UX is the Brand - Integrity Web Consulting - 2018
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A presentation highlighting how effective UX is the foundational element of a successful brand in today's user-driven world.
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UX is the Brand - Integrity Web Consulting - 2018
- 1. Life is short. Do stuff that matters. UX is the Brand Why UX is critical to Branding Ed Morrissey Partner & Chief Creative Officer 6358 Delmar Boulevard, Suite 444 Saint Louis, MO 63130 ed@integritystl.com www.integritystl.com
- 2. Life is short. Do stuff that matters. 2
- 3. Life is short. Do stuff that matters. 3 • Logical • Factual • Realism • Planned • Math & Science • Nonfiction • Emotional • Creative • Imagination • Dreaming • Storytelling • Fiction
- 4. Life is short. Do stuff that matters. 4 Branding?
- 5. Life is short. Do stuff that matters. Sample Brand Guidelines 5
- 6. Life is short. Do stuff that matters. Sample Brand Guidelines 6
- 7. Life is short. Do stuff that matters. Sample Brand Guidelines 7
- 8. Life is short. Do stuff that matters. Sample Brand Guidelines 8
- 9. Life is short. Do stuff that matters. Elements of a Brand 9 • Identity • Logo, Colors, Fonts, Imagery, Usage, Tagline • Positioning • Market Segments • Personality • Voice, Tone, Qualities • Differentiation • Standing out • Extension • Beyond original
- 10. Life is short. Do stuff that matters. Elements of a Brand • Experience • All a customer goes through while using that brand 10 • Identity • Logo, Colors, Fonts, Imagery, Usage, Tagline • Positioning • Market Segments • Personality • Voice, Tone, Qualities • Differentiation • Standing out • Extension • Beyond original
- 11. Life is short. Do stuff that matters. 11 User Experience?
- 12. Life is short. Do stuff that matters. 12 Aesthetic Does it reflect the brand? Emotional What feeling does it create? Usable Is it easy to interact with? Useful Does it solve a problem? Learnable Does it require little guidance? Findable Does it include SEO?
- 13. Life is short. Do stuff that matters. 13 Why focus on UX to build brand equity?
- 14. Life is short. Do stuff that matters. 14 Emotional Logical
- 15. Life is short. Do stuff that matters. Daniel Pink • Asia – Cheaper? • Automation – Routine? • Abundance – Fulfillment? • The Age We’re In: • Agricultural • Industrial • Knowledge • Conceptual 15
- 16. Life is short. Do stuff that matters. Daniel Pink • Asia – Cheaper? • Automation – Routine? • Abundance – Fulfillment? • The Age We’re In: • Agricultural • Industrial • Knowledge • Conceptual 16 Any job that can be reduced to a set of rules, or broken down into a set of repeatable steps— is at risk.
- 17. Life is short. Do stuff that matters. 17 • $5.00 • Revisions • 1 day • Options
- 18. Life is short. Do stuff that matters. 18
- 19. Life is short. Do stuff that matters. 19 Six Senses: Design, Story, Symphony, Empathy, Play and Meaning
- 20. Life is short. Do stuff that matters. 20 Emotional Logical
- 21. Life is short. Do stuff that matters. 21 SOURCE: www.marketer.com
- 22. Life is short. Do stuff that matters. 22 50 days! 3:23 hours/day = 1233 hours/year
- 23. Life is short. Do stuff that matters. Shaping User Expectations 23
- 24. Life is short. Do stuff that matters. Anyone Know What This Is? 24
- 25. Life is short. Do stuff that matters. 25 25% Shop online once a week 1B Voice searches per month 60% Web traffic Is mobile Half Of earth has mobile web (3.8B) 6.5B Google searches per day 47% To buy online In 2018
- 26. Life is short. Do stuff that matters. 26 25% Shop online once a week 1B Voice searches per month 60% Web traffic Is mobile Half Of earth has mobile web (3.8B) 6.5B Google searches per day 47% To buy online In 2018 The world’s poorest more likely to have a phone than a toilet. SOURCE:World Bank
- 27. Life is short. Do stuff that matters. 27 A manifesto We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll- ons, pull-ons and slip-ons. By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity. In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodicals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world. We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of the fun out of life. But we are proposing a reversal of priorities in favour of the more useful and more lasting forms of communication. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be for worthwhile purposes. With this in mind we propose to share our experience and opinions, and to make them available to colleagues, students and others who may be interested. signed: Edward Wright Geoffrey White William Slack Caroline Rawlence Ian McLaren Sam Lambert Ivor Kamlish Gerald Jones Bernard Higton Brian Grimbly John Garner Ken Garland Anthony Froshaug Robin Fior Germano Facetti Ivan Dodd Harriet Crowder Anthony Clift Gerry Cinamon Robert Chapman Ray Carpenter Ken Briggs
- 28. Life is short. Do stuff that matters. 28 A manifesto We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll- ons, pull-ons and slip-ons. By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity. In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodicals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world. We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of the fun out of life. But we are proposing a reversal of priorities in favour of the more useful and more lasting forms of communication. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be for worthwhile purposes. With this in mind we propose to share our experience and opinions, and to make them available to colleagues, students and others who may be interested. signed: Edward Wright Geoffrey White William Slack Caroline Rawlence Ian McLaren Sam Lambert Ivor Kamlish Gerald Jones Bernard Higton Brian Grimbly John Garner Ken Garland Anthony Froshaug Robin Fior Germano Facetti Ivan Dodd Harriet Crowder Anthony Clift Gerry Cinamon Robert Chapman Ray Carpenter Ken Briggs • Ken Garland • More useful • More lasting • More worthwhile • Betterment of our world
- 29. Life is short. Do stuff that matters. 29 A manifesto We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll- ons, pull-ons and slip-ons. By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity. In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodicals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world. We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of the fun out of life. But we are proposing a reversal of priorities in favour of the more useful and more lasting forms of communication. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be for worthwhile purposes. With this in mind we propose to share our experience and opinions, and to make them available to colleagues, students and others who may be interested. signed: Edward Wright Geoffrey White William Slack Caroline Rawlence Ian McLaren Sam Lambert Ivor Kamlish Gerald Jones Bernard Higton Brian Grimbly John Garner Ken Garland Anthony Froshaug Robin Fior Germano Facetti Ivan Dodd Harriet Crowder Anthony Clift Gerry Cinamon Robert Chapman Ray Carpenter Ken Briggs • Put user first • Learn the business • Design value • Design to behavior • Design to time • Mobile first design • Download times • Cross browser • Avoid info barf • Sense of place • Don’t be too cute
- 30. Life is short. Do stuff that matters. 30 With great power comes great responsibility.
- 31. Life is short. Do stuff that matters. 31 Make today (& everyday) ridiculously awesome.
- 32. Life is short. Do stuff that matters. UX is the Brand Why UX is critical to Branding Ed Morrissey Partner & Chief Creative Officer 6358 Delmar Boulevard, Suite 444 Saint Louis, MO 63130 ed@integritystl.com www.integritystl.com
- 33. Life is short. Do stuff that matters. 33 • Stainless Steel • Filters Water • Insulated Tube • Pre-chills Syrup • Bigger Straws • Changed Packaging • Marketed Cold • Marketed Supercold • Cold-activated can • Advertising
- 34. Life is short. Do stuff that matters. 34 Morning Transit Work Noon Work Transit Evening Night Quick updates, briefings, News flashes Features, longforms, news stories, videos News stories, data viz, infographics, videos
- 35. Life is short. Do stuff that matters. Conceptual Age • First there was the Agricultural Age in which the main player was the farmer. • Around two hundred years ago the Industrial Age emerged in which the main player was the factory worker. • After the Second World War we entered the Knowledge Age in which the main player was the knowledge worker. The knowledge worker has been described as “people who get paid for putting to work what one learns in school rather than for their physical strength or manual skill.” People like doctors, accountants, university professors and lawyers. • And now we are entering, certainly in the West, the Conceptual Age in which “the main characters are the creator and the empathizer.” 35
- 36. Life is short. Do stuff that matters. Benefits of UX Design • Increase Comprehension • Reduce Decision Making Time • Save Costs • Increase Revenue - Gain Customers, Increase Transactions, Increase Product Sales, Retain Customers • Reduce Training Costs • Decrease Support Costs • Increase Trust • Deter Litigation • and the list goes on and on… 36
Editor's Notes
- Designers can change the world. Design for the sake of design is useless.
- Recognition Trust Value Inspiration Sales Loyalty Guidelines
- The process of enhancing user satisfaction by improving the usability, accessibility, and pleasure with website/software interactions Goes beyond the ‘look’ of a product Shapes the product for ease of use, reliability and costs of production and maintenance Affects the quality, consistency and ease of product development For services, design can also affect how customers will experience a service, such as a hospital, bank or a fast food restaurant, including their experience in the queue
- The process of enhancing user satisfaction by improving the usability, accessibility, and pleasure with website/software interactions
- Abundance Asia Automation Being born outside the US doesn’t limit your talent Being born outside the US does limit your cultural understanding https://medium.com/the-mission/daniel-pink-on-why-right-brainers-will-rule-the-future-80e74d269110 three forces – abundance, Asia and automation – we are now moving from a Knowledge Age into a Conceptual Age in which there is a greater need for the kind of thinking and attitudes characterized by the right hemisphere of the brain. Abundance: prosperity has allowed westerners to fill their lives with material goods but not fulfillment – the search for meaning and happiness goes on. Asia: workers from Asia are taking over the role of knowledge workers Automation: any job that is dependent on routines can be replaced or reshaped by technology: eg computers that can program other computers; medical diagnoses that can be done online by patients people need to be able to do things that can’t be done by computers or more cheaply by Asian workers, and that satisfies aesthetic, emotional and spirtitual needs. To be able to do this we need six essential aptitudes; he calls them the Six Senses: Design, Story, Symphony, Empathy, Play and Meaning.
- Abundance Asia Automation Being born outside the US doesn’t limit your talent Being born outside the US does limit your cultural understanding https://medium.com/the-mission/daniel-pink-on-why-right-brainers-will-rule-the-future-80e74d269110 three forces – abundance, Asia and automation – we are now moving from a Knowledge Age into a Conceptual Age in which there is a greater need for the kind of thinking and attitudes characterized by the right hemisphere of the brain. Abundance: prosperity has allowed westerners to fill their lives with material goods but not fulfillment – the search for meaning and happiness goes on. Asia: workers from Asia are taking over the role of knowledge workers Automation: any job that is dependent on routines can be replaced or reshaped by technology: eg computers that can program other computers; medical diagnoses that can be done online by patients people need to be able to do things that can’t be done by computers or more cheaply by Asian workers, and that satisfies aesthetic, emotional and spirtitual needs. To be able to do this we need six essential aptitudes; he calls them the Six Senses: Design, Story, Symphony, Empathy, Play and Meaning.
- Ken Garland's challenge to designers shifted the way that the design community approached many aspects of their profession.
- Ken Garland's challenge to designers shifted the way that the design community approached many aspects of their profession.
- Ken Garland's challenge to designers shifted the way that the design community approached many aspects of their profession. Consumers flock to interactive devices Branding is not just identity Designers can Change the World but You need to exercise the left side of your brain Useful is the new Clever Download speeds Graphics too large Shitty code Lack of device optimization Cross browser compatibility No/poor search Information barf Sense of place Competing/repetitive labels Unexpected content Being too cute Design area Not everyone has your monitor
- The process of enhancing user satisfaction by improving the usability, accessibility, and pleasure with website/software interactions
- Unlike most fast food restaurants that have Coca-Cola delivered in plastic bags, McDonald's Coke is delivered in stainless steel containers that help preserve the ingredients and keep the Coke tasting fresher. The fast-food chain actually filters their water more than most competitors and invests a lot of money into maintaining their filtration system. Fresh water = fresh Coke. McDonald's takes the temperature of their soda very seriously. There is an insulated tube that runs from the refrigerator unit in the back, all the way to the soda fountain near the drive-thru window. The water runs through this tube constantly in order to maintain a temperature just above freezing. The cold temperature is essential for achieving peak C02 levels. This not only ensures the crisp, bubbly taste of your Coke, but also means that the carbonation will last longer than other restaurants. McDonald's straw is wider than other fast-food chains and restaurants McDonald's pre-chills its syrups before it enters the fountain dispensers According to the recent Coors Light commercials, Coors Light is "The world's most refreshing beer." This claim is proven through various Coors Light advertising executions that attempt to own "cold. “Plenty of people have done ‘supercold’ delivery in draft. The thing that we did differently was we put a mountain on the bar top,” - CMO for MillerCoors, Andrew England Cold is 100% up to the drinker, not Coors Light.