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The visual interface
is now your brand
› Nick Myers
  @nickmyer5



 TODAY’S CHALLENGES : VISUAL INTERFACE CONSIDERATIONS : IDEAS FOR CREATING MEMORABILITY : COLLABORATING WITH EXECS
More customer interactions are now digital
Expectations are now higher
Expectations are now higher
User experiences have improved
Products are now more usable




RIP FLIP
Competition is now greater. “Intuitive” is not a differentiator




                                                                 www.flickr.com/photos/retrocactus/4949516534/
Design is more strategic
How do we respond
to higher expectations,
massive challenges,
and also stand out?
First…
A strong brand creates competitive advantage
Brands are defined by a customer’s experience
We now have greater influence on the brand
Considerations for
visual interface design
Software is not fashion




                          http://www.flickr.com/photos/ham-hock/3698805401/
Software needs to feel timeless




              2001                2009
Digital products are more complex
The visual system must be more precise
Fewer opportunities to present an identity
The identity lives in the details
To master the details we must understand physical form




                                                         www.flickr.com/photos/daunphilipp/74231709/
We should understand light, shadow, and material
But these ideas need not be overused
The visual design should reflect the experience
Screens are smaller
The interface is fading. Interactions, motion have greater influence on the experience




                                                                       www.flickr.com/photos/kjd/537496939/
Defining and creating a
memorable experience
Understand




Business objectives   User needs   Brand guidelines
A workshop helps define the experience more vividly
Examples bring life to the conversation
Everyone agrees to an ideal experience
The experience is defined
Explore the visual language
Ini%al	
  impressions	
  
Explore identity in context
Abstract visual studies from real behavior
Signature interactions can differentiate and add delight
Amazingly good                                         Amazingly bad




www.flickr.com/photos/dennis_goedegebuure/5106346683/              www.flickr.com/photos/cote/4675658738/
Design	
  pa1erns	
  aren’t	
  memorable	
  
Conflict between unique vs. usable
Signature interaction: core experience, generate as a team, style, prototype
Visual designers
need to be more
strategic
Executives are more involved




                               www.flickr.com/photos/15918528@N00/3639993517/
Interview them early




                       www.flickr.com/photos/reneeanddolan/655727824/
Use personas to reduce subjectivity
Use experience attributes to maintain focus
Sell your idea, share the story

Sell	
  what’s	
  great	
  about	
  it	
  
Closing thought
› Continue the conversation

@nickmyer5
@cooper
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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The visual interface is now your brand