Christopher Fahey, SVP Product and User Experience, Big Spaceship #DMC2014

1. !
Your brand is the sum
of its interactions.
!
Christopher Fahey
SVP Product and User Experience
Big Spaceship
!
@chrisfahey

2. HELLO FROM
Brooklyn

3. Christopher Fahey
SVP Product and User Experience
Big Spaceship
@chrisfahey

4. Christopher Fahey
SVP Product and User Experience
Big Spaceship
@chrisfahey

5. Your brand is the sum
of its interactions.

6. Digital?

7. Digital Channels
• Digital Advertising (banners, pre-rolls, native content)
• Messaging (email, SMS, device notifications)
• Social media (regardless of platform)
• Websites
• Apps (desktop and devices, games and utilities)
• Device interfaces (wearables, peripherals, appliances)

8. Digital Channels
• Digital Advertising (banners, pre-rolls, native content)
• Messaging (email, SMS, device notifications)
• Social media (regardless of platform)
• Websites
• Apps (desktop and devices, games and utilities)
• Device interfaces (wearables, peripherals, appliances)
More robust
interactions!

9. The Digital Channel

10. Digital Brands

13. (not-quite-so)
Digital Brands

14. Digital Crap

15. Digital Crap
=
Experimentation

16. Ecommerce

18. Museums

20. 15%
of all brand
interactions
happen at the
museum
85%
of all brand
interactions
happen on the
web site

21. Automotive

24. bmwusa.com
Genius Program
GENIUS APP
I Found My
Dream BMW
Driver’s Guide & Owners Manual
Purchase
Intent
I Think I
Know
What I Want
Purchase
Lease
Renewal
or Purchase
Easy discovery of product knowledge
Product problem solving
Dealer Website
MyBMW Account
Advertising

26. Brand Communications

27. “Digital First”

28. “If you build it, they will come.”

29. “If you build it
and tell them about it,
they will come.”

30. Collaboration

31. STRATEGY DESIGN/UX TECHNOLOGY SOCIAL MEDIA
& CONTENT
DATA &
ANALYTICS
STRATEGY DESIGN/UX TECHNOLOGY CLIENT SERVICES

32. Your brand is the sum
of its interactions.

33. Digital Channels
• Digital Advertising (banners, pre-rolls, native content)
• Messaging (email, SMS, device notifications)
• Social media (regardless of platform)
• Websites
• Apps (desktop and devices, games and utilities)
• Device interfaces (wearables, peripherals, appliances)

34. A brand interaction
is a value exchange.

35. Everyone is a user.

36. Everyone is a user.

37. contributor
visitor
fan
customer
viewer
Everyone is a user.
!
buyer
seller
employee
patient
citizen

38. User Experience Design

41. Marketing as Interaction Design

42. Marketing as Interaction Design
Facebook Organic Search

43. Marketing as Interaction Design
Facebook Organic Search

44. Marketing as Interaction Design
Facebook Organic Search

45. Marketing as Interaction Design
Facebook Organic Search

46. Marketing as Interaction Design
Facebook Organic Search

47. Marketing as Interaction Design
Sonos

50. Marketing as Interaction Design
Google

51. From interruptions to interactions

52. Calm Technology

53. Calm Technology
Technology should require the smallest amount of our attention.
!
Technology should inform and encalm.
!
Technology should make use of the periphery.
!
Amplify the best of technology and the best of humanity.

54. Be human.

55. If we want users to like
our software, we
should design it to
behave like a likeable
person.”
– Alan Cooper
“

56. “Embodied Interactions”
Ubiquitous Computing
The increased availability of computers and
networks via mobile devices, embedded
interfaces, and public data sources.
Tangible Computing
Interfaces that are more physically intimate
with us and respond to direct interactions,
like touch, gesture, and speech.
Social Computing
Electronic systems that connect us to
friends, family, and interesting, like-minded
people.

58. Being Human
Brand interactions must be sensitive.

59. Data is a creative input.

60. Being Human
Brand interactions must be intimate.

61. Being Human
Brand interactions must have
personality.

62. Being Human
Brand interactions must be smart.

63. Use Data!

64. Interactions take time...

65. Interactions take time...
So please don’t waste people’s time.

66. Become more symmetrical.
Make value exchanges.

67. Have nothing in your
houses that you do not
know to be useful or
believe to be
beautiful.”
– William Morris, 1880
“

68. Bad Data

69. Hypothesis-Based Design

70. Test everything.

71. Test everything.

72. Imagine your digital future
across all touchpoints.

73. Imagine your brand’s
interactions in five years.

74. Imagine what today’s kids
will expect to be able
to do with your brand.

75. Start now. Go.

76. THANKS!