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SXSW 2012: The visual interface is now your brand

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Like it or not, the digital world has changed at a wicked pace and more and more interactions between companies and customers now happen via an interface. Careful consideration of the software's design is of paramount importance to any company wishing to grow their customer base or loyalty. At the center of this change sits the user experience, which has become a huge influence in how customers perceive a company's brand. Traditional marketing principles and practices aren’t effective in software. So how do you create an experience that is usable, desirable, and still stands out? Myers, an interface and brand specialist in design, marketing, and development for 16 years, will highlight the differences of software from other forms of media, you’ll gain insight for creating a truly unique experience that guides executives and teams, and can influence your company’s culture. You’ll learn new techniques such as defining the ideal experience, exploring first impressions with visual language studies, and designing signature interactions. These techniques build a memorable experience that’s hard for your competitors to mimic and your customers will fall in love with.

Published in: Business, Technology

SXSW 2012: The visual interface is now your brand

  1. The visual interfaceis now your brand› Nick Myers @nickmyer5 #SXvisuibrand
  2. What  I’ll be talking aboutVisual design and the interfaceHow to create unique digital experiencesEngaging customersHow user experience can influence the brand
  3. More customer interactions are now digitalMore customer interactions are now digital
  4. User experiences have improvedUser experiences have improved
  5. Products  are  now  more  usable  Products are now simpler
  6. Expecta5ons  are  now  higher  Expectations are now higher
  7. Expecta5ons  are  now  higher  Expectations are now higher
  8. Expecta5ons  are  now  higher  We’re a spoiled bunch! “   Expectations for mobile website speed increased from 58% in 2009 to 71% in 2011 for websites to load as quickly, almost as quickly or faster on their mobile phone compared to the computer they use at home. Nearly 60% of web users say they expect a website to load on their mobile phone in 3 seconds or less.
  9. People’s  expecta5ons  are  constantly  Expectations are constantly being redefined being  redefined  
  10. But  compe55on  is  now  more  fierce  Competition is now greater. Intuitive and simple are not enough to differentiate www.flickr.com/photos/retrocactus/4949516534/
  11. Design  is  now  more  strategic  Design is more strategic
  12. How do we respondto higher expectations,massive challenges,and also stand out?
  13. What  is  brand?  First…
  14. A  strong  brand  creates  compe55ve  A strong brand creates competitive advantage advantage  
  15. Brands  are  defined  by  a  customer’s  Brands are defined by a customer’s experience experience  
  16. User experience now has a greater influence on the brandUser experience now has a greater influence onthe brand As of Dec 2011, Facebook received 2.7 billion likes and comments per day.
  17. 4 key factors that elevate your digital brand Software We need new methods is different to exceed expectations Organizations must User experience should understand customers influence brands
  18. Software is different
  19. Many companies are now software makersMany companies are now software makers GE is now the 14th largest +  GE software provider in the world +  Thomson Reuters +  NetApp
  20. SoFware  is  not  fashion  Software is not fashion http://www.flickr.com/photos/ham-hock/3698805401/
  21. Visual design sets expectations, but experience must deliverVisual  design  sets  expecta5ons,  but  the  experience  must  deliver  
  22. Software needs to feel timelessSoftware needs to feel timeless 2001 2009
  23. Digital products are more complexDigital products are more complex
  24. The visual system must be more precise
  25. There  are  fewer  opportuni5es  to  Fewer opportunities to present an identity present  an  iden5ty  
  26. The identity lives in the detailsThe identity lives in the details
  27. Most importantly, we’re designing for people firstBut  too  much  personality  interferes  with  the  experience  
  28. Screens are smallerScreens  are  smaller  and  projected  to  overtake  larger  screens  in  the  next  few  years  
  29. The  interface  is  fading  The interface is fading www.flickr.com/photos/kjd/537496939/
  30. Mo5on  and  interac5on  now  have  Interactions + motion have greater influence on the experience greater  influence  on  the  experience   (Clear  app)  
  31. Defining and creating amemorable experience
  32. First,  you  must  understand  Understand the problemBusiness objectives User needs Brand guidelines
  33. Workshops help define the experience more vividly
  34. Images bring life to the conversation and guide an ideal experience
  35. The experience is definedThe experience is defined
  36. Why is this different?Brand messaging is one-way communication.Experience attributes consider the customer’s User needsperspective and context and is two-way + contextcommunication Brand messaging Business goals
  37. Explore  the  visual  language  Explore the visual language
  38. Ini5al  impressions  Ini5al  impressions  
  39. Abstract  visual  studies  from  behavior  Abstract visual studies from real behavior
  40. Explore  iden5ty  in  context  We’re creating identities for the interface
  41. Explore  the  behavioral  language  Explore the behavioral language
  42. Signature  interac5ons  can  Signature interactions can differentiate and add delight differen5ate  and  delight  
  43. Customers  remember,  and  share  the  Amazingly good Amazingly bad amazingly  good  and  amazingly  bad   experiences   www.flickr.com/photos/cote/4675658738/
  44. Design patterns aren’t memorable
  45. Conflict  between  unique  and  usable  Conflict between unique vs. usable
  46. How  to  create  signature  interac5ons  Signature interaction: core experience, generate as a team, style, prototype
  47. Signature  interac5ons  are  no  value  if  Remember: You can’t reach the top of the pyramid without a solid foundation other  founda5onal  needs  aren’t  met  
  48. It’s  easy  to  be  different,  but  it’s  difficult  to  be  beYer  
  49. Connecting withcustomers
  50. Only  a  deep  understanding  of  our  customers  builds  passion  and  brand  loyalty   Only a deep understanding of our customers builds passion and brand loyalty
  51. Inspira5on  from  ecosystems  and  permaculture   Permaculture help designers model a final design based on an observation of how ecosystems interact.
  52. Modern  “permanent  culture”  is  a  system  design  tool   A way of looking at the whole system or problem. And trying to fix what’s broken.
  53. 1  of  Holmgren’s  12  design  principles   1 of Holmgren’s 12 design principles “   Use edges and value the marginal: The interface between things is where the most interesting events take place. These are often the most valuable, diverse and productive elements in the system.
  54. Let’s  look  at  an  organiza5on   Let’s  look  at  an  organiza5on  
  55. Many  of  us  are   organiza5on  Let’s  look  at  an  stuck  in  the  middle   Many  of  us  are  stuck  in  the  middle  
  56. This  was  especially  true  of  engineers   This  was  especially  true  of  engineers  
  57. All  the  ac5on  is  happening  at  the  edges  of  your  organiza5on   All  the  ac5on  is  happening  on  the   edges  
  58. Effec5ve  product  teams  operate  close  to  the  edge   Effec5ve  product  teams  in  large   companies  operate  closer  to  the  edge  
  59. Touchpoints  are  at  the  edges   Touchpoints  are  at  the  edges  
  60. The  center  is  blind  to  the  edges   Staying  in  the  center  keeps  you  blind  
  61. And  tensions  grow  between  marke5ng  and  product  teams   And  tensions  grow  between  marke5ng   and  product  teams  
  62. Brand  guidelines  are  centrally  created   Brand  guidelines  are  center-­‐focused  
  63. Surveys  are  narrowly  focused   Surveys  are  narrow  views  
  64. TiVo’s  survey  doesn’t  collect  insight  of  what  I  want  or  need  
  65. Marke5ng  segmenta5on  is  sales-­‐driven   Market  segmenta5on  tools  are  sales-­‐ focused  even  if  personas  are  created  
  66. Usability  tes5ng  happens  inside  in  a  fabricated  environment   Usability  tes5ng  is  inside  because  it’s   oFen  in  a  fabricated  environment  and   it’s  really  only  beneficial  for  valida5on  
  67. And  focus  groups  are  just  one  big  party  in  the  middle   And  focus  groups  are  just  one  big   party  in  the  center  
  68. Even  social  media  is  a  thin  connec5on  to  the  outside   Even  social  media  is  a  fabricated   connec5on  between  a  company  and   customers  
  69. To  truly  understand  customers  you  need  to  seek  them  out   To  truly  understand  customers  you   need  to  seek  them  out  and  visit  them   in  their  natural  environments  
  70. Seeing  is  believing   Seeing  is  believing  
  71. Sharing  insight  from  the  edges  is  a  powerful  method  of  focus   Personas’  true  value  is  to  bring  focus   to  your  organiza5on  about  what’s   important  to  your  customers  
  72. If  you  truly  understand  your  users’  needs  you  can  transform  an  industry   If  you  can  see  and  understand  the   edges  you  can  speak  with  authority  
  73. And  if  you  value  the  margins  your  organiza5on  will  innovate   And  have  greater  influence  on  the  experience  of   each  product  
  74. Creating a culture of userexperience in your companythrough leadership
  75. What it takesWhat it takes 1.  Leadership 2.  Process 3.  Principles 4.  Tools 5.  People 6.  Education 7.  Collaboration 8.  Communication
  76. Change is hard! Metro has taken years of effortChange  is  hard  (is  there  a  willingness  to  change?)  
  77. Execu5ves  are  more  involved  Executives see the value in UX
  78. We need UX leaders to transform companiesUser  experience  needs  leadership  
  79. Design principles foster changeDesign  principles  foster  change  
  80. Why design matters Video credit: Energy Energy
  81. Principles are used everywhere: UX, HR, training, legal, ID badges Principles  are  now  everywhere  at  Citrix  •  Onboard  training  •  Legal  •  Etc.  
  82. Mark Templeton, Citrix’s CEO, speaks of their importance regularly•  Onboard  training  •  Legal  •  Etc.  
  83. The results for Citrix
  84. UI  guidelines  inspire  people  to  adopt  a  UI guidelines can inspire product teams to adopt a new system new  system  
  85. Development  tools  are  cri5cal  to  craFing  the  right  experience   Development  tools  are  most  useful  
  86. Standards  improve  the  baseline  expecta5ons  and  share  design  ra5onale   Standards  improve  the  baseline   expecta5ons  and  share  design   ra5onale  
  87. But,  standards  can  be  one  of  the  biggest  obstacles  to  innova5on  
  88. Prac5ce  Fusion’s  web-­‐based  EMR  
  89. Give  teams  freedom  to  change  
  90. Collabora5ng  to  create  the  ideal  experience  is  the  best  leadership  you  can  give   Collabora5ng  to  create  the  ideal   experience  is  the  best  leadership  you   can  give  
  91. And  the  best  thing  marketers  can  do  is  spend  5me  with  product  teams   And  the  best  thing  marketers  can  do  is   spend  5me  with  product  teams  
  92. A  process  driven  by  the  edges  increases  the  chance  of  success   A  process  designed  with  users  in  mind   increases  the  chance  of  success  
  93. A  process  driven  by  the  edges  increases  the  chance  of  success   A  process  designed  with  users  in  mind   increases  the  chance  of  success  
  94. The  iPad  design  is  now  influencing  their  web  soFware  
  95. A few things toremember…
  96. Value the margins ofyour organization
  97. Visit the edges tounderstand user needs
  98. Stop championing your brand,start championing your user
  99. Drive your brand throughuser experience.
  100. › Continue the conversation…@nickmyer5#SXvisuibrandcooper.com/journal
  101. Contact Cooper for strategy + design User research, domain Product strategy and Interaction design Research, and analysis service strategy and service designVisual design Prototyping and Education andand branding development mentoring +1 415 267 3500 business@cooper.com

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