uxcamp europe 2016 workshop

Download UXcamp Europe 2016 workshop

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  • P O S I T I O N I N G

    V O I C E

    S T R A T E G Y

    V A L U E

    I D E N T I T Y

    E X P E R I E N C E

    P E R S O N A L I T YM I S S I O N

    A MEMORABLE STARTUP BRAND

    ENTREPRENEURS GUIDE

    TO BUILDING

    by Iryna Nezhynska

  • Workshop agenda(F U LL- DAY O P T IO N, O R IGIN A LLY FO R S TA R T U P S)

    10:00_ Doors open. Morning coffee & Kick-off

    10:20_ New definition of brand. Successful stories and epic fails.

    What is a Minimum Viable Brand (MVB)?

    11:00_ One-minute-pitch session: attendees present their ideas.

    11:30_ Creating MVB. Step 1 - Strategy

    12:30_ Creating MVB. Step 2 - Naming

    13:30_ Lunch break

    14:00_ When to hire a designer and where to find them?

    Tips on working together. What is a creative brief?

    15:00_ Creating MVB. Step 3 - Look and feel

    16:00_ Creating MVB. Step 4 - CJM. Brand touchpoints

    17:00_ Three-minute-pitch session: attendees present their results.

    18:00_ Networking, Q&A

    PR ACTICE

    PR ACTICE

    PR ACTICE

    PR ACTICE

  • Workshop agenda(T O DAY, FO R D ESIG N E R S A N D P R O D U C T O W N E R S)

    10:00_ Doors open. Morning coffee & Kick-off

    10:20_ New definition of brand. Successful stories and epic fails.

    What is a Minimum Viable Brand (MVB)?

    11:00_ One-minute-pitch session: attendees present their ideas.

    11:30_ Creating MVB. Step 1 - Strategy

    12:30_ Creating MVB. Step 2 - Naming

    13:30_ Lunch break

    14:00_ When to hire a designer and where to find them?

    Tips on working together. What is a creative brief?

    15:00_ Creating MVB. Step 3 - Look and feel

    16:00_ Creating MVB. Step 4 - CJM. Brand touchpoints

    17:00_ Three-minute-pitch session: attendees present their results.

    18:00_ Networking, Q&A

    PR ACTICE

    PR ACTICE

    PR ACTICE

    PR ACTICE

  • T E A M _

  • _IN V ES T O R

  • REC

    At last, the Big Day came.

    Launch!

  • Whatever brilliant product

    you create, customers will not automatically love it

  • 1 Development

    2 Growth

    3 Stabilization

    4 Decline

    INNOVATORS

    EARLY ADOPTE

    RS

  • P R O D U C T

    B E N EFIT

    E M O TIO NS

    B ELO N GIN G

    M E A NIN G

    one-stop shop

    ambassadors

  • B LU EO CE A NR E D

  • P R O D U C T

    B E N EFIT

    E M O TIO NS

    B ELO N GIN G

    M E A NIN G

    one-stop shop

    ambassadors

  • R ATIO N A L E M O TIO N A LDECISIO NS

  • P R O D U C T

    B E N EFIT

    E M O TIO NS

    B ELO N GIN G

    M E A NIN G

    one-stop shop

    ambassadors

  • Brand is... ... a persons gut feeling about

    a product or company.

    (Marty Neumeier, Zag)

  • Brand is... ... a space your company occupies in someones mind.

  • It is the reputation of your company.

  • Minimum Viable Product

  • Minimum Viable Product

  • Customers

    Media

    General public

    Competitors

    Prof. assosiations & industry experts

    Government organisations

    Employees

    Shareholders& Investors

    Partners & Suppliers

    Brand

  • CUSTOMERS

    Early adopters

    Minimum Viable

  • Define your strategy.

    Choose the right name.

    Uncover your brand personality.

    Create a list of touchpoints.

    Design brand assets.

    S T EP S O F C R E AT IN G M V B

    1

    2

    3

    4

    5

  • D E F I N I N G Y O U R S T R A T E G Y

    Who are you?

  • 1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?

  • Our brand is the only that .

    Brand strategy/

    O N LY-S TAT EM EN T

    CATEGORY UNIQUE OFFER

  • (Value Proposition Design, Strategyzer)

    Unlike , our helps

    to by and .

    COMPETITOR

    THEIR GOALS/TASKS VERB/FEATURE VERB/FEATURE

    CATEGORY AUDIENCE

    Brand strategy/

    ELE VATO R PI TC H

  • Brand strategy/

    O N LY-S TAT EM EN T

    What is your category?

    How are you different?

    Who are your customers?

    Where are they located?

    Why are you important to them?

    When do they need you?

    The ONLY

    that

    for

    mostly in

    because they

    when .

    (Marty Neumeier, Zag)

    UNIQUE PROP OSITION

    PRODUCT CATEGORY

    CUSTOMER CATEGORY

    TERRITORY

    GOAL/TASK

    M OMENT/CONTEX T

  • We promise all to .

    (the)

    CUSTOMER CATEGORY

    Brand strategy/

    P R O MIS E

    UNIQUE OFFER

  • MAIN TITLE

    quote

    subtitle

    photo

    Brand strategy/

    YO U R FU T U R E (in 2 years)

  • What was the cause of death? Was it unexpected?

    Who will miss the brand and why?

    What was the brands biggest accomplishment in life?

    What lessons can be learned from the brands life?

    Who will take the brands place now?

    Brand strategy/

    YO U R FU T U R E (in 25 years)

    (by Denise Lee Yohn)

  • 1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?

  • 1. Who are you?2. What do you do, and why?3. What is your ONLY-statement? 4. What is your promise?5. What is your future?6. Who are your competitors?

    Where are your customers?

  • O LD N E WB R A N DIN G

    companies sell products

    customers as a target

    inproving and positioning products

    customers join brands

    customers as people

    inproving and positioning customers

  • TribesCustomers

  • Who are we?

    Who are they?

    Who do they want to become?

  • Brand strategy/

    C US TO M ER P O SIT IO NIN G

    Our customers want to be (to feel) more ... .

    Our customers want to highlight that they are ... .

    Our customers want to be seen as ... .

  • U N C O V E R I N G T H E B R A N D P E R S O N A L I T Y

    How do you look and feel?

  • R ATIO N A L E M O TIO N A LDECISIO NS

  • Brand personality/

    E M O TIO N A L T RIG G E RS

    _desire to control our lives;

    _dominance of and influence over others;

    _proof of being better (self-affirmation);

    _becoming better (self-achievement);

    _reinventing oneself;

    _wish-fulfillment;

    _family values (and nurturing);

    _sex, love, romance;

    _desire to belong;

    _excitement of discovery;

    _lack of time;

    _fun as a reward.

  • Brand strategy/

    C US TO M ER P O SIT IO NIN G

    Our customers want to be (to feel) more ... .

    Our customers want to highlight that they are ... .

    Our customers want to be seen as ... .

  • Brand personality/

    C O R E C H A R AC T ERIS T IC S

    To make our customers notice us and trust us,

    our brand should look , and .

    People will join us,

    if they think we are , and brand.

    We want people to tell others that we are ... .

  • Aware

    Engage

    Buy

    Use

    Share

    (a person discovers that you exist and who you are)

    (he/she starts to believe in your values and realises that you are the best among others)

    (convinced customer purchases from you, online or offline)

    (from the moment when customer unpacks

    the product and later)

    (delighted customer starts telling people

    about his/her experience with your brand)

    the positive reference attracts new customers

    customer comes back to buy again

  • Core assetsIdentity 1.0

    Identity 2.0

    (name, logo, tagline, mood, voice, color palette)

    (key touchpoints)

  • Thank you!

    @IraNezhynskairyna.nezhynska@gmail.com

    nezhynska.com

    https://twitter.com/IraNezhynskahttp://www.nezhynska.com/

  • What? Additional slides?

    Yes. I decided to add two more slides, so all participants can make

    a better use of this presentation.

  • Key takeawaysFO R D ESIG N E R S:

    1_ Use these exercises for the workshops with clients on the early stage

    of any new digital product project. The results of such workshop form

    the base (and content) of the creative brief for the visual identity

    of the upcoming product.

    2_ Pay high attention to the last two exercises (Customer positioning

    and Core brand characteristics) and use them for creating a moodboard*.

    Stick to this moodboard and update it only when your product strategy

    is changing. If based on the deep research of who do your early adopters

    want to become and how they should see your brand this moodboard