Brand & Experience (a workbook)

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April 30th, 2012 workshop at the RE:DESIGN/UXD conference in San Francisco, CA. The hands-on workshop I ran was on the similarities and differences between Brand Design and User Experience Design. The deck contains some simple thought pieces and resources for well-known brand and UX processes, then some worksheets for doing a Creative Brief or a UX Brief.

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Brand & Experience (a workbook)

  1. 1. BRAND&EXPERIENCEConvergence and Divergence RE:DESIGN/UXD April 30th, 2012 @marisagallagher
  2. 2. WHY BRAND? EMOTIONAL INSPIRATIONAL STRATEGIC
  3. 3. Target is Where You Buy Toilet Paper
  4. 4. Starbucks is Your Daily Fast Food
  5. 5. You Wear Nike to Take out the Trash
  6. 6. WHY EXPERIENCE? GROUNDED DELIGHTFUL USEFUL
  7. 7. Facebook makes Boredom a Business
  8. 8. Google made Easy an Industry
  9. 9. Apple makes Intuitive the Advantage
  10. 10. SIMILARITIES & DIFFERENCES PROCESSES AREAS OF FOCUS
  11. 11. Brand & UXD Similarities & Differences in Process 1. Establish Positioning 2. Plan & Implement 3. Measure & Analyze 4. Grow & Extend BRAND & Values Programs Performance Program Activities & • Mental Maps • Mixing and matching of • Brand Value Chain • Brand-product matrix Deliverables* • Competitive frame of brand elements • Brand audits • Brand portfolios and reference • Integrating brand • Brand tracking hierarchies • Points of parity/points of marketing activities • Brand equity management • Brand expansion Difference • Leveraging secondary system strategies • Core brand associations association • Brand reinforcement • Brand Mantra and revitalization UXD 1. Hear 2. Create 3. Deliver Activities & • Identify design challenge • Develop the approach • Develop a sustainable revenue modelDeliverables* • Recognize existing knowledge • Share stories • Identify capabilities for delivering solutions * • Identify people to speak with • Identify patterns • Plan a pipeline of solutions • Choose research methods • Create opportunity areas • Create an implementation timeline • Develop an interview approach • Brainstorm new solutions • Plan mini-pilots and iteration • Develop your mindset • Make ideals real • Create a learning plan • Gather feedback*source: Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition**.source: Ideo HCD Toolkit
  12. 12. Brand & UXD Similarities & Differences in Process 1. Establish Positioning 2. Plan & Implement 3. Measure & Analyze 4. Grow & Extend BRAND & Values Programs Performance Program Activities & • Mental Maps • Mixing and matching of • Brand Value Chain • Brand-product matrix Deliverables* • Competitive frame of brand elements • Brand audits • Brand portfolios and reference • Integrating brand • Brand tracking hierarchies • Points of parity/points of marketing activities • Brand equity management • Brand expansion Difference • Leveraging secondary system strategies • Core brand associations association • Brand reinforcement • Brand Mantra and revitalization UXD 1. Hear 2. Create 3. Deliver Activities & • Identify design challenge • Develop the approach • Develop a sustainable revenue modelDeliverables* • Recognize existing knowledge • Share stories • Identify capabilities for delivering solutions * • Identify people to speak with • Identify patterns • Plan a pipeline of solutions • Choose research methods • Create opportunity areas • Create an implementation timeline • Develop an interview approach • Brainstorm new solutions • Plan mini-pilots and iteration • Develop your mindset • Make ideals real • Create a learning plan • Gather feedback*source: Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition**.source: Ideo HCD Toolkit
  13. 13. Brand & UXD Similarities & Differences in Process 1. Establish Positioning 2. Plan & Implement 3. Measure & Analyze 4. Grow & Extend BRAND & Values Programs Performance Program Activities & • Mental Maps • Mixing and matching of • Brand Value Chain • Brand-product matrix Deliverables* • Competitive frame of brand elements • Brand audits • Brand portfolios and reference • Integrating brand • Brand tracking hierarchies • Points of parity/points of marketing activities • Brand equity management • Brand expansion Difference • Leveraging secondary system strategies • Core brand associations association • Brand reinforcement • Brand Mantra and revitalization UXD 1. Hear 2. Create 3. Deliver Activities & • Identify design challenge • Develop the approach • Develop a sustainable revenue modelDeliverables* • Recognize existing knowledge • Share stories • Identify capabilities for delivering solutions * • Identify people to speak with • Identify patterns • Plan a pipeline of solutions • Choose research methods • Create opportunity areas • Create an implementation timeline • Develop an interview approach • Brainstorm new solutions • Plan mini-pilots and iteration • Develop your mindset • Make ideals real • Create a learning plan • Gather feedback*source: Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition**.source: Ideo HCD Toolkit
  14. 14. Brand & UXD Similarities & Differences in Focus BRAND FOCUSES EXPERIENCE FOCUSES Parity Technical Solving a Feasibility Challenge Planning for Customer Longevity Needs User Task Differentiation User Needs Completion Participation Layering Customer Across Desires Experiences Competitive User Flow Leveraging Landscape Current Trends & Technology
  15. 15. EXERCISE & DISCUSSION BRAND BRIEF UXD BRIEF QUESTIONS
  16. 16. BRANDING BRIEF Company #1 MENTAL MAPS Competitor A name: Company #1 (ours) Competitor B name: COMPETITIVE FRAME OF REFERENCEPoints of Parity with competitors(3-4 points of potential disadvantage to alleviateconcerns about)Points of Differentiation withcompetitors(3-4 enduring and ownable advantages it has overcompetitors) BRAND ASSOCIATIONS & MANTRACore Brand Associations (subset of itemsfrom Mental Map -- the attributes and benefits thatbest characterize the brand)Brand Mantra (3-5 word expression of the mostimportant aspect of the brand/the “DNA” of thecompany)
  17. 17. UXD BRIEF Company #1 THE DESIGN CHALLENGEKey problem to solve(for our company) HEARGoals of the solution(what would we like toachieve?)Users (who is the audiencebest suited to focus on for thischallenge?)Competitive audit(where have others excelled,what opportunities toleapfrog? what about todisrupt?) CREATEOpportunity areas (whatare the unmet needs? whatgaps exist today that couldcreate flow? what would be anideal flow for users?)Brainstorm of solutions(as many post-its as possible,building off each other whenpossible.)
  18. 18. Brand & UXD Some Questions for Discussion GENERAL QUESTIONSWhat could Branding approaches bring toExperience Design?What could Experience Design approachesbring to Branding? EXPERIENCE DESIGN QUESTIONSWhy aren’t more Experience Design folksactive in brand work?How does our work change, if we start with alonger time horizon or multiple products atonce?What Branding situations might lendthemselves to UXD involvement? Why? BRANDING QUESTIONSWhy don’t more brand folks adopt user-centered design methods more often?How does branding change when it’scustomer first instead of business first?
  19. 19. THANK YOU RE:DESIGN/UXD April 30th, 2012 @marisagallagher

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