Bridging the gap: Brand Experience vs Product Development

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    26-May-2015

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A person can choose one of two similar services. What is their final choice based on? Human beings make decisions based on 10% logic and 90% emotions. Advertising and marketing is all about capturing the audience and delighting consumers by creating an experience around a service. This however, is only the beginning of a relationship. Once they start engaging with our service, we need to be able to delight, surprise and enhance their experience by tuning into their needs. Our digital solutions must be functional, emotional and aspirational in order to build experiences that outlast the competition. This talk explains how we (UX Designers)get clients and stakeholders to invest in emotional design and how we: - Push emotional human needs in front of product specs - Create solutions based on Experience Mapping - Bridge the gap between brand-image and product

Transcript

  • 1. Bridging the gapBrand Experience vs Product DevelopmentLove-tweets @lillaylaux

2. The obstacle 3. Product DevelopmentUX DESIGNMarketing & Sales 4. The magic card 5. With the right set of tools 6. But first, a story of disaster 7. Step 1:Involvement 8. EmotionDrivenWorkshop:Close the gapbetween productdevelopment andmarketing byinvolving all of thekey players in aproject. 9. Define theproblemGet thestakeholders towrite down theirthoughts. Define aproblem we needto solve together. 10. CreatemeaningfulpersonasThink of consumerswho have relationshipswith our services.Describe who theyare and define theirneeds and goals. 11. The brandvalues vs. theexperienceHow are the values ofthe brand portrayed,and how are theyperceived by thepersonas throughthe experience? 12. What humanattributescharacterizesour service?Pick out humans thatwe feel shouldrepresent our service/product and list outthose characteristics. 13. Our servicecomparedwith othersWhere do we seeour service/productcomparatively basedon 4 associations? 14. MicroService DesignFocus on the experiencethroughout the serviceprovided and share theconsumers story.Diagram: Adaptive Path 15. ConceptDevelopmentCreate ideas andconcepts based onexperience mapping,personas and thebrand values. 16. The takeawaysSummarize three keyinsights we take further. 17. Test and rateideas and valuesOrganize the ideas anddata from the workshopinto clear and concisemessages that are easyto interpret. Then testthem out and prioritize. 18. Consumer storiesGather valuable storiesfrom consumers throughinterviews, focus groupsand guerilla testing. 19. Step 2:Visualization 20. A constantreminderHang up the resultson the wall of whatwe want to achieveand who we want todesign for! 21. Maria sin opplevelse av Nettbank bedrift 22. Playful TrustableCreate aTone of VoiceUse humanized corevalues to help createa communicationstrategy that is usedin our products andservices.Helpful Personal 23. Visualize theroad aheadMove fromLets Decide toLets pretend wealready decided- Christina Wodtke 24. Together withthe same visionThe product owners,marketing gurus,communicationdirectors, designers,and executives allworking with the sameUX goals. 25. Step 3:Realization 26. Create aroadmapWrite down what youwant to achievethrough prioritizedgoals and present itfor the executivesconstantly.The Goal Board featured by FastCoDesign, created by Pivit Labs 27. Goals that aremeasurable 28. Start using OKRsto track success!Objectives (ambitions) &Key Results (success criteria) 29. LEAN, Kanbanand testingfor the win!Break it all down,and iterating sideby side withdevelopers. 30. Fridays are forwinners!Celebrate what hasbeen accomplishedfrom tech, design,marketing and sales! 31. We can pushboundarieswhen we arepassionatecommunicators.@lillaylaux