Designing for privacy: 3 essential UX habits for product teams
UX is the Brand - Integrity Web Consulting - 2018
1. Life is short. Do stuff that matters.
UX is the Brand
Why UX is critical to Branding
Ed Morrissey
Partner & Chief Creative Officer
6358 Delmar Boulevard, Suite 444
Saint Louis, MO 63130
ed@integritystl.com
www.integritystl.com
5. Life is short. Do stuff that matters.
Sample Brand Guidelines
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6. Life is short. Do stuff that matters.
Sample Brand Guidelines
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7. Life is short. Do stuff that matters.
Sample Brand Guidelines
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8. Life is short. Do stuff that matters.
Sample Brand Guidelines
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9. Life is short. Do stuff that matters.
Elements of a Brand
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• Identity
• Logo, Colors, Fonts, Imagery, Usage, Tagline
• Positioning
• Market Segments
• Personality
• Voice, Tone, Qualities
• Differentiation
• Standing out
• Extension
• Beyond original
10. Life is short. Do stuff that matters.
Elements of a Brand
• Experience
• All a customer goes through while using that brand
10
• Identity
• Logo, Colors, Fonts, Imagery, Usage, Tagline
• Positioning
• Market Segments
• Personality
• Voice, Tone, Qualities
• Differentiation
• Standing out
• Extension
• Beyond original
11. Life is short. Do stuff that matters. 11
User
Experience?
12. Life is short. Do stuff that matters. 12
Aesthetic
Does it reflect
the brand?
Emotional
What feeling does
it create?
Usable
Is it easy to
interact with?
Useful
Does it solve
a problem?
Learnable
Does it require little
guidance?
Findable
Does it
include SEO?
13. Life is short. Do stuff that matters. 13
Why focus on UX
to build brand
equity?
14. Life is short. Do stuff that matters. 14
Emotional Logical
15. Life is short. Do stuff that matters.
Daniel Pink
• Asia – Cheaper?
• Automation – Routine?
• Abundance – Fulfillment?
• The Age We’re In:
• Agricultural
• Industrial
• Knowledge
• Conceptual
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16. Life is short. Do stuff that matters.
Daniel Pink
• Asia – Cheaper?
• Automation – Routine?
• Abundance – Fulfillment?
• The Age We’re In:
• Agricultural
• Industrial
• Knowledge
• Conceptual
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Any job that can be
reduced to a set of
rules, or broken down
into a set of repeatable
steps—
is at risk.
17. Life is short. Do stuff that matters. 17
• $5.00
• Revisions
• 1 day
• Options
19. Life is short. Do stuff that matters. 19
Six Senses: Design, Story,
Symphony, Empathy, Play
and Meaning
20. Life is short. Do stuff that matters. 20
Emotional Logical
21. Life is short. Do stuff that matters. 21
SOURCE: www.marketer.com
22. Life is short. Do stuff that matters. 22
50 days!
3:23 hours/day = 1233 hours/year
23. Life is short. Do stuff that matters.
Shaping User Expectations
23
24. Life is short. Do stuff that matters.
Anyone Know What This Is?
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25. Life is short. Do stuff that matters. 25
25%
Shop online
once a week
1B
Voice searches
per month
60%
Web traffic
Is mobile
Half
Of earth has
mobile web
(3.8B)
6.5B
Google searches
per day
47%
To buy online
In 2018
26. Life is short. Do stuff that matters. 26
25%
Shop online
once a week
1B
Voice searches
per month
60%
Web traffic
Is mobile
Half
Of earth has
mobile web
(3.8B)
6.5B
Google searches
per day
47%
To buy online
In 2018
The world’s poorest
more likely to have
a phone than a
toilet.
SOURCE:World Bank
27. Life is short. Do stuff that matters. 27
A manifesto
We, the undersigned, are graphic
designers, photographers and students
who have been brought up in a world in
which the techniques and apparatus of
advertising have persistently been
presented to us as the most lucrative,
effective and desirable means of using
our talents. We have been bombarded
with publications devoted to this belief,
applauding the work of those who have
flogged their skill and imagination to sell
such things as:
cat food, stomach powders, detergent,
hair restorer, striped toothpaste,
aftershave lotion, beforeshave lotion,
slimming diets, fattening diets,
deodorants, fizzy water, cigarettes, roll-
ons, pull-ons and slip-ons.
By far the greatest effort of those working
in the advertising industry are wasted on
these trivial purposes, which contribute
little or nothing to our national
prosperity.
In common with an increasing numer of
the general public, we have reached a
saturation point at which the high pitched
scream of consumer selling is no more
than sheer noise. We think that there are
other things more worth using our skill
and experience on. There are signs for
streets and buildings, books and
periodicals, catalogues, instructional
manuals, industrial photography,
educational aids, films, television
features, scientific and industrial
publications and all the other media
through which we promote our trade, our
education, our culture and our greater
awareness of the world.
We do not advocate the abolition of high
pressure consumer advertising: this is not
feasible. Nor do we want to take any of
the fun out of life. But we are proposing a
reversal of priorities in favour of the more
useful and more lasting forms of
communication. We hope that our society
will tire of gimmick merchants, status
salesmen and hidden persuaders, and
that the prior call on our skills will be for
worthwhile purposes. With this in mind
we propose to share our experience and
opinions, and to make them available to
colleagues, students and others who may
be interested.
signed:
Edward Wright
Geoffrey White
William Slack
Caroline Rawlence
Ian McLaren
Sam Lambert
Ivor Kamlish
Gerald Jones
Bernard Higton
Brian Grimbly
John Garner
Ken Garland
Anthony Froshaug
Robin Fior
Germano Facetti
Ivan Dodd
Harriet Crowder
Anthony Clift
Gerry Cinamon
Robert Chapman
Ray Carpenter
Ken Briggs
28. Life is short. Do stuff that matters. 28
A manifesto
We, the undersigned, are graphic
designers, photographers and students
who have been brought up in a world in
which the techniques and apparatus of
advertising have persistently been
presented to us as the most lucrative,
effective and desirable means of using
our talents. We have been bombarded
with publications devoted to this belief,
applauding the work of those who have
flogged their skill and imagination to sell
such things as:
cat food, stomach powders, detergent,
hair restorer, striped toothpaste,
aftershave lotion, beforeshave lotion,
slimming diets, fattening diets,
deodorants, fizzy water, cigarettes, roll-
ons, pull-ons and slip-ons.
By far the greatest effort of those working
in the advertising industry are wasted on
these trivial purposes, which contribute
little or nothing to our national
prosperity.
In common with an increasing numer of
the general public, we have reached a
saturation point at which the high pitched
scream of consumer selling is no more
than sheer noise. We think that there are
other things more worth using our skill
and experience on. There are signs for
streets and buildings, books and
periodicals, catalogues, instructional
manuals, industrial photography,
educational aids, films, television
features, scientific and industrial
publications and all the other media
through which we promote our trade, our
education, our culture and our greater
awareness of the world.
We do not advocate the abolition of high
pressure consumer advertising: this is not
feasible. Nor do we want to take any of
the fun out of life. But we are proposing a
reversal of priorities in favour of the more
useful and more lasting forms of
communication. We hope that our society
will tire of gimmick merchants, status
salesmen and hidden persuaders, and
that the prior call on our skills will be for
worthwhile purposes. With this in mind
we propose to share our experience and
opinions, and to make them available to
colleagues, students and others who may
be interested.
signed:
Edward Wright
Geoffrey White
William Slack
Caroline Rawlence
Ian McLaren
Sam Lambert
Ivor Kamlish
Gerald Jones
Bernard Higton
Brian Grimbly
John Garner
Ken Garland
Anthony Froshaug
Robin Fior
Germano Facetti
Ivan Dodd
Harriet Crowder
Anthony Clift
Gerry Cinamon
Robert Chapman
Ray Carpenter
Ken Briggs
• Ken Garland
• More useful
• More lasting
• More worthwhile
• Betterment of our
world
29. Life is short. Do stuff that matters. 29
A manifesto
We, the undersigned, are graphic
designers, photographers and students
who have been brought up in a world in
which the techniques and apparatus of
advertising have persistently been
presented to us as the most lucrative,
effective and desirable means of using
our talents. We have been bombarded
with publications devoted to this belief,
applauding the work of those who have
flogged their skill and imagination to sell
such things as:
cat food, stomach powders, detergent,
hair restorer, striped toothpaste,
aftershave lotion, beforeshave lotion,
slimming diets, fattening diets,
deodorants, fizzy water, cigarettes, roll-
ons, pull-ons and slip-ons.
By far the greatest effort of those working
in the advertising industry are wasted on
these trivial purposes, which contribute
little or nothing to our national
prosperity.
In common with an increasing numer of
the general public, we have reached a
saturation point at which the high pitched
scream of consumer selling is no more
than sheer noise. We think that there are
other things more worth using our skill
and experience on. There are signs for
streets and buildings, books and
periodicals, catalogues, instructional
manuals, industrial photography,
educational aids, films, television
features, scientific and industrial
publications and all the other media
through which we promote our trade, our
education, our culture and our greater
awareness of the world.
We do not advocate the abolition of high
pressure consumer advertising: this is not
feasible. Nor do we want to take any of
the fun out of life. But we are proposing a
reversal of priorities in favour of the more
useful and more lasting forms of
communication. We hope that our society
will tire of gimmick merchants, status
salesmen and hidden persuaders, and
that the prior call on our skills will be for
worthwhile purposes. With this in mind
we propose to share our experience and
opinions, and to make them available to
colleagues, students and others who may
be interested.
signed:
Edward Wright
Geoffrey White
William Slack
Caroline Rawlence
Ian McLaren
Sam Lambert
Ivor Kamlish
Gerald Jones
Bernard Higton
Brian Grimbly
John Garner
Ken Garland
Anthony Froshaug
Robin Fior
Germano Facetti
Ivan Dodd
Harriet Crowder
Anthony Clift
Gerry Cinamon
Robert Chapman
Ray Carpenter
Ken Briggs
• Put user first
• Learn the business
• Design value
• Design to behavior
• Design to time
• Mobile first design
• Download times
• Cross browser
• Avoid info barf
• Sense of place
• Don’t be too cute
30. Life is short. Do stuff that matters. 30
With great power
comes great
responsibility.
31. Life is short. Do stuff that matters. 31
Make today
(& everyday)
ridiculously awesome.
32. Life is short. Do stuff that matters.
UX is the Brand
Why UX is critical to Branding
Ed Morrissey
Partner & Chief Creative Officer
6358 Delmar Boulevard, Suite 444
Saint Louis, MO 63130
ed@integritystl.com
www.integritystl.com
33. Life is short. Do stuff that matters. 33
• Stainless Steel
• Filters Water
• Insulated Tube
• Pre-chills Syrup
• Bigger Straws
• Changed Packaging
• Marketed Cold
• Marketed Supercold
• Cold-activated can
• Advertising
34. Life is short. Do stuff that matters. 34
Morning Transit Work Noon Work Transit Evening Night
Quick updates, briefings,
News flashes
Features, longforms,
news stories, videos
News stories, data viz,
infographics, videos
35. Life is short. Do stuff that matters.
Conceptual Age
• First there was the Agricultural Age in which the main player was
the farmer.
• Around two hundred years ago the Industrial Age emerged in
which the main player was the factory worker.
• After the Second World War we entered the Knowledge Age in
which the main player was the knowledge worker. The knowledge
worker has been described as “people who get paid for putting to
work what one learns in school rather than for their physical strength
or manual skill.” People like doctors, accountants, university
professors and lawyers.
• And now we are entering, certainly in the West, the Conceptual
Age in which “the main characters are the creator and the
empathizer.”
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36. Life is short. Do stuff that matters.
Benefits of UX Design
• Increase Comprehension
• Reduce Decision Making Time
• Save Costs
• Increase Revenue - Gain Customers, Increase
Transactions, Increase Product Sales, Retain
Customers
• Reduce Training Costs
• Decrease Support Costs
• Increase Trust
• Deter Litigation
• and the list goes on and on…
36
Editor's Notes
Designers can change the world.
Design for the sake of design is useless.
Recognition
Trust
Value
Inspiration
Sales
Loyalty
Guidelines
The process of enhancing user satisfaction by improving the usability, accessibility, and pleasure with website/software interactions
Goes beyond the ‘look’ of a product
Shapes the product for ease of use, reliability and costs of production and maintenance
Affects the quality, consistency and ease of product development
For services, design can also affect how customers will experience a service, such as a hospital, bank or a fast food restaurant, including their experience in the queue
The process of enhancing user satisfaction by improving the usability, accessibility, and pleasure with website/software interactions
Abundance
Asia
Automation
Being born outside the US doesn’t limit your talent
Being born outside the US does limit your cultural understanding
https://medium.com/the-mission/daniel-pink-on-why-right-brainers-will-rule-the-future-80e74d269110
three forces – abundance, Asia and automation – we are now moving from a Knowledge Age into a Conceptual Age in which there is a greater need for the kind of thinking and attitudes characterized by the right hemisphere of the brain.
Abundance: prosperity has allowed westerners to fill their lives with material goods but not fulfillment – the search for meaning and happiness goes on.
Asia: workers from Asia are taking over the role of knowledge workers
Automation: any job that is dependent on routines can be replaced or reshaped by technology: eg computers that can program other computers; medical diagnoses that can be done online by patients
people need to be able to do things that can’t be done by computers or more cheaply by Asian workers, and that satisfies aesthetic, emotional and spirtitual needs.
To be able to do this we need six essential aptitudes; he calls them the Six Senses: Design, Story, Symphony, Empathy, Play and Meaning.
Abundance
Asia
Automation
Being born outside the US doesn’t limit your talent
Being born outside the US does limit your cultural understanding
https://medium.com/the-mission/daniel-pink-on-why-right-brainers-will-rule-the-future-80e74d269110
three forces – abundance, Asia and automation – we are now moving from a Knowledge Age into a Conceptual Age in which there is a greater need for the kind of thinking and attitudes characterized by the right hemisphere of the brain.
Abundance: prosperity has allowed westerners to fill their lives with material goods but not fulfillment – the search for meaning and happiness goes on.
Asia: workers from Asia are taking over the role of knowledge workers
Automation: any job that is dependent on routines can be replaced or reshaped by technology: eg computers that can program other computers; medical diagnoses that can be done online by patients
people need to be able to do things that can’t be done by computers or more cheaply by Asian workers, and that satisfies aesthetic, emotional and spirtitual needs.
To be able to do this we need six essential aptitudes; he calls them the Six Senses: Design, Story, Symphony, Empathy, Play and Meaning.
Ken Garland's challenge to designers shifted the way that the design community approached many aspects of their profession.
Ken Garland's challenge to designers shifted the way that the design community approached many aspects of their profession.
Ken Garland's challenge to designers shifted the way that the design community approached many aspects of their profession.
Consumers flock to interactive devices
Branding is not just identity
Designers can Change the World but You need to exercise the left side of your brain
Useful is the new Clever
Download speeds
Graphics too large
Shitty code
Lack of device optimization
Cross browser compatibility
No/poor search
Information barf
Sense of place
Competing/repetitive labels
Unexpected content
Being too cute
Design area
Not everyone has your monitor
The process of enhancing user satisfaction by improving the usability, accessibility, and pleasure with website/software interactions
Unlike most fast food restaurants that have Coca-Cola delivered in plastic bags, McDonald's Coke is delivered in stainless steel containers that help preserve the ingredients and keep the Coke tasting fresher.
The fast-food chain actually filters their water more than most competitors and invests a lot of money into maintaining their filtration system. Fresh water = fresh Coke.
McDonald's takes the temperature of their soda very seriously. There is an insulated tube that runs from the refrigerator unit in the back, all the way to the soda fountain near the drive-thru window.
The water runs through this tube constantly in order to maintain a temperature just above freezing. The cold temperature is essential for achieving peak C02 levels. This not only ensures the crisp, bubbly taste of your Coke, but also means that the carbonation will last longer than other restaurants.
McDonald's straw is wider than other fast-food chains and restaurants
McDonald's pre-chills its syrups before it enters the fountain dispensers
According to the recent Coors Light commercials, Coors Light is "The world's most refreshing beer." This claim is proven through various Coors Light advertising executions that attempt to own "cold.
“Plenty of people have done ‘supercold’ delivery in draft. The thing that we did differently was we put a mountain on the bar top,” - CMO for MillerCoors, Andrew England
Cold is 100% up to the drinker, not Coors Light.