UX - The New Brand Order

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This was a talk given at UXFest in Boston, Oct 1, 2013.

UX: The New Brand Order

Customers remember experiences, not your logo. We will discuss the shift in user experience as the lead role in defining and expressing brand in a company. We will explore and demonstrate the economic relationship between brand and experience. We will also discuss the sometimes adversarial issues that come between those on the branding side and those on the user experience side. We will discuss case studies from the speaker's personal experience with Coca-Cola, American Airlines, Merrill Lynch and SeaChange International. We will then present a six step roadmap to achieve success in this New Brand Order.

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UX - The New Brand Order

  1. 1. UX: The New Brand Order Steven Fisher Global Head of Product and User Experience SeaChange International @stevenfisher StevenFisher.net
  2. 2. • Role of a Management Consultant • The Consulting Process and Best Practices • Managing the Consulting Assignment/Project Who the Heck is this Guy?Steve Fisher • 3 Time Entrepreneur (2 Sold) • Head of Experience for SeaChange • Co-Founder, Revolution Factory • Advisor (Protoshare. H2i, Startup Institute) • 20 Yrs Product Designer • 8 of them with agencies (Digitas, Sapient) and consulting firms • Film Producer • Yoga Teacher • Slow Runner • Fast Eater Connect with me: /TheStevenFisher /StevenFisher
  3. 3. User experience versus customer experience Firstly some, disambiguation user experience brand experience Attributed to: Tim Loo, Foolproof UK
  4. 4. How do most people define Branding?
  5. 5. Attributed to: Tim Loo, Foolproof UK
  6. 6. But the term “Branding” usually makes the CEO feel like this…
  7. 7. WHAT IS A BRAND?
  8. 8. HOW DOES BRAND CONNECT TO EXPERIENCE?
  9. 9. Customers Remember Experiences, Not Your Brand Logo Attributed to: Tim Loo, Foolproof UK
  10. 10. There once was a golden age of branding… The brand is what you say it is CUSTOMERSThe brand message Attributed to: Tim Loo, Foolproof UK
  11. 11. And brands got better at doing the same thing… The brand is still what you say it is CUSTOMERS Attributed to: Tim Loo, Foolproof UK
  12. 12. But now customers talk to each other…all the time. CUSTOMERS The brand is what they say it is Attributed to: Tim Loo, Foolproof UK
  13. 13. How do you define UX?
  14. 14. WHAT IS UX?
  15. 15. These are not Experience Designers
  16. 16. This is More Like It.
  17. 17. For experience design, we are primarily interested in two things: Brand essence Brand attributes Source: Experience Design: A Framework for Integrating Brand, Experience, and Value, Newbery and Farnham 2013
  18. 18. There is an economic relationship between brand and experience.
  19. 19. Brand matters Top 100 Brands 2011, Interbrand Brand value is real & tangible It accounts for a significant value of an organization’s market capitalization and drives long term shareholder value Brand value $71 billion Interbrand (2011) Market cap $153 billion 12-12-11 Attributed to: Tim Loo, Foolproof UK
  20. 20. “Brand equity is a set of assets linked to a brand’s name and symbol that adds to the value provided by a product or service to a firm’s customers” This Brand Value is linked to Brand Equity Building Strong Brands, David A. Acker BRAND AWARENESS BRAND LOYALTY PERCEIVED QUALITY BRAND ASSOCIATIONS BRAND AWARENESS BRAND LOYALTY PERCEIVED QUALITY BRAND ASSOCIATIONS Attributed to: Tim Loo, Foolproof UK
  21. 21. But what happens when we do not connect the brand promise to the experiences we create? THE PROMISE THE REALITY Attributed to: Tim Loo, Foolproof UK
  22. 22. Something like this can be a result…
  23. 23. Case Example: Coca-Cola Freestyle
  24. 24. Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917 So WTF? (So what’s the future of branding and UX?)
  25. 25. The experience is becoming brand perception RELEVANCE AUTHENTICITY DIFFERENTIATION CONSISTENCY UNDERSTANDING PROMISE PERCEPTION &VALUE THE CUSTOMER EXPERIENCETHE BRAND Attributed to: Tim Loo, Foolproof UK
  26. 26. The ones who connect brand and experience are the winners Top 100 Brands 2011, Interbrand Attributed to: Tim Loo, Foolproof UK
  27. 27. And the future of brand belongs to gatekeepers of the customer experience. You Shall Not Pass! Attributed to: Tim Loo, Foolproof UK
  28. 28. And that’s us.
  29. 29. So how do we jump in?
  30. 30. We start by innovating across the entirety of the experience Attributed to: Tim Loo, Foolproof UK
  31. 31. Case Example: American Airlines
  32. 32. But sometimes business are slow to adapt? Attributed to: Tim Loo, Foolproof UK
  33. 33. As an organization they usually live in silos FunctionalGeographic ChannelProduct Attributed to: Tim Loo, Foolproof UK
  34. 34. Digital is still a bolt-on to many brands and their business models BRAND X PRODUCT SALES In-store Web Contact centre MARKETING Offline Online OPERATIONS IT Infrastructure eCommerce RETAIL DIGITAL Web Mobile Social Attributed to: Tim Loo, Foolproof UK
  35. 35. Silos are primarily focused on optimizing their parts of the business Attributed to: Tim Loo, Foolproof UK
  36. 36. Case Example: Merrill Lynch
  37. 37. How can organizations break this cycle? Attributed to: Tim Loo, Foolproof UK
  38. 38. You need leadership and sponsorship Attributed to: Tim Loo, Foolproof UK
  39. 39. You need to make the connection between your customer experience and the drivers for brand value Attributed to: Tim Loo, Foolproof UK
  40. 40. DREAM BIG You need a vision which can inspire and create organizational alignment Attributed to: Tim Loo, Foolproof UK
  41. 41. You need a roadmap and business case which brings this all together Attributed to: Tim Loo, Foolproof UK
  42. 42. Case Example: Voo TV Platform Breakthrough content viewing solution and winner of Cable Europe’s 2013 Innovation Award
  43. 43. Achieving Success
  44. 44. Six things you can do today Map the customer experience and pain points Select a Brand Framework Establish design principles 1 2 3 Facilitate Sharing with Design Studios Co-Create a Customer Experience Vision Launch and Make the Leap 4 5 6
  45. 45. Many organizations still allow opinions about customers to dominate decision making. Yet most organizations have plenty of research to hand but can’t use the insights to align stakeholders & spot holistic problems and opportunities. Map the current customer experience 1 Turn all of your current insights into documentation you can use to align stakeholders and map value  Personas  Customer journeys maps  Pain-points (& pleasure points) Attributed to: Tim Loo, Foolproof UK
  46. 46. Select Brand Framework Source: http://www.agencypost.com/experience-design-a-framework-for- integrating-brand-experience-and-value-an-excerpt/ 2
  47. 47. CUSTOMER EXPERIENCE INSIGHT BRAND ASSETS & VALUES GOOD DESIGN PRINCIPLES 1. Based on customer research 2. Short & memorable 3. Cross-feature 4. Specific 5. Non-conflicting 6. Measurable What is the current experience like for our customers?  What do they like?  What are their frustrations and pain-points?  What can we learn from our competitors?  Have they been delighted before by similar services/offerings? How? Why? What are our brand values?  How do we want the experience to be an expression of these?  What are our differentiating assets and capabilities Establish experience design principles3 They form the basis for creating a vision of your future customer experience Experience design principles describe the core values of the user experience of a product or a service Attributed to: Tim Loo, Foolproof UK
  48. 48. 49 Facilitate Sharing with Design Studios 4
  49. 49. 50 Co-Create a Customer Experience Vision 5
  50. 50. Co-create a customer experience vision Future customer stories Concept prototypes Ideal customer journeys Measurable customer statements CUSTOMERS Attributed to: Tim Loo, Foolproof UK
  51. 51. 52 LAUNCH AND MAKE THE LEAP5
  52. 52. 53 INSPIRE INNOVATION
  53. 53. 54 DEVELOP CREATIVITY
  54. 54. 55 CHALLENGE THE STATUS QUO
  55. 55. 56 AND YOU WILL MAKE POSITIVE CHANGE
  56. 56. FINAL QUESTIONS?

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