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Don't shoot me – I'm only the customer. 7 Thesen für Marken für Menschen

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Hier gibt es die Tonspur zu Marco Spies' Vortrag auf der IA Konferenz 2014 in Berlin: http://2014.iakonferenz.org/sprecher#14


Der Branded Interaction Design (BIxD) Prozess hilft, digitale Produkte & Services für Menschen und Marken zu gestalten.

Während Marken in der Erlebnisökonomie der 90er und 2000er Jahre digitale Medien vor allem für beeindruckende Produktinszenierungen und Erlebniswelten nutzten, ist das heutige Transformationszeitalter postdigital: die Trennung zwischen digitaler und analoger Welt ist obsolet geworden. Digitale Medien sind so sehr mit der materiellen Welt verbunden, dass eine Trennung in Realität und Virtualität nicht mehr möglich und die Rede von der Digitalisierung irrelevant geworden ist. Was zählt sind Produkte und Services, die das Leben nachhaltig verändern. Die Entwicklung geht einher mit einem neuen Selbstverständnis der Menschen, die sich als „aufgeklärte Konsumbürger“ (W. Ullrich) verstehen und nicht mehr als Ziel-Gruppen wahrgenommen werden möchten.
Der Branded Interaction Design (BIxD) Prozess hilft, die Anforderungen der Nutzer mit denen der Marke abzugleichen und bis auf die Ebene von Micro-Interactions (D. Saffer) herunterzubrechen. So entstehen nachhaltige postdigitale Nutzererlebnisse, die gut sind für Marken und Menschen.

Marco Spies ist Markenberater und Interaktionsgestalter. Er ist Autor von Branded Interactions – Digitale Markenerlebnisse planen und gestalten. 2010 gründete er zusammen mit Katja Wenger think moto, eine strategische Designagentur mit digitalem Fokus.
Die Agentur arbeitet an Marken-, Interface- und Service Design-Projekten für Unternehmen der Telekommunikations-, Technologie- und Publishing-Branche, sowie eine Reihe von Startups. Marco Spies war Informationsarchitekt bei Pixelpark, Kreativdirektor bei Neue Digitale (Razorfish) und leitete die Abteilung Interactive Design bei der Markenagentur Peter Schmidt Group (BBDO). Er verantwortete in den vergangenen 10 Jahren zahlreiche digitale Markenauftritte, u.a. von T-Mobile, Germanwings, Nintendo, Linde, DZ-Bank.

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Don't shoot me – I'm only the customer. 7 Thesen für Marken für Menschen

  1. 1. ! Marco Spies, think moto GmbH. IA Konferenz, 23.05.2014. Don’tShootMe– I amonly yourcustomer! 7Thesenfür MarkenfürMenschen.
  2. 2. Quelle:Youtube
  3. 3. These #1. ! ALWAYS ON. Das Leben im 21. Jahrhundert ist post-digital.
  4. 4. Es ist noch nicht allzu lange her… Bildquelle: Wikipedia.
  5. 5. Heute. Quelle: thenxtstep.com
  6. 6. Heute.
  7. 7. Heute. Quelle: http://blog.drive-now.de/
  8. 8. These #2. ! RELEVANT. Digitale Produkte und Services stehen im Zentrum der Markenführung.
  9. 9. Interaktionsqualität steigert den Markenwert?! +28% $ 98 Mrd. +34% $ 93 Mrd. +27% $ 24 Mrd. +43% $ 8 Mrd. +30% $ 6 Mrd. -5% $ 37 Mrd. -1% $ 26 Mrd. -9% $ 11 Mrd. -8% $ 8 Mrd. -65% $ 7 Mrd. 1. 2. 19. 52. 35. 46.5. 15. 72. 57. GEWINNER + -VERLIERER Quelle: Interbrand. Best Global Brands 2013
  10. 10. Verkäufer: [Keine Begrüßung] „In unserem Geschäft setzen wir Tools zum Sammeln von Kundendaten ein. Bitte beantworten Sie folgende Fragen mit JA oder NEIN. 1. Dürfen wir Sie persönlich ansprechen? 2. Dürfen wir ihnen in anderen Geschäften auf sie abgestimmte Werbung zeigen? …“ ! Kunde: „Ähm… ja… ich wollte mich doch nur… mal umschauen…“ Don’t shoot me!
  11. 11. Interaktionsqualität steigert den Markenwert?! +28% $ 98 Mrd. +34% $ 93 Mrd. +27% $ 24 Mrd. +43% $ 8 Mrd. +30% $ 6 Mrd. -5% $ 37 Mrd. -1% $ 26 Mrd. -9% $ 11 Mrd. -8% $ 8 Mrd. -65% $ 7 Mrd. 1. 2. 19. 52. 35. 46.5. 15. 72. 57. GEWINNER + -VERLIERER Quelle: Interbrand. Best Global Brands 2013
  12. 12. Interaktionsqualität steigert den Markenwert?! +28% $ 98 Mrd. +34% $ 93 Mrd. +27% $ 24 Mrd. +43% $ 8 Mrd. +30% $ 6 Mrd. -5% $ 37 Mrd. -1% $ 26 Mrd. -9% $ 11 Mrd. -8% $ 8 Mrd. -65% $ 7 Mrd. 1. 2. 19. 52. 35. 46.5. 15. 72. 57. GEWINNER + -VERLIERER Quelle: Interbrand. Best Global Brands 2013
  13. 13. These #3. ! EMOTIONAL. Menschen wollen berührt werden. !
  14. 14. Mobile + Fritzi
  15. 15. These #4. ! AUTHENTISCH. Menschen wollen das Echte. !
  16. 16. Please! Don’t…
  17. 17. Klassische Markenführung denkt uni-direktional. MISSION STATEMENT MARKENLEITBILD MARKENWERTE „Wir sind die Nummer 1 im Markt“
  18. 18. OFFERING BEHAVIOUR IMAGE STORY MEANING Die Marke aus Sicht der Menschen: Brand BIOS® - das think moto Markenmodell. „Wir helfen dir besser zu werden…“
  19. 19. cool casual friendly stylish easy-going (innovative) Marken haben eine Persönlichkeit.
  20. 20. Look & Feel, Tonalität Inspirierend. (frischer urbaner, zielgruppengerechter Look) Plakativ. (schnelle Erfassbarkeit der visuellen Elemente u. Kernaussagen) Einladend. (Nähe und Erreichbarkeit zeigen, Social Media integrieren) Informationsarchitektur Nutzerzentriert. (statt Produkt- oder Unternehmenszentriert) Modular. (Modularität im Seitenaufbau und klare Zonierung der Inhalte)
 Digital einfach. (Verwendung zeitgemäßer Bedienparadigmen, z.B. swipe) Nutzerführung & Navigation Joy of Use. (einen Flow in der Navigation erzeugen, das gewisse Etwas) Reduziert auf das Wesentliche. (Dreiklang, kurze Wege, eindeutige Call- to-Actions)
 Zielführend. (Orientierung an urbanen Leitsystemen) INNOVATIV
 MENSCHLICH. EINFACH
 FLEXIBEL. ONLINE
 KUNDENNAH. DIE Markenfilter übertragen das Markenverhalten auf ein digitales Nutzererlebnis.
  21. 21. These #5. ! IM DIALOG. Konversationen statt Palaver. !
  22. 22. Home » Wampe weg - die besten Schlanktipps ! WAMPE WEG - DIE BESTEN SCHLANKTIPPS Wampe weg Die lang antrainierte Wampe auch wieder weg zu bekommen, kann ein langer Weg sein. Mit welchen Methoden Sie es aber schneller schaffen die Wampe weg zu bekommen, zeigt Ihnen unser speziell entwickeltes Abnehm-Programm ! > Bildstrecken Wampe weg > Aktuelle Artikel Wampe weg > Specials Wampe weg 
 > Männerfragen Wampe weg > Downloads Wampe weg
  23. 23. case Beispiel http://www.youtube.com/watch?v=4jFRWMjQ5xw&list=PLbnH3FK-4wIGVu4DuJfd41JH_lPr3f9lN&feature=share
  24. 24. These #6. ! IM DETAIL. Menschen liebe gute Arbeit und gute Arbeit zeigt sich im Detail.
  25. 25. Touch ID 1-Click Timeline
  26. 26. Branded Interactions. Markenprofilierende Interaktionen – im Großen wie im Kleinen.
  27. 27. These #7. ! KOHÄRENT. Statt konsistent. !
  28. 28. Klassische Markenführung überschätzt die Bedeutung formaler Konsistenz.
  29. 29. „Klassische“ Webentwicklung: Primat der technischen Machbarkeit. Quelle: http://www.treknews.net/2012/04/23/bryan-fuller-wants-new-star-trek-tv-show/
  30. 30. Unsere Lösung. Branded Interaction Design: 
 ein Toolset für die post-digitale Markenführung. BIxD = User Experience Design + Markenstrategie + Design Thinking.
  31. 31. NUTZER BUSINESS MARKE Das Geschäftsmodell und das Produkt verstehen: Inhalte & Funktionen, USPs, Touchpoints, Kundenlebenszyklus, BusinessModel Die Marke verstehen: die Bedeutung der Marke für die Zielgruppe, das Markenverhalten, Image, Versprechen und Story Den Nutzer verstehen: sein Verhalten, seine Aufgabe, Aktivitäten, Kontext, Kultur und Lebensstil Business, Marke und Nutzer bilden die Basis für markengerechtes Interaction Design.
  32. 32. Branded Interaction Design (BIxD) ergänzt die User Experience um die Markenperspektive. !
  33. 33. useful desirable accessible credible valuable usable findable The UX Honeycomb. Peter Morville, 2004 ! Artikel unter: http://semanticstudios.com/publications/semantics/000029.php
  34. 34. relevant emotional kohärent authentisch im detail always on im dialog useful desirable accessible credible valuable usable findable From UX to BIxD?
  35. 35. Die digitale Welt ist heute (noch) ein komplexes System. Komplex = viele Einflussfaktoren, enge Verknüpfungen, dynamische Beziehungen, keine erkennbaren Kausal-Zusammenhänge, aber erkennbare Muster Chaotisch = viele Einflussfaktoren, sehr dynamische Beziehungen, keine erkennbaren Kausal-Zusammenhänge, keine erkennbaren Muster
  36. 36. Now, YOU should be scared! Komplexe Systeme sind unvorhersehbar.
  37. 37. Lean Methoden in UX & BIxD. 1. Prototyping & Testing 2. Kontinuierliche Weiterentwicklung statt Release-Panung 3. Schnelle Reaktion durch Bewertungskriterien
  38. 38. These #8. ! BETA. Keine Angst vor Veränderung.
  39. 39. relevant emotional kohärent authentisch im detail always on im dialog useful desirable accessible credible valuable usable findable From the honeycomb to…
  40. 40. The BIxD Honeybomb! Brand new in 2014. relevant emotional kohärent authentisch im detail always on im dialog useful desirable accessible credible valuable usable findable beta
  41. 41. Branded Interactions – Das Buch zu BIxD.
  42. 42. Branded Interactions – Das Buch zu BIxD.
  43. 43. „Branded Interactions sollte in keiner Agentur, bei keinem Kunden und in keiner Hochschule fehlen.“ (Prof. Wölwer in FORM)
  44. 44. Mehr über BIxD: www.branded interactions.de
  45. 45. ! marco.spies@thinkmoto.de @marcosz brandnewthinking.de Herzlichen Dank für Eure Aufmerksamkeit! ! UX Jobs:thinkmoto.de/jobs

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