Convergence and Divergence

BRAND&EXPERIENCE

RE:DESIGN/UXDApril 30th, 2012

@marisagallagher

WHY BRAND?

EMOTIONAL

INSPIRATIONAL

STRATEGIC

Target is Where You Buy Toilet Paper

Starbucks is Your Daily Fast Food

You Wear Nike to Take out the Trash

WHY EXPERIENCE?

GROUNDED

DELIGHTFUL

USEFUL

Facebook makes Boredom a Business

Google made Easy an Industry

Apple makes Intuitive the Advantage

SIMILARITIES & DIFFERENCES

PROCESSES

AREAS OF FOCUS

Brand & UXD Similarities & Differences in Process

BRAND 1. Establish Positioning & Values

2. Plan & Implement Programs

3. Measure & AnalyzePerformance

4. Grow & Extend Program

Activities & Deliverables*

• Mental Maps• Competitive frame of

reference• Points of parity/points of

Difference• Core brand associations• Brand Mantra

• Mixing and matching of brand elements

• Integrating brand marketing activities

• Leveraging secondary association

• Brand Value Chain• Brand audits• Brand tracking• Brand equity management

system

• Brand-product matrix• Brand portfolios and

hierarchies• Brand expansion

strategies• Brand reinforcement

and revitalization

*source: Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition**.source: Ideo HCD Toolkit

UXD 1. Hear 2. Create 3. Deliver

Activities & Deliverables*

*

• Identify design challenge• Recognize existing knowledge• Identify people to speak with• Choose research methods• Develop an interview approach• Develop your mindset

• Develop the approach• Share stories• Identify patterns• Create opportunity areas• Brainstorm new solutions• Make ideals real• Gather feedback

• Develop a sustainable revenue model• Identify capabilities for delivering solutions• Plan a pipeline of solutions• Create an implementation timeline• Plan mini-pilots and iteration• Create a learning plan

Brand & UXD Similarities & Differences in Process

BRAND 1. Establish Positioning & Values

2. Plan & Implement Programs

3. Measure & AnalyzePerformance

4. Grow & Extend Program

Activities & Deliverables*

• Mental Maps• Competitive frame of

reference• Points of parity/points of

Difference• Core brand associations• Brand Mantra

• Mixing and matching of brand elements

• Integrating brand marketing activities

• Leveraging secondary association

• Brand Value Chain• Brand audits• Brand tracking• Brand equity management

system

• Brand-product matrix• Brand portfolios and

hierarchies• Brand expansion

strategies• Brand reinforcement

and revitalization

*source: Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition**.source: Ideo HCD Toolkit

UXD 1. Hear 2. Create 3. Deliver

Activities & Deliverables*

*

• Identify design challenge• Recognize existing knowledge• Identify people to speak with• Choose research methods• Develop an interview approach• Develop your mindset

• Develop the approach• Share stories• Identify patterns• Create opportunity areas• Brainstorm new solutions• Make ideals real• Gather feedback

• Develop a sustainable revenue model• Identify capabilities for delivering solutions• Plan a pipeline of solutions• Create an implementation timeline• Plan mini-pilots and iteration• Create a learning plan

Brand & UXD Similarities & Differences in Process

BRAND 1. Establish Positioning & Values

2. Plan & Implement Programs

3. Measure & AnalyzePerformance

4. Grow & Extend Program

Activities & Deliverables*

• Mental Maps• Competitive frame of

reference• Points of parity/points of

Difference• Core brand associations• Brand Mantra

• Mixing and matching of brand elements

• Integrating brand marketing activities

• Leveraging secondary association

• Brand Value Chain• Brand audits• Brand tracking• Brand equity management

system

• Brand-product matrix• Brand portfolios and

hierarchies• Brand expansion

strategies• Brand reinforcement

and revitalization

*source: Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition**.source: Ideo HCD Toolkit

UXD 1. Hear 2. Create 3. Deliver

Activities & Deliverables*

*

• Identify design challenge• Recognize existing knowledge• Identify people to speak with• Choose research methods• Develop an interview approach• Develop your mindset

• Develop the approach• Share stories• Identify patterns• Create opportunity areas• Brainstorm new solutions• Make ideals real• Gather feedback

• Develop a sustainable revenue model• Identify capabilities for delivering solutions• Plan a pipeline of solutions• Create an implementation timeline• Plan mini-pilots and iteration• Create a learning plan

Brand & UXD Similarities & Differences in FocusBRAND FOCUSES EXPERIENCE FOCUSES

Parity

Customer Needs

Planning for Longevity

Customer Desires

Differentiation

Layering Across Experiences

User Needs

Technical Feasibility

User Participation

User Flow

Solving aChallenge

TaskCompletion

CompetitiveLandscape

Leveraging Current Trends & Technology

EXERCISE & DISCUSSION

BRAND BRIEF

UXD BRIEF

QUESTIONS

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1

GENERAL QUESTIONSGENERAL QUESTIONS

What could Branding approaches bring to Experience Design?

What could Experience Design approaches bring to Branding?

EXPERIENCE DESIGN QUESTIONSEXPERIENCE DESIGN QUESTIONS

Why aren’t more Experience Design folks active in brand work?

How does our work change, if we start with a longer time horizon or multiple products at once?

What Branding situations might lend themselves to UXD involvement? Why?

BRANDING QUESTIONSBRANDING QUESTIONS

Why don’t more brand folks adopt user-centered design methods more often?

How does branding change when it’s customer first instead of business first?

Brand & UXD Some Questions for Discussion

THANK YOU

RE:DESIGN/UXDApril 30th, 2012

@marisagallagher