“Your brand is what people say about you when you’re not in the room.” (Jeff Bezos) Today’s markets and products are changing more rapidly than ever before. As complexity and digitization advance, traditional brand and marketing models can’t keep pace. Increasing complexity leads to the atomization of brands. With the fragmentation of touch points, brands now compete everywhere – and increasingly in close interaction with their fans. In the Experience Economy customers have shifted from being passive consumers to active participators. Experiences must be as finely crafted and precision-engineered as any other product. The new paradigm for designing those experiences is customer-centricity which is the focus of a new experience management approach (XD) that brings user, customer and brand experience in a holistic correlation. How do we develop something new? It means exploring unchartered territory and reaching beyond existing patterns, reaching beyond traditional brand style guides. This challenge requires an “elastic brand” - that can react and deliver tailored promises. Event: Ladies that UX / Berlin, 24.10.2017 @Mozilla

1. CX & Branding:
The Elasticity of Brands
Ladies that UX Berlin, 24.10.2017 @Mozilla
Part of Accenture Interactive
@kittycountry

2. Mark Zuckerberg, Facebook
„Move fast and break things. Unless
you are breaking stuff, you are not
moving fast enough.“

3. Mark Zuckerberg, Facebook
„Move Fast With Stable Infra.“

4. Jeff Bezos, Amazon
„Your brand is what people say about
you when you’re not in the room.“

5. At some point, it will be the machines
making pretty, screen based UIs.

6. 6
Video „Google
Material Design“

7. 7
Video „UBER Styleguide“

8. 8

9. 9

10. Modular Project Blueprint @Swipe
Set Up Analysis Envision Ideate Shape Execute Review
U X K i t
W h i t e l a b e l
V 1 . 0

11. Iterative Concept
Requirements
Company
U X K i t
W h i t e l a b e l
V 2 . 0
Project
Sprint
U X K i t
V 1 . 1
U X K i t
W h i t e l a b e l
V 1 . 0
User Story A
User Story B
User Story C
User Story D
User Story E
User Story F
User Story G
User Story H
User Story I
U X K i t
V 1 . 4
U X K i t
V 2 . 0
V 1 . 2
S P R I N T K I T
V 1 . 5
S P R I N T K I T
V 1 . 6
S P R I N T K I T
V 2 . 1
S P R I N T K I T
V 1 . 3
S P R I N T K I T

12. High-quality UX and UI design
are now commodities.

13. Every service will look the same in
the future.

14. SERVICE
BRAND
Roderick J. Brodie, Marketing Theory 03 2009

15. SERVICE
BRAND
CUSTOMERS’
PERCEPTIONS
ORGANIZATION’S
PERCEPTIONS
EMPLOYEES’
PERCEPTIONS
Roderick J. Brodie, Marketing Theory 03 2009

16. SERVICE
BRAND
CUSTOMERS’
PERCEPTIONS
ORGANIZATION’S
PERCEPTIONS
EMPLOYEES’
PERCEPTIONS
Roderick J. Brodie, Marketing Theory 03 2009

17. SERVICE
BRAND
CUSTOMERS’
PERCEPTIONS
ORGANIZATION’S
PERCEPTIONS
EMPLOYEES’
PERCEPTIONS
External marketing
Making promises
about service offer
Interactive marketing
Delivering promises
about service offer
Internal marketing
Enabling & facilitating
the promises about service offer

18. The Experience Economy was
predicted in 1998.

19. USER-CENTERED
PRODUCTS & SERVICES
Stimulus & Mood
User-Centered
Products & Services
Time & Place BX
BRAND
EXPERIENCE
UX
USER
EXPERIENCE
CX
CUSTOMER
EXPERIENCE

20. USER-CENTERED
PRODUCTS & SERVICES
Zeit & Ort
Stimulus & Mood
User-Centered
Products & Services
Time & Place
UX
USER
EXPERIENCE
Brand vision: Why?, How?, What?
Brand values & conduct
Flexible branding approach
Brand positioning
Brand storytelling
BX
BRAND
EXPERIENCE
CX
CUSTOMER
EXPERIENCE

21. CX Vision
Customer insights, needs & barriers
Market research, surveys
Personas & Customer journey map
Customer behaviour & emotions
NPS, NEV
USER-CENTERED
PRODUCTS & SERVICES
Zeit & Ort
Stimulus & Mood
User-Centered
Products & Services
Time & Place
UX
USER
EXPERIENCE
BX
BRAND
EXPERIENCE
CX
CUSTOMER
EXPERIENCE

22. Interface Design
Micro interactions
Information architecture
Joy of use
Don’t make me think
Semantic animations
USER-CENTERED
PRODUCTS & SERVICES
Zeit & Ort
Stimulus & Mood
User-Centered
Products & Services
Time & Place
UX
USER
EXPERIENCE
CX
CUSTOMER
EXPERIENCE
BX
BRAND
EXPERIENCE

23. KNOW
LIKE
TRUSTUSE
FIND
LEARN
USER-CENTERED
PRODUCTS & SERVICES
Zeit & Ort
Stimulus & Mood
User-Centered
Products & Services
Time & Place
BX
BRAND
EXPERIENCE
UX
USER EXPERIENCE
CX
CUSTOMER
EXPERIENCE

24. KNOW
LIKE
TRUSTUSE
FIND
LEARN
USER-CENTERED
PRODUCTS & SERVICES
Zeit & Ort
Stimulus & Mood
User-Centered
Products & Services
Time & Place
SocialCloud
Realtim
e
Mobile
BX
BRAND
EXPERIENCE
UX
USER EXPERIENCE
CX
CUSTOMER
EXPERIENCE
VALUES & PURPOSE
PROCESS & INTERACTIONS
INSIGHTS & EMOTIONS
KNOW
LIKE
TRUSTUSE
FIND
LEARN
USER-CENTERED
PRODUCTS & SERVICES
Zeit & Ort
Stimulus & Mood
User-Centered
Products & Services
Time & Place
BX
BRAND
EXPERIENCE
UX
USER EXPERIENCE
CX
CUSTOMER
EXPERIENCE

25. KNOW
LIKE
TRUSTUSE
FIND
LEARN
USER-CENTERED
PRODUCTS & SERVICES
Zeit & Ort
Stimulus & Mood
User-Centered
Products & Services
Time & Place
BX
BRAND
EXPERIENCE
UX
USER EXPERIENCE
CX
CUSTOMER
EXPERIENCE

26. KNOW
LIKE
TRUSTUSE
FIND
LEARN
USER-CENTERED
PRODUCTS & SERVICES
Zeit & Ort
Stimulus & Mood
User-Centered
Products & Services
Time & Place
SocialCloud
Realtim
e
Mobile
BX
BRAND
EXPERIENCE
UX
USER EXPERIENCE
CX
CUSTOMER
EXPERIENCE
KNOW
LIKE
TRUSTUSE
FIND
LEARN
USER-CENTERED
PRODUCTS & SERVICES
Zeit & Ort
Stimulus & Mood
User-Centered
Products & Services
Time & Place
BX
BRAND
EXPERIENCE
UX
USER EXPERIENCE
CX
CUSTOMER
EXPERIENCE
BIxD Branded Interactions
Digital Brand Design
The interface is the brand
Content Strategy
Channels, Stories, Engagement
Immersive brand experiences
Service Design
Business Design
The experience is the message

27. Brand the experience, because the
experience is the message.
LIKE
TRUST
ood
Cloud
ENCE
LIKE
TRUST
ood
ENCE
BIxD Branded Interactions
Digital Brand Design
The interface is the brand

28. Karri Saarinen, Principal Designer AirBnB
„A unified design language
shouldn’t be just a set of static rules
and individual atoms – it should be an
evolving ecosystem.“

29. Branded Interaction Design or BIxD
focuses on the intersection of brand experience
and user experience.
/ BIxD is a framework to develop interface designs that
live and breathe the brand with every interaction.
/ Working with the framework means filling the gaps in
the digital brand experience.
/ By developing guiding design principles and
translating them into design patterns, BIxD ensures
consistent branded experiences at every digital touch
point.
BXUX
BIxD Branded Interactions
Digital Brand Design
The interface is the brand

30. Customer centricity needs elastic branding

31. BIXD Principles derive from Brand Values
and UX Elements. Example: Teléfonica / o2

32. BIXD Principles derive from Brand Values
and UX Elements

33. BIxD Principles are application oriented
guidelines. They ensure that each UX decision
considers the brand perspective. They do not
replace a digital style guide but lead its creation.

34. SinnerSchrader for Audi:
http://www.audi.com/ci/en/intro/brand-appearance.html#

35. Read on:
https://medium.com/@swipestudio
@kittycountry

36. 36
Thank you! For more information please contact:
Marja Annecke
Executive Director / Studio Lead
marja.annecke@sinnerschrader.com
SinnerSchrader Swipe GmbH
Friedenstraße 91a
10249 Berlin

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