designing the brand experience

UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i

Designing the

Brand Experience

NoAA Ilani Bengiat | @noaa_i

Brands are able to

make a profound

impact on our lives.

Brands inspire us.

Brands grab our

time and attention.

Brands can give us

a deep sense of

belonging.

Brands can

cultivate tribes.

• What is the brand experience?

• What happens when brands are or aren’t driven

by a core/ brand experience

• The brand experience as a primary building block

for designing products and services

• How to discover and define the brand experience

• Ways to implement

Touch Points of

Sheer Magic

Brand Loyalists

at the launch of

iPhone 5S

UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat

That’s the Power of the Brand

Experience

Everything we do,

we believe in challenging the status quo.

Broken experiences and disconnects

There are points in the experience

which are make or break

Prioritizing experience touch-

points that resonate with the

brand experience.

What is the core /

brand experience?

Disconnected

So what’s missing?

Branding is for

Madison Avenue,

Advertising Celebrities

and Design Gurus

A Core Intent

Branding is for

Madison Avenue,

and Design Gurus

The Brand Book

Branding is for

Madison Avenue,

and Design Gurus

The Brand Book

Logo Composition

ColorTypography

Visual Hierarchy

Styleguides

Measurements

Animations

Gestures

Social Media

Branding is for

Madison Avenue,

and Design Gurus

Nothing about Experience

Branding is for

and Design Gurus

Where do we place the emphasis?

Visuals or Experiences?

Design is the

rendering of intent- Jared Spool

Google Search Circa 2000

When the Core Stuff is

clear, everything

around it rings true

Where do we place the emphasis?

Visuals or Experiences?

The brand is the experience of

the core intent.

The brand experience is a

fundamental building block for

crafting products and services

We don’t want to be told what to think-

we want to be taught how to think for ourselves.

Distill and communicate the brand experience

UX Designers can do this

User Research

Practices

Business Knowledge

Ethnography

Design Process

Management

Interaction Design

Information

Architecture

Social Networks

Marketing

Storytelling

Lets look at fundamental principles that

guide the brand experience design

process

COLLABORATION

The Brand Experience can no longer

be thought of as something that falls

under marketing activities.

Beyond Stakeholders

Stakeholders

Employees

Customers / Users

Stakeholders

Employees

Customers / Users

This is not a linear process

Simon Sinek

“Why does your

organization exist?”

Simon Sinek

Start with Why

The Golden Circle

WHY / CORE EXP

PERSONALITY,

BEHAVIOR, VOICE

PRODUCT - SERVICE

VISION

companies with a core intent have a

more clearly defined purpose

Stakeholders

Employees

Customers / Users

Understand how they experience

the brand.

workshops that build empathy

among peers who usually

don’t collaborate.

Stakeholders

Employees

Customers / Users

CONTEXT

EXPECTATIONS

People are driven by experiences.

Relationships

Know Thyself

You can’t fake a core intent

How do we make this

research actionable?

Build a shared understanding

It’s time to start a

conversation

The Brand Experience

is a Mindset

Instantly joining a

conversation, discussing

ideas, sharing content

Implement the brand experience,

spark a conversation, infuse the

mindset

DESCRIPTIVE

PRESCRIPTIVE

The Brand Experience serves

as a primer to inform product

and service designs

The power to unleash the full

potential of the brand through

product design

It’s time to define the

brand’s core intent. To start

thinking of the brand as an

experience

A Brand New Day

for the Brand

Become an agent of

change

Thank You!@noaa_i

designing the brand experience

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