Brand loves UX: create cohesive experiences by beyond channels & touchpoints. TAKEAWAYS: 1. How to capture and communicate your brand core in a concise way 2. Express imagined user experiences tangible and vividly within 10 minutes 3. Transform your UX practice to make your brand come alive across touchpoints

1. BRAND loves UX
create COHESIVE experiences by designing
beyond CHANNELS & touchpointS
Flin Nortier UX Director @ Soda Studio
Ramon Schreuder Design Strategist @ Moving Interaction

2. many brand experiences feel broken
@flin84@movinteraction

3. “Warm and welcoming is who we are.”
- United airlines
#1

4. https://edition.cnn.com/2017/04/10/travel/passenger-removed-united-flight-trnd/index.html
“Warm and welcoming is who we are.”
- United airlines
@flin84@movinteraction

5. Uninviting app
home screen
Overpromising
entertainment button
blocked by paywall
“Traveling with us?
Figure it out by
yourself.”
@flin84@movinteraction

6. “Warm and welcoming is who we are.”
- United airlines
#1

7. “We strive to surpass clients’
expectations (always)”
- Barclays
#2

8. Users certainly won’t expect
to be asked for their location
upon landing on home page
Screaming the
brand opposite
Two whirls =
over delivering?
@flin84@movinteraction

9. “We strive to surpass clients’
expectations (always)”
- Barclays
#2

10. let’s see if you’re able
to guess the brand…
#3
“we’re on a quest for excellence.”

11. - L’Oreal
No signs of refined design or best
practices – let alone excellence
Internal branding often
sets the example
@flin84@movinteraction

12. That’s right,
it’s L’Oreal
“we’re on a quest for excellence.”
#3

13. Can’T WE DO THIS better?
YES, WE can!

14. interacting with a STRONG brand is like
reading a GOOD story — whether it’s a
landing page, PHYSICAL STORE, AIRPLANE,
app SCREEN, newsletter or chatbot…
@flin84@movinteraction

15. IF EVERY brand IS A STORY;
every interACTION IS a storyline
@flin84@movinteraction

16. PSSST….
We hope you’ll understand thAT we cannot put the full
workshop contents online :) But if you’ve followed our
workshop this will hopefully refresh your memory.
And if you didn’t yet… Then We hope you’re getting
excited to join US sometime!

17. for great UX
= GREAT STORIES
three ESSENTIAL STEPS
1. know your brand core
2. communicate values in tone,
visual And product
3. MAP the full journey
In the next slides, we’ll focus on the second
step, and analyse several well-executed (and
probably familiar) examples
@flin84@movinteraction

18. Reliable + PREMIUM + personal

19. Tone
Treat every moment as a plot line in
your story – especially a “dialogue”
Explore the journey beyond
touchpoints you own
@flin84@movinteraction

20. Visual
Logo redesign celebrates
original values
Visual style and content hierarchy
instantly communicate values
@flin84@movinteraction

21. Product
Founder shares updated
strategy & business model
@flin84@movinteraction

22. TransparenT + instant

23. Brand design has
‘transparent’ feel
Transparent product:
no conflict of interest
Instant instant
@flin84@movinteraction

24. Superlative of
transparency: open it up
Instant application, AI claim
approval and payment
@flin84@movinteraction

25. Fun + FRESH

26. Clear values will HOLD UP in detailS…
A playful welcome upon
tapping to sign upLet’s keep it barebone,
text is boring anyway
Tone
@flin84@movinteraction

27. ACROSS TOUCHPOINTS… Visual
@flin84@movinteraction

28. …AND in unexpected channels. Product
@flin84@movinteraction

29. IF EVERY BRAND IS A STORY,
EVERY interaction SHOULD
ADD MEANING TO THAT STORY
@flin84@movinteraction

30. It’s up to us To make sure that
those stories are clear,
interesting, human and… alive.
@flin84@movinteraction

31. Expressing values in your UX
will make your BRAND come alive
Take home message
@flin84@movinteraction

32. LEARN MORE IN OUR FULL WORKSHOP…
Gentle warning! This is gonna be about
a lot more than just visual style, brand
personality and tone-of-voice.
We will give you a hands-on method to
improve your UX from the roots up.
1. capture your brand CORE
2. practice communicating values
3. Sketch better flows & screenS
@flin84@movinteraction

33. SORRY, TIME’S UP!
We hope you’ll understand thAT we cannot put the full
workshop contents online :) BBut if you followed the
workshop this Hopefully refreshed your memory.
And if you didn’t yet… Then We hope you’re getting
excited to join US sometime!

34. Flin Nortier UX Director @ Soda Studio
Ramon Schreuder Design Strategist @ Moving Interaction @flin84@movinteraction
BRAND loves UX
create COHESIVE experiences by designing
beyond CHANNELS & touchpointS