - It can be a simple or expanded name. Examples of logotypes including only the name are Kellogg’s, Hyatt, etc. – Icon - It is a name or visual symbol that communicates a market position. For example-LIC ’hands’, UTI ’kalash’. – Slogan - It is best way of conveying company’s message to the consumers. For instance- Nike’s slogan “Just Do It”. 10
  11. 11. Features 11
  12. 12. USP : What Makes You Different From Your Competitors• A unique selling proposition (USP) defines your competitive advantage.• You must identify what makes you different from your competitors and emphasize these advantages in your marketing. 12
  13. 13. Customer Value Proposition• Why People Purchase?• What Is Perceived Value to the Customer?• Define Your Internal Core Marketing Message• Describe Your Unique Advantage• Do Your Customers Enjoy Buying from You? 13
  14. 14. Creating a USP• The basis for your strong USP is your customer value proposition.• Have you created a new product or service? Ask yourself why. What customer value have you created?• Was it to offer something radically new to the market, or to fulfill needs customers were voicing? 14
  15. 15. Communicating a Specific Benefit to the Customer• As many products are identical in offering the main benefit, you must identify the main advantage your product offers over the competition. In order to make your advertising message attractive, you must find an important benefit unique to your product or service in one of three ways. – Product feature. • This USP may be based on product features associated with the product, ranging from what it does to the quality of your support services. – Emotion. • The USP may be based of an emotional appeal, such as love, humor, or fear. – Association • The USP may be communicated by association with a well-known personality. 15
  16. 16. Identifying Your USP• Will my perspective customers perceive this as an advantage?• Is it significantly different from what my competitors are offering?• Why my prospective customers actually believe in this USP?• How will my customers benefit from this USP?• Will this USP motivate customers sufficiently to actually make a purchase? 16
  17. 17. Three Steps To Creating a Great USP• Be different! Define your competitive advantage and your uniqueness• Focus on your competitive advantage, be specific about the value you offer to the customer• Keep it short. 17
  18. 18. Examples of Effective USPs• Burger King: – "Have it your way at Burger King."• Domino Pizza: – "We deliver hot, fresh pizza in 30 minutes or less or its free."• M&M: – "Melts in your mouth, not in your hands." 18