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@MIKEATHERTON
A MINIMUM VIABLE PRESENTATION FOR COLLABORATE BRISTOL
THE ROAD LESS TRAVELLED
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THE ROAD TO 50 MILLION USERS
38 years 13 years 6 months4 years 50 days
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“Too many notes.” Amadeus
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THE FEATURITIS CURVE
Number of features
User
happ
ines
s
“Nice, but I wish it did more…”
“So glad they added this!”
“Cool!”
“I rule!”“Guess I’d better read the manual”
“Where the f*** did they put that?!”
“Now I can’t even do the ONE SIMPLE THING I bought this for.”
“I suck.”
Kathy Sierra - Creating Passionate Users, 2005
Happy user peak RAWR!
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People buy empowered versions of themselves.
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simple, intuitive, magical, personal, loved, everywhere.
HUDDLE DESIGN PRINCIPLES
S.I.M.P.L.E.
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Marketers are only as good as what they have to work with.
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A brand is an idea that you stand for, made real by what you do and expressed through your personality. Wally Olins
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CarSafe Games ConsoleCasual CameraInstant
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YOUR BRAND IS NOT YOUR LOGO.
@MIKEATHERTON
BRANDS OWN A CORNER OF YOUR MIND.
BRAND IS A SMALL, DIFFERENTIATED IDEA.
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commodities
goods
services
experiences
transformations
CUSTOMER RELEVANCY
DIFF
EREN
TIAT
ION
PRICE PREMIUM
PROGRESSION OF ECONOMIC VALUE
Joseph Pine II and James H. Gilmore - The Experience Economy, 1999
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We choose to go to the moon. John F. Kennedy, 1962
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Our core values are the qualities we care most about.
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C O M M U N I C AT I O N R E S P E C T
I N T E G R I T Y E X C E L L E N C E
thanks to @jcolman
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Values drive our emotional relationship to the brand. This can lead to joy or disappointment.
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Our values are not who we aspire to be.Our values are who we are.
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FIND YOUR TRUE VOICE
@MIKEATHERTON
CUTE IS NOT THE ONLY VOICE.
AIM FOR UNIQUE, AUTHENTIC, TALKABLE...AND APPROPRIATE TO YOUR PRODUCT.
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CHALLENGER BRANDS
AL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MIND
REFRAME THE CONVERSATION
MAKING US CONSIDER THE CATEGORY IN NEW WAYS
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If this is User Experience Design…
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…is this UX?
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UX can get too focused on artefacts, not outcomes.(Okay, so I made that tweet up)
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THE STANDARD CONFERENCE QUESTION
@MIKEATHERTON
“How can I convince the business of the value of UX?”
“I WANT PERMISSION TO GET BUSY WITH THE SHARPIES!”
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REFRAME THE QUESTION
@MIKEATHERTON
“How can I make UX valuable to the business?”
STAND UP AND BE COUNTED.
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Think different.
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Collaboration
Blogging
Photos
IntelligentMicro
Instant
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People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all.
It means saying no to a hundred other good ideas. Steve Jobs
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“This above all: To thine own self be true.” Hamlet, Act I Scene III
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The web was once a wild and exciting place for me.
My first professional site design, 1996. (Actual size)
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Me! Interviewed in 2001.
Too many hours making too little of lasting value burned me out.Also: ‘proliferated’?! What an idiot.
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Being a teacher made it easy to explain my job at parties.
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Me as a teacher (early concepts)
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Me as a teacher (final prototype)
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Class of Summer 2014. Currently at large in London.
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BRAND IS YOUR RESPONSIBILITY
@MIKEATHERTON
MAKING MARKETING RUN YOUR BRAND IS LIKE MAKING
I.T. RUN YOUR WEBSITE.LIVE YOUR VALUES IN EVERYTHING YOU DO.
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How you write defines your brand.
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What you offer defines your brand.
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Your design decisions define your brand.
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How you treat people defines your brand.
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If you’re better than you look, fix the brand. If you want to look better than you are, fix the company.
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You are responsible for the work you put into the world. Mike Monteiro
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EVERY COMPANY HAS A BRAND
@MIKEATHERTON
BRAND IS WHAT THEY SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM.
- Jeff Bezos
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Thanks for [email protected]/reduxd
My book, which I will totally write one day.
MIKE ATHERTON
Buy my book! (Just kidding. I haven’t
written a book.)