Digital Products & Services Are at the Heart of a Brand now.

Marco Spies, Managing Partner @ think motoService Experience Camp Berlin,

September 14th 2013.#SXC13

➜ brandedinteractions.com

What I‘ll be talking about...

➜ The experience has become the brand

➜ A human centered service design approach

➜ Branded interactions as a key element of brand management

Not so long ago.

Interactive advertising.

Anderes Bild?

Interactive products.

Interactive service systems.

Peter SkillmanVP Mobile Phones UX Design @Nokia

„So we went from Grotesque to Humanist and basically the UI font Nokia Pure became the brand font.

So the brand is evolving and simplifying in a very human way from the UI to a complete shift in

product making including a massive change in the industrial

design language and several other aspects, such as the service

interaction. The UI is becoming the brand. The experience

is becoming the brand.“

From Grotesque...

...to Humanist.

Good service experiences are transformational –

Brands that deliver such experiences will be connected with their audiences

deeper than ever before.

Our life is post-digital – brands should be too.

Sometimes I‘m in situations like this.

Marketing Manager: "We need a Facebook app!" 

Service Designer: "Fair enough, go and find a digital marketing agency. And what do your customers need?"

Let‘s change the perspective!

➜ We want to find out about the human behaviour of our users

➜ We think of the interface as „humane“

➜ We define brands as personalities with a distinct behaviour

We call this Branded Interaction Design (BIxD).

understanding the product: its content and functionality, devices, life cycle, underlying business case

understanding the brand: its meaning, behaviour, story, image and offering

understandingthe users:their behaviour,tasks, activities, context, culture, life styles...

PRODUCT USER

BRAND

Discovery: three sources of information.

digital native = always online

context of use=

everywhere

Purchase decisions based on information,

product comparison,

recommendations, credibility!

Understanding users?

A good idea is like the trojan horse:it is attractively packaged, so people like to let it in. But in fact, it has only one objective: conquest.

http://media0.faz.net/polopoly_fs/1.1484352!/image/2272723946.jpg_gen/derivatives/width610x580/2272723946.jpg

Understanding users.

Borahm Cho, aka the humane

interface.

Understanding the product.

Understanding the brand as a person.

cool

casual

friendly

stylish

easy-going

(innovative)

Brand Filters bring a brand‘s personality into the product.

Look & Feel, Tonalität

Inspirierend.

(frischer urbaner, zielgruppengerechter Look)

Plakativ.

(schnelle Erfassbarkeit der visu-ellen Elemente u. Kernaussagen)

Einladend.

(Nähe und Erreichbarkeit zeigen, Social Media integrieren)

Informations-architektur Nutzerzentriert.

(statt Produkt- oder Unternehmenszentriert)

Modular.

(Modularität im Seitenaufbau und klare Zonierung der Inhalte)

Digital einfach.

(Verwendung zeitgemäßer Bedienparadigmen, z.B. swipe)

Nutzerführung & Navigation Joy of Use.

(einen Flow in der Navigation erzeugen, das gewisse Etwas)

Reduziert auf das Wesentliche.

(Dreiklang, kurze Wege, eindeutige Call-to-Actions)

Zielführend.

(Orientierung an urbanen Leitsystemen)

Bewegung & Interaktion Spielerisch.

(Spielerische Eleganz, nicht Verspieltheit)

Präzise.

(performante, flüssige und präzise Umsetzung von Animationen)

Mediengerecht.

(spielerisch und präzise auf dem iPad ist anders als auf dem PC)

INNOVATIVMENSCHLICH.

EINFACHFLEXIBEL.

ONLINEKUNDENNAH.

The Brand is in the details of the interface.

The brand is in the details of the interface.

The brand is in the details of the interface.

Bringing Joy-of-Use to a digital product or service

needs more than design-thinking. We actually need to do things.

Brian GillespieService Designer & Principal @Continuum

„Business managers are being encouraged to expand their

business thinking and become design thinkers. Schools and courses teach managers the methods. However the non–

designer design thinkers still face the challenge of design doing,

and here must rely on the design agencies to do the doing.“

Getting it done means getting the story across.

Besuchen Sie uns:Thank you!

Feel free to contact me:t: @marcoszf: thinkmotom: marco.spies@thinkmoto.deb: brandnewthinking.de

We are always lookjing for talent. Please go to: www.thinkmoto.de/jobs