Matching the Experience to the Brand (Long version)

WHY?
- Why did I start so badly, go off and the come back wearing a kilt and playing Scoittish music?
- 2 different ways to start a presentation, 2 different experiences
- Lets start with a better designed intro slide

JAMES MCCONNELL
Matching the User Experience to the Brand
Mobile Future Conference, Stockholm
November 28, 2012
- ah that’s better!
- the real intro slide
- you can also see the company I work for, Screen Interaction. Let me introduce them

WE BELIEVE...
We can make people’s lives easier through the
digital products they use.
We believe...
WE do this by our knowledge in and combining technology, design and usability.
Även om jag är skotsk, Screen Interaction är ett svensk företag
I said...

And we just LOVE working on mobile services!
is why you’re all here, we’re talking mobile

And I love UX. So much that I’m missing Olof’s dance show, which started 5 mins ago.
But I’m here and I have some great things to talk to you abut today.

QUESTION:
A: INSANE
B: KILT OPPORTUNITY
C: EXPERIENCE WILL CHANGE BRAND PERCEPTION
- quiztime.
- put your hands up if you agree

THING TO REMEMBERAS WELL AS “THERE WAS A GUY IN A KILT”1

EXPERIENCE
WILL CHANGE
BRAND PERCEPTION
- That is my key message
- say out loud...
- thank you

EXPERIENCE
BRAND PERCEPTION BRAND PERCEPTION
?
- on stage ﬁrst, this created a perception of me, my brand
- what keywords, would you associate?
- the second time, this perception changed
- what keywords would you associate now?
- So, I have affected your brand perception of me with an experience.

- Branding, traditionally has been very one way.
- Traditional media like newspapers, TV and radio have been the channels for brands to communicate their
message.
- Let’s not forget the products themselves

- Now with the web and the digital media, there is so much more opportunity for people to explore and interact with
brands.
- Branding & UX is vital for a company’s success.

VALUES &
PRINCIPLES AS
DEFINED BY THE
COMPANY
This is brand, as a company sees their own brand.
These values and goals as deﬁned by a company.

BRAND
DEFINITION
COMPANY
- Let’s look at the big picture
- A company must ﬁrst deﬁne who they are, their values and then promote them.
- The message must be clear

AN
INTERACTION
BRAND
DEFINITION
TOUCHPOINTCOMPANY
These values are then communicated through various touchpoints and channels.
Not just digital services, customer service, physical stores etc.

AN
INTERACTION
BRAND
DEFINITION
BRAND
PERCEPTION
TOUCHPOINTCOMPANY PERSON
This is then was perceived by a person.
Some may use the terms end user or customer. I like to use person, it keeps the human value in focus

AN
INTERACTION
BRAND
DEFINITION
BRAND
PERCEPTION
TOUCHPOINTCOMPANY PERSON
Depending on how well the values are communicated the brand perception may, or may not be aligned withe the
brand values.
So what can greatly affect that brand percpetion?
The design of all those interactions, the user experience

AN INTERACTION CREATES UX
TOUCHPOINTS
BRAND AND UX
PERSONAL EMOTIONS
UX & brand percpetion is strongly deﬁned by emotion. It’s what we feel.
Each experience makes us feel something. This is then associated with the brand
You felt an emotion when I came on the second time. I hope a positive emotion.
As the user interacts with the brand in some way this affects their emotions, the brand perceptions and the UX.

AN INTERACTION CREATES UX
TOUCHPOINTS
BRAND AND UX
PERSON
Which emotions do you want?

HOW TO GET TO THE HAPPY PLACE?
FOCUS ON THEIR NEEDS AND
DESIRES AND PROVIDE VALUE.
How can you get to the happy place?
Doing so will compel them to buy, to think, to engaage and ﬁnally, recommend to others.

We need an example
FK - social security
Previously, people saw them as impersonal, confusing, difficult. Most hated govt dept.
FK are trying to change that. We helped them.
People can receive money if they need to stay at home to look after a child who is ill
The procedure was very complex which resulted in a lot of frustration.

Through various research and testing we came with a solution in the form of an app.
It simplified the p “ rocess and importantly put the solution, actually in the hand of the customer.
customer” not “benefit receiver” as they used ot call them. This simple change reflects an internal swing in how they
see the people they deal with.

The app has been a huge success and is a step forward in changing the old brand perception.

INVEST IN UX DESIGN
My next key message is simple.
Invest in UX design
If you do you’re investing in your brand.
Raising value

INVEST IN UX DESIGN
Invest enough, and you could get to here with the people who experience your brand.
I’ll look at some more beneﬁts of UX design later on.
Of course you need to have a product with value, it helps!
More likely or not someone else has a similar the product.
The differentiator, is the experience

WHAT IS UX DESIGN THEN?
Now that you know you need it and it’s value, some of you may still not be sure what it is...
It’s not just about the interface

BUSINESS
NEEDS
USER
NEEDSUX
And it’s not all about the user’s needs.
A UX designer must understand the business needs. You can design for great experiences, but if you’re not
considering the business, then you shouldn’t be working.
Understand the company.
Understand the competition.
Understand the customer.

USABILITY
USEFULNESS
LEARNABILITY
AESTHETICS
EMOTIONS
UX CAKE
Factors making an experience
usability - easy to use, little guidance, it works
usefulness- a clear purpose, ﬁts into my life
learnability - simple to master with little need for guidance
aesthetics - appealing design
emotions - create positive feelings, a lasting impact

STIMULATE
THE SENSES
SIGHT
SOUND
TOUCH
TASTE
SMELL
THE ULTIMATE EXPERIENCE
eating that lovely cake for example

THE MOBILE
EXPERIENCE
SIGHT
SOUND
TOUCH
The mobile device with a touchscreen doesn’t have all 5, but it does have touch.
Consider ways to use that touch to create a desirable experience.

Flip up to next page
Drag down to refresh
Here is a project where we took inspiration from ﬂipboard for Ericsson’s newsletter mobile app.
People love using the touch gestures to interact with the app

USER EXPERIENCE
HAPPENS, WITH OR
WITHOUT
UX DESIGN
I don’t have time to tell you all the things to consider when designing a mobile experience.
One thing’s for sure, UX will happen. Do you want it to be a positive one?
To ensure a (mostly) positive outcome, the experience must be crafted strategically and with intent.

1. USER ADOPTION
If I had to give you just one reason to invest in UX design, it would be this.

CHOOSERS,
NOT USERS
Conisder this, you don’t have users, or even advocates until they’ve chosen you.
An overwhelming number of choices has increased our sophistication and selectivity
The internet has conditioned us to expect personalised experiences
We demand rich, desirable experiences
You need to adapt to the user, not vice versa

HOW CAN YOU FIT INTO PEOPLE’S LIVES,
EVEN CHANGE THEIR BEHAVIOUR?
Here are two apps that I use everyday
I can personalise them and their useful.
They’re high on the useful scale, but low on the others.
I know they could be so much better and desirable.
I WANT THE OTHER LAYERS!

USABILITY
USEFULNESS
LEARNABILITY
AESTHETICS
EMOTIONS
UX CAKE
a reminder...

3ways
3 tips to create a desirable UX or brand experience

STORYTELLING
As I said, positive emotions can help to create great UX.
One way of creating these emotions is storytelling

STORYTELLING
Think of the story today.
I have given you a story to tell.
It’s the story about the guy who did a presentation in his kilt.
This creates interest in the receiver, they’ll want to know more.
And doesn’t that sound better than a guy doing a presentation about branding and UX?

AUTHENTICITY
The days of corporate language is gone. People want authenticity, a human voice with the services they use.
Be different, but be authentic.
Again, conisder this experience. I was different, but very authentic!

AUTHENTICITY
When I told my colleague (Adnan) for the ﬁrst time about the idea, he said “That’s so you”
Made me happy, I am being authentic. (Unlike him in this picture)

AUTHENTICITY
Being authentic is about being human, thinking on human terms

AUTHENTICITY
The manifesto was written in 1999
The authors assert that the Internet is unlike the ordinary media used in mass marketing as it enables people to
have "human to human" conversations, which have the potential to transform traditional business practices
radically
The book and website both challenge what the manifesto calls outmoded, 20th-century thinking about business
in light of the emergence of the Web
Good to refer to now and again...

AUTHENTICITY
Personality
Swackett

THE SMALL THINGS
To get a 5 star app, you need to be like a 5 star hotel.
Get the basics right, then take time to work on the small touches that make it desirable and worth 5 stars.

ESTABLISH A
UX CULTURE
One problem that we face is the idea that UX should be the responsibility of one person or dept. It is not. It’s
everybody’s responsibility.
We made a video to demonstrate this and provoke thought on the subject.
Let’s take a look

UX IS NOT THE
ROLE OF ONE
PERSON.
IT IS A
CULTURE.

TEST IT YOURSELF
Think of a brand, what is your perception of them.
Then visit their mobile site.
Is it aligned?
How does it make you feel?
Is it useful?

TEST IT YOURSELF
RYANAIR VIRGIN ATLANTIC

ASK A FRIEND FOR
HELP & ADVISE
Finally, if you need help, ﬁnd a friend to trust.
Let me tell you about 4 guys who helped and trusted one another.
4 guys, 4 years ago, shared a vision, a belief
They saw a gap, and then saw a future they could share.
Working through the ﬁrst months, the long nights, were hard.
But they trusted in each other, and their vision.
They knew that getting the mix right, the mix of technology, usability and design;
If they got that right, they would produce some really amazing stuff.
And they did. And they kept growing.

ASK A FRIEND FOR
HELP & ADVISE
And we’re still making amazing stuff.
That belief and that trust still holds today. They’re not 4 people anymore, we’re nearly 40.
(This is storytelling)

we sit here
This is our home, just up the road
And this is part of who we are, our branding, the reason we are in Kista.
We love technology. We love working with technology brands.
Kista is our home, and for good reason. We’re in the silicon valley of Stockholm

And having a beautiful home is a great bonus

SUMMARY
(OR WHY HE WORE A KILT)

SUMMARY
(OR WHY HE WORE A KILT)
1. EXPERIENCE CHANGES BRAND PERCEPTION
2. GIVE THEM A STORY TO TELL
3. BE AUTHENTIC AND HUMAN

"Your scientists were so preoccupied with
whether or not they could,
they didn't stop to think if they should."
- from Jurassic Park
and ﬁnally, my favourite design quote.
Dont think what is technically possible,
design the experience ﬁrst.

THANK YOU
James DavidRezaCarl
www.screeninteraction.com

Matching the Experience to the Brand (Long version)

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