Talk from slides delivered at User Friendly 2007 in Beijing. Also available in Chinese

1. Making User Experience Part of Your Brand Jon Innes User Friendly 2007

2. What is a Brand? A particular make of goods? An identifying trademark, stamp, logo, etc.? A stigma, a mark of disgrace? The mark placed on a cow indicating its owner? Answer All of the above

3. Brand Defined A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it. Wikipedia

4. User Experience Defined The user experience group deals with all aspects of user’s interactions with the product: how it is perceived, learned, and used. It includes ease of use and most important of all, the needs the product fulfills. Don Norman in his book The Invisible Computer

5. Brand Perception—Why It Matters Perception is reality Or more accurately it influences our view of reality Brands help us navigate the modern global economy as consumers Goods come from all over the world Consumers buy more things more often In historical times things were simpler You knew the person selling the product or service Often the seller was same person as the creator Products or services changed infrequently

6. Branding—More Than a Logo A brand has value only when it allows consumers to do the following: Recognize a product they can trust Create confidence the producer will stand by product Feel comfortable being associated with the product This includes Selling the product Recommending the product to others Making it part of their identity (personal brand)

7. World’s Most Notable Corporate Brands

9. Credibility by association

10. Yao Ming eats there!

11. Yao Ming gets more famous

12. Consumers use brands in reverse

13. Wear designer clothes

14. Buy popular cell phones

15. Eat at popular places

16. Work for famous companies

18. Aligning User Experience Work with Brand Business leaders in China have begun to recognize the importance of brand Do they understand you can help the brand? Consumers judge products and services by appearances so professional design matters Usable products are more valuable as they: Create brand loyalty and lead to repeat customers Improve likelihood consumers will promote brand User research helps target and refine brand offerings Our methods can often do all this and lower costs!

19. Opposing Forces in Design Fast Good + Fast = Expensive Good + Cheap = Slow to market Fast + Cheap = Poor Quality Good Cheap Pick any two! True or False? Answer: False W. Edwards Deming showed this is not always true

20. The “Deming Lesson” Asian country known for manufacturing cheap and often poor quality products Country had no reputation for design or innovation The Country? Japan The lesson: “improving quality can reduce costs while increasing productivity and market share”

21. Deming’s Top Student—Toyota Early cars were based on American designs Some parts were actually interchangeable! Toyota resumes production after World War II Deming consults with Toyota on quality processes New methods of production start “The Toyota Way” In the 60’s they win the Deming Award for quality Toyota begins exporting affordable quality cars Toyota and its brands are leaders in car design Toyota is now #1 in net worth, revenue and profit

22. China’s Influence on Design China is the most populated country in the world Estimated at 1.3 Billion or 20% of the world total China has the 4th largest economy and is growing Global companies view China as a target market Chinese consumers will soon have more choices Will they choose Chinese designs? Products made in China impact the world Your actions will determine user experience globally China’s reputation as a brand depends on you

23. Moving to a Position of Innovation Today the designer in Hong Kong or Taipei opens the magazine and looks at the best-seller and copies that. But to be successful you have to find your own designs and energy. PhillipeStarck (famous French industrial designer)

24. A Good Experience Is Hard to Replicate Starbucks is not just about coffee Anyone can make coffee

25. User Experience Can Lead The Way How to make Chinese brands = Innovation Develop deep knowledge of best practices/processes Take advantage of lessons learned by others Develop enough knowledge to improve not just copy what others are doing Leverage your strengths Knowledge of Chinese culture gives you an advantage over foreign competitors Treat everyone as a customer—including coworkers Define quality from their perspective

26. 让用户体验 成为您品牌的一部分 甄 能 士 中国青年设计节2007