how to create design strategy for a brand

How to create design strategy?Bala, UX Designer

To incorporate user research techniques in Branding Design Projects

About this session

Get the information you need without bugging the client

Design is important

Amazon is selling 1cr products in India

Its critical too..!

Mahamana Express

What is design strategy? And why its important?

I need a brand for my business

a

Business Owner Designer

Tell me about your business

a


a


My Business, Products, Service, Client, Customer, Competitors etc. etc.

Example:We are running a ice cream parlor in across Bangalore. Currently we are at 6 different locations. We have 18

varieties of ice creams and everything is exclusively made by us including the cone. We have no competitors we are

the first to start in India. We want to establish ourselves as a brand so that we can expand our business to even more

locations. We need your design help.

Is this enough information?

Client talk more about his business and customer but he didn’t explain about user experience and expectation

How much I can trust on client detail

I think his business model is somewhat similar to natural, polar beer etc. They might be his competitor though he says there is no one.

Am I Assuming something

I think only youngsters would like to have ice-cream. They would like to have it after lunch or dinner. Because that when I generally have.

What design style will suites them?

I have seen lot of eateries using doodle concept. I think that’s the trending style. Even I Like it so much. I think I will use that style

How can I sell my design to client?

The client know much more about his customer then me. How can I convince the client that my design would work.

You know only one side of the story

You might get even more questions because you know only one side of the story.

To know the other side of the story…

Designer Customer

Talk to the Customer• What he like & unlike about the

business • When is so special about the

product• What are the other shop they

would like to visit• How is his experience on this

business

The documentation of the whole process will be called design strategy. It has to be ongoing file and update

frequently.

e.g. You assume polar bear, nature are the competitor at the first stage, but after talking to the customer you

fight someone else also.

How do we find the user?

Who would like to drink this more? Men / WomenWhat would be their approx. age group?When would they drink this? Going to swim? Going to watch cricket? Going to movie?People of which all countries would like to drink this?Where they would live? In terms of India, Bangalore? Dharwad? Bidari?

If you given a chance to meet only one person

Gender: Male,Age: 28 yearsInterest: Sports evangelistLiving place: BangaloreWhere to meet: Sports club

Reverse engineering is easy

What a design strategy should have?

What a design strategy should have at least these five sections

1. Business Intend2. User Details3. Product and service4. Branding legacy5. Critical Success factor (CSF)

1. Business Intend

Based on the conversation with the client:

What is the business necessity of this project right now

More Revenue• Brand Awareness• Promote sales• Product launch• Revive Brand Image etc.

2. User Demographics

Age, gender, occupation, interest, economy, choices etc

3. Product and service

What are the products, uniqueness, Competitors, experience, customer satisfaction, their feedbacks, complaints, etc. etc.

4. Branding Legacy

Business ethics, their branding goals, style guides, previous design activities and effort etc.

5. Critical Sales Factor

https://www.youtube.com/watch?v=69_ATZO8WBMhttps://www.youtube.com/watch?v=ki2MQzgS1qs

CSF Example

Thank you

Lets do a exercise

how to create design strategy for a brand

Marketing