brand-driven design: new and improved!
Post on 19-Oct-2014
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How I kickstarted a UX strategy at a B2B startup using the principles of brand-theory to put differentiated values at the heart of product design.TRANSCRIPT
@MIKEATHERTON
A MINIMUM VIABLE PRESENTATIONFOR UX SCOTLAND
BRAND-DRIVEN DESIGN
NEW AND IMPROVED!
@MIKEATHERTON
A MINIMUM VIABLE PRESENTATIONFOR UX SCOTLAND
HATE SOMETHING. CHANGE SOMETHING.
Sharepoint sucks.Alastair Mitchell and Andy McLoughlin
Pure function
Feature wars
Experience wars
TECHNOLOGY LIFECYCLE
Don Norman, The Invisible Computer, 1998
@MIKEATHERTON
A MINIMUM VIABLE PRESENTATIONFOR UX SCOTLAND
THINK DIFFERENT
YOUR BRAND IS NOT YOUR LOGO.
@MIKEATHERTON
BRANDS OWN A CORNER OF YOUR MIND.
BRAND IS A SMALL, DIFFERENTIATED IDEA.
CarSafe VacuumRobot CameraInstant
commodities
goods
services
experiences
transformations
CUSTOMER RELEVANCY
DIFF
EREN
TIAT
ION
PRICE PREMIUM
PROGRESSION OF ECONOMIC VALUE
Joseph Pine II and James H. Gilmore - The Experience Economy, 1999
THE FIRST LAW OF BRANDING IS
AL RIES, THE 22 IMMUTABLE LAWS OF BRANDING
FOCUSOWNING A SINGLE DIFFERENTIATED IDEA IN THE CUSTOMER MIND
In the factory, we make cosmetics.In the drugstore we sell hope.Charles Revson, founder of Revlon
A brand is an idea that you stand for, made real by what you do and expressed through your personality.Wally Olins
VALUES: The iconic things that you stand for above all else.
PERSONALITY: Your specific characteristics, or how others would describe you.
We choose to go to the moon.John F. Kennedy, 1962
VALUES: The iconic things that you stand for above all else.
PERSONALITY: Your specific characteristics, or how others would describe you.
Good design is invisible.Dieter Rams
Rohit BhargavaPersonality Not Included
Brand voice must be unique, authentic and talkable.
Dear XXXXX,
We know you've been working for us for a while, and we just wanted to say that we like you, you're a lovely person, and it goes without saying that any member of the Innocent family is a real treasure.
As you may have heard on the news (boring), there's been a nasty bit of recession going on. We're afraid to say that even Innocent Towers is not immune (although we are immune to woodland magic).
Anyway, because of this belt-tightening and cloth-trimming, we're going to have to terminate your employment with immediate effect.
We hope that we can still be friends, and if you see us driving by in the Innocent van, you might stop and lean at the window for a chat for old time's sake. But apart from that, we will need you to return any equipment you may have in your possession. Also, we'd just like to remind you, in a nice way, of your confidentiality agreement with us. So don't go nattering our business over your garden fence - jabber-chops.
We do really like you though. And don't forget for a minute how nice we are.
So yeah, unlucky, bye!
Innocent Drinks Plc.
notvoodoo.blogspot.co.ukideasbrothers.net
@MIKEATHERTON
A MINIMUM VIABLE PRESENTATIONFOR UX SCOTLAND
WE TRY HARDER
CHALLENGER BRANDS
AL RIES & JACK TROUT, POSITIONING: THE BATTLE FOR YOUR MIND
REFRAME THE CONVERSATION
MAKING US CONSIDER THE CATEGORY IN NEW WAYS
$500? It’s the most expensive phone in the world!Steve Ballmer on the iPhone, 2007
ComputerPersonal
JumpingFlop
ComputerPocket
CarSmall
CHOOSE YOUR WORDS CAREFULLY
FROM PERSONALITYTO POSITIONING.
LET YOUR VOICE TELL US WHY YOU’RE DIFFERENT.
FabricCruelty-free
A brand is an idea that you stand for, made real by what you do and expressed through your personality.
BRAND-DRIVEN DESIGNPUTS YOUR DIFFERENTIATOR, VALUES AND ATTITUDE INTO
THE HEART OF YOUR PRODUCT.
Collaboration
Blogging
NewsIntelligent Micro Micro
People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all.
It means saying no to a hundred other good ideas.Steve Jobs
@MIKEATHERTON
A MINIMUM VIABLE PRESENTATIONFOR UX SCOTLAND
JUST DO IT
@MIKEATHERTON
CHALLENGES FOR USPersonality only makes an good product greatHard to be the nice guy when PR loves trash-talkAgile makes sweeping changes hardSharpening focus takes true gritCustomers want faster horses
@MIKEATHERTON
WINS FOR USA clear mission to energise the whole teamAbstaining from the feature-based arms raceAvoiding the roads to commoditisationActively paring away the bloatA commitment to a long-term relationship
Management is doing things right.Leadership is doing the right things.Peter F. Drucker
THE FUTURE OF DIGITAL PRODUCTS
@MIKEATHERTON
SMALL PIECES, LOOSELY JOINED.
FOCUSED AND INTEROPERABLE.
BRAND IS YOUR RESPONSIBILITY
@MIKEATHERTON
MAKING MARKETING RUN YOUR BRAND IS LIKE MAKING
I.T. RUN YOUR WEBSITE.LIVE YOUR VALUES IN EVERYTHING YOU DO.
BE A CHALLENGER
@MIKEATHERTON
DON’T ATTACK PRODUCTS. CHANGE IDEAS.
SOLVE THE PROBLEM IN A BETTER WAY.
FIND THE UNCONTESTED GROUND
@MIKEATHERTON
MAKE THINGS UNIQUE, AUTHENTIC & TALKABLE.
USE BRAND-VALUES TO DEFINE YOUR PROPOSITION.
KNOW YOUR HEARTREFRAME YOUR CATEGORY
DEFINE YOUR MISSIONFIND YOUR VOICE
MAKE YOUR DIFFERENCE SHINE
BRAND-DRIVEN DESIGN
THANKS! @MIKEATHERTON