ux - the new brand order
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DESCRIPTIONThis was a talk given at UXFest in Boston, Oct 1, 2013. UX: The New Brand Order Customers remember experiences, not your logo. We will discuss the shift in user experience as the lead role in defining and expressing brand in a company. We will explore and demonstrate the economic relationship between brand and experience. We will also discuss the sometimes adversarial issues that come between those on the branding side and those on the user experience side. We will discuss case studies from the speaker's personal experience with Coca-Cola, American Airlines, Merrill Lynch and SeaChange International. We will then present a six step roadmap to achieve success in this New Brand Order.
- UX: The New Brand Order Steven Fisher Global Head of Product and User Experience SeaChange International @stevensher 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 rms 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
- How do most people dene Branding?
- But the term Branding usually makes the CEO feel like this
- WHAT IS A BRAND?
- HOW DOES BRAND CONNECT TO EXPERIENCE?
- Customers Remember Experiences, Not Your Brand Logo
- There once was a golden age of branding The brand is what you say it is CUSTOMERSThe brand message
- And brands got better at doing the same thing The brand is still what you say it is CUSTOMERS
- But now customers talk to each otherall the time. CUSTOMERS The brand is what they say it is
- How do you dene UX?
- WHAT IS UX?
- These are not Experience Designers
- This is More Like It.
- 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
- There is an economic relationship between brand and experience.
- Brand matters Top 100 Brands 2011, Interbrand Brand value is real & tangible It accounts for a significant value of an organizations market capitalization and drives long term shareholder value Brand value $71 billionInterbrand (2011) Market cap $153 billion12-12-11
- Brand equity is a set of assets linked to a brands name and symbol that adds to the value provided by a product or service to a firms 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
- Something like this can be a result
- Case Example: Coca-Cola Freestyle
- Image by iandavid used with Attribution as directed by Creative Commons http://www.ickr.com/photos/iandavid/3532086917 So WTF? (So whats the future of branding and UX?)
- The experience is becoming brand perception RELEVANCE AUTHENTICITY DIFFERENTIATION CONSISTENCY UNDERSTANDING PROMISE PERCEPTION &VALUE THE CUSTOMER EXPERIENCETHE BRAND
- The ones who connect brand and experience are the winners Top 100 Brands 2011, Interbrand
- And the future of brand belongs to gatekeepers of the customer experience. You Shall Not Pass!
- And thats us.
- So how do we jump in?
- We start by innovating across the entirety of the experience
- Case Example: American Airlines
- But sometimes business are slow to adapt?
- As an organization they usually live in silos FunctionalGeographic ChannelProduct
- 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: Merrill Lynch
- How can organizations break this cycle?
- You need leadership and sponsorship
- You need to make the connection between your customer experience and the drivers for brand value
- DREAM BIG You need a vision which can inspire and create organizational alignment
- You need a roadmap and business case which brings this all together
- Case Example: Voo TV Platform Breakthrough content viewing solution and winner of Cable Europes 2013 Innovation Award
- Achieving Success
- 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 cant 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 principles3! 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
- 49 Facilitate Sharing with Design Studios 4!
- 50 Co-Create a Customer Experience Vision 5!
- Co-create a customer experience vision Future customer stories Concept prototypes Ideal customer journeys Measurable customer statements CUSTOMERS
- 52 LAUNCH AND MAKE THE LEAP5!
- 53 INSPIRE INNOVATION
- 54 DEVELOP CREATIVITY
- 55 CHALLENGE THE STATUS QUO
- 56 AND YOU WILL MAKE POSITIVE CHANGE
- FINAL QUESTIONS?
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