In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate. In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same. In this talk, Pieter Jongerius has brought together the worlds of fashion, touchpoint strategy and e-commerce design. It contains a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
Fashion e-commerce, branding vs conversion? Decoded Fashion London 2015Fabrique
In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate. In an increasingly online world, this imposes a problem.
In this roundtable at Decoded Fashion London 2015, Strategy director and Partner at Fabrique, Pieter Jongerius will bring together the worlds of fashion, touchpoint strategy and e-commerce design. Afterwards, you will have learnt a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
Fashion E-commerce - Branding vs. Conversion (SXSW14 talk)Pieter Jongerius
In fashion, perhaps more than anywhere else, branding is everything.
Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate.
In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same.
In this talk, Pieter Jongerius will bring together the worlds of fashion, touchpoint strategy and e-commerce design. After this talk, you will have learnt a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
Bottom up Rebranding session by Astrid Jacobs and Hans Leijdekkers on MuseumN...Fabrique
Creating a new website inevitably raises all sorts of questions about the being of your organisation. What are the characteristics of our identity? What is the core of our activities and how can we cluster them? How do the sub-brands relate?
The underlying question of all is: how to make this tangible to your audiences?
During this presentation, Hans Leijdekkers and Astrid Jacobs show how insights from the website redesign worked as a catalyst for cultural organisations like the Design Museum, RADA and Somerset House to change their overall branding and reflect on their positioning.
Love: The Secret Ingredient In Fashion E-commerce (Emerce eFashion 2015, SXSW...Fabrique
Hi All,
thanks for being at our talk or watching this presentation!
Louise Roose
Pieter Jongerius
---------------
Continuing on our 2014 talk on branding and conversion in fashion e-commerce, Louise Roose and Pieter Jongerius focused even more on the motivation and drivers that help to create delightful interactive products for fashion brands. The biggest of them all: love. The strongest of intrinsic motivations.
We share a fascination for our beautiful trade, for our tantalizing campaigns and these gorgeous products we sell. When moving into the realm of E-commerce, we can take this same love and apply it differently. The presentation is a tour around the digital landscape, discovering how love influences the quality and innovativeness of our products, and eventually our success.
The world of e-commerce is harsh, complex and ridden with constraints. But what do you really love about what you do? This talk will help you to discover and express that.
For fashion brands, building a touchpoint landscape is an increasingly daunting task. Fashion is democratizing rapidly and a new breed of social media like Pinterest is bringing great opportunities. This presentation offers a method of building real story telling customer journeys for different customer types. It also shows a number of promising trends. It includes overviews of online and offline touchpoints, owned, bought, and earnt media; it shows ways of connecting touchpoints with QR codes and more.
This is the Modern East: situated at the world’s crossroads and comprised of diverse, mobile and ready to engage people living in a region with the world’s most international population, the world’s most visited mall and its busiest airport.
In this modern setting, there are huge opportunities for brands prepared to break barriers to connect with customers in a modern approach, going beyond traditional calligraphy and visuals to create agile and creative experiences. FITCH Design Director Jimmy Kmeid will explore the richness of Arabic design and its use in a modern context, demonstrating how brands can build both local resonance and universal relevance to make them fit for the global stage.
Luxury 3.0- a new Retail Scenario for Product Mass Customization and On Deman...ELSE CORP
ELSE Corp offers a new solution for luxury fashion retail: "Luxury Product Customization and Virtual Retail". Introduction to New Trends & New Principles, The Perfect Product and The Virtual Retail. Luxury 3.0 scenario
For more info: http://www.else-corp.com/
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
Fashion e-commerce, branding vs conversion? Decoded Fashion London 2015Fabrique
In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate. In an increasingly online world, this imposes a problem.
In this roundtable at Decoded Fashion London 2015, Strategy director and Partner at Fabrique, Pieter Jongerius will bring together the worlds of fashion, touchpoint strategy and e-commerce design. Afterwards, you will have learnt a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
Fashion E-commerce - Branding vs. Conversion (SXSW14 talk)Pieter Jongerius
In fashion, perhaps more than anywhere else, branding is everything.
Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate.
In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. Not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same.
In this talk, Pieter Jongerius will bring together the worlds of fashion, touchpoint strategy and e-commerce design. After this talk, you will have learnt a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.
Bottom up Rebranding session by Astrid Jacobs and Hans Leijdekkers on MuseumN...Fabrique
Creating a new website inevitably raises all sorts of questions about the being of your organisation. What are the characteristics of our identity? What is the core of our activities and how can we cluster them? How do the sub-brands relate?
The underlying question of all is: how to make this tangible to your audiences?
During this presentation, Hans Leijdekkers and Astrid Jacobs show how insights from the website redesign worked as a catalyst for cultural organisations like the Design Museum, RADA and Somerset House to change their overall branding and reflect on their positioning.
Love: The Secret Ingredient In Fashion E-commerce (Emerce eFashion 2015, SXSW...Fabrique
Hi All,
thanks for being at our talk or watching this presentation!
Louise Roose
Pieter Jongerius
---------------
Continuing on our 2014 talk on branding and conversion in fashion e-commerce, Louise Roose and Pieter Jongerius focused even more on the motivation and drivers that help to create delightful interactive products for fashion brands. The biggest of them all: love. The strongest of intrinsic motivations.
We share a fascination for our beautiful trade, for our tantalizing campaigns and these gorgeous products we sell. When moving into the realm of E-commerce, we can take this same love and apply it differently. The presentation is a tour around the digital landscape, discovering how love influences the quality and innovativeness of our products, and eventually our success.
The world of e-commerce is harsh, complex and ridden with constraints. But what do you really love about what you do? This talk will help you to discover and express that.
For fashion brands, building a touchpoint landscape is an increasingly daunting task. Fashion is democratizing rapidly and a new breed of social media like Pinterest is bringing great opportunities. This presentation offers a method of building real story telling customer journeys for different customer types. It also shows a number of promising trends. It includes overviews of online and offline touchpoints, owned, bought, and earnt media; it shows ways of connecting touchpoints with QR codes and more.
This is the Modern East: situated at the world’s crossroads and comprised of diverse, mobile and ready to engage people living in a region with the world’s most international population, the world’s most visited mall and its busiest airport.
In this modern setting, there are huge opportunities for brands prepared to break barriers to connect with customers in a modern approach, going beyond traditional calligraphy and visuals to create agile and creative experiences. FITCH Design Director Jimmy Kmeid will explore the richness of Arabic design and its use in a modern context, demonstrating how brands can build both local resonance and universal relevance to make them fit for the global stage.
Luxury 3.0- a new Retail Scenario for Product Mass Customization and On Deman...ELSE CORP
ELSE Corp offers a new solution for luxury fashion retail: "Luxury Product Customization and Virtual Retail". Introduction to New Trends & New Principles, The Perfect Product and The Virtual Retail. Luxury 3.0 scenario
For more info: http://www.else-corp.com/
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
How are changing consumer behaviours shaping the future of grocery retail? What does tomorrow’s shopper care about? How do they shop? Why is the shopping experience changing? Nathan Watts, Creative Director at FITCH presented this deck to attendees at the annual World Food Moscow event in Sept 2019.
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50FITCH
Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
As an ex-Ogilvyian, I try and recreate one of Ogilvy's many great brand assets, the Magic Lantern. It is a guide to creating communication for brands across a range of categories and one that I believe Ogilvy needs to revive.
I try and recreate Magic Lanterns for wines and spirits, cars, technology, financial services and retail, hoping that more people benefit from them. And that the agency will reincarnate it someday soon.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you:
- The single biggest marketing mistake CMO's and marketing directors are making.
- The four critical things every brand needs to figure out, ASAP!
- Why creating a cult following has nothing to do with buying ads.
It seems you can't buy anything these days without a carefully nurtured story reflecting the provenance, purity or purpose of the brand, replete with a hand-crafted booklet on the blood, sweat and tears it took to bring this product to you. And all you wanted was a coffee. On the surface, all this authenticity and effort is not a bad thing. Indeed, as the mass brands flail in the face of this hipster hurricane, it may be time to ask why we find ourselves drawn to this phenomenon that has created a bigger issue of parity in all corners of retail. Where did the trend of artisanal, bespoke brands come from, and why do they seem to be taking over every category of retail? FITCH unpacks this new direction of retail and share how brands can differentiate themselves in a world of hipster take-over.
How can you create an omni-channel path for buyers using physical, human and digital elements? And how can you create your own unique experience signature? Alasdair Lennox, ECD for FITCH EMEA presents at Offline/Online conference in Moscow -March 2015.
In fashion, perhaps more than anywhere else, branding is everything.
Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate.
In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. This is why all profitable online fashion stores look more and more the same.
Do you recognize this paradox?
Let’s share our experience!
AmbushMarketing is a practice of hijacking another advertiser’s campaign. This ppt describes the benefits of doing it in an appropriate manner and why big brands doing this to outrun their competitors through their own current campaigns.
The Future of Fashion Stores & Virtual Retail- ELSE Corp visionELSE CORP
ELSE Corp brings a new solution for retail stores. ELSE Corp presents and introduce "The Future of Fashion Stores and Virtual Retail"
A new solution for retail store. http://www.else-corp.com/
This deck was presented at Cosmoprof North America in Las Vegas on July 29, 2018. By 2020, today's teens will be the largest group of shoppers worldwide, accounting for 40% of the U.S., Europe and BRIC shopper base. The needs, behaviors and expectations of this group will influence the future of mainstream retail. Global design consultancy FITCH will share proprietary insights about Gen Z - the most culturally diverse, digitally connected generation to date and retail's biggest challenge yet. Learn what shopping attitudes, motivations and behaviors of Gen Z make them so different from other generational cohorts. Discover how retailers and brands engage with this new kind of shopper who pays less attention but has a sharper and hyper-informed eye. Explore the distinct strategies and tactics retailers can employ to attract Gen Z with seamless and highly commercial experiences.
E-commerce in fashion industry
Apparel & accessories sales in US: Apparel has become an online success - Jeffrey Grau, eMarketer.
Fashion emerges as best-performing segment of ecommerce in UK - IMRG Capgemini e-Retail Sales Index.
Southeast Asia startup investments 2013: It’s all about e-commerce, fashion and women: Mobile commerce, online retail, payments, C2C marketplaces, flash sales.
eCommerce Benchmark for the Fashion Industry:
Where does the traffic come from in fashion? - Direct, Paid, Organic, CPS, CPC, Viral/Social, E-mail newsletter; social and viral media play a much bigger role in fashion.
Conversion ratios in fashion retail.
Platform for your e-store – why Magento?: Shopify, SquareSpace, Tictail, Magento; Bonobos, Nike, Christian Louboutin, MyTheresa.
Magento Enterprise Customer Success Story GANT: High performance and visual inspiration, Full screen experience, Custom campaign modules, Look book, Customized checkout, Flexible landing and content pages, Integration with multiple warehouse and ERP systems, Access rights management across multiple sites/stores, Localized payment and shipping methods;
290% increase in conversion rate, 13% increase in traffic, 35% reduction in page load time, 50% decrease in hosting costs.
Why choose Responsive Web Design?: U.S. Mobile Commerce Activities
Divante for fashion: SOLAR Company Case Study: http://divanteltd.com/blog/complex-e-commerce-implementation-fashion-brand/ .
How are changing consumer behaviours shaping the future of grocery retail? What does tomorrow’s shopper care about? How do they shop? Why is the shopping experience changing? Nathan Watts, Creative Director at FITCH presented this deck to attendees at the annual World Food Moscow event in Sept 2019.
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50FITCH
Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
As an ex-Ogilvyian, I try and recreate one of Ogilvy's many great brand assets, the Magic Lantern. It is a guide to creating communication for brands across a range of categories and one that I believe Ogilvy needs to revive.
I try and recreate Magic Lanterns for wines and spirits, cars, technology, financial services and retail, hoping that more people benefit from them. And that the agency will reincarnate it someday soon.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
How leading brands are creating fanatical followings and ludicrous loyalty by doing things differently. This presentation will teach you:
- The single biggest marketing mistake CMO's and marketing directors are making.
- The four critical things every brand needs to figure out, ASAP!
- Why creating a cult following has nothing to do with buying ads.
It seems you can't buy anything these days without a carefully nurtured story reflecting the provenance, purity or purpose of the brand, replete with a hand-crafted booklet on the blood, sweat and tears it took to bring this product to you. And all you wanted was a coffee. On the surface, all this authenticity and effort is not a bad thing. Indeed, as the mass brands flail in the face of this hipster hurricane, it may be time to ask why we find ourselves drawn to this phenomenon that has created a bigger issue of parity in all corners of retail. Where did the trend of artisanal, bespoke brands come from, and why do they seem to be taking over every category of retail? FITCH unpacks this new direction of retail and share how brands can differentiate themselves in a world of hipster take-over.
How can you create an omni-channel path for buyers using physical, human and digital elements? And how can you create your own unique experience signature? Alasdair Lennox, ECD for FITCH EMEA presents at Offline/Online conference in Moscow -March 2015.
In fashion, perhaps more than anywhere else, branding is everything.
Many fashion brands have spent decades building up a unique but delicate brand image: they often rely on staying enigmatic, using aspirational photography and inspired physical stores to differentiate.
In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice. This is why all profitable online fashion stores look more and more the same.
Do you recognize this paradox?
Let’s share our experience!
AmbushMarketing is a practice of hijacking another advertiser’s campaign. This ppt describes the benefits of doing it in an appropriate manner and why big brands doing this to outrun their competitors through their own current campaigns.
The Future of Fashion Stores & Virtual Retail- ELSE Corp visionELSE CORP
ELSE Corp brings a new solution for retail stores. ELSE Corp presents and introduce "The Future of Fashion Stores and Virtual Retail"
A new solution for retail store. http://www.else-corp.com/
This deck was presented at Cosmoprof North America in Las Vegas on July 29, 2018. By 2020, today's teens will be the largest group of shoppers worldwide, accounting for 40% of the U.S., Europe and BRIC shopper base. The needs, behaviors and expectations of this group will influence the future of mainstream retail. Global design consultancy FITCH will share proprietary insights about Gen Z - the most culturally diverse, digitally connected generation to date and retail's biggest challenge yet. Learn what shopping attitudes, motivations and behaviors of Gen Z make them so different from other generational cohorts. Discover how retailers and brands engage with this new kind of shopper who pays less attention but has a sharper and hyper-informed eye. Explore the distinct strategies and tactics retailers can employ to attract Gen Z with seamless and highly commercial experiences.
E-commerce in fashion industry
Apparel & accessories sales in US: Apparel has become an online success - Jeffrey Grau, eMarketer.
Fashion emerges as best-performing segment of ecommerce in UK - IMRG Capgemini e-Retail Sales Index.
Southeast Asia startup investments 2013: It’s all about e-commerce, fashion and women: Mobile commerce, online retail, payments, C2C marketplaces, flash sales.
eCommerce Benchmark for the Fashion Industry:
Where does the traffic come from in fashion? - Direct, Paid, Organic, CPS, CPC, Viral/Social, E-mail newsletter; social and viral media play a much bigger role in fashion.
Conversion ratios in fashion retail.
Platform for your e-store – why Magento?: Shopify, SquareSpace, Tictail, Magento; Bonobos, Nike, Christian Louboutin, MyTheresa.
Magento Enterprise Customer Success Story GANT: High performance and visual inspiration, Full screen experience, Custom campaign modules, Look book, Customized checkout, Flexible landing and content pages, Integration with multiple warehouse and ERP systems, Access rights management across multiple sites/stores, Localized payment and shipping methods;
290% increase in conversion rate, 13% increase in traffic, 35% reduction in page load time, 50% decrease in hosting costs.
Why choose Responsive Web Design?: U.S. Mobile Commerce Activities
Divante for fashion: SOLAR Company Case Study: http://divanteltd.com/blog/complex-e-commerce-implementation-fashion-brand/ .
Basic presentation of the Atos Consulting E-Business Maturity Model, the key organizational elements and growth stages. This model is used in the E-Business Benchmark 2008.
"What is the role of branding in the post-consumer society?"
People are turning away from the consumer society, creating new relations and engagements. Times have never been more challenging nor more exciting or suited for brands. How could one adapt to this future brands cape?
Michael Ericsson, Brand Strategist Creuna
www.creuna.se
Interbrand's Best Retail brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from the U.K., France, Germany, Spain, and the Asia Pacific. The U.S. brands are valued for the fourth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
Stacks is unisex, timeless yet contemporary, it
is designed for customers who want to stand
out in an effortless way.
Stacks have a strong sense of belonging
within the brand, like a tribe that shares the
same visual identity, and their garments have
become a uniform to express individuality
and strong personality by belonging to the
same clan.
Fabrique University talk: branding in de digitale wereldFabrique
Een University talk over 'Branding in de digitale wereld'. Jeroen van Erp laat zien wat de waarde is van een goed merk en hoe je merkgedreven concepten ontwikkelt voor digitale producten en diensten. Daarbij geeft hij diverse voorbeelden over hoe je branding toepast bij het ontwerpen van visuele identiteiten en digitale producten.
We beoordelen ontwerpers op hun portfolio, reiken prijzen uit op basis van design of het effect van de eindoplossing. We richten ons op het eindproduct. Dat is ook wat we graag verkopen aan onze opdrachtgevers. En op hun beurt vragen klanten om een eindproduct op basis van het succes dat ze zien bij hun concurrenten. Maar ontwerpen is een werkwoord. Het eindproduct laat zich wellicht kopiëren, maar het proces en de samenwerking niet. Het is belangrijk dat we grip krijgen op hoe je de verandering ontwerpt.
Informeel leiderschap
Een succesvol project is vaak het resultaat van een opdrachtgever met lef en visie, het juiste ontwerpteam, strakke keuzes en commitment aan een hoge ambitie. En dat dupliceer je niet zomaar. Hier komt een kwaliteit om de hoek kijken die vaak onderschat wordt: informeel leiderschap. Een kwaliteit die ontwerpers veel bewuster moeten inzetten.
Het ontwerpen van de transitie moet een kernkwaliteit zijn van ontwerpers die impact willen creëren. We moeten niet langer alleen de bestemming maar ook de weg naar impact ontwerpen. Wat is daarvoor nodig? Hoe detecteer je de mogelijke hobbels? En hoe ga je daar mee om?
In deze talk koppelt Jeroen van Erp de bestemming (een fonkelend eindresultaat) aan de route. Hij leert je omgaan met weerbarstige situaties en laat zien hoe je design leadership kan inzetten om transitie te realiseren.
Webinar Matthijs Klinkert
Technologische innovatie zonder design thinking is gedoemd te mislukken. Daarom vinden we het eerder creepy dan cool als een Google-bot zich voordoet als mens en de kapper belt voor een afspraak.
Presentatie tijdens Fabrique University, door tech lead Marko Kruijer.
In deze course leer je alles wat je altijd al wilde weten op het gebied van techniek, maar niet durfde te vragen. Frontend/backend, wat is het verschil? Shared hosting, managed hosting, whut? Hebben developers het over DIFF’s en REPO’s en heb je geen idee waar het over gaat? Waarom hebben we web fonts nodig. En wat is een API eigenlijk? Heb jij deze gedachten weleens? En wil je meer weten over techniek? Tech lead Marko Kruijer neemt je mee in de wereld van techniek.
FabUniversity Jeroen van Erp 16 april 2020Fabrique
Design will never be the same
De steeds complexere uitdagingen waar onze samenleving mee te maken heeft vragen om intelligente oplossingen. Dit thema is nu actueler dan ooit. We hebben ideeën nodig die relevant zijn voor individuen en tegelijkertijd invloed hebben op het collectief. Om dit mogelijk te maken hebben we ontwerpers nodig die complexiteit omarmen en ontwapenen.
De ontwerper van de toekomst
De ontwerper van de toekomst is in staat nieuwe oplossingen te bedenken die tegemoetkomen aan de belangen van individuele stakeholders en drijfveren zijn voor transformatie. Hij moet tegelijkertijd grenzen verleggen, impact bewerkstelligen, visie en leiderschap tonen.
Nieuwe ontwerpers zijn deskundig en creatief. Het zijn verhalenvertellers én ondernemers. Ze weten hoe ze een mensgerichte aanpak moeten hanteren in technologiegedreven situaties. Ze zijn de drijvende kracht achter veranderingen in bedrijven, non-profitorganisaties en start-ups.
Zij zijn in staat om ideeën tot leven te brengen in de echte wereld, zijn verantwoordelijk en moedig, zonder terug te deinzen voor grote uitdagingen.
Panel on managing decision making at MuseumNext 2019Fabrique
During the Museum Next London 2019 conference, a panel consisting of Trish Thomas (Southbank Centre), Natasha Plowright (The Photographers’ Gallery), Tom Robertson (Somerset House) and Helen Slater (Royal Academy of Dramatic Art) discussed their experiences in leading decision making during digital projects.
Not the sexiest topic. But those of you who have managed a big project in the past, know the importance. Good decision making has a positive effect on the end result ánd on timings and budget as well. And moreover: on the overall happiness of everyone involved.
Unfortunately, decision making is one of the hardest aspects to manage since human behaviour plays a big part. Astrid Jacobs (Fabrique) shared insights about the psychology of decision-making as an introduction to the panel discussions about their individual approaches.
Royal Academy online collection case study Museums and the Web 2018 - Martij...Fabrique
Fabrique helped the Royal Academy of Arts in London relaunch its online collection. Applying the editorial approach of the RA's digital strategy, we created three different content formats to tell the story of the RA.
This case was presented in a workshop at Museums and the Web 2018 in Vancouver. For more examples and the workshop approach and tools, see https://medium.com/@Martijnvdh/creating-catchy-content-formats-beyond-the-online-collection-mw18-workshop-by-fabrique-and-the-ra-e27db92f2270
Health-Design thinking als innovatiemethode (E-health convention presentatie ...Fabrique
Techniek wordt vaak als de ‘holy grail’ gezien voor innovaties. Hierdoor wordt het eigenlijke doel over het hoofd gezien: de eindgebruiker. En ontstaan innovaties die deelproblemen oplossen, maar niet bijdragen aan een grotere visie.
Bij Fabrique wordt gewerkt aan innovaties voor veel verschillende branches met een sterke visie op de eindgebruiker. In deze presentatie deelt Kay Timmers inzichten voor de zorgsector.
Fabrique Talk: (Not) getting lost with the Tate app: from wayfinding to dayfi...Fabrique
Last year Fabrique developed the new Tate app, an intuitive and friendly companion to all Tate’s locations. Our observations proved that people could navigate the buildings quite easily. So we proposed a ‘dayfinding’ app instead of a pure wayfinding solution. An app that asks you “What do you feel like doing?”, tells you what’s happening, gives you guidance and suggestions, and know more about the art.
In this presentation – held During MuseumNext Europe 2017 in Rotterdam - Fabrique’s designer Quérine van Casteren explains how the visitor experience determined the design of the app and how the physical and digital world strengthen each other. Also, she shows you how we managed to deliver a prize winning app, connecting to a new API, implementing a visual identity under construction, installing beacons, developing audio, using agile scrum, with five partners in two countries. All within 6 months.
The Tate App is part of Bloomberg Connects: interactive digital projects that use technology to revolutionise the visitor experience. It was conceived by Fabrique in cooperation with Q42 and NorthernLight. Positioning including Beacons by Movin. The Tate app was awarded a Gold iF Design Award.
Fabrique Talk: the secret digital formula for museums - MuseumNext 2017 Rotte...Fabrique
When establishing a digital strategy, you can of course follow the examples of other museums. Make your website responsive, include a digitized collection, present an object of the day on Instagram, create an in-gallery app, publish artist biographies, etc. etc. But even if you have the budget for all initiatives, you may want to choose that thing that really delivers impact for your museum. The question is: how do you choose?
In this presentation – held During MuseumNext Europe 2017 in Rotterdam - Fabrique’s strategists Martijn van der Heijden and Ebelien Pondaag present the secret formula behind some of Fabrique’s known and lesser known digital projects for museums (website and apps): the Rijksmuseum, Van Gogh museum and Kunsthal Rotterdam websites, the Tate app and the interactive documentary about The Garden of Earthly Delight by Hieronymus Bosch.
MuseumNext 2013 Ignite by Paul Stork, 5 insights from 10 years of interactive...Fabrique
At MuseumNext 2013 this ignite presentation was given by Paul Stork. The presentation summarizes 10 years of experience and 25 projects in the interactive museum field in 5 insights.
SXSW 2013: Get Agile! Scrum for UX, Design & DevelopmentFabrique
Applying Scrum changes the day-to-day reality of agencies dramatically. If done well, it improves output and profitability like crazy.
However, for agencies, Scrum dynamics are radically different from in-house design and development teams. Our leading Dutch design agency, Fabrique, has built up over 35,000 hours of Scrum experience since 2008, designing and developing interactive products such as websites and mobile apps for national and international customers.
In this presentation we share our best-kept secrets. This talk features tons of photos from our scrum rooms.
Get Agile - Überscrum voor UX, Design & developmentFabrique
Agile UX vereist teamwork, en niet zo’n beetje ook. Scrummen in één ruimte met een product owner, UX- en visual designers, copywriters, front-end en back-end development is op z’n zachtst gezegd uitdagend. We zijn dit respectvol ÜberScrum gaan noemen.
In deze presentatie deelde Pieter Jongerius de best bewaarde Scrum-geheimen van Fabrique voor ervaren Scrummers. Welke tools, deliverables en ritmes kan je gebruiken om er echt in te slagen tegelijkertijd te ontwerpen en ontwikkelen? Wat zijn de valkuilen en succesfactoren?
Dit is de presentatie die ik gaf op het Customer Media Congres in Haarlem op 22 september. Hij gaat over de mogelijke rol voor Customer Media bureaus in complexe webprojecten.
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Fashion E-commerce - Conversion versus branding? (SXSW 2014 talk by Pieter Jongerius)
1. 1
- Pieter Jongerius -
FASHION E-COMMERCE
CONVERSION VS. BRANDING?
Survival of the fittest
2. In fashion, perhaps more than anywhere else, branding is everything.
Many fashion brands have spent decades building up a unique but delicate brand
image: they often rely on staying enigmatic, using aspirational photography and
inspired physical stores to differentiate.
In an increasingly online world, this imposes a problem. Success in e-commerce is
determined by laws of conversion, use of conventions and by enabling choice. Not
by exceeding expectations and offering serendipity. This is why all profitable
online fashion stores look more and more the same.
In this talk, Pieter Jongerius will bring together the worlds of fashion,
touchpoint strategy and e-commerce design. After this talk, you will have learnt
a very concrete approach to obtaining success in fashion e-commerce, illustrated
with recent best practices.
@PIETERJ / #BRANDCONF 2
3. Conversion and branding go hand in hand
Our challenge
Conversion
Branding
Model
Three areas of interest
@PIETERJ / #BRANDCONF 3
4. At Fabrique, we specialize in
Brand driven design
@PIETERJ / #BRANDCONF 4
5. I often compare the challenge that our clients have with that of birds of paradise.
They have to comply to a lot of things, like having wings and little legs.
But they also have the need to find ways to stand out and create a difference between themselves and their competitors
@PIETERJ / #BRANDCONF 5
6. In Fashion, as in many industries, our main way of creating a difference is through our products.
7. But as soon as we start communicating, we all use the same visual language.
And that’s a language that Coco Chanel has introduced in 1924
12. So for H&M, its relatively simple to associate themselves with higher-end fashion brands by doing the same.
13. Even Diesel, who recently tried a significantly different style,
14. …are conforming in more recent work again to the format: Big photo, small logo
Is that me-too behavior? Or really the best way to convey emotion and attitude?
15. Even net-a-porter know that they have to use a lot of room as soon as they enter the physical realm.
@PIETERJ / #BRANDCONF 15
16. …as they do in Porter, their magazine.
@PIETERJ / #BRANDCONF 16
33. Conversion is …konbirnagn. ding!
We have to acknowledge the fact that conversion is also branding.
Evidently, someone is had a good enough user experience to actually buy something.
However: our goal is to improve conversion AND create a difference.
@PIETERJ / #BRANDCONF 33
34. Consider this car, and how we always complain that all cars increasingly look the same. Causes for this are the forces of
nature, Wind, gravity, but also legislation. In our case: brain capacity. Creating overview, estimation of goal achievement,
etc. …And there’s another reason.
@PIETERJ / #BRANDCONF 34
35. 35
Convention.
Even though you’ve probably never driven this exact type of car, because of convention you probably will be able to.
37. Back to the first car.
Who knows what type of car this is? How did you see? Yes, the tail light.
THAT is the place where the car designers found room to differentiate.
@PIETERJ / #BRANDCONF 37
39. ?
So if birds and cars have found their places of freedom as well as their constraints,
how does that work with fashion web shops?
And we’ll go into that.
@PIETERJ / #BRANDCONF 39
40. How do our minds work?
@PIETERJ / #BRANDCONF 40
41. CONVERSION
FAIL
WIN
Suppose above the orange
line is a win, so the
customer buys.
Below the line we fail, the
customer doesn't buy.
Conversion is achieved by
increasing ability (or
usability). Boring but
important. It leads to
convention, as we’ve seen.
But conversion is also
increased by increasing
motivation. And that’s much
more fun! Because
increasing motivation
requires innovation and
doing something different.
boring but important
SOURCE: BJ FOGG BEHAVIORMODEL.ORG (SIMPIFIED)
USER ABILITY
MOTIVATION
MOTIVATION
USABILITY
fun!
@PIETERJ / #BRANDCONF 41
46. A brand is a network of associations in people’s heads
@PIETERJ / #BRANDCONF 46
47. advertising
shoes
competitive
football
Davids
dynamics
Kluivert
Adidas
NL elftal
production
USA multinational
profit P&G
agressive competition
NO logo
Agassi
tennis
Looks messy? It is! But for your brain that’s no problem. It adds all stimuli to create one brand image.
48. Birkigt & Stadler
Let me introduce to you a very simple model by B&S that we use almost every day.
49. Birkigt&Stadler, 1986
communication
brand
appearance
behavior
Every brand reaches the market through three dimensions: communication, appearance and behavior
(look up their publications for more detail)
50. communication
appearance
behavior
?
Outside > in
When looking outside> in, you can describe a brand by what it does, looks like and says in the market.
51. communication
brand
personality
appearance
behavior
At every brand’s core: personality.
This may be a real personality, such as Paul Gaultier, Karl Lagerfeld or Anna Wintour.
Or it may be more abstract, such as Diesel or Nike.
54. communication
brand
personality
appearance
Inside > out
behavior
You really have to understand who this brand is.
And, again, it’s great to actually have a human personality at the center of this.
56. Aaker (1987) has created a map of personality characteristics. With these, we might describe Karl as being
original yet sentimental, cool yet imaginative, intelligent yet charming.
@PIETERJ / #BRANDCONF 56
58. Back to our challenge.
@PIETERJ / #BRANDCONF 58
59. ?
How do we create difference?
We’re already narrowing down and we’ve seen the three areas we can work on:
@PIETERJ / #BRANDCONF 59
60. product information
trust & reassurance
SEO
brand
new arrivals
mail & social
personality
appearance
UI patterns
grids
product photography
web-safe fonts
the “fold”
devices
sale
communication
behavior
assortment
price & promotions
conditions
mobile
e-mail
facebook
We still have all these constraints that are so common to ecommerce.
61. product information
trust & reassurance
SEO
brand
new arrivals
mail & social
personality
appearance
UI patterns
grids
product photography
web-safe fonts
the “fold”
devices
sale
communication
behavior
assortment
price & promotions
conditions
mobile
e-mail
facebook
But there is room beyond all of these!!
We’ll now go through these three dimensions, one by one.
64. Rapha, a Dutch sports wear brand, tells stories accompanying many of their products.
By doing this in a relevant way, they create added value.
@PIETERJ / #BRANDCONF 64
65. Nike has traditionally focused on telling stories around new collections.
@PIETERJ / #BRANDCONF 65
66. …but the shop is never far away.
in both cases, users can also shop without having to take in the story content
@PIETERJ / #BRANDCONF 66
72. This is the e-shop of Pharell Williams
@PIETERJ / #BRANDCONF 72
73. Look what happens when I add something to the basket
:))
@PIETERJ / #BRANDCONF 73
74. Shoedazzle
Brand!t
Here the UK startup Brandit tries to learn what is your level of income, in quite an original way!
@PIETERJ / #BRANDCONF 74
75. ?
communication
brand
personality
appearance
behavior
Behavior is the most exciting one by far,
Because it’s all about innovation.
76. Only dead fish go with the flow.
Innovate or die.
@PIETERJ / #BRANDCONF 76
77. BRANDING BY ADDING VALUE
Commerce
Advice
Relation
Community
Emotion
These areas we defined together with a large Dutch retailer.
We’ll briefly go through them.
@PIETERJ / #BRANDCONF 77
78. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
@PIETERJ / #BRANDCONF 78
79. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
What you sell determines not only
your business but also many other
factors, such as how you look.
@PIETERJ / #BRANDCONF 79
80. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
Use the properties of your collection
to create something unique, Greats
Brand shoes do that.
@PIETERJ / #BRANDCONF 80
81. Selling just one product? You have all freedom of the world :)
This effect can be a reason to launch temporary candy shops (as I call them) for a limited collection
@PIETERJ / #BRANDCONF 81
82. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
@PIETERJ / #BRANDCONF 82
83. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
If you have a unique way or see a
chance of providing advice, this is
an excellent way to differentiate.
@PIETERJ / #BRANDCONF 83
84. BRANDING BY ADDING VALUE
· Commerce
fitsme.com
· Advice
· Relation
· Community
· Emotion
Fitsme claim: each visit yielda
around $10 in increased conversion
and diminished returns.
@PIETERJ / #BRANDCONF 84
86. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
@PIETERJ / #BRANDCONF 86
87. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
Again, the UK startup Brandit is a
great example.
@PIETERJ / #BRANDCONF 87
88. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
They have an on-boarding process
called MALE
@PIETERJ / #BRANDCONF 88
89. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
After registering, there is no shop.
Just a chat engine in which you can
ask your question.
@PIETERJ / #BRANDCONF 89
90. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
So, when waking in the city, your
phone may buzz and your personal
shopper might come back to you
with a suggestion!
@PIETERJ / #BRANDCONF 90
91. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
A couple of years ago, we all
thought the world would move into
profiling and customization
Right now I see a movement
towards human interaction
The cloakroom a nice example from
Amsterdam.
@PIETERJ / #BRANDCONF 91
93. STRATEGY FOLLOWS BRAND
· Commerce
· Advice
· Relation
· Community
· Emotion
All brands bring people together.
The classic example of building a
community around your brand.
They challenge their community to
design T-shirts.
The community votes on the
designs, and the succesful designs
get produced.
@PIETERJ / #BRANDCONF 93
96. Co-creation. Participative design.
The brand and audience
that make together, stay together.
Even if WE’re personally done with words like participative design and cocreation,
this is still a large area of branding & conversion opportunity
@PIETERJ / #BRANDCONF 96
98. BRANDING BY ADDING VALUE
· Commerce
Somewhat disappointing:
· Advice
· Relation
· Community
· Emotion
92% of retailers share social media
insight with their marketing
department
53% with customer service
36% with product development
@PIETERJ / #BRANDCONF 98
99. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
Finally, as a brand, you might aim to
elicit emotions and create
associations based on that.
@PIETERJ / #BRANDCONF 99
100. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
Like Uniqlo. They have a strong
history of lifestyle apps that
underline the brand
@PIETERJ / #BRANDCONF 100
101. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
Such as the wakeup app, that
actually wakes you up by singing
the weather for you
@PIETERJ / #BRANDCONF 101
102. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
…the gorgeous calendar app…
@PIETERJ / #BRANDCONF 102
103. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
…and currently, their Lifewear
cooking app, pairing food with
music and fashion.
@PIETERJ / #BRANDCONF 103
104. BRANDING BY ADDING VALUE
· Commerce
· Advice
· Relation
· Community
· Emotion
However, when using the app, the
link to lifewear is not clear and kind
of hidden.
@PIETERJ / #BRANDCONF 104
105. BRANDING BY ADDING VALUE
Commerce
Advice
Relation
Community
Emotion
@PIETERJ / #BRANDCONF 105
106. ?
communication
brand
personality
appearance
behavior
Next: appearance
This is where branding-oriented merchants and designers alike are skidding off the track by the dozens.
107. DON’T MESS WITH…
· Main navigation
· Basket top-right
· Scannable and
scrollable PLP
· Filters left,
maybe top
· Clean PDP layout
· Size guides &
measurements
· The “fold”
· ..the buttons.
Get creative?
Watch out, dont mess with things like these.
May seem trivial but I see so many shops violating this!
@PIETERJ / #BRANDCONF 107
108. it is however all about adopting your own color.
@PIETERJ / #BRANDCONF 108
110. Designers Victor & Rolf, being a bit perky, decided to ignore all conventions and wanted us to create a round website.
But then again, they’re not selling anything :)
@PIETERJ / #BRANDCONF 110
116. When we were asked to create the design for their web store, all the briefing we got was: go visit our store.
That’s what we want to see online.
@PIETERJ / #BRANDCONF 116
118. This is the homepage. It was one of our earliest sketches and they wanted it quite badly, even though it went against all
rules and conventions for a homepage. Actually it worked very well and had a very low bounce rate.
However after a year, we all got a bit tired of it, so now it’s been replaced anyway.
119. Beyond that, our client wanted a bright shop that looked dark.
Because it is urban myth that bright shops convert better than dark shops.
So we worked very hard with lighting…
125. Coolcat. Young and rebellious.
And, despite the dark background, quite well converting.
@PIETERJ / #BRANDCONF 125
126. Mallett, London and NY based, one of the world foremost Antiques dealer.
They performed a major market innovation: selling online.
@PIETERJ / #BRANDCONF 126
128. Mix of traditional values and the oppenness required by today’s ecommerce.
In short, we had to create “a museum where you can buy things”.
129. Having done a lot of work in the area of heritage, this was a home match in more than one way
@PIETERJ / #BRANDCONF 129
130. To underline accessablity, we designed the shop tablet first.
Large scale controls, very little on the screen at a single time.
@PIETERJ / #BRANDCONF 130
131. We even crafted a custom typeface to reflect tradition and innovation at the same time.
@PIETERJ / #BRANDCONF 131
132. This is about as far as we’d go in deviating from conventional interface patterns.
133. But… can you go overboard?
@PIETERJ / #BRANDCONF 133
134. Absolutely.
How much does this product cost? How do you select a size?
@PIETERJ / #BRANDCONF 134
135. if you step out of the ordinary its very hard to get it right
See this example by PME Legend
Contrast is very very low…
@PIETERJ / #BRANDCONF 135
136. Even big brands like Calvin Klein have a hard time balancing branding and conversion.
@PIETERJ / #BRANDCONF 136
137. This plethora of boxes is almost impossible to use.
I’m pretty sure conversion for this site is quite low.
@PIETERJ / #BRANDCONF 137
138. I’m sure you all know this pattern.
@PIETERJ / #BRANDCONF 138
139. So why is this happening?
Fakes are taking over. Because the logo is almost all they had.
@PIETERJ / #BRANDCONF 139
140. Louis Vuitton goes logo free in China
“At the risk of shocking everyone, the [rate of]
sales growth at Louis Vuitton is not a problem,”
said LVMH Chairman and CEO Bernard Arnault at
a shareholders’ meeting, stating that slow growth
was part of the company’s “deliberate strategy”
to become more exclusive.
@PIETERJ / #BRANDCONF 140
141. So they’re improving branding by removing their logo, think about it.
What elements are you overusing that helped you in the past?
145. So what if you know a four-column list page will convert better, but you think 3 colums look better?
@PIETERJ / #BRANDCONF 145
146. What if your designer comes up with an innovative way to turn products,
but you fear that some customers will not understand?
@PIETERJ / #BRANDCONF 146
147. A/B tests.
which test won.com
What if you know conversion will
increase if you show a mailing list
lightbox, but you really hate them
yourself?
Then you do AB tests! Most ecommerce
managers report that they’re not doing
them, or not enough.
Go, people!
@PIETERJ / #BRANDCONF 147
150. Video is just for fans Research that the Dutch research agency Netmarketing did shows:
Only fans will enjoy them. As long as they’re placed outside of the essential click paths, they won’t hurt other users.
Until now, we could measure no positive effect on conversion, but it may be there for fans.
@PIETERJ / #BRANDCONF 150
157. DARE TO DIFFER UNDERSTAND TONE OF VOICE INNOVATE
To sum it up, these are the 8 things you need to know and do to become succesful AND be different online.
LOOK DIFFERENT INSPIRE (A BIT) NO DILEMMAS SURVIVE & THRIVE
158. I hope this talk will help you find the competitive edge that really fits YOU.
@PIETERJ / #BRANDCONF 158
159. brands, design & interaction
We are investing in international business. Don’t hesitate to contact us.
@PIETERJ / #BRANDCONF 159
all content copyright of their respective owners
Pieter
Jongerius
@pieterj
160. Pieter Jongerius is a partner at the Dutch design agency Fabrique.
Originally an Industrial Design Engineer, he specialized in web design as early
as 1996, with a special interest in interaction, strategy and methodology.
Fabrique specializes in strategic design for cross channel B2C communications
and employs around 100 people.
In recent years Pieter has specialized in retail & e-commerce and has done
award winning work for national and international companies such as
Heineken, Sony Music, SuperTrash, Hunkemöller, The Sting and more.
Pieter is main author of the book "Get Agile! Scrum for UX and Development"
and has been a pioneer of using Scrum in design and development projects since
2008.
@PIETERJ / #BRANDCONF 160