The Branded Interaction Design (BIxD) Process helps designing digital products and services for people and brands.

1. !
Marco Spies, think moto GmbH.
IA Conference, 23.05.2014.
Don’tShootMe—
I’monly yourcustomer!
7theseson
brandsforpeople.

3. Thesis #1.
!
ALWAYS ON.
Life in the twenty-first century
is postdigital.

4. Not too long ago…
Image Source: Wikipedia.

5. Today.
Source: thenxtstep.com

6. Today.

7. Today.
Quelle: http://blog.drive-now.de/

8. Thesis #2.
!
RELEVANT.
Digital products and services are
at the heart of a brand now.

9. Does interactive quality boost brand value?!
+28%
$ 98 Mrd.
+34%
$ 93 Mrd.
+27%
$ 24 Mrd.
+43%
$ 8 Mrd.
+30%
$ 6 Mrd.
-5%
$ 37 Mrd.
-1%
$ 26 Mrd.
-9%
$ 11 Mrd.
-8%
$ 8 Mrd.
-65%
$ 7 Mrd.
1. 2. 19. 52.
35. 46.
5. 15.
72.
57.
WINNERS
+
-
LOSERS
Source: Interbrand. Best Global Brands 2013

11. Shop Assistant:
[Not greeting]
„In our shop we collect customer data.
Please answer the following questions
with YES or NO.
!
1. May we address you personally?
2. May we suggest you personalized
offers in other shops?
…“
!
Customer:
„Uhm… OK… I just wanted to… Take a look.“
Don’t shoot me!

12. Does interactive quality boost brand value?!
+28%
$ 98 Mrd.
+34%
$ 93 Mrd.
+27%
$ 24 Mrd.
+43%
$ 8 Mrd.
+30%
$ 6 Mrd.
-5%
$ 37 Mrd.
-1%
$ 26 Mrd.
-9%
$ 11 Mrd.
-8%
$ 8 Mrd.
-65%
$ 7 Mrd.
1. 2. 19. 52.
35. 46.
5. 15.
72.
57.
WINNERS
+
-
LOSERS
Source: Interbrand. Best Global Brands 2013

13. Does interactive quality boost brand value?!
+28%
$ 98 Mrd.
+34%
$ 93 Mrd.
+27%
$ 24 Mrd.
+43%
$ 8 Mrd.
+30%
$ 6 Mrd.
-5%
$ 37 Mrd.
-1%
$ 26 Mrd.
-9%
$ 11 Mrd.
-8%
$ 8 Mrd.
-65%
$ 7 Mrd.
1. 2. 19. 52.
35. 46.
5. 15.
72.
57.
+
-
Source: Interbrand. Best Global Brands 2013
WINNERS
LOSERS

16. Thesis #3.
!
EMOTIONAL.
People want to be touched.

17. Mobile + Fritzi

18. Thesis #4.
!
AUTHENTIC.
People want the real thing.
!

19. Please! Don’t…

20. Classic branding is unidiectional.
MISSION
STATEMENT
BRAND VISION
BRAND VALUES
„We are the number 1
on the market“

21. OFFERING
BEHAVIOUR IMAGE
STORY
MEANING
Brands from the people’s point of view:
Brand BIOS® - the think moto brand model.
„We’ll help you
to advance…“

22. cool
casual
friendly
stylish
easy-going
(innovative)
Brands have
personality.

23. Look & Feel, Tonality
Inspiring.
(Fresh, urban look relevant to the
intended audience)
Striking.
(Ability to quickly ascertain visual
elements and core statements)
Inviting.
(Show proximity and reachability,
integrate social media)
Information Architecture
User-oriented.
(Instead of product and company
oriented)
Modular.
(Modular page structure and clear
separation of content)
Digitally Simple.
(Use of up-to-date interaction
paradigms, such as swiping)
User Experience &
Navigation
Joy of Use.
(Create a flow in navigation, that
special something)
Reduced to the Essential.
(Triad, quick use, decisive calls-to-action)
Goal-oriented.
(Oriented on urban guidance systems)
INNOVATIVE
HUMANE.
SIMPLE
SIMPLE.
ONLINE
CUSTOMER-ORIENTED.
DIE
Brand filters translate brand behavior
into a digital user experience.

24. Thesis #5.
!
IN DIALOGUE.
Conversations over palaver.
!

25. Home » Wampe weg - die besten Schlanktipps
!
WAMPE WEG - DIE BESTEN SCHLANKTIPPS
Wampe weg
Die lang antrainierte Wampe auch wieder weg zu bekommen, kann ein langer Weg sein.
Mit welchen Methoden Sie es aber schneller schaffen die Wampe weg zu bekommen,
zeigt Ihnen unser speziell entwickeltes Abnehm-Programm
!
> Bildstrecken Wampe weg > Aktuelle Artikel Wampe weg > Specials Wampe weg
> Männerfragen Wampe weg > Downloads Wampe weg

27. case Beispiel

28. Thesis #6.
!
IN DETAIL.
People love good work and good
work is in the details.

29. Touch ID
1-Click
Timeline

31. Branded Interactions.
Brand shaping interactions –
On a small and large scale.

32. These #7.
!
COHERENT.
Rather than consistent.
!

33. Conventional Brand Management
overestimates the importance of
formal consistence.

34. Conventional web development:
Primate of technical feasibility.
Source: http://www.treknews.net/2012/04/23/bryan-fuller-wants-new-star-trek-tv-show/

35. Our Solution.
Branded Interaction Design:
A toolset for the post-digital brand
management.
BIxD = User Experience Design + Brand
Strategy + Design Thinking.

36. USER BUSINESS
BRAND
Understanding the
business model: content &
functions, USPs,
touchpoints, customer life
cycle, business model
Understanding the brand:
its meaning for the target
group, the brand behavior,
image, promise and story
Understanding the user:
his behavior, his task, his
activities, context,
culture and lifestyle
Business, brand and user are the basis
for on-brand interaction design.

37. Branded Interaction Design (BIxD)
adds the brand perspective to the
user experience.

38. useful
desirable
accessible
credible
valuable
usable
findable
The UX
Honeycomb.
Peter Morville,
2004
!
Article: http://semanticstudios.com/publications/semantics/000029.php

39. relevant
emotional
coherent
authentic
in detail
always on
in dialogue
useful
desirable
accessible
credible
valuable
usable
findable
From UX to
BIxD?

41. The digital world today is (still) a
complex system.
Complex = many parameters, close links,
dynamic relations, no visible causal
connection but perceivable patterns
Chaotic = many parameters, very dynamic relations, no visible causal
connection, no perceivable patterns

42. Now, YOU should be
scared!
Complex systems are unpredictable.

43. Lean methods in UX & BIxD.
1. Prototyping & testing
2. Continuous development instead of
release planning
3. Quick response through
evaluation criteria

44. Thesis #8.
!
BETA.
Don’t fear the change.

45. relevant
emotional
coherent
authentic
in detail
always on
in dialogue
useful
desirable
accessible
credible
valuable
usable
findable
From the
honeycomb
to…

46. The BIxD
Honeybomb!
Brand new
in 2014.
relevant
emotional
coherent
authentic
in detail
always on
in dialogue
useful
desirable
accessible
credible
valuable
usable
findable
beta

47. Branded Interactions –
The book on BIxD.

48. Branded Interactions –
The book on BIxD.

49. „Branded Interactions should not be missing
in a single agency, a clients office or a
university.“
(Prof. Wölwer in FORM)

50. More on BIxD:
www.branded interactions.de

51. !
marco.spies@thinkmoto.de
@marcosz
brandnewthinking.de
Thank you for listening!
!
UX Jobs:
thinkmoto.de/
jobs