This presentation explores how brands can improve their proposition and become more relevant through embedding user experience (UX) and innovation within their vision and culture.

1. ARKETING
gy, analytics and
optimisation
BRAND STRATEGY TECHNOLOGY
PROCESS
Project manageme
agile operatio
USER CENTRED DESIGN
User experience research,
architecture and design
CULTURE
People focused performance
DIGITAL
TRANSFORMATION
Empowering brands
through better UX
DANNY BLUESTONE // CEO & FOUNDER // CYBER DUCK

2. Introduction
- Brand strategy
- User experience
- Innovation
Summary
TODAY

3. HELLO. I AM DANNY.

4. We deliver
transformation
powered by user-centred design, data
and technology. It’s a Cyber-Duck thing.
WEB & APP
TECHNOLOGY
USER
EXPERIENCE
+ +
MARKETING
CAMPAIGNS
BRAND
STRATEGY+ =
DIGITAL
TRANSFORMATION

5. Your world has
changed.
People are craving experiences that are
seamless, personal and inspiring.
@
People want seamless and
inspiring experience
IN 20 MINUTES
21

6. The Medical journal group BioMed Central has been rebranded as
BMC, in a bid to help the brand feel more “human and tangible”.
WHAT SHOULD A NEW BRAND AIM TO ACHIEVE?

7. Which interface is more human?
WHAT SHOULD A NEW BRAND AIM TO ACHIEVE?

8. WHAT SHOULD A NEW BRAND AIM TO ACHIEVE?
Does the directory feel 'human’?

9. BRAND STRATEGY CONTENT STRATEGY DESIGN STRATEGY TECH STRATEGY
A FORWARD-THINKING BRAND STRATEGY
• Ongoing persona research to
map out design opportunities
• Leverage on data to blend
quant and qual into marketing
• An evolving design system
• Test driven design as a
cornerstone for all features
• Identifying integrations and
technological enhancements
• Automation within back-office
• Define the mission
• Create a brand architecture
based on your objectives
• Clarify the personality,
behaviour and communication
• Identify user journeys, gaps and
goals
• Create personalisation based on
micro-moments
• Define content governance

10. BRAND STRATEGY

11. WHERE BRANDS ARE GOING

12. BRAND POSITIONING. WHAT SORT OF BRAND ARE YOU?
Which brand is more authentic?

13. BUILD TRUST THROUGH CONTENT
* Elizabeth Sillence (2004): Health website study
83%
of users rejected
websites due to poor
design
74%
of users trust websites
due to content over
design*

14. Pathos
Inner desires
Scarcity
Logos
Factual info
Consistency
Ethos
Social proof
Authority
THE POWER OF PERSUASION
OUR ANALYTICAL BRAIN OUR EMOTIONAL BRAIN
OUR PRIMITIVE, TRUSTING BRAIN

15. BUILD YOUR BRAND THROUGH DATA
The nice guys often finish last! Villainous characters
do surprisingly well in both kids and action genres.

16. A brand needs an essence, narrative
and ‘integrative’ innovation. What
brands can your brand integrate with?
1. Personality

17. Unique brands that are context and content
‘adaptive’ win the customer centricity battle.
Is your brand ‘digital first’?
2. Behaviour

18. Bake in social connectivity to drive growth hacking.
Have a ubiquitous presence across channels, linking
to the ‘real world’. Is your brand truly CRM driven?
3. Communication

19. USER EXPERIENCE

20. THE UX MINDSET
Trained on design heuristics and human psychology.
They balance business goals with the user’s needs

21. WHY PERSONAS ARE KEY
‘Personas thinking’ helps you to segment and understand
each unique audience and find better product, UI,
marketing and content opportunities

22. PLANNING UX MICRO-MOMENTS FOR MARKETING
https://www.cyber-duck.co.uk/insights/micro-moments-wheel-how-to-map-your-customer-journeys

23. TESTING, TESTING AND TESTING
As part of branding and UX, its essential to test key
messages and designs throughout the design process and
‘feed off’ real personas.

24. PERSONALISATION
Personalisation happens when the system curates the
information, functionality or content to user’s needs
Segmentation (based
on personas and
objectives)
CRMCustom content (or
functionality defined)
CMS
Personalised
website experience
Personalised
app experience
Personalised
channel experience
(social, print etc’)
Custom content and
functionality served
Feedback loop to CRM
based on analytics
Personalised
content created
1
2
3
Which users get what
content or features
Parsing content
and features

25. UX PLAYBOOKS
Summarises the vision, user on-boarding and customer
experience. It provides a manual to empower the team.

26. DESIGN SYSTEM
http://brand.cyber-duck.co.uk

27. INNOVATION

28. EXTENDING YOUR BRAND
Is innovating your brand using technology part of branding?

29. USING AI TO EMPOWER USERS
Our bots and AI help users to interact with brands
https://www.youtube.com/watch?v=pAA4Ar3t1Qg

30. USING AI TO EMPOWER USERS
Our bots and AI help users to interact with brands
https://www.youtube.com/watch?v=Wm3VI20agcQ

31. GROWTH HACKING YOUR PRODUCT
User the principles of of persuasion with scarcity and referrals
to unleash powerful user acquisition and retention

32. CONCLUSION

33. CONCLUSION
1. A brand needs personality, behaviour and communication
2. UX thinking should be embedded in your brand strategy
3. Personalise the user experience and test, test and test
4. Content is king, design is queen and tech is your ace

34. Thank you! Any questions?