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Don't Shoot Me — I'm Only the Customer. 7 Thesis on Brands for People

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The Branded Interaction Design (BIxD) Process helps designing digital products and services for people and brands.

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Don't Shoot Me — I'm Only the Customer. 7 Thesis on Brands for People

  1. 1. ! Marco Spies, think moto GmbH. IA Conference, 23.05.2014. Don’tShootMe— I’monly yourcustomer! 7theseson brandsforpeople.
  2. 2. Thesis #1. ! ALWAYS ON. Life in the twenty-first century is postdigital.
  3. 3. Not too long ago… Image Source: Wikipedia.
  4. 4. Today. Source: thenxtstep.com
  5. 5. Today.
  6. 6. Today. Quelle: http://blog.drive-now.de/
  7. 7. Thesis #2. ! RELEVANT. Digital products and services are at the heart of a brand now.
  8. 8. Does interactive quality boost brand value?! +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. WINNERS + -LOSERS Source: Interbrand. Best Global Brands 2013
  9. 9. Shop Assistant: [Not greeting] „In our shop we collect customer data. Please answer the following questions with YES or NO. ! 1. May we address you personally? 2. May we suggest you personalized offers in other shops? …“ ! Customer: „Uhm… OK… I just wanted to… Take a look.“ Don’t shoot me!
  10. 10. Does interactive quality boost brand value?! +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. WINNERS + -LOSERS Source: Interbrand. Best Global Brands 2013
  11. 11. Does interactive quality boost brand value?! +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. + - Source: Interbrand. Best Global Brands 2013 WINNERS LOSERS
  12. 12. Thesis #3. ! EMOTIONAL. People want to be touched.
  13. 13. Mobile + Fritzi
  14. 14. Thesis #4. ! AUTHENTIC. People want the real thing. !
  15. 15. Please! Don’t…
  16. 16. Classic branding is unidiectional. MISSION STATEMENT BRAND VISION BRAND VALUES „We are the number 1 on the market“
  17. 17. OFFERING BEHAVIOUR IMAGE STORY MEANING Brands from the people’s point of view: Brand BIOS® - the think moto brand model. „We’ll help you to advance…“
  18. 18. cool casual friendly stylish easy-going (innovative) Brands have personality.
  19. 19. Look & Feel, Tonality Inspiring. (Fresh, urban look relevant to the intended audience) Striking. (Ability to quickly ascertain visual elements and core statements) Inviting. (Show proximity and reachability, integrate social media) Information Architecture User-oriented. (Instead of product and company oriented) Modular. (Modular page structure and clear separation of content) Digitally Simple. (Use of up-to-date interaction paradigms, such as swiping) User Experience & Navigation Joy of Use. (Create a flow in navigation, that special something) Reduced to the Essential. (Triad, quick use, decisive calls-to-action) 
 Goal-oriented. (Oriented on urban guidance systems) INNOVATIVE 
 HUMANE. SIMPLE 
 SIMPLE. ONLINE
 CUSTOMER-ORIENTED. DIE Brand filters translate brand behavior into a digital user experience.
  20. 20. Thesis #5. ! IN DIALOGUE. Conversations over palaver. !
  21. 21. 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
  22. 22. case Beispiel
  23. 23. Thesis #6. ! IN DETAIL. People love good work and good work is in the details.
  24. 24. Touch ID 1-Click Timeline
  25. 25. Branded Interactions. Brand shaping interactions – On a small and large scale.
  26. 26. These #7. ! COHERENT. Rather than consistent. !
  27. 27. Conventional Brand Management overestimates the importance of formal consistence.
  28. 28. Conventional web development: Primate of technical feasibility. Source: http://www.treknews.net/2012/04/23/bryan-fuller-wants-new-star-trek-tv-show/
  29. 29. Our Solution. Branded Interaction Design: 
 A toolset for the post-digital brand management. BIxD = User Experience Design + Brand Strategy + Design Thinking.
  30. 30. USER BUSINESS BRAND Understanding the business model: content & functions, USPs, touchpoints, customer life cycle, business model Understanding the brand: its meaning for the target group, the brand behavior, image, promise and story Understanding the user: his behavior, his task, his activities, context, culture and lifestyle Business, brand and user are the basis for on-brand interaction design.
  31. 31. Branded Interaction Design (BIxD) adds the brand perspective to the user experience.
  32. 32. useful desirable accessible credible valuable usable findable The UX Honeycomb. Peter Morville, 2004 ! Article: http://semanticstudios.com/publications/semantics/000029.php
  33. 33. relevant emotional coherent authentic in detail always on in dialogue useful desirable accessible credible valuable usable findable From UX to BIxD?
  34. 34. The digital world today is (still) a complex system. Complex = many parameters, close links, dynamic relations, no visible causal connection but perceivable patterns Chaotic = many parameters, very dynamic relations, no visible causal connection, no perceivable patterns
  35. 35. Now, YOU should be scared! Complex systems are unpredictable.
  36. 36. Lean methods in UX & BIxD. 1. Prototyping & testing 2. Continuous development instead of release planning 3. Quick response through evaluation criteria
  37. 37. Thesis #8. ! BETA. Don’t fear the change.
  38. 38. relevant emotional coherent authentic in detail always on in dialogue useful desirable accessible credible valuable usable findable From the honeycomb to…
  39. 39. The BIxD Honeybomb! Brand new in 2014. relevant emotional coherent authentic in detail always on in dialogue useful desirable accessible credible valuable usable findable beta
  40. 40. Branded Interactions – The book on BIxD.
  41. 41. Branded Interactions – The book on BIxD.
  42. 42. „Branded Interactions should not be missing in a single agency, a clients office or a university.“ (Prof. Wölwer in FORM)
  43. 43. More on BIxD: www.branded interactions.de
  44. 44. ! marco.spies@thinkmoto.de @marcosz brandnewthinking.de Thank you for listening! ! UX Jobs:thinkmoto.de/jobs

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