The document discusses the importance of creating a strong visual interface as a means to enhance brand experience and respond to rising customer expectations in a digital landscape. It emphasizes collaboration with executives and a strategic approach to design, focusing on details like identity, perception, and interaction. Additionally, it highlights the need for visual designers to be more strategic, utilizing workshops and personas to create memorable user experiences.

1. The visual interface
is now your brand
› Nick Myers
@nickmyer5
TODAY’S CHALLENGES : VISUAL INTERFACE CONSIDERATIONS : IDEAS FOR CREATING MEMORABILITY : COLLABORATING WITH EXECS

2. More customer interactions are now digital

3. Expectations are now higher

4. Expectations are now higher

5. User experiences have improved

6. Products are now more usable
RIP FLIP

7. Competition is now greater. “Intuitive” is not a differentiator
www.flickr.com/photos/retrocactus/4949516534/

8. Design is more strategic

9. How do we respond
to higher expectations,
massive challenges,
and also stand out?

10. First…

11. A strong brand creates competitive advantage

12. Brands are defined by a customer’s experience

13. We now have greater influence on the brand

14. Considerations for
visual interface design

15. Software is not fashion
http://www.flickr.com/photos/ham-hock/3698805401/

16. Software needs to feel timeless
2001 2009

17. Digital products are more complex

18. The visual system must be more precise

19. Fewer opportunities to present an identity

20. The identity lives in the details

21. To master the details we must understand physical form
www.flickr.com/photos/daunphilipp/74231709/

22. We should understand light, shadow, and material

23. But these ideas need not be overused

24. The visual design should reflect the experience

25. Screens are smaller

26. The interface is fading. Interactions, motion have greater influence on the experience
www.flickr.com/photos/kjd/537496939/

27. Defining and creating a
memorable experience

28. Understand
Business objectives User needs Brand guidelines

29. A workshop helps define the experience more vividly

30. Examples bring life to the conversation

31. Everyone agrees to an ideal experience

32. The experience is defined

33. Explore the visual language

34. Ini%al
impressions

35. Explore identity in context

36. Abstract visual studies from real behavior

37. Signature interactions can differentiate and add delight

38. Amazingly good Amazingly bad
www.flickr.com/photos/dennis_goedegebuure/5106346683/ www.flickr.com/photos/cote/4675658738/

39. Design
pa1erns
aren’t
memorable

40. Conflict between unique vs. usable

41. Signature interaction: core experience, generate as a team, style, prototype

42. Visual designers
need to be more
strategic

43. Executives are more involved
www.flickr.com/photos/15918528@N00/3639993517/

44. Interview them early
www.flickr.com/photos/reneeanddolan/655727824/

45. Use personas to reduce subjectivity

46. Use experience attributes to maintain focus

47. Sell your idea, share the story
Sell
what’s
great
about
it

48. Closing thought

49. › Continue the conversation
@nickmyer5
@cooper

50. 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