Talk by Charles Goran, T-Mobile, given at Device Design Day 2011 hosted by Kicker Studio. How to revitalize a product that has brand loyalty but has lost its luster. With ever changing brand and device positioning strategies, we are often faced with the task of product reinvention or evolution. We will discuss strategies to evolve a product experience so that it builds on existing equities, while scaling to accommodate new goals.

10. hi fan.

11. BRAND:
A relationship with an
expectation of value.

12. VALUE:
Delivering a product that
meets the practical and
emotional needs, or
expectations.

14. The first all-in-one
wireless device.
Customers used instant
messaging more than
any other application,
including voice.

15. Jay-Z featured it in his
video "Excuse Me Miss"

16. 16

17. Technology + Lifestyle

21. the sidekick is dead.
21

24. 45%
Brand Awareness

25. DESIGN+BRAND

26. DESIGN
CONCEPT WHY
FUNCTION HOW
FORM WHAT

27. BRAND
ASPIRATION GOAL
VOICE TONE
EMOTION EXPERIENCE

28. ESIGN
CONCEPT
BRAND
ASPIRATION
FUNCTION
FORM
3+3 VOICE
EMOTION

29. DESIGN ASPIRATION
CONCEPT VOICE
EMOTION
FUNCTION
FORM

30. IMPLEMENTATION DO THIS

31. IMPLEMENTATION:
No fake “Materials” or effects.
Easy to read & understand,
strong typography.

32. 3 DESIGN PILLARS +
3 BRAND DRIVERS =
IMPLEMENTATION

33. ASPIRATION ICONIC
VOICE BOLD
EMOTION GENUINE

34. New opening mechanism, jump screen,
FUNCTION
ICONIC cloud texting , pop-up notifications
Dedicated hard keys, custom
BOLD messaging experience
Integrated messaging and social
GENUINE services, large keyboard

35. CONCEPT
ICONIC The world’s best messaging device
BOLD Big leaps forward in messaging
GENUINE Appeal to ages from 15-24
New opening mechanism, jump screen, cloud texting ,
FUNCTION
ICONIC pop-up notifications, lock screen
BOLD Dedicated hard keys, custom messaging experience
GENUINE integrated messaging and social services, large keyboard
See at a glance that it is unique, clearly differentiated,
ICONIC hardware angle
FORM
BOLD Use big shapes and angles, vibrant color, exciting
GENUINE No fake “Materials”/ effects. Easy to read, understand

36. CONCEPT
ICONIC The world’s best messaging device
PRODUCT MANAGEMENT
BOLD Big leaps forward in messaging
GENUINE Appeal to ages from 15-24
New opening mechanism, jump screen, cloud texting ,
FUNCTION
ICONIC pop-up notifications, lock screen
INTERACTION DESIGN
BOLD Dedicated hard keys, custom messaging experience
GENUINE integrated messaging and social services, large keyboard
See at a glance that it is unique, clearly differentiated,
ICONIC hardware angle
FORM
VISUAL DESIGN
BOLD Use big shapes and angles, vibrant color, exciting
GENUINE No fake “Materials”/ effects. Easy to read, understand
36

37. 3+3
FRAMEWORK
37

38. 3 DESIGN PILLARS +
3 BRAND DRIVERS =
IMPLEMENTATION
38

39. 39

40. DESIGN PILLAR BRAND DRIVERS DO STATEMENTS

41. ICONIC
BOLD
GENUINE

42. 42

43. Bold
Iconic
Genuine

45. messaging

47. messaging

49. Music &
media is
celebrated

50. 50

51. Over 30
custom
ringtones
designed
by staff &
DJ Johnny
Fiasco

57. 57

58. 58

59. Thanks to:
T-Mobile UX Team
59

60. 60