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Similaire à The New Creative Partners: Brand Planning Meets UX (20)
The New Creative Partners: Brand Planning Meets UX
- 2. Planning and UX have fought over
who owns the ‘audience’ or ‘user’ for
too long.
The old guard
- 3. Planning & UX partnership is the
new world version of the Copy
Writer & Art Director partnership.
New world order
- 5. Brand capability addresses not just unmet needs.
Unspoken
e.g. Streaming content
portability, on-demand
car services
Unmet
e.g. Portable health
records, one-click
checkout
Unknown
e.g. Touch screens in
first-gen iPhone, ATMs,
autonomous vacuum
cleaners
Success requires finding
& leveraging true audience needs together.
- 8. Get dirty and real.
Leave preconceptions at the door: UX and Planning together make magic happen.
- 12. Your Planning and UX Presenting Partnership.
Jessica L’Esperance
VP User Experience
Catherine Heath
VP Strategy & Planning