beyond image: brand as experience bridget fahrland fry, inc. 1/30/04
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Beyond Image: Brand As Experience Bridget Fahrland Fry, Inc. 1/30/04. AGENDA. Why Is Experience Important? Not Just For Kicks: The Goals Behind Experience The Creative Process: How To Build Experiences You Be The Judge: Assessing Experiences A Word On .Org Experiences Questions. - PowerPoint PPT PresentationTRANSCRIPT
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AGENDA Why Is Experience Important?
Not Just For Kicks: The Goals Behind Experience
The Creative Process: How To Build Experiences
You Be The Judge: Assessing Experiences
A Word On .Org Experiences
Questions
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Image Vs Experience
An image conveys an emotion visually. It is a passive, one-way experience.
A true experience engages the user by requiring interaction. The best experiences have a purpose that meets the user needs and helps the company/organization accomplish its goals.
Experience is more than sound and animation. It is a culmination of creative, usability, and technology.
Sites that create an experience will be more successful.
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Not Just For Kicks: Common Site Goals
Sell Something
Experience aids user in buying process
Build Loyalty
Experience encourages repeat visit/purchase -- instills good feeling about the brand
Increase Brand Awareness
Experience immerses user in brand and/or enables viral marketing
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How To Build Experiences That Matter
Prioritize Site Goals
Understand User Needs
Identify Key Brand Attributes and Messages
Ensure Experience:
– Furthers Business Goals
– Meets User Needs
– Captures Brand Essence
Involve Creative, Information Architecture, and Technology
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A Word On .Org Experiences(you know, the stuff that really matters)