Digital Products & Services are at the heart of a brand now – presentation by Marco Spies at the Service Experience Camp Berlin, September 14th 2013.

1. Digital Products & Services
Are at the Heart of a Brand now.
Marco Spies, Managing Partner @ think moto
Service Experience Camp Berlin,
September 14th 2013.
#SXC13

2. ➜ brandedinteractions.com

3. What I‘ll be talking about...
➜ The experience has become the brand
➜ A human centered service design approach
➜ Branded interactions as a key element of brand management

4. Not so long ago.

5. Interactive advertising.

6. Anderes Bild?
Interactive products.

7. Interactive service systems.

8. Peter Skillman
VP Mobile Phones UX Design @Nokia
„So we went from Grotesque to
Humanist and basically the UI font
Nokia Pure became the brand font.
So the brand is evolving and
simplifying in a very human way
from the UI to a complete shift in
product making including a
massive change in the industrial
design language and several other
aspects, such as the service
interaction. The UI is becoming the
brand. The experience
is becoming the brand.“

9. From Grotesque...

10. ...to Humanist.

11. Good service experiences are transformational –
Brands that deliver such experiences
will be connected with their audiences
deeper than ever before.

12. Our life is post-digital – brands should be too.

13. Sometimes I‘m in situations like this.
Marketing Manager: "We need a Facebook app!"
Service Designer: "Fair enough, go and find a digital
marketing agency. And what do your customers need?"

14. Let‘s change the perspective!
➜ We want to find out about the human behaviour of our users
➜ We think of the interface as „humane“
➜ We define brands as personalities with a distinct behaviour
We call this Branded Interaction Design (BIxD).

15. understanding the
product:
its content and
functionality, devices,
life cycle, underlying
business case
understanding the brand:
its meaning, behaviour,
story, image and offering
understanding
the users:
their behaviour,
tasks, activities,
context, culture,
life styles...
PRODUCTUSER
BRAND
Discovery: three sources of information.

16. digital native = always online
context of
use
=
everywhere
Purchase
decisions based
on information,
product
comparison,
recommendations,
credibility!

17. Understanding users?
A good idea is like
the trojan horse:
it is attractively
packaged, so people
like to let it in. But in
fact, it has only one
objective: conquest.
http://media0.faz.net/polopoly_fs/1.1484352!/image/2272723946.jpg_gen/derivatives/width610x580/2272723946.jpg

18. Understanding users.

19. Borahm Cho,
aka the humane
interface.
Understanding
the product.

20. Understanding the brand as a person.
cool
casual
friendly
stylish
easy-going
(innovative)

21. Brand Filters bring a brand‘s personality into the product.
Look & Feel, Tonalität
Inspirierend.
(frischer urbaner,
zielgruppengerechter Look)
Plakativ.
(schnelle Erfassbarkeit der visu-
ellen Elemente u.
Kernaussagen)
Einladend.
(Nähe und Erreichbarkeit
zeigen, Social Media
integrieren)
Informations-
architektur
Nutzerzentriert.
(statt Produkt- oder
Unternehmenszentriert)
Modular.
(Modularität im Seitenaufbau
und klare Zonierung der Inhalte)
Digital einfach.
(Verwendung zeitgemäßer
Bedienparadigmen, z.B.
swipe)
Nutzerführung &
Navigation Joy of Use.
(einen Flow in der
Navigation erzeugen, das
gewisse Etwas)
Reduziert auf das Wesentliche.
(Dreiklang, kurze Wege,
eindeutige Call-to-Actions)
Zielführend.
(Orientierung an urbanen
Leitsystemen)
Bewegung &
Interaktion
Spielerisch.
(Spielerische Eleganz, nicht
Verspieltheit)
Präzise.
(performante, flüssige und
präzise Umsetzung von
Animationen)
Mediengerecht.
(spielerisch und präzise auf
dem iPad ist anders als auf
dem PC)
INNOVATIV
MENSCHLICH.
EINFACH
FLEXIBEL.
ONLINE
KUNDENNAH.

22. The Brand is in the details of the interface.

23. The brand is in the details of the interface.

24. The brand is in the details of the interface.

25. Bringing Joy-of-Use
to a digital product or service
needs more than design-thinking.
We actually need to do things.

26. Brian Gillespie
Service Designer & Principal @Continuum
„Business managers are being
encouraged to expand their
business thinking and become
design thinkers. Schools and
courses teach managers the
methods. However the non–
designer design thinkers still face
the challenge of design doing,
and here must rely on the design
agencies to do the doing.“

27. Getting it done means getting the story across.

29. Besuchen Sie uns:Thank you!
Feel free to contact me:
t: @marcosz
f: thinkmoto
m: marco.spies@thinkmoto.de
b: brandnewthinking.de
We are always lookjing for talent.
Please go to: www.thinkmoto.de/jobs