Download - UX - The New Brand Order
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
There once was a golden age of branding…
The brand is what you say it is
CUSTOMERS The brand message
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
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
“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
But what happens when we do not connect the brand promise to the experiences we create?
THE PROMISE
THE REALITY
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 EXPERIENCE THE BRAND
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
Silos are primarily focused on optimizing their parts of the business
Longer term goals
- Holistic customer experience
- Customer lifetime value
- Service perception
- Brand value
Short term goals
+ Channel optimization
+ Revenue
+ Cost reduction
+ Profit
Case Example: Voo TV Platform
Breakthrough content viewing solution and winner of Cable Europe’s 2013 Innovation Award
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)
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 principles 3!
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
Co-create a customer experience vision
Future customer stories
Concept prototypes
Ideal customer journeys
Measurable customer statements CUSTOMERS