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The visual interface
is now your brand
› Nick Myers
 @nickmyer5
 #SXvisuibrand
What	
  I’ll be talking about




Visual design and the interface
How to create unique digital experiences
Engaging customers
How user experience can influence the brand
More customer interactions are now digital
More customer interactions are now digital
User experiences have improved
User experiences have improved
Products	
  are	
  now	
  more	
  usable	
  
Products are now simpler
Expecta5ons	
  are	
  now	
  higher	
  
Expectations are now higher
Expecta5ons	
  are	
  now	
  higher	
  
Expectations are now higher
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.
People’s	
  expecta5ons	
  are	
  constantly	
  
Expectations are constantly being redefined



   being	
  redefined	
  
But	
  compe55on	
  is	
  now	
  more	
  fierce	
  
Competition is now greater. Intuitive and simple are not enough to differentiate




                                                               www.flickr.com/photos/retrocactus/4949516534/
Design	
  is	
  now	
  more	
  strategic	
  
Design is more strategic
How do we respond
to higher expectations,
massive challenges,
and also stand out?
What	
  is	
  brand?	
  
First…
A	
  strong	
  brand	
  creates	
  compe55ve	
  
A strong brand creates competitive advantage



   advantage	
  
Brands	
  are	
  defined	
  by	
  a	
  customer’s	
  
Brands are defined by a customer’s experience



   experience	
  
User experience now has a greater influence on the brand
User experience now has a greater influence on
the brand




                                     As of Dec 2011, Facebook received 2.7
                                     billion likes and comments per day.
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
Software is different
Many companies are now software makers
Many companies are now software makers
                                         GE is now the 14th largest
 +  GE                                   software provider in the world
 +  Thomson Reuters

 +  NetApp
SoFware	
  is	
  not	
  fashion	
  
Software is not fashion




                                    http://www.flickr.com/photos/ham-hock/3698805401/
Visual design sets expectations, but experience must deliver
Visual	
  design	
  sets	
  expecta5ons,	
  but	
  the	
  
experience	
  must	
  deliver	
  
Software needs to feel timeless
Software needs to feel timeless




              2001                2009
Digital products are more complex
Digital products are more complex
The visual system must be more precise
There	
  are	
  fewer	
  opportuni5es	
  to	
  
Fewer opportunities to present an identity



   present	
  an	
  iden5ty	
  
The identity lives in the details
The identity lives in the details
Most importantly, we’re designing for people first
But	
  too	
  much	
  personality	
  interferes	
  with	
  the	
  
experience	
  
Screens are smaller
Screens	
  are	
  smaller	
  and	
  projected	
  to	
  overtake	
  
larger	
  screens	
  in	
  the	
  next	
  few	
  years	
  
The	
  interface	
  is	
  fading	
  
The interface is fading




                                          www.flickr.com/photos/kjd/537496939/
Mo5on	
  and	
  interac5on	
  now	
  have	
  
Interactions + motion have greater influence on the experience



   greater	
  influence	
  on	
  the	
  experience	
  
   (Clear	
  app)	
  
Defining and creating a
memorable experience
First,	
  you	
  must	
  understand	
  
Understand the problem




Business objectives      User needs          Brand guidelines
Workshops help define the experience more vividly
Images bring life to the conversation and guide an ideal experience
The experience is defined

The experience is defined
Why is this different?
Brand messaging is one-way communication.
Experience attributes consider the customer’s
                                   User needs
perspective and context and is two-way
                                   + context
communication
  Brand messaging




                         Business goals
Explore	
  the	
  visual	
  language	
  
Explore the visual language
Ini5al	
  impressions	
  
Ini5al	
  impressions	
  
Abstract	
  visual	
  studies	
  from	
  behavior	
  
Abstract visual studies from real behavior
Explore	
  iden5ty	
  in	
  context	
  
We’re creating identities for the interface
Explore	
  the	
  behavioral	
  language	
  
Explore the behavioral language
Signature	
  interac5ons	
  can	
  
Signature interactions can differentiate and add delight



   differen5ate	
  and	
  delight	
  
Customers	
  remember,	
  and	
  share	
  the	
  
Amazingly good                Amazingly bad



   amazingly	
  good	
  and	
  amazingly	
  bad	
  
   experiences	
  




                                          www.flickr.com/photos/cote/4675658738/
Design patterns aren’t memorable
Conflict	
  between	
  unique	
  and	
  usable	
  
Conflict between unique vs. usable
How	
  to	
  create	
  signature	
  interac5ons	
  
Signature interaction: core experience, generate as a team, style, prototype
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	
  
It’s	
  easy	
  to	
  be	
  different,	
  but	
  it’s	
  
difficult	
  to	
  be	
  beYer	
  
Connecting with
customers
Only	
  a	
  deep	
  understanding	
  of	
  our	
  customers	
  builds	
  passion	
  and	
  brand	
  loyalty	
  
 Only a deep understanding of our customers
 builds passion and brand loyalty
Inspira5on	
  from	
  ecosystems	
  and	
  permaculture	
  




                          Permaculture help designers model a final design
                          based on an observation of how ecosystems interact.
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.
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.
Let’s	
  look	
  at	
  an	
  organiza5on	
  
     Let’s	
  look	
  at	
  an	
  organiza5on	
  
Many	
  of	
  us	
  are	
   organiza5on	
  
Let’s	
  look	
  at	
  an	
  stuck	
  in	
  the	
  middle	
  
      Many	
  of	
  us	
  are	
  stuck	
  in	
  the	
  middle	
  
This	
  was	
  especially	
  true	
  of	
  engineers	
  
     This	
  was	
  especially	
  true	
  of	
  engineers	
  
All	
  the	
  ac5on	
  is	
  happening	
  at	
  the	
  edges	
  of	
  your	
  organiza5on	
  
     All	
  the	
  ac5on	
  is	
  happening	
  on	
  the	
  
     edges	
  
Effec5ve	
  product	
  teams	
  operate	
  close	
  to	
  the	
  edge	
  
     Effec5ve	
  product	
  teams	
  in	
  large	
  
     companies	
  operate	
  closer	
  to	
  the	
  edge	
  
Touchpoints	
  are	
  at	
  the	
  edges	
  
     Touchpoints	
  are	
  at	
  the	
  edges	
  
The	
  center	
  is	
  blind	
  to	
  the	
  edges	
  
      Staying	
  in	
  the	
  center	
  keeps	
  you	
  blind	
  
And	
  tensions	
  grow	
  between	
  marke5ng	
  and	
  product	
  teams	
  
    And	
  tensions	
  grow	
  between	
  marke5ng	
  
    and	
  product	
  teams	
  
Brand	
  guidelines	
  are	
  centrally	
  created	
  
     Brand	
  guidelines	
  are	
  center-­‐focused	
  
Surveys	
  are	
  narrowly	
  focused	
  
     Surveys	
  are	
  narrow	
  views	
  
TiVo’s	
  survey	
  doesn’t	
  collect	
  insight	
  of	
  what	
  I	
  want	
  or	
  need	
  
Marke5ng	
  segmenta5on	
  is	
  sales-­‐driven	
  
    Market	
  segmenta5on	
  tools	
  are	
  sales-­‐
    focused	
  even	
  if	
  personas	
  are	
  created	
  
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	
  
And	
  focus	
  groups	
  are	
  just	
  one	
  big	
  party	
  in	
  the	
  middle	
  
      And	
  focus	
  groups	
  are	
  just	
  one	
  big	
  
      party	
  in	
  the	
  center	
  
Even	
  social	
  media	
  is	
  a	
  thin	
  connec5on	
  to	
  the	
  outside	
  
     Even	
  social	
  media	
  is	
  a	
  fabricated	
  
     connec5on	
  between	
  a	
  company	
  and	
  
     customers	
  
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	
  
Seeing	
  is	
  believing	
  
     Seeing	
  is	
  believing	
  
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	
  
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	
  
And	
  if	
  you	
  value	
  the	
  margins	
  your	
  organiza5on	
  will	
  innovate	
  
 And	
  have	
  greater	
  influence	
  on	
  the	
  experience	
  of	
  
 each	
  product	
  
Creating a culture of user
experience in your company
through leadership
What it takes
What it takes

 1.    Leadership

 2.    Process
 3.    Principles

 4.    Tools

 5.    People

 6.    Education

 7.    Collaboration

 8.    Communication
Change is hard! Metro has taken years of effort
Change	
  is	
  hard	
  (is	
  there	
  a	
  willingness	
  to	
  change?)	
  
Execu5ves	
  are	
  more	
  involved	
  
Executives see the value in UX
We need UX leaders to transform companies

User	
  experience	
  needs	
  leadership	
  
Design principles foster change
Design	
  principles	
  foster	
  change	
  
Why design matters




                     Video credit: Energy Energy
Principles are used everywhere: UX, HR, training, legal, ID badges
 Principles	
  are	
  now	
  everywhere	
  at	
  Citrix	
  
•  Onboard	
  training	
  
•  Legal	
  
•  Etc.	
  
Mark Templeton, Citrix’s CEO, speaks of their importance regularly




•  Onboard	
  training	
  
•  Legal	
  
•  Etc.	
  
The results for Citrix
UI	
  guidelines	
  inspire	
  people	
  to	
  adopt	
  a	
  
UI guidelines can inspire product teams to adopt a new system



   new	
  system	
  
Development	
  tools	
  are	
  cri5cal	
  to	
  craFing	
  the	
  right	
  experience	
  
     Development	
  tools	
  are	
  most	
  useful	
  
Standards	
  improve	
  the	
  baseline	
  expecta5ons	
  and	
  share	
  design	
  ra5onale	
  
    Standards	
  improve	
  the	
  baseline	
  
    expecta5ons	
  and	
  share	
  design	
  
    ra5onale	
  
But,	
  standards	
  can	
  be	
  one	
  of	
  the	
  biggest	
  obstacles	
  to	
  innova5on	
  
Prac5ce	
  Fusion’s	
  web-­‐based	
  EMR	
  
Give	
  teams	
  freedom	
  to	
  change	
  
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	
  
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	
  
A	
  process	
  driven	
  by	
  the	
  edges	
  increases	
  the	
  chance	
  of	
  success	
  
     A	
  process	
  designed	
  with	
  users	
  in	
  mind	
  
     increases	
  the	
  chance	
  of	
  success	
  
A	
  process	
  driven	
  by	
  the	
  edges	
  increases	
  the	
  chance	
  of	
  success	
  
     A	
  process	
  designed	
  with	
  users	
  in	
  mind	
  
     increases	
  the	
  chance	
  of	
  success	
  
The	
  iPad	
  design	
  is	
  now	
  influencing	
  their	
  web	
  soFware	
  
A few things to
remember…
Value the margins of
your organization
Visit the edges to
understand user needs
Stop championing your brand,
start championing your user
Drive your brand through
user experience.
› Continue the conversation…

@nickmyer5
#SXvisuibrand
cooper.com/journal
Contact Cooper for strategy + design



 User research, domain    Product strategy and   Interaction design
 Research, and analysis   service strategy       and service design




Visual design             Prototyping and        Education and
and branding              development            mentoring


                                                                 +1 415 267 3500
                                                            business@cooper.com

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SXSW 2012: The visual interface is now your brand

  • 1. The visual interface is now your brand › Nick Myers @nickmyer5 #SXvisuibrand
  • 2. What  I’ll be talking about Visual design and the interface How to create unique digital experiences Engaging customers How user experience can influence the brand
  • 3. More customer interactions are now digital More customer interactions are now digital
  • 4. User experiences have improved User 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 respond to 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 brand User experience now has a greater influence on the 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
  • 19. Many companies are now software makers Many 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 deliver Visual  design  sets  expecta5ons,  but  the   experience  must  deliver  
  • 22. Software needs to feel timeless Software needs to feel timeless 2001 2009
  • 23. Digital products are more complex Digital 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 details The identity lives in the details
  • 27. Most importantly, we’re designing for people first But  too  much  personality  interferes  with  the   experience  
  • 28. Screens are smaller Screens  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 a memorable experience
  • 32. First,  you  must  understand   Understand the problem Business 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 defined The experience is defined
  • 36. Why is this different? Brand messaging is one-way communication. Experience attributes consider the customer’s User needs perspective and context and is two-way + context communication 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/
  • 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  
  • 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 user experience in your company through leadership
  • 75. What it takes What 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 effort Change  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 companies User  experience  needs  leadership  
  • 79. Design principles foster change Design  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  
  • 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 to remember…
  • 96. Value the margins of your organization
  • 97. Visit the edges to understand user needs
  • 98. Stop championing your brand, start championing your user
  • 99. Drive your brand through user experience.
  • 101. Contact Cooper for strategy + design User research, domain Product strategy and Interaction design Research, and analysis service strategy and service design Visual design Prototyping and Education and and branding development mentoring +1 415 267 3500 business@cooper.com

Editor's Notes

  1. My name is Nick Myers, I’m a managingdirector at Cooper.I’m here to talk about how:The interface is now your brand.
  2. I’d like to talk to you today about the current challenges we face today: Considerations for visual design as it applies to the interface; How user experience can influence your brand; How we can create better experiences by connecting better with users and customers; And wrap up with some ideas for creating unique and memorable experiences.
  3. The digital world has changed at a wicked pace.More customer interactions are now digital. Software serves us everywhere. User experience design influences more of these interactions every day. And a company’s brand sits at the center of this change.
  4. Computers used to be clunky, large, uninviting and complex.
  5. Now we use simpler, more useful products that do some magical things like connecting with people over video chat when we can’t be there in person. The bar has been raised and we’re now living in a future we didn’t imagine possible many years ago.
  6. This is my wife, Caroline and here she is connecting with family and friends in her home town for her own baby shower she couldn’t attend. It was pretty amazing to see her participate in a way that wasn’t imaginable just ten years ago. As a result of these innovations she now has very high standards for these technical products.She hates how TiVo doesn’t record her programs right. Her Dell laptop seems to break all the time. She even hates her iPhone. Whenever her iPhone fails, she blames me, “You designer people need to fix the user experience.” she says or “you need to tell your people.” I kindly remind her that I didn’t invent the iPhone, as much as I’d like to say I did, but she doesn’t care.
  7. It’s not just my wife though.We see it in many industries at Cooper: new professionals entering the field such as doctors, nurses, financial advisors, IT admins, employees in large companies expect more.
  8. Just last year a poll conducted with mobile phone users found that 71% of users expected mobile websites to load as fast as or faster than their home computers. Just think about that for a moment. Isn’t it amazing how far we’ve come? And yet, we’re still not satisfied. Amazing.Source: http://www.compuware.com/d/release/592528/new-study-reveals-the-mobile-web-disappoints-global-consumers
  9. This is largely because our expectations are being redefined every day. What was one exceeding our highest expectations are now meeting our basic needs lower in the pyramid. And so we have to now aim higher on the pyramid.Source: http://www.smashingmagazine.com/2010/04/26/designing-for-a-hierarchy-of-needs/
  10. There are now more than 500,000 apps in the App store and that’s just for oneplatform. Less than 100 of those apps appear on the iTunes homepage at any one time. Unless you have heavy investment you need a great product with a great user experience to be noticed.http://www.wired.com/gadgetlab/2011/05/app-store-500k/
  11. Companies believe that user experience is important thanks to the achievements of companies like Apple. Everyone wants the iPhone of their industry. Design is now more strategic but companies haven’t figured out how to drive their brand through user experience or truly differentiate in this new world.
  12. How do we respond to higher expectations, bigger challenges, and also stand out?
  13. Before we consider these questions, it’s worth defining what brand means…
  14. David Aaker, a professor at Haas and leader in brand strategy says, “A company’s brand is the primary source of its competitive advantage.”
  15. The folks at Lippincott Mercer say, That it’s the sum of the customer’s experience with relevant products or company.
  16. So a customer’s experience defines the brand. As more customer interactions become digital we have greater influence on the brand perception.And if that experience is handled well, it can become a key factor in elevating your brand.Consider the formidable Facebook like button. Potentially the most lucrative icon ever created. According to Facebook’s recent IPO, in Dec 2011, Facebook received an average of 2.7 billions likes and comments per day.
  17. Next, I’m going to talk about these four factors that can elevate your brand in the digital world: Software is different from other forms of media; In this competitive landscape we need new methods to stand out; Organizations need to really understand who their customers at a deeper level; User experience should influence brand.
  18. Software is different.
  19. Many companies are now software makers. GE is one such company that has transitioned to become one of the biggest software makers in the world.
  20. Software isn’t fashion. Visual design has purpose in software design. It must support the behavior.
  21. And the experience must deliver or else people will leave.
  22. Software should be designed with an eye towards timelessness. It often takes at least 18 months to be built. And some software lives without an update for up to 20 years.
  23. Digital products are often more complex and dense. Designers need a greater understanding of the product to be successful and provide value.
  24. With added complexity, we must rely on a strong visual system, clear visual hierarchy, and organized information.
  25. There are fewer opportunities to present a visual identity.
  26. A software’s identity lives in the detailsThe design can be more unique when focused on the minute elements like: icons, controls, texture, interactions, and the edges. We don’t always have the luxury of using typefaces, photography or color to help define a brand and we deal with more constraints.
  27. Most importantly, we’re designing for people first. That means understanding the needs of the people using our products and their goals.
  28. Screens are getting smaller. There’s less space to work with.
  29. With the change to more gesture-based interfaces we’re losing even more chance to create a visible identity.
  30. Meaning interactions and motion have more influence over the emotional experience.
  31. Let’s talk next about creating a memorable experience with software.
  32. As designers, we can’t create a great experience without first fully understanding the problem. Understand the company’s business goals and opportunities, user needs, and the company’s existing brand goals.But the conversation is not rich enough to create a unique experience.
  33. For our clients, workshops can facilitate conversations about the experience for those not comfortable answering blank questions about visualdesign and interaction design.We show images of software products, brands, and other experiences and ask people to rate the ones that they most want to be like or not be like.
  34. This helps the team to discuss what attributes are inherent in these other experiences that are meaningful for the experience we’re defining. The end result is often a huge cloud of ideas and words that sit on a spectrum from a poor experience to an ideal experience. The examples aren’t really what’s important. It’s the output of the discussion, the words, that help us define the experience.It brings teams together to learn and provide input to the experience. What I love most about this workshop is the connections that are made between people in product teams and marketing.Video: https://vimeo.com/37285340
  35. The understanding we gain can help us define an ideal future-looking experience for our users and customers. Here’s an example of an experience attributes cloud that essentially drives the visual strategy, interaction design, and industrial design. These themes capture big ideas the experience should convey.The goal is to find a small set of words that are both meaningful, concise and authentic. Even with a small set of attributes it’s difficult to be all things equally. Usually just one idea stands above the rest.The attributes are principles that direct both the visual design, interaction design and industrial design where appropriate. There are many ways to represent visual design, there are even different ways to reflect interaction design and this guidance will help the team explore the experience.
  36. Brand messaging is one-way communication. Experience attributes consider the customer’s perspective and context and is two-way communication.
  37. Here are some examples of visual studies. Note the elements are different in these examples. The interface components are more reflective of the type of interface that this is likely to represent. Still these are abstracted screens.
  38. And another collection of studies for an online retail service for home renovation and decoration. We explore the visual language early in our design process that center around the experience attributes.
  39. The study leans more towards being quick and bold.
  40. But what’s key here is that we’re exploring the brand and it’s application to the interface. This is a new way of designing identity systems.And we’re exploring better ways for customers to interact with brands.
  41. And we’re creating a new brand language of behavior.
  42. Signature interactions now influence a product’s identity. Interactions are becoming memorable.Coverflow is a great example of a signature interaction. It’s commonly recognized as an Apple invention and is used in numerous products and applications. Other companies have used this same interaction pattern but customers perceive this as unimaginative. It’s now an Apple signature interaction.
  43. Why are these memorable? We must think of them in terms of experiences. Customers remember amazingly good experiences and amazingly bad experiences. Signature interactions help products be more memorable.
  44. While design patterns are useful for design and establishing a system they’re not memorable.
  45. Signature interactions can be more difficult to use but they create enjoyment and desire.Myfriend bought a mini last year and gave me a ride home one night. Inside her car roof, she has mood lighting that changes color like it’s the inside of a nightclub. My friend was excited about the lights but recognized that it might be a bit distracting while driving.
  46. Here are some example signature interactions that I quickly collected. Some of them are very familiar, some may be new. Some of them are very unique in behavior.Some are less unique interactions but have been designed in a visually unique way.Video: https://vimeo.com/37642114
  47. Remember:We now have to aim for the top of the needs pyramid. You can’t meet the creative need if the foundations aren’t met.
  48. The worst thing for you to take away from this presentation is to go home and start creating wacky ideas. The point is to get the foundation right first. Then you can leverage a usable product and elevate the experience to something people will fall in love with.
  49. And to truly do that you need to understand the essence of the people you’re helping.
  50. I’ve touched on this several times already but I want to explore this topic with you further today because I think it’s critical to how companies need to operate to hit that summit. Time and again I don’t see companies do enough to understand who their customers and users are. It’s one of the most effective ways to leapfrog your competition.
  51. I’ve been working with product teams, marketing teams and users for a long time at Cooper and I want to share some observations. I’m going to draw from principles from permaculture to share theseobservations. I’m not much of a gardener but when I started reading about this I got excited. In the 70s, Holmgren created 12 design principles for permaculture.Permaculture on Wikipedia: http://en.wikipedia.org/wiki/PermacultureHolmgren’s 12 design principles: http://en.wikipedia.org/wiki/Permaculture#Holmgren.27s_12_design_principles(while I didn’t address this in this talk, it’s also worth reading about “Communities of Practice” where I first heard about this)
  52. Permaculture, or permanent culture, is a system design tool for creating better environments.
  53. One of these principles resonates perfectly. Here it is:“Use the edges and value the marginal: The interface between things is where the most interesting events take place.”It’s quite astonishing that that he used the term “interface” 50 years ago not knowing the kind of meaning it has today.Two things stand out about this principle.Product teams for admired companies are working at the edges and propelling their company the fastest.The interesting insights you’ll observe are at the interface between you and you customers. The touchpoints.Holmgren's 12 design principlesThe core of permaculture has always been in supplying a design toolkit for human habitation. This toolkit helps the designer to model a final design based on an observation of how ecosystems interact.Observe and interact: By taking time to engage with nature we can design solutions that suit our particular situation.Catch and store energy: By developing systems that collect resources at peak abundance, we can use them in times of need.Obtain a yield: Ensure that you are getting truly useful rewards as part of the work that you are doing.Apply self-regulation and accept feedback: We need to discourage inappropriate activity to ensure that systems can continue to function well.Use and value renewable resources and services: Make the best use of nature's abundance to reduce our consumptive behavior and dependence on non-renewable resources.Produce no waste: By valuing and making use of all the resources that are available to us, nothing goes to waste.Design from patterns to details: By stepping back, we can observe patterns in nature and society. These can form the backbone of our designs, with the details filled in as we go.Integrate rather than segregate: By putting the right things in the right place, relationships develop between those things and they work together to support each other.Use small and slow solutions: Small and slow systems are easier to maintain than big ones, making better use of local resources and producing more sustainable outcomes.Use and value diversity: Diversity reduces vulnerability to a variety of threats and takes advantage of the unique nature of the environment in which it resides.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.Creatively use and respond to change: We can have a positive impact on inevitable change by carefully observing, and then intervening at the right time.
  54. Asan outsider, this is how I often experience an organization. From my earlier diagram, the brand sits at the center.
  55. A vast majority of people are working in the center away from the edges.
  56. This was especially true of engineers and Alan wrote about this in the phenomenal book, the Inmates are Running the Asylum many years ago.
  57. But all the interesting stuff, the action, is happening at the interface between each company and its customers.
  58. We are improving. Effective teams are operating closer to the edge and have a better sense for the interface.
  59. All these touchpoints are at the edges. Where the interfacing is happening.
  60. But the center is blind to the edges. It has no truly deep sense for what’s happening outside. And more often than not I see more marketing and branding teams right in the middle there.
  61. And then I observe these tensions between product teams and marketing teams. Product teams feel they know their customers better than anyone else in the company. And they need to speak differently to them. And they want to create something different. And that’s often true. And marketing teams get to see a broad view of their organization, want to create a unified experience, but don’t know how to balance it against user goals. These are both very valid points of view.
  62. The problem with brand guidelines is that they’re centrally focused. Savvy people know it’s not just about your logo. It’s also true that you design the identity at the touchpoints, but most companies haven’t transformed into thinking this way yet. And at best, the brand guidelines make our websites, intranets, advertising and traditional media look right but ignore the majority of customer interfaces.
  63. Surveys give us only a glimpse into a small part of our customers’ lives. Instead, I see marketing teams use surveys, which are useful, but limited because they only help us know what people are interested in. They don’t help us understand who our users are and what truly motivates them. They help us understand what people want but they don’t help us understand the why or how. These questions are critical to creating better experiences.
  64. TiVo sends me a survey frequently but it generally asked me the same questions every time. Questions that are basic, mostly demographic, and not useful for product teams. And I’ve stopped filling them out knowing that I’m not going to win that $500 Amazon certificate.
  65. Additionally,Marketing is often concentrated on outreach. This is where they’re truly hitting the edges. But it’s only one part of the lifecycle so again tools like marketing segmentation only share a small view into they people they serve during only a small fraction of where customers interface with a company.
  66. A lot of companies conduct usability testing to guide their designs. But users often enter a fabricated lab that’s not a real environment. And test out products that are faked experiences. I believe strongly in usability testing. But it’s a centralized approach that’s good for validation, not for understanding people nor creating new, innovative products or services.
  67. And focus groups are just one big party in the middle. Again, happening very close to the middle where users are asked their opinion about designs. There are many downfalls with this approach and again it doesn’t lead to breakthroughs.
  68. Social media has opened a lot of communication. Companies are doing a great deal to engage customers in 140 character conversation. But there’s still so much not being seen at the edges.
  69. Everyone needs to reach outside, meet customers, observe them. We’ve been preaching this to programmers and product teams for years. I’ve been preaching for designers and visual designers to do more research. Now, I’m asking for marketers and brand leaders to do the same. I think this will help organizations operate a lot more effectively and design much better experiences.
  70. I’ll always remember a project I worked on to create a telehealth system for sick patients at home. Most of them were elderly. And I’ll tell you, it was a very humbling experience. We visited home after home of participants who kept huge clusters of medicine. Many felt overwhelmed with instructions. Many were simply lonely and wanted to maintain connections to the outside world. Most people want to be treated with respect. Seeing is believing and there’s really no alternative method that could bring you close to understanding the needs of these people.
  71. Personas’ true value is to bring focus to your organization about what’s important to your customers.
  72. If you truly understand your users’ needs you can transform your business and create new industries.
  73. And if you value the margins your organization will innovate.
  74. Creating a culture of UX takes a lot.
  75. And change is really really hard. Microsoft’s metro design was first seen in 2006 in the Zune. It’s taken 6 years to hit the desktop. And they still have a long way to go.
  76. Mark Templeton is CEO of Citrix and he believes strongly in design.About 4 years ago he asked Catherine Courage to join him as VP of user experience.
  77. And hiring Catherine high up in the organization began a shift in the company’s culture. And now that design is considered strategic it’s the responsibility of designers to step up and move their companies forward like Catherine’s been doing at Citrix.
  78. She’s had many successes but one of them is truly impressive and something that I’m proud to have worked with her on. We created 5 design principles with Citrix that clearly communicate the value of design to Citrix. This was based on many workshops, lots of conversations and research across Citrix worldwide.
  79. Of the many outcomes, Citrix created a video of the principles to broadcast why design matters.The video was created by Energy Energy: http://www.youtube.com/watch?v=CJT340fooKA
  80. The principles are used everywhere at Citrix. We initially imagined them on posters, in communication. But their visibility grew and employees started making their own videos of products they loved. The principles show up on their security badges to remind everyone every day about their importance. And employees are trained on the importance of the principles. Even their legal teams use them to guide their work. True transformation has happened with the culture thanks to the leadership of Catherine and her team.
  81. Mark has outlined design as one of his three top goals for the company the last three years. That’s really significant.
  82. The Citrix product design team has grown significantly in the last three years to about 80 people.And Citrix has nearly doubled in share price since 2009. And Citrix products are winning awards.
  83. We also created a UI system for Citrix.Thisis something we do for a lot of companies to define their unified system. They’re a very affective way to improve the overall brand perception of your company through interfaces. But I think we can do better.
  84. Development tools are essential.Wecare deeply about the details and that means crafting the details of the code. Without attention to detail there’s a lot less value to the design.
  85. And standards help improve the baseline. I love standards, I love consistency.
  86. But they’re truly one of the biggest obstacles to innovation.Brandguidelines, visual guidelines, standards, can be used to manage the edges. If the groups at the edges are not able to innovate then we get nowhere. For example, we began working with a company in the last year. They’re positioned as passionate, innovative. And their main typeface is Arial. No questions asked. We must use that. I’m not a type snob like some. I love typefaces but have learned to be a bit more pragmatic with their use in digital design. But Arial is a font that not only doesn’t reflect their brand but speaks to the risks standards can bring.
  87. The other story I’d like to talk about is Practice Fusion. They’re a company that delivers a web-based EMR to physicians across the country. Here’s their web-based product.
  88. They’re doing amazing things here lead their company from the edges and through user experience design. Paul Willard, their chief marketing officer, first came to us and said he wanted us to create an iPad app that would be disruptive. And disrupt his web product. My first thought was wow, awesome. My second thought was, oh shit.
  89. And Ryan Howard, their CEO collaborated heavily with us and the whole team to define the new product.
  90. The marketing leaders were heavily engaged in the direction of the experience.
  91. A process driven at the edges increases the chance of connecting with customers and building experiences they love.Video: https://vimeo.com/34875856
  92. The result has been impressive. Doctors loved the new iPad app. And it’s now influencing Practice Fusion’s other products.
  93. In closing. A few things to remember.
  94. Value the margins of your organization.
  95. Visit the edges to understand user needs.
  96. Stop championing your brand, start championing your user.
  97. Drive your brand through user experience.
  98. I hope you enjoyed it.You can find me on twitter (@nickmyer5) or via the Cooper journal (www.cooper.com/journal).You can also follow Cooper via our twitter feed (@cooper).