This document discusses how interaction designers shape brands through the digital experiences they create, even if they are not consciously trying to do so. It argues that as touchpoints become increasingly digital, brand value is mainly created through interactive experiences. The document then provides three areas where designers can consciously integrate brand considerations into their work: 1) Understand how brand perceptions influence design and measure how experiences impact perception; 2) Create unique brand personalities through coherent interactions; 3) Explore new product/service opportunities that strengthen the brand. Designers are encouraged to use brand research, principles, and personas to make experience decisions that benefit both users and the brand.
Held at UX Camp Europe 2022
A talk on how UX designers can avoid intense swings between hubris / overconfidence and frustration / imposter syndrome. My claim: Both are caused by a number of popular self-deceptions of our discipline. Understanding them can help reduce your emotional amplitudes to a healthy level.
"The problem is we don't understand the problem": Problem Framing as a tool t...Rupert Platz
Held April 30th at "Design to Align", DMI / Intersection15 conference for Strategic Enterprise Design, Berlin http://2015.intersectionconf.com
The purpose of design is to solve problems. Its added value is not only derived from shaping good solutions: it is equally about getting the problem right in the first place.
Often enough in practice though, gaining an accurate, shared understanding of a design problem is neglected in favour of intense involvement with potential solutions. Which can lead to situations later in the process where it turns out everyone involved has a completely different set of unspoken assumptions on the underlying issue, or you may even discover you've developing the perfect response to the wrong question.
In his talk, Rupert will outline the benefits of (re-) framing problems as a universal design technique and share practical tips for shaping precise and actionable problem statements.
UX is omnipresent nowadays and will grow more and more the tool of innovation. Companies are becoming aware of the vitality of adopting this technology from the start. The Importance of UX is a presentation of how we as a UX Design Team implement UX in projects.
Held at UX Camp Europe 2022
A talk on how UX designers can avoid intense swings between hubris / overconfidence and frustration / imposter syndrome. My claim: Both are caused by a number of popular self-deceptions of our discipline. Understanding them can help reduce your emotional amplitudes to a healthy level.
"The problem is we don't understand the problem": Problem Framing as a tool t...Rupert Platz
Held April 30th at "Design to Align", DMI / Intersection15 conference for Strategic Enterprise Design, Berlin http://2015.intersectionconf.com
The purpose of design is to solve problems. Its added value is not only derived from shaping good solutions: it is equally about getting the problem right in the first place.
Often enough in practice though, gaining an accurate, shared understanding of a design problem is neglected in favour of intense involvement with potential solutions. Which can lead to situations later in the process where it turns out everyone involved has a completely different set of unspoken assumptions on the underlying issue, or you may even discover you've developing the perfect response to the wrong question.
In his talk, Rupert will outline the benefits of (re-) framing problems as a universal design technique and share practical tips for shaping precise and actionable problem statements.
UX is omnipresent nowadays and will grow more and more the tool of innovation. Companies are becoming aware of the vitality of adopting this technology from the start. The Importance of UX is a presentation of how we as a UX Design Team implement UX in projects.
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Martin Jordan
Customers hire services and products to do a certain job. Once people spot a job in their life they start looking for a solution, an offering that helps them to get the job done. Which offering they eventually hire often depends on the circumstances in which the job occurs.
This workshop highlighted the importance of customers’ situations and contexts when creating new offerings. As circumstances are changing, people’s related needs and desired outcomes do too. Using the example of food-related services, the workshop at Service Experience Camp 2015 illustrated how all offerings fulfil the general need of feeding humans, but also which specific situations each service caters for.
The workshop was run by Andrej Balaz, Hannes Jentsch and Martin Jordan on November 14, 2015 at Service Experience Camp in Kalkscheune in Berlin-Mitte.
My motto this year is "Evolve & Disrupt". I did a couple of keynotes on the matter recently, so I'm sharing this presentation to illustrate how I handle the "fuzzy front-end" of product development, aside from the Lean Startup stuff everybody talks about. Don't be fooled by the funny (and a bit irreverent) cartoons; Jobs To Be Done is a major breakthrough with a lot of practical applications. I have been working solidly on it for the last year and it is totally influencing how I see the world.
My contribution to this world of startups, to all people like me and my friends. "The Designer's Guide to Startup Weekend".
Soon also on Behance, Dribble and Visual.ly.
Enjoy it and, please, let me know if it was helpful for you :)
The first prototype of our approaches to move beyond design thinking at DNA. Touching on a number of new tools and techniques as well as theoretical positions from a number of sources. Very much the bleeding edge of our current position.
Quick introduction to UX & service design, high-level process & some methodologies and inspiration.
This deck was created for the workshop on UCD for the built environment.
Getting started with Job to be Done researchFirmhouse
To build a successful new product or service you need to make something people will buy. Jobs to be Done help you to understand why people buy the products they do, and make something they will be willing to pay a premium price for. Learn how, at our Jobs to be Done workshop. We run our workshop monthly, more information: https://goo.gl/jvhnVM
As designers and developers, we don’t always have access to research to about our end users, or the opportunity to learn about them. This can leave us building products based on our managers personal opinion, or client specifications, and never really knowing how we can serve our users better.
But the good news is there are many opportunities for user research that most designers and developers just aren’t aware of. They are cheap, easy to implement, and can used straight away on almost any project.
Lily will talk you through 3 methods of no excuse user research that you can use immediately on the websites, products, apps and services you work on every day.
New York Bestseller Jake Knapp’s book, Sprint, explores how companies and teams can replicate Google’s sprint process to solve a problem within five days.
So how does a design sprint actually work, and how can you use a sprint to devise effective solutions in such a short period of time?
Enhance your productivity through design sprints, you’ll learn:
- What is a Design Sprint
- Design sprint case studies and success stories
- How you can run a design sprint effectively
Important elements of this presentation are better covered in my later presentation titled "What Is Jobs-To-Be-Done?" I recommend that readers start with that.
Are you an innovator, entrepreneur or product manager? Do you want to understand what causes people to purchase, adopt and re-purchase products and services? This presentation gives you an introduction to Jobs-To-Be-Done—a theory of the market that seeks to answer these questions and more.
14 Tips to Entrepreneurs to start the Right StuffPatrick Stähler
14 tips for Entrepreneurs how they can develop from an idea the Right Thing. The Right is being loved by your customers, gives meaning to you and employees and is profitable. Finding and later doing the Right Thing is an agile and iterative learning journey. With these 14 tips you can profit from the experience of successful entrepreneurs since you do not have to experience and fail by yourself. Hopefully, the slide deck helps other entrepreneurs.
Kalev Peekna, Managing Director of Strategy at One North, discusses the importance of finding a balance between brand-centric and user-centric marketing in this East Coast vs. West Coast analysis.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1zViNx0.
Social media branding for organizationsTodd Nilson
Building an effective social media presence does not start with creating a blog or Twitter profile. Businesses that are serious about and committed to a social media approach that serves the business need to create a roadmap that begins with an understanding of audience, goals, what will be said, and what will be measured... a Social Solution Suite.
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Martin Jordan
Customers hire services and products to do a certain job. Once people spot a job in their life they start looking for a solution, an offering that helps them to get the job done. Which offering they eventually hire often depends on the circumstances in which the job occurs.
This workshop highlighted the importance of customers’ situations and contexts when creating new offerings. As circumstances are changing, people’s related needs and desired outcomes do too. Using the example of food-related services, the workshop at Service Experience Camp 2015 illustrated how all offerings fulfil the general need of feeding humans, but also which specific situations each service caters for.
The workshop was run by Andrej Balaz, Hannes Jentsch and Martin Jordan on November 14, 2015 at Service Experience Camp in Kalkscheune in Berlin-Mitte.
My motto this year is "Evolve & Disrupt". I did a couple of keynotes on the matter recently, so I'm sharing this presentation to illustrate how I handle the "fuzzy front-end" of product development, aside from the Lean Startup stuff everybody talks about. Don't be fooled by the funny (and a bit irreverent) cartoons; Jobs To Be Done is a major breakthrough with a lot of practical applications. I have been working solidly on it for the last year and it is totally influencing how I see the world.
My contribution to this world of startups, to all people like me and my friends. "The Designer's Guide to Startup Weekend".
Soon also on Behance, Dribble and Visual.ly.
Enjoy it and, please, let me know if it was helpful for you :)
The first prototype of our approaches to move beyond design thinking at DNA. Touching on a number of new tools and techniques as well as theoretical positions from a number of sources. Very much the bleeding edge of our current position.
Quick introduction to UX & service design, high-level process & some methodologies and inspiration.
This deck was created for the workshop on UCD for the built environment.
Getting started with Job to be Done researchFirmhouse
To build a successful new product or service you need to make something people will buy. Jobs to be Done help you to understand why people buy the products they do, and make something they will be willing to pay a premium price for. Learn how, at our Jobs to be Done workshop. We run our workshop monthly, more information: https://goo.gl/jvhnVM
As designers and developers, we don’t always have access to research to about our end users, or the opportunity to learn about them. This can leave us building products based on our managers personal opinion, or client specifications, and never really knowing how we can serve our users better.
But the good news is there are many opportunities for user research that most designers and developers just aren’t aware of. They are cheap, easy to implement, and can used straight away on almost any project.
Lily will talk you through 3 methods of no excuse user research that you can use immediately on the websites, products, apps and services you work on every day.
New York Bestseller Jake Knapp’s book, Sprint, explores how companies and teams can replicate Google’s sprint process to solve a problem within five days.
So how does a design sprint actually work, and how can you use a sprint to devise effective solutions in such a short period of time?
Enhance your productivity through design sprints, you’ll learn:
- What is a Design Sprint
- Design sprint case studies and success stories
- How you can run a design sprint effectively
Important elements of this presentation are better covered in my later presentation titled "What Is Jobs-To-Be-Done?" I recommend that readers start with that.
Are you an innovator, entrepreneur or product manager? Do you want to understand what causes people to purchase, adopt and re-purchase products and services? This presentation gives you an introduction to Jobs-To-Be-Done—a theory of the market that seeks to answer these questions and more.
14 Tips to Entrepreneurs to start the Right StuffPatrick Stähler
14 tips for Entrepreneurs how they can develop from an idea the Right Thing. The Right is being loved by your customers, gives meaning to you and employees and is profitable. Finding and later doing the Right Thing is an agile and iterative learning journey. With these 14 tips you can profit from the experience of successful entrepreneurs since you do not have to experience and fail by yourself. Hopefully, the slide deck helps other entrepreneurs.
Kalev Peekna, Managing Director of Strategy at One North, discusses the importance of finding a balance between brand-centric and user-centric marketing in this East Coast vs. West Coast analysis.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1zViNx0.
Social media branding for organizationsTodd Nilson
Building an effective social media presence does not start with creating a blog or Twitter profile. Businesses that are serious about and committed to a social media approach that serves the business need to create a roadmap that begins with an understanding of audience, goals, what will be said, and what will be measured... a Social Solution Suite.
"Smart Marketing. Customer Experience Insights are Golden".Chris Olson
"Smart Marketing. Customer Experience Insights are Golden". Keynote presentation by Chris Olson at the inaugural conference of Association of Library Communications & Outreach Professionals, October 9-10, 2011. Held in Glenside, PA.
Taiwan CPC 2012 Workshop - Using UX Design Principles & Methodologies in Desi...MLD/Mel Lim Design
Aspiration and joyful satisfaction are intrinsic drives. They are the common denominators of all effort, beginning with design and extending to the client and user experience. What is created externally mirrors what is happening internally. To understand the whole requires learning to engage in empathic internal and external communication across cultures, teams, clients, and customers. This “practice” provides validation, adds to ideation, and forges strategies for demonstrating and building value.
The Minimum Loveable Product: Go Beyond the Minimum Viable ProductDialexa
Minimum Viable Products (MVP) rarely make "good" products. We discuss an alternative: the Minimum Loveable Product. In the world of platform engineering, coordinating your software (and perhaps hardware teams) to deliver a valuable product that your target audience will use is critical to success.
http://by.dialexa.com/beyond-the-minimum-viable-product-why-you-should-build-a-minimum-loveable-product
What is Persona development and how to create effective user persona?Advaiya Solutions, Inc.
Personas provide a noticeable advantage by creating a face to represent an entire group. Whether you need to better align your sales and marketing, build a new website, create a compelling content strategy, Advaiya persona development consultants can help you build effective personas to accelerate customer experience management.
This was a presentation provided to the Canadian Security Association (CANASA) association members 2019. It focused on the importance of branding and how your story porvides strategic differentiation and ultimately determines your personal and organizational success.
Weekend Web Workshop
Simple, visual, interactive and fun user experience workshops to help you get digital.
What your get in this workshop:
- What is User Driven Design?
How to incorporate Brand Strategy into User Experience
How to Prioritize Website Features
How to Create Site Maps and Wireframes
Why should I attend?
- If you are looking to get a job in the digital space
- If you are a start up looking to “get it right”
- If you are looking to advance your career
- If you are a print designer and are curios what “the fuss is all about”
For more information and a schedule of the two days please visit:
Groopskool.net or contact us at skool@thegroop.net
VicHealth Physical Activity Innovation Challenge Concept Development Workshop...Doing Something Good
Our slides from the Concept Development Workshop with VicHealth Wed 10 September 2014. Participants, 12 teams, were finalists in the Physical Activity Innovation Challenge. They included representatives from sporting clubs and associations, health and fitness professionals, policy makers, entrepreneurs and change makers. The Concept Development Workshop was the third of a three-part workshop series to build capability in the sector to generate and implement innovative ideas to get Victorians active, and to help applicants for the VicHealth Innovation Challenge to develop their ideas to get the inactive active and reach the hard to reach. Participants were led through the development of a Business Model Canvas for their concept. Learn more about the VicHealth Innovation Challenge here: http://challenge.vichealth.vic.gov.au/
Is design the art of making things beautiful?... NO! It's not :)
Design is much more than that and everyone should learn about it. Understanding good design changes the way you see your life. And the way you build things.
Also a little part on branding :)
Branding and strategy is an important part of every business. By defining and then communicating the brand both internally and externally, will impact directly on the capacity of a business to achieve its objectives.
A brand involves four key elements:
Vision – where the organisation is going
Values – what the organisation stands for
Personality – what the organisation is like to deal with
Positioning – what differentiates the organisation
The vision and values are internal factors, whilst personality and positioning are external factors.
Other elements of a brand include:
Services
People
Mission
Features
Attributes
Benefits
Essence
This seminar will explore the elements of a brand and why defining and communicating your brand effectively is so important.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
Similar to Why you’re a Brand Shaper (knowingly or not) and what you can do about it (20)
Selling the Carrot, or: how to convert by balancing value, cost and perceptionRupert Platz
### A small, useful framework for more relevance, motivation, and fewer obstacles in UX design
Dear people on the internet, we want you to give us something:
Your time. Your interest. Your concentration. Your data. Your content. Your money , Your loyalty. You name it.
In return, you get great products, services, content or experiences from us. But do you even need what we offer you? Is it worth the price we ask for it? And if so, how can we convince you of that?
To devise powerful hypotheses for conversion optimization (or, generally speaking, to get people to do what we actually want them to do without manipulating or fooling them), I came up with what I call the *value-cost-persuasion model.* I find it useful in my daily work to this day.
Hyper! Hyper!! How to deal with trends, fads and constant changeRupert Platz
The digital industry is subject to permanent change, and its thought leaders constantly keep predicting even more major shifts. Time and again, new processes, roles, methods, usage patterns, platforms, work fields, tools etc. are declared the „next hot big thing“. Some of these eventually do affect our work as UX Designers in a major way, others turn out to be just temporary fads or premature concepts. How do we deal with all the trends and hypes without freaking out or getting lost chasing shiny objects? (Talk held at UX Camp Europe / june 2017, Berlin)
Hyper! Hyper!! (Über den Umgang mit Trends: Zwischen Begeisterung, Gelassenhe...Rupert Platz
Zur digitalen Welt gehören seit jeher der permanente rasante Wandel und seine Verkünder. Immer wieder werden neue Prozesse, Rollen, Nutzungsmuster, Interfacekonzepte, Arbeitsfelder, Methoden, Tools und so weiter zum nächsten großen Ding erklärt. Vieles davon führt tatsächlich zu einer bahnbrechenden Veränderung unserer Arbeit, anderes erweist sich nach der Hype-Phase nur als kurzlebige Mode, verfrühte Zukunftsvision oder Nischenthema. Wie geht man als UX Designer mit all den Trends und Hypes um, ohne ständig neuen glitzenden Objekten hinterherzurennen oder sich verrückt zu machen? (IA Konferenz 5. Mai 2017)
“You can’t fix a wrong problem”: Design-Problemstellungen richtig auf den Pun...Rupert Platz
Vortrag auf dem WUD Berlin, November 2015 //
Auf Youtube: https://www.youtube.com/watch?v=BJIQX3nX_KA
ABSTRACT: Designer sind Problemlöser. Das heißt nicht nur, kreative und innovative Lösungen zu entwickeln, sondern zunächst einmal das Problem richtig zu verstehen und klar zu umreißen. Ansonsten kann es passieren, dass man sich auf vage Annahmen verlässt, aneinander vorbei redet und am Ende vielleicht mit einem großartigen Produkt da steht, das niemand braucht. Besonders hoch ist dieses Risiko natürlich, wenn man sich auf Innovations-Neuland wagt. Im Umfeld der "Lean"-Bewegung sind daher interessante Techniken zum Erarbeiten von Design Problemen entstanden. Der Vortrag stellt einige Ansätze vor und zeigt, wie man auch in "normalen" Projekten zu einem zielführenderen Problemverständnis kommen kann.
Value, Cost, Persuasion, Conversion, oder: Wie man die Möhre verkauftRupert Platz
Präsentation am 4. Juni 2016, IA Konferenz Berlin
Ein kleines, nützliches Framework für mehr Relevanz, mehr Motivation und weniger Hürden im UX Design
Liebe Menschen im Internet, wir wollen dass ihr uns etwas gebt: Eure Zeit, euer Interesse, eure Konzentration, eure Daten, euren Content, euer Geld, eure Treue. Dafür bekommt ihr tolle Produkte, Services, Inhalte oder Erlebnisse von uns. Aber braucht ihr das, was wir euch dafür bieten, überhaupt? Ist es euch den Preis wert, den wir dafür verlangen? Und wenn das so ist: Wie können wir euch davon überzeugen?
Rupert Platz ist freiberuflicher UX Stratege und Konzepter. Er hilft seit über 13 Jahren Unternehmen und Organisationen, mit Hilfe von nutzerzentriertem Denken Probleme zu lösen, Ziele zu erreichen und Werte zu schaffen. Am liebsten auf allen Ebenen, von Analyse und Vision über Content und Struktur bis Interaktion und Interface. Vor seiner freiberuflichen Tätigkeit war er der langjährige UX- Kreativdirektor der Digitalagentur Aperto.
Folgst du noch oder formst du schon? Über Brands und UX DesignRupert Platz
+++ Audio Track hier: http://2014.iakonferenz.org/sprecher#6 +++
Wie wir Marken sinnvoll mitgestalten können statt nur Styleguides einzuhalten
(IA Konferenz, Berlin 23. Mai 2014)
„Brand“ – das klingt für viele nach aufgesetztem Emotions-Voodoo mit einschränkendem Regelwerk im Anhang. Doch Marken sind vor allem Bilder in den Köpfen von Menschen – Bilder, die durch prägende Interaktionen entstehen. Wenn wir digitale Nutzungserlebnisse konzipieren, sind wir daher auch immer Mitgestalter von Marken, auch wenn das Wort „Brand“ in fast allen UX-Denkmodellen fehlt. Ein paar Vorschläge, wie wir bewusster mit dem Faktor Marke umgehen können und ihn zur Orientierung und Inspiration in allen Stadien des Experience Design-Prozesses nutzen können.
Rupert Platz ist freier UX Designer und Informationsarchitekt, vormals Director User Experience bei USEEDS° und CD Online Konzeption bei aperto Berlin. Als langjähriger Verfechter des nutzerzentrierten Denkens hat es ihn anfangs etwas Mühe gekostet, seine Berührungsängste mit dem Thema „Marke“ abzubauen, aber er ist immer wieder überrascht zu sehen, wie gut vieles auf beiden Seiten doch inzwischen zusammenpasst.
Mach dich nützlich und sieh gut aus dabei! Wie digitale Branded Services nach...Rupert Platz
Service ist das beste Marketing: Marken, die mit kostenlosen smarten Lösungen auf die realen Bedürfnisse von realen Menschen eingehen, können dafür mehr Sichtbarkeit, Glaubwürdigkeit und Loyalität zurückbekommen als mit einer noch so kreativen Mitmach-Kampagne. Mit dem Konzept der "Brand Utility" entsteht ein spannendes und sinnvolles neues Feld, auf dem Marketingstrategie und User Experience Design optimal zusammenwirken können.
Dürfen wir mit Erbsen auf den Elefanten zielen? Ein Einschätzungsmodell zum p...Rupert Platz
Es gibt zahlreiche Methoden für Research, Design und Evaluation im User Experience Design Prozess, aber vieles, was in der Theorie sinnvoll erscheint, stößt in der Praxis auf die Grenzen von Zeit, Geld und Prioritäten. Zu aufwändigen High End-Tools wie Contextual Enquiries oder Eyetracking-Tests gibt es Alternativen – simple Guerilla-Methoden, oder auch notfalls das, was Jared Spool "Genius Design" nennt: Auf Erfahrungsbasis einfach loslegen. Aber wie stellen wir fest, ob das für unser nächstes Projekt angemessen und realistisch ist, wenn wir als IA/UX- Profis gute Arbeit leisten wollen?
Selten wird mit Kanonen auf Spatzen geschossen – aber dürfen wir mit Erbsen auf den Elefanten zielen? Der Vortrag stellt ein grobes Entscheidungsmodell vor, das helfen kann, diese Frage zu beantworten.
Das neue AJAX - Frischeformel für strahlende Nutzer?Rupert Platz
Vortrag über neue Usability-Herausforderungen und -Patterns beim Konzipieren von Rich Internet Applications auf dem eResult Usability-Kongress, Göttingen, 13.09.2006.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
PDF SubmissionDigital Marketing Institute in NoidaPoojaSaini954651
https://www.safalta.com/online-digital-marketing/advance-digital-marketing-training-in-noidaTop Digital Marketing Institute in Noida: Boost Your Career Fast
[3:29 am, 30/05/2024] +91 83818 43552: Safalta Digital Marketing Institute in Noida also provides advanced classes for individuals seeking to develop their expertise and skills in this field. These classes, led by industry experts with vast experience, focus on specific aspects of digital marketing such as advanced SEO strategies, sophisticated content creation techniques, and data-driven analytics.
EASY TUTORIAL OF HOW TO USE CAPCUT BY: FEBLESS HERNANEFebless Hernane
CapCut is an easy-to-use video editing app perfect for beginners. To start, download and open CapCut on your phone. Tap "New Project" and select the videos or photos you want to edit. You can trim clips by dragging the edges, add text by tapping "Text," and include music by selecting "Audio." Enhance your video with filters and effects from the "Effects" menu. When you're happy with your video, tap the export button to save and share it. CapCut makes video editing simple and fun for everyone!
Fonts play a crucial role in both User Interface (UI) and User Experience (UX) design. They affect readability, accessibility, aesthetics, and overall user perception.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Connect Conference 2022: Passive House - Economic and Environmental Solution...TE Studio
Passive House: The Economic and Environmental Solution for Sustainable Real Estate. Lecture by Tim Eian of TE Studio Passive House Design in November 2022 in Minneapolis.
- The Built Environment
- Let's imagine the perfect building
- The Passive House standard
- Why Passive House targets
- Clean Energy Plans?!
- How does Passive House compare and fit in?
- The business case for Passive House real estate
- Tools to quantify the value of Passive House
- What can I do?
- Resources
Maximize Your Content with Beautiful Assets : Content & Asset for Landing Page pmgdscunsri
Figma is a cloud-based design tool widely used by designers for prototyping, UI/UX design, and real-time collaboration. With features such as precision pen tools, grid system, and reusable components, Figma makes it easy for teams to work together on design projects. Its flexibility and accessibility make Figma a top choice in the digital age.
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
16. Brand perceptions evolve over time
from touchpoint to touchpoint.
Heard a
friend
mention
Saw ad
on TV
Researched,
went to
website
Went to
store &
purchased
Went to
support site
for help
Read
article in
magazine
1 2 3 4 5
– +
5
17. Interactive experiences leave deepermarks than
passive one-way information.
1 2 3 4 5 5
Heard a
friend
mention
– +
Saw ad
on TV
Researched,
went to
website
Went to
store &
purchased
Went to
support site
for help
Read
article in
magazine
18. Touchpoints have become less static & physical.
2005
• PC Website
• Retail store
• Physical products
• Service Hotline
• Promotion teams
• etc.
2015
• Responsive website, app
• E-Commerce platform
• [Semi-]digital services
• Online support platform
• GPS based push offers
• etc.
28. What this couldmean for design research:
• Make brand perception a
part of persona development
• Brand sentiment data and
other planner / brand
strategy research insights
can be valuable!
• Investigate user‘s attitude
towards the brand before
and after user testing
Wouter, 46 - Friend of the environment
Needs:
Expectations:
Goals:
Brand attitudes:
29. Measuring design success: Net Promoter Score
should be as important as conversion, stickyness etc.
How likely are you to recommend brand [X] to a friend/ colleague/ relative?
measuringu.com/usability-loyalty.php
autodeskresearch.com/pdf/2012%20NPS%20Bradner%20Sauro.pdf
30. Know what [and if] you want to change.
Brand perception
prior to use: Altered:
+
Positive /
Promoters
–
Negative /
Detractors
„Even better
than I thought.
Wow.“
„Disappoints
me.“
„Hey, not that
bad after all.“
„Even worse
than I thought.“
+
–
+
–
Expanded:
„Cool. I never
saw them that
way.“
„Confusing.
Not what they
stand for.“
„Cool. I never
saw them that
way.“
„Confusing.
Not what they
stand for.“
+
–
+
–
Reinforced:
„Great,
just as I
expected.“
„Crappy as
always.“
=
=
33. User Centered Design is no unique selling proposition anymore:
Ifeverybody solves
thesame problem
for thesame user segment
in thesame user-centeredway,
whatwill makeour solution
stand out?
36. Styleguides grant consistency.
Yes, it is essential to have
common, recognizable
• Logos
• Colors, shapes, fonts
• Image language
• Wordings
• etc.
36
37. But in an interactivemedium,
brandsaremoreabouthowthey
behavethanhowtheylook like.
40. Brand experiences shouldn‘t feel schizophrenic.
When different people design multiple brand touchpoints,
usersmay encounter a split personality …
mytaxi.com
41. How can wemake a brand personality tangible,
when all we have is some generic feedgood values?
41
pterisglobal.com/brand_personality.html
42. 42
We need design principles derived from user insights
and brand values.
slideshare.net/mrtimothyloo/the-brand-experience-gap
44. Turn brand values into actionable design principles.
How do we translate trustworthy
or empowering into …
• Information depth?
• Choice of options?
• Degree of control?
• Input feedback?
• Animationes & Transitions?
• Performance & loading time?
44
(highly
recommended)
Simyo Brand-Filter, taken from the book Marco Spies, Branded Interactions
45. Two kinds of brand-derived design principles:
45
Mandatory / generic principles
• Should be obeyed by anyone
to avoid bad UX
• But wil also contradict your
values & hurt your brand
if not followed
Differentiating principles
• Unique, because only your
brand handles things this way
• Can strenghten your brand
and set it apart if followed
46. „Trustworthy“ brand interaction principles:
46
Mandatory / generic:
• Make information easy to find
• Makemenu wordings
self-explanatory
• Give clear feedback to
user input
• Nomeaningless, fast animations
Differentiating:
• Require as little user data as
possible
• No fake social proof &
testimonials
• Stick to familiar interaction
patterns [avoid experiments]
• Explicit verification of user
actions [ask for „OK“]
47. „Empowering“ brand interaction principles:
47
Mandatory / generic:
• Optimize for speed &
performance
[waiting deprives of power]
• Optimize for touch
[give feeling of direct control]
• Alwaysmake clear what will
happen after next click / tap
Differentiating:
• Don‘t force users down narrow
paths
• Don‘t over-simplify & deprive
of options
• Don‘t patronize – help users do
it themselves
• Detailled information is always
at hand when needed
49. Brand Extension: Same brand, new category.
Clothing label Railway company Beer brewer Food retailer
50. Service Design is great for exploring new fields.
adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
51. Service ideas filter: Will it strenghen or hurt our brand?
Package tours
with flight &
accomodation?
Online market
place for used
vintage watches?
Data encryption
package for
premium users?
52. Service ideas filter: Will it strenghen or hurt our brand?
Package tours
with flight &
accomodation?
Online market
place for used
vintage watches?
Data encryption
package for
premium users?
Brand stands for
individual, authentic
travel
Brand stands for
exclusiveness and
perfectionism
Brand stands for
convenience,
but not for privacy
53. Brand Persona: Create an actionable character …
53
Brand X: The trustworthy empowerer
Age, gender:
Character traits :
Convictions:
Interaction style:
Persona attitudes:
54. … and let it interact with your user personas.
54
Wouter, 46: The eco-friend
Needs:
Expectations:
Goals:
Brand attitudes:
Brand X: The trustworthy empowerer
Age, gender:
Character traits :
Convictions:
Interaction style:
Persona attitudes:
55. [Brand persona classic: The „Get a Mac“ campaign]
55
I’m a PC. I’m a Mac.
adweek.com/adfreak/apples-get-mac-complete-campaign-130552
57. Three questions to take some of the guesswork out:
1
Understand / set
goals / measure
2
Differentiate
3
Enter new fields
Are we successful
in fostering brand
value?
If we design it this way,
will it feel coherent
and unique?
If we build this, will
it expand or blur
brand perception?
58. The challenge on all levels: Hitting the sweet spot.
Users
Business Goals Technology Is it
Brand
feasible?
Do people find it relevant,
usable & delightful?
Does it strenghen
our brand?
Does it help
us perform?
61. … have evolved & widened their horizon …
User
Centered
Design
Brand
Mgmt
Touchpoints
Context
Emotion
Application
Interface
Usability
Values
Messages
Styleguide
62. … on both sides …
User
Centered
Design
Brand
Mgmt
Touchpoints
Context
Emotion
Application
Interface
Usability
Values
Messages
Styleguide
Behaviour
Interaction
Relevance
63. … and we‘re all in the „gut feeling“ business after all.
Erlebnis,
Gesamtkontext,
Emotion
User
Centered
Design
Brand
Mgmt
Touchpoints
Context
Emotion
Application
Interface
Usability
Values
Messages
Styleguide
Experience
Behaviour
Interaction
Relevance
64. Don‘t just follow styleguides –
be aware of your brand shaping powers.
artofmanliness.com/2013/04/09/to-succeed-in-work-and-life-be-mr-t/
65. And broaden your t-shaped skill profile :-)
Product
Management
Coding &
Programming
Information
Architecture
Cognitive
Psychology
User
research
Brand
strategy
Experience design skills
Interaction
Design
66. Thanks for listening!
twitter.com/r000pert
xing.com/profile/Rupert_Platz
linkedin.com/in/rupertplatz
Editor's Notes
d.h. eine Marke ist nicht das, was ein Unternehmen über sich und seine Produkte sagt, sondwern das, was seine Zielgruppe darüber fühlt und denkt.
d.h. eine Marke ist nicht das, was ein Unternehmen über sich und seine Produkte sagt, sondwern das, was seine Zielgruppe darüber fühlt und denkt.
d.h. eine Marke ist nicht das, was ein Unternehmen über sich und seine Produkte sagt, sondwern das, was seine Zielgruppe darüber fühlt und denkt.
Das ist kein optisches Feelgood Voodoo Chi Chi, sondern ein knallharter Wirtschaftsfaktor
Langfristiegr Wert vs. Kurzfristige Konversion, Profit, Revenue, Cost reduction
Seiner Marke zu schaden hat mitelfristig auch wirtschaftliche Folgen
MillwardBrown: „how much brand alone contributes to corporate value “
Fin value
Brand Attribution – peel away rational factors
Brand Value = Financial Value x Brand Contribution = X$ondern ein knallharter Business Faktor
Das ist kein optisches Feelgood Chi Chi, s
Langfristiegr Wert vs. Kurzfristige Konversion, Profit, Revenue, Cost reduction
Seiner Marke zu schaden hat mitelfristig auch wirtschaftliche Folgen
MillwardBrown: „how much brand alone contributes to corporate value “
Fin value
Brand Attribution – peel away rational factors
Brand Value = Financial Value x Brand Contribution = X$ondern ein knallharter Business Faktor
Nicht nur Marketing
Betrifft nicht nur Werbung
Markenerlebnis ist für Markenbild viel prägender als Versprechen
… und der Grund dafür sind nicht die Kampagnen, sondern die tatsächlichen Experiences ….
Markenbild ist nicht statisch
Größer als Journey
Upgrades des Markenbildes, Differenzierung
Experience-Perspektive statt Markenzentrische Perspektive
Dazu kommt: … / Zweiter Punkt:
Verschiedene Qualitäten von Brand Touchpoints!
Prägender sind die, an denen echte Experiences entstehen und nicht nur Wahrnehmung
Weder in den Anatomie Modellen, welche Faktoren zur Disziplin gehören, noch in den Prozessmodellen
Zu den Ausnahmen gehört das Branded Interaction Design Modell von Marco Spies, oder das Enterprise Architecture Modell von Milan Günther.
Ich habe hier kein neues UX Modell dabei, wo riegndwo auch noch Marke steht, aber ei paar Ideen
management tool that can be used to find out the loyalty of a firm's customer relationships. It serves as an alternative to traditional customer satisfaction research and claims to be correlated with revenue growth.[1]
Markenbild ist nicht statisch
Größer als Journey
Upgrades des Markenbildes, Differenzierung
Experience-Perspektive statt Markenzentrische Perspektive
Differenzierung nur och über das Marketing?
Differenzierung nur och über das Marketing?
Aber das ist nur Oberfläche
Wiedererkennbarkeit Physiognomie Gesichtszüge, Haare
Promis sind super Beispiele weil sie Marken, aber auch echte, lebende Menschen sind, die als Persönlichkeit wahrgenommen werden
Harry tut mehr als immer nur gleich auszusehen & sagt auch nicht immer das gleiche, sonst wäre er ein Roboter
Stimmiges Verhalten / Gesamtbild, sinnvolles Verhalten in versch. Kontexten / Tourchpoints
Das unterscheidet Menschen von Roboter!
Die Lösungen unterscheiden sich durchaus weil Designer Individuen sind die ihre Persönlichkeit in die Lösung stecken.
Das Problem beginnt da, wo mehrere Designer zu unterschlichen Zeitpunkten Lösungen für versch. Touchpoints finden
Viele Markendokumentation haben noch eine viel zu starke Ich sich: „Wir sind so & so …“
Gefahr: Generische Übersetzung. „Vertrauenswürdig = Informationen sind leicht zu finden“
Vertrauenswürdig kann aber heißen, dass man bei Änderung von Daten nochmal nachfragt ob ich das wirklich will, statt „Alles klar, ist geändert. Rückgängig machen“?
Dass man Prozesse eher langsam und sicher gestaltet als schnell und bequem.
Dass man der Marke mehr schadet als einer anderen, wenn man keine SSL Verschlüsselung anbietet.
Brand Experience heißt nicht dass man es irgendwie nett schön macht
Brand Extension ist ein Feld auf das man sich als UX Designer auch oft begibt
Heineken Star Player
Auch hier sollte man nicht nur Nutzer- und Business-zentriert denken, sondern die Marke mit ins Spiel bringen
Dinge, an denen Zielgruppen der Marke durchaus Bedarf hätten, die aber niemals zur Marke passen würden
Auch hier sollte man nicht nur Nutzer- und Business-zentriert denken, sondern die Marke mit ins Spiel bringen
Dinge, an denen Zielgruppen der Marke durchaus Bedarf hätten, die aber niemals zur Marke passen würden
Es gibt da natürlich die vielbeschworenen Silos, die so einer Entwicklung im Wege stehen.
Es gibt fehlendes Verständnis für Markenführung auf Seiten von Business Entscheidern,
Es gibt starre Strukturen & Revierkämpfe und unterschiedliche Denkmodelle bei UX Leuten, Beratern, Markenstrategen, Marketingleuten
Ich bin noch nicht an dem Punkt wo ich da universelle aktische Empfehlugen geben kann
Aber Tatsache ist: Da nähern sich Dinge einander an.
Es gibt da natürlich die vielbeschworenen Silos, die so einer Entwicklung im Wege stehen.
Es gibt fehlendes Verständnis für Markenführung auf Seiten von Business Entscheidern,
Es gibt starre Strukturen & Revierkämpfe und unterschiedliche Denkmodelle bei UX Leuten, Beratern, Markenstrategen, Marketingleuten
Ich bin noch nicht an dem Punkt wo ich da universelle aktische Empfehlugen geben kann
Aber Tatsache ist: Da nähern sich Dinge einander an.
Es gibt da natürlich die vielbeschworenen Silos, die so einer Entwicklung im Wege stehen.
Es gibt fehlendes Verständnis für Markenführung auf Seiten von Business Entscheidern,
Es gibt starre Strukturen & Revierkämpfe und unterschiedliche Denkmodelle bei UX Leuten, Beratern, Markenstrategen, Marketingleuten
Ich bin noch nicht an dem Punkt wo ich da universelle aktische Empfehlugen geben kann
Aber Tatsache ist: Da nähern sich Dinge einander an.
Es gibt da natürlich die vielbeschworenen Silos, die so einer Entwicklung im Wege stehen.
Es gibt fehlendes Verständnis für Markenführung auf Seiten von Business Entscheidern,
Es gibt starre Strukturen & Revierkämpfe und unterschiedliche Denkmodelle bei UX Leuten, Beratern, Markenstrategen, Marketingleuten
Ich bin noch nicht an dem Punkt wo ich da universelle aktische Empfehlugen geben kann
Aber Tatsache ist: Da nähern sich Dinge einander an.