UX - The New Brand Order
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This document discusses how user experience (UX) is becoming the new brand order and a key driver of brand value. It argues that customers now define brands based on their experiences, not just marketing messages. It provides examples of how companies like American Airlines and Merrill Lynch are innovating their customer experiences to strengthen their brands. The document recommends that companies map customer journeys, establish design principles, and create a vision to integrate brand and experience across organizational silos. The goal is to deliver consistent, differentiated experiences that fulfill brand promises and drive relevance, authenticity, and customer perception of value.
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UX - The New Brand Order
- 1. UX: The New Brand Order Steven Fisher Global Head of Product and User Experience SeaChange International @stevenfisher StevenFisher.net
- 2. • Role of a Management Consultant • The Consulting Process and Best Practices • Managing the Consulting Assignment/Project Who the Heck is this Guy?Steve Fisher • 3 Time Entrepreneur (2 Sold) • Head of Experience for SeaChange • Co-Founder, Revolution Factory • Advisor (Protoshare. H2i, Startup Institute) • 20 Yrs Product Designer • 8 of them with agencies (Digitas, Sapient) and consulting firms • Film Producer • Yoga Teacher • Slow Runner • Fast Eater Connect with me: /TheStevenFisher /StevenFisher
- 3. User experience versus customer experience Firstly some, disambiguation user experience brand experience Attributed to: Tim Loo, Foolproof UK
- 4. How do most people define Branding?
- 5. Attributed to: Tim Loo, Foolproof UK
- 6. But the term “Branding” usually makes the CEO feel like this…
- 7. WHAT IS A BRAND?
- 8. HOW DOES BRAND CONNECT TO EXPERIENCE?
- 9. Customers Remember Experiences, Not Your Brand Logo Attributed to: Tim Loo, Foolproof UK
- 10. There once was a golden age of branding… The brand is what you say it is CUSTOMERSThe brand message Attributed to: Tim Loo, Foolproof UK
- 11. And brands got better at doing the same thing… The brand is still what you say it is CUSTOMERS Attributed to: Tim Loo, Foolproof UK
- 12. But now customers talk to each other…all the time. CUSTOMERS The brand is what they say it is Attributed to: Tim Loo, Foolproof UK
- 13. How do you define UX?
- 14. WHAT IS UX?
- 15. These are not Experience Designers
- 16. This is More Like It.
- 18. For experience design, we are primarily interested in two things: Brand essence Brand attributes Source: Experience Design: A Framework for Integrating Brand, Experience, and Value, Newbery and Farnham 2013
- 19. There is an economic relationship between brand and experience.
- 20. Brand matters Top 100 Brands 2011, Interbrand Brand value is real & tangible It accounts for a significant value of an organization’s market capitalization and drives long term shareholder value Brand value $71 billion Interbrand (2011) Market cap $153 billion 12-12-11 Attributed to: Tim Loo, Foolproof UK
- 21. “Brand equity is a set of assets linked to a brand’s name and symbol that adds to the value provided by a product or service to a firm’s customers” This Brand Value is linked to Brand Equity Building Strong Brands, David A. Acker BRAND AWARENESS BRAND LOYALTY PERCEIVED QUALITY BRAND ASSOCIATIONS BRAND AWARENESS BRAND LOYALTY PERCEIVED QUALITY BRAND ASSOCIATIONS Attributed to: Tim Loo, Foolproof UK
- 22. But what happens when we do not connect the brand promise to the experiences we create? THE PROMISE THE REALITY Attributed to: Tim Loo, Foolproof UK
- 23. Something like this can be a result…
- 24. Case Example: Coca-Cola Freestyle
- 25. Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917 So WTF? (So what’s the future of branding and UX?)
- 26. The experience is becoming brand perception RELEVANCE AUTHENTICITY DIFFERENTIATION CONSISTENCY UNDERSTANDING PROMISE PERCEPTION &VALUE THE CUSTOMER EXPERIENCETHE BRAND Attributed to: Tim Loo, Foolproof UK
- 27. The ones who connect brand and experience are the winners Top 100 Brands 2011, Interbrand Attributed to: Tim Loo, Foolproof UK
- 28. And the future of brand belongs to gatekeepers of the customer experience. You Shall Not Pass! Attributed to: Tim Loo, Foolproof UK
- 29. And that’s us.
- 30. So how do we jump in?
- 31. We start by innovating across the entirety of the experience Attributed to: Tim Loo, Foolproof UK
- 32. Case Example: American Airlines
- 33. But sometimes business are slow to adapt? Attributed to: Tim Loo, Foolproof UK
- 34. As an organization they usually live in silos FunctionalGeographic ChannelProduct Attributed to: Tim Loo, Foolproof UK
- 35. Digital is still a bolt-on to many brands and their business models BRAND X PRODUCT SALES In-store Web Contact centre MARKETING Offline Online OPERATIONS IT Infrastructure eCommerce RETAIL DIGITAL Web Mobile Social Attributed to: Tim Loo, Foolproof UK
- 36. Silos are primarily focused on optimizing their parts of the business Attributed to: Tim Loo, Foolproof UK
- 37. Case Example: Merrill Lynch
- 38. How can organizations break this cycle? Attributed to: Tim Loo, Foolproof UK
- 39. You need leadership and sponsorship Attributed to: Tim Loo, Foolproof UK
- 40. You need to make the connection between your customer experience and the drivers for brand value Attributed to: Tim Loo, Foolproof UK
- 41. DREAM BIG You need a vision which can inspire and create organizational alignment Attributed to: Tim Loo, Foolproof UK
- 42. You need a roadmap and business case which brings this all together Attributed to: Tim Loo, Foolproof UK
- 43. Case Example: Voo TV Platform Breakthrough content viewing solution and winner of Cable Europe’s 2013 Innovation Award
- 45. Six things you can do today Map the customer experience and pain points Select a Brand Framework Establish design principles 1 2 3 Facilitate Sharing with Design Studios Co-Create a Customer Experience Vision Launch and Make the Leap 4 5 6
- 46. Many organizations still allow opinions about customers to dominate decision making. Yet most organizations have plenty of research to hand but can’t use the insights to align stakeholders & spot holistic problems and opportunities. Map the current customer experience 1 Turn all of your current insights into documentation you can use to align stakeholders and map value Personas Customer journeys maps Pain-points (& pleasure points) Attributed to: Tim Loo, Foolproof UK
- 47. Select Brand Framework Source: http://www.agencypost.com/experience-design-a-framework-for- integrating-brand-experience-and-value-an-excerpt/ 2
- 48. CUSTOMER EXPERIENCE INSIGHT BRAND ASSETS & VALUES GOOD DESIGN PRINCIPLES 1. Based on customer research 2. Short & memorable 3. Cross-feature 4. Specific 5. Non-conflicting 6. Measurable What is the current experience like for our customers? What do they like? What are their frustrations and pain-points? What can we learn from our competitors? Have they been delighted before by similar services/offerings? How? Why? What are our brand values? How do we want the experience to be an expression of these? What are our differentiating assets and capabilities Establish experience design principles3 They form the basis for creating a vision of your future customer experience Experience design principles describe the core values of the user experience of a product or a service Attributed to: Tim Loo, Foolproof UK
- 49. 49 Facilitate Sharing with Design Studios 4
- 50. 50 Co-Create a Customer Experience Vision 5
- 51. Co-create a customer experience vision Future customer stories Concept prototypes Ideal customer journeys Measurable customer statements CUSTOMERS Attributed to: Tim Loo, Foolproof UK
- 52. 52 LAUNCH AND MAKE THE LEAP5
- 55. 55 CHALLENGE THE STATUS QUO
- 56. 56 AND YOU WILL MAKE POSITIVE CHANGE
- 57. FINAL QUESTIONS?