This document discusses how brands need to design for a fragmented online world where consumers are interacting across multiple platforms. It argues that brands need to be "smashable" by being recognizable even if only parts of the branding, like colors or experiences, remain. It provides examples of brands that compensate for the limitations of the online world through their use of colors, fonts, images and other elements to leave strong impressions on users' minds. The document encourages conducting an audit to ensure a brand would still be identifiable if encountered piece by piece online.

1. ‘I don’t know
where you live’
designing for a fragmented world

2. hello

3. i’m jenni lloyd

4. i’m a consultant with
social media agency
nixonmcinnes

5. recent widget projects
sugarscape

6. recent widget projects
Global Call for Action against Poverty (GCAP)

7. recent widget projects
oxfam festivals campaign

8. i’m a designer

9. i solve problems
for businesses
on the web
with a social twist
(generally, but not exclusively)

10. and i’m a geek

11. so i solve problems using
technology

12. dial-up connections?
256 colours?
i’ve been playing with digital
stuff for a long time

13. and if there’s one thing that
fascinates me

14. the crap web
the static web
the web of data
the social web
it’s the way in which all this stuff
is constantly evolving

15. we’re seeing a fundamental shift

16. from a time when we saw our
websites as a destination
‘build it and they will come’

17. to a recognition that our
customers are playing elsewhere

18. if we want to talk to them
we need to be where the
conversation is

19. we need to be useful
and we need to be wherever
they want us to be

20. but we still need to be
recognisably us

21. in 1915 the brief for the original Coca-Cola
bottle demanded a bottle that would still be
recognisable even if smashed into 1000 pieces

22. widgets are fragments of your
brand scattered online
you don’t know where they’ll end up
or what they’ll be surrounded by
you can’t control their context
but they are still part of you

23. so, is your brand smash-able?
what’s left when the logo’s gone?
colour?
shape?
sound?
smell?
experience?

24. colour
emotional connection so great that heart
rates went up 20%

25. shape
instantly recognisable by the click wheel –
logo’s on the back

26. sound
no-one knows what it does – but we all know it’s inside

27. smell
you might not like it, but you know it’s there

28. smell
the smell of playdoh evokes childhood

29. experience
leather sofas, music - starbucks own the third space

30. how can we be
smash-able online?
how can we build a virtual sense of a
product or promise?

31. every element builds your
brand and leaves impressions
in users' minds
colour
tone of voice
font
images / icons
promises
participation with no effort
portability

32. who’s doing it well? you tell me!

33. online consumers are less forgiving than they are
in the real world
the web is anonymous, isolated and limited in
terms of the senses
your brand needs to work extra
hard online to compensate

34. example time
(sorry if any of these belong to you…)

35. full featured desktop application
easyjet

36. going the whole hog
UPS

37. functional, but anonymous
lastminute.com

38. on brand imagery, at least
the Gap

39. total consistency
National Geographic Channel

40. information overload
Animal Planet

41. clear, precise information design
Dorling Kindersley

42. Access to news... but fiction too?
the Telegraph

43. what next?

44. smash your widget just as Coca-
Cola smashed its bottle
conduct a smash-ability audit
can you reconstruct your message and
purpose piece-by-piece?
can you restore a full picture of your brand?
are you sure you’ll be recognisable, wherever you are?

45. yes?
i’ll get my coat!

46. jenni@nixonmcinnes.co.uk
delicious.com/jenster/widgetwebexpo
slideshare.com/jennilloyd

47. Image credits
crayons
http://flickr.com/photos/dyanna/10067176/
problems
http://flickr.com/photos/sloth_rider/392367929/sizes/l/
dinosaur
http://flickr.com/photos/kubina/114125566/sizes/o/
fascinates
http://flickr.com/photos/kapungo/2364272931/sizes/o/
evolution
http://www.aliciapatterson.org/APF001973/Rensberger/Rensberger01/Rensberger02.jpg
shift
http://flickr.com/photos/sanbeiji/220645446/sizes/l/
disneyland
http://www.flickr.com/photos/denn/160596269/sizes/l/
playing elsewhere
http://flickr.com/photos/mugley/2227098069/sizes/o/
conversation
http://flickr.com/photos/emdot/32179191/sizes/l/
tools
http://flickr.com/photos/22280677@N07/2504310138/
recognisable
http://flickr.com/photos/fictures/9636812/sizes/o/
coke bottle
http://flickr.com/photos/fazen/163500264/sizes/l/
smashed
http://flickr.com/photos/jef/2335451688/
tiffanys
http://flickr.com/photos/scelera/2465584827/
ipod
http://flickr.com/photos/threefingers/1690036226/sizes/l/
intel
http://flickr.com/photos/malagent/2309412839/sizes/l/
subway
http://flickr.com/photos/thetruthabout/2801070469/
Playdoh
http://flickr.com/photos/tinywhitelights/2593389967/sizes/l
starbucks
http://www.flickr.com/photos/hamedmasoumi/2080552855/sizes/l/