UX: The New Brand
Order
Steven Fisher
Global Head of Product and User Experience
SeaChange International
@stevenfisher
StevenFisher.net

• 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

User experience versus
customer experience
Firstly some, disambiguation
user
experience
brand
experience
Attributed to: Tim Loo, Foolproof UK

How do most people define Branding?

Attributed to: Tim Loo, Foolproof UK

But the term “Branding” usually
makes the CEO feel like this…

WHAT IS A BRAND?

HOW DOES BRAND CONNECT TO
EXPERIENCE?

Customers Remember
Experiences, Not Your
Brand Logo
Attributed to: Tim Loo, Foolproof UK

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

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

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

How do you define UX?

WHAT IS UX?

These are not Experience
Designers

This is More Like It.

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

There is an economic relationship
between brand and experience.

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

“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

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

Something like this can be a result…

Case Example: Coca-Cola Freestyle

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?)

The experience is becoming brand perception
RELEVANCE
AUTHENTICITY
DIFFERENTIATION
CONSISTENCY
UNDERSTANDING
PROMISE
PERCEPTION
&VALUE
THE CUSTOMER EXPERIENCETHE BRAND
Attributed to: Tim Loo, Foolproof UK

The ones who connect brand and experience are the winners
Top 100 Brands 2011, Interbrand Attributed to: Tim Loo, Foolproof UK

And the future of brand belongs to gatekeepers of the
customer experience.
You Shall Not Pass!
Attributed to: Tim Loo, Foolproof UK

And that’s us.

So how do we jump in?

We start by innovating across the entirety of the experience
Attributed to: Tim Loo, Foolproof UK

Case Example: American Airlines

But sometimes business are slow to adapt?
Attributed to: Tim Loo, Foolproof UK

As an organization they usually
live in silos
FunctionalGeographic ChannelProduct
Attributed to: Tim Loo, Foolproof UK

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

Silos are primarily focused on
optimizing their parts of the business
Attributed to: Tim Loo, Foolproof UK

Case Example: Merrill Lynch

How can organizations break this cycle?
Attributed to: Tim Loo, Foolproof UK

You need leadership and sponsorship
Attributed to: Tim Loo, Foolproof UK

You need to make the connection between your
customer experience and the drivers for brand value
Attributed to: Tim Loo, Foolproof UK

DREAM BIG
You need a vision which can inspire
and create organizational alignment
Attributed to: Tim Loo, Foolproof UK

You need a roadmap and business case
which brings this all together
Attributed to: Tim Loo, Foolproof UK

Case Example: Voo TV Platform
Breakthrough content viewing solution and winner
of Cable Europe’s 2013 Innovation Award

Achieving Success

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

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

Select Brand Framework
Source: http://www.agencypost.com/experience-design-a-framework-for-
integrating-brand-experience-and-value-an-excerpt/
2

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

49
Facilitate Sharing with
Design Studios
4

50
Co-Create a Customer
Experience Vision
5

Co-create a customer experience vision
Future customer stories
Concept prototypes
Ideal customer journeys
Measurable customer
statements CUSTOMERS
Attributed to: Tim Loo, Foolproof UK

52
LAUNCH AND MAKE THE LEAP5

53
INSPIRE
INNOVATION

54
DEVELOP CREATIVITY

55
CHALLENGE THE STATUS QUO

56
AND YOU WILL
MAKE POSITIVE
CHANGE

FINAL QUESTIONS?