UXcamp Europe 2016 workshop

Download UXcamp Europe 2016 workshop

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<ul><li><p>P O S I T I O N I N G</p><p>V O I C E</p><p>S T R A T E G Y</p><p>V A L U E</p><p>I D E N T I T Y</p><p>E X P E R I E N C E</p><p>P E R S O N A L I T YM I S S I O N</p><p>A MEMORABLE STARTUP BRAND</p><p>ENTREPRENEURS GUIDE</p><p>TO BUILDING</p><p>by Iryna Nezhynska</p></li><li><p>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)</p><p>10:00_ Doors open. Morning coffee &amp; Kick-off</p><p>10:20_ New definition of brand. Successful stories and epic fails. </p><p>What is a Minimum Viable Brand (MVB)?</p><p>11:00_ One-minute-pitch session: attendees present their ideas.</p><p>11:30_ Creating MVB. Step 1 - Strategy</p><p>12:30_ Creating MVB. Step 2 - Naming</p><p>13:30_ Lunch break</p><p>14:00_ When to hire a designer and where to find them? </p><p>Tips on working together. What is a creative brief?</p><p>15:00_ Creating MVB. Step 3 - Look and feel</p><p>16:00_ Creating MVB. Step 4 - CJM. Brand touchpoints</p><p>17:00_ Three-minute-pitch session: attendees present their results.</p><p>18:00_ Networking, Q&amp;A</p><p>PR ACTICE</p><p>PR ACTICE</p><p>PR ACTICE</p><p>PR ACTICE</p></li><li><p>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)</p><p>10:00_ Doors open. Morning coffee &amp; Kick-off</p><p>10:20_ New definition of brand. Successful stories and epic fails. </p><p>What is a Minimum Viable Brand (MVB)?</p><p>11:00_ One-minute-pitch session: attendees present their ideas.</p><p>11:30_ Creating MVB. Step 1 - Strategy</p><p>12:30_ Creating MVB. Step 2 - Naming</p><p>13:30_ Lunch break</p><p>14:00_ When to hire a designer and where to find them? </p><p>Tips on working together. What is a creative brief?</p><p>15:00_ Creating MVB. Step 3 - Look and feel</p><p>16:00_ Creating MVB. Step 4 - CJM. Brand touchpoints</p><p>17:00_ Three-minute-pitch session: attendees present their results.</p><p>18:00_ Networking, Q&amp;A</p><p>PR ACTICE</p><p>PR ACTICE</p><p>PR ACTICE</p><p>PR ACTICE</p></li><li><p>T E A M _</p></li><li><p>_IN V ES T O R</p></li><li><p>REC</p><p> At last, the Big Day came. </p><p>Launch!</p></li><li><p> Whatever brilliant product </p><p>you create, customers will not automatically love it</p></li><li><p>1 Development</p><p>2 Growth</p><p>3 Stabilization</p><p>4 Decline</p><p>INNOVATORS</p><p>EARLY ADOPTE</p><p>RS</p></li><li><p>P R O D U C T </p><p>B E N EFIT</p><p>E M O TIO NS</p><p>B ELO N GIN G</p><p>M E A NIN G</p><p>one-stop shop</p><p>ambassadors</p></li><li><p>B LU EO CE A NR E D</p></li><li><p>P R O D U C T </p><p>B E N EFIT</p><p>E M O TIO NS</p><p>B ELO N GIN G</p><p>M E A NIN G</p><p>one-stop shop</p><p>ambassadors</p></li><li><p>R ATIO N A L E M O TIO N A LDECISIO NS</p></li><li><p>P R O D U C T </p><p>B E N EFIT</p><p>E M O TIO NS</p><p>B ELO N GIN G</p><p>M E A NIN G</p><p>one-stop shop</p><p>ambassadors</p></li><li><p>Brand is... ... a persons gut feeling about </p><p> a product or company. </p><p>(Marty Neumeier, Zag)</p></li><li><p>Brand is... ... a space your company occupies in someones mind. </p></li><li><p> It is the reputation of your company.</p></li><li><p>Minimum Viable Product</p></li><li><p>Minimum Viable Product</p></li><li><p> Customers</p><p>Media</p><p>General public</p><p>Competitors</p><p>Prof. assosiations &amp; industry experts</p><p>Government organisations</p><p> Employees</p><p>Shareholders&amp; Investors </p><p> Partners &amp; Suppliers </p><p>Brand</p></li><li><p> CUSTOMERS</p><p> Early adopters</p><p>Minimum Viable</p></li><li><p>Define your strategy. </p><p>Choose the right name. </p><p>Uncover your brand personality.</p><p>Create a list of touchpoints.</p><p>Design brand assets.</p><p>S T EP S O F C R E AT IN G M V B</p><p>1</p><p>2</p><p>3</p><p>4</p><p>5</p></li><li><p>D E F I N I N G Y O U R S T R A T E G Y</p><p>Who are you?</p></li><li><p>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?</p></li><li><p>Our brand is the only that .</p><p>Brand strategy/</p><p>O N LY-S TAT EM EN T </p><p>CATEGORY UNIQUE OFFER</p></li><li><p>(Value Proposition Design, Strategyzer)</p><p>Unlike , our helps </p><p>to by and .</p><p>COMPETITOR</p><p>THEIR GOALS/TASKS VERB/FEATURE VERB/FEATURE</p><p>CATEGORY AUDIENCE</p><p>Brand strategy/</p><p>ELE VATO R PI TC H </p></li><li><p>Brand strategy/</p><p>O N LY-S TAT EM EN T </p><p>What is your category? </p><p>How are you different? </p><p>Who are your customers? </p><p>Where are they located? </p><p>Why are you important to them?</p><p>When do they need you? </p><p>The ONLY </p><p>that</p><p>for</p><p>mostly in</p><p>because they</p><p>when .</p><p>(Marty Neumeier, Zag)</p><p>UNIQUE PROP OSITION</p><p>PRODUCT CATEGORY</p><p>CUSTOMER CATEGORY</p><p>TERRITORY</p><p>GOAL/TASK</p><p>M OMENT/CONTEX T</p></li><li><p>We promise all to .</p><p>(the)</p><p>CUSTOMER CATEGORY</p><p>Brand strategy/</p><p>P R O MIS E </p><p>UNIQUE OFFER</p></li><li><p>MAIN TITLE</p><p>quote</p><p>subtitle</p><p>photo</p><p>Brand strategy/</p><p>YO U R FU T U R E (in 2 years) </p></li><li><p>What was the cause of death? Was it unexpected? </p><p>Who will miss the brand and why? </p><p>What was the brands biggest accomplishment in life? </p><p>What lessons can be learned from the brands life?</p><p>Who will take the brands place now? </p><p>Brand strategy/</p><p>YO U R FU T U R E (in 25 years) </p><p>(by Denise Lee Yohn)</p></li><li><p>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?</p></li><li><p>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?</p><p>Where are your customers?</p></li><li><p>O LD N E WB R A N DIN G</p><p>companies sell products</p><p>customers as a target</p><p>inproving and positioning products</p><p>customers join brands</p><p>customers as people</p><p>inproving and positioning customers</p></li><li><p>TribesCustomers</p></li><li><p>Who are we?</p><p>Who are they?</p><p>Who do they want to become?</p></li><li><p>Brand strategy/</p><p>C US TO M ER P O SIT IO NIN G </p><p>Our customers want to be (to feel) more ... . </p><p>Our customers want to highlight that they are ... . </p><p>Our customers want to be seen as ... . </p></li><li><p>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</p><p>How do you look and feel?</p></li><li><p>R ATIO N A L E M O TIO N A LDECISIO NS</p></li><li><p>Brand personality/</p><p>E M O TIO N A L T RIG G E RS </p><p>_desire to control our lives;</p><p>_dominance of and influence over others;</p><p>_proof of being better (self-affirmation);</p><p>_becoming better (self-achievement);</p><p>_reinventing oneself; </p><p>_wish-fulfillment; </p><p>_family values (and nurturing);</p><p>_sex, love, romance;</p><p>_desire to belong; </p><p>_excitement of discovery;</p><p>_lack of time; </p><p>_fun as a reward.</p></li><li><p>Brand strategy/</p><p>C US TO M ER P O SIT IO NIN G </p><p>Our customers want to be (to feel) more ... . </p><p>Our customers want to highlight that they are ... . </p><p>Our customers want to be seen as ... . </p></li><li><p>Brand personality/</p><p>C O R E C H A R AC T ERIS T IC S </p><p>To make our customers notice us and trust us, </p><p>our brand should look , and . </p><p>People will join us, </p><p>if they think we are , and brand.</p><p>We want people to tell others that we are ... .</p></li><li><p>Aware</p><p>Engage</p><p>Buy</p><p>Use</p><p>Share</p><p>(a person discovers that you exist and who you are)</p><p>(he/she starts to believe in your values and realises that you are the best among others)</p><p>(convinced customer purchases from you, online or offline)</p><p>(from the moment when customer unpacks </p><p> the product and later)</p><p>(delighted customer starts telling people </p><p>about his/her experience with your brand) </p><p>the positive reference attracts new customers</p><p>customer comes back to buy again</p></li><li><p>Core assetsIdentity 1.0</p><p>Identity 2.0</p><p>(name, logo, tagline, mood, voice, color palette)</p><p>(key touchpoints)</p></li><li><p>Thank you!</p><p>@IraNezhynskairyna.nezhynska@gmail.com </p><p>nezhynska.com</p><p>https://twitter.com/IraNezhynskahttp://www.nezhynska.com/</p></li><li><p>What? Additional slides?</p><p>Yes. I decided to add two more slides, so all participants can make </p><p>a better use of this presentation. </p></li><li><p>Key takeawaysFO R D ESIG N E R S:</p><p>1_ Use these exercises for the workshops with clients on the early stage </p><p>of any new digital product project. The results of such workshop form </p><p>the base (and content) of the creative brief for the visual identity </p><p>of the upcoming product.</p><p>2_ Pay high attention to the last two exercises (Customer positioning </p><p>and Core brand characteristics) and use them for creating a moodboard*. </p><p>Stick to this moodboard and update it only when your product strategy </p><p>is changing. If based on the deep research of who do your early adopters </p><p>want to become and how they should see your brand this moodboard </p><p>will help you to keep the same emotional message across the entire </p><p>visual communication.</p><p>3_ There is one very useful book for you.</p><p>* - Your can read about the importance of moodboards here.</p><p>https://www.amazon.com/Brand-Flip-customers-companies-profit/dp/0134172817/ref=sr_1_2?s=books&amp;ie=UTF8&amp;qid=1466963574&amp;sr=1-2&amp;keywords=the+flipped+brandhttps://www.smashingmagazine.com/2016/02/design-workflow/</p></li><li><p>Key takeawaysFO R P R O D U C T O W N E R S </p><p>A N D P EO P LE B E HIN D T H E B U SIN ES S G OA LS:</p><p>1_ Take the time to do the Strategy section exercises. The results of </p><p>these exercises are Your Businesss North Star on the road toward </p><p>launching not just an app, but a successful brand.</p><p>2_ Share the results of these exercises with designers or agencies </p><p>who are going to create visual communication for your business.</p><p>3_ There is one very useful book for you. </p><p>And the second one I mentioned during the workshop.</p><p>https://www.amazon.com/dp/1625274491/ref=pd_lpo_sbs_dp_ss_1?pf_rd_p=1944687522&amp;pf_rd_s=lpo-top-stripe-1&amp;pf_rd_t=201&amp;pf_rd_i=1596590688&amp;pf_rd_m=ATVPDKIKX0DER&amp;pf_rd_r=JAK49SZSAEMREQSK6F8Rhttps://www.amazon.com/Value-Proposition-Design-Customers-Strategyzer/dp/1118968050/ref=pd_bxgy_14_img_2?ie=UTF8&amp;refRID=J50SH1VZ3F7ZCYVSMC5R</p></li><li><p>The workshop is based on the extended version of this guide </p><p>http://www.slideshare.net/IrynaNezhynska/entrepreneurs-guide-to-building-a-memorable-startup-brand</p></li></ul>