This presentation, on the intersection of branding and user experience, was delivered to students and faculty at the Indiana University School of Informatics on November 13, 2009

1. BRAND
EXPERIENCE
DESIGN

2. A Bit About Me
• Father and Dad to Scout, Daisy, and Indiana
• President of Kristian Andersen + Associates
• Founder of Pathagility
• Founder of TinderBox
• Founder of Gravity Ventures
• Lives in Arkansas, works in Indy

4. What Is Experience Design?
The practice of designing products,
processes, services, events, and environments
- based on the consideration of an individual’s
or group’s needs, desires, beliefs, knowledge,
skills, experiences, and perceptions.

5. "The product is the brand. You build
brand in our industry through the
product and the experience."
—Jim Wicks, Motorola, 2006

6. What I Believe
The interface is the product is the brand is
the experience is the interface.

7. Who Designs Experiences?
VISUAL DESIGNERS INTERACTION DESIGNERS
INTERFACE DESIGNERS INFORMATION ARCHITECTS
SOFTWARE DEVELOPERS PRODUCT MANAGERS
BRAND MANAGERS COPY WRITERS
CUSTOMER SUPPORT SALES REPRESENTATIVES
CEO / CMO / MANAGERS USERS / CUSTOMERS

8. UX IS LESS OF A
DISCIPLINE AND
MORE OF A
PHILOSOPHY

9. “At best, User Experience is a
common awareness, a thread that ties
together people from different
disciplines who care about good
design, and who realize that today’s
increasingly complex design
challenges require the synthesis of
different varieties of design
expertise.”
Lou Rosenfeld
UX book publisher at Rosenfeld Media

10. UX + Brand Strategy
A customers’ perception of a brand is driven,
in large part, by the experience manifest in all
customer touch points.
The brand is represented by all customer touch points –
retail, sales, product, utilization, support, etc.
The experience is comprised of all customer touch points –
retail, sales, product, utilization, support, etc.

11. “UX isn’t a layer or component of a
product or service. It’s really about
the design of whole systems and their
interconnections.”
Andrew Hinton
Sr. Information Architect at Vanguard

12. THE BUSINESS OF
UX – IS BUSINESS.

13. UX + Value Proposition
The Value Proposition is the reason why
customers turn to one company over another.
It solves the customers problem or satisfies a
customer need.
• UX helps discover it.
• UX helps define it.
• UX helps design it.
• UX helps deliver it.

14. UX TRANSCENDS
SOFTWARE

15. Experience-as-a-Service
Services represent between 60% - 70% of GDP of
most industrialized nations.
Increasingly products are being combined with
services. Experience design must account for both.
Services have interfaces and someone has to design
them.

16. SOME WORK

17. The truth about
how your body works,
and how you can
gain control over
your weight, energy
and happiness.
A
by John Porten
FEW
SIMPLE
FACTS

19. Twitter: kristianindy
eMail: kristian@kaplusa.com
LinkedIn: linkedin.com/in/kandersen1
Web: kaplusa.com