Post on 27-Jan-2015
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!Marco Spies, think moto GmbH. IA Conference, 23.05.2014.
Don’t Shoot Me — I’m only your customer! 7 theses on brands for people.
Thesis #1. !
ALWAYS ON. Life in the twenty-first century is postdigital.
Not too long ago…
Image Source: Wikipedia.
Today.
Today.
Quelle: http://blog.drive-now.de/
Thesis #2. !
RELEVANT. Digital products and services are at the heart of a brand now.
Does interactive quality boost brand value?!
+28% $ 98 Mrd.
+34% $ 93 Mrd.
+27% $ 24 Mrd.
+43% $ 8 Mrd.
+30% $ 6 Mrd.
-5% $ 37 Mrd.
-1% $ 26 Mrd.
-9% $ 11 Mrd.
-8% $ 8 Mrd.
-65% $ 7 Mrd.
1. 2. 19. 52.
35. 46.5. 15.
72.
57.
WINNERS
+
- LOSERS
Source: Interbrand. Best Global Brands 2013
Shop Assistant: [Not greeting] „In our shop we collect customer data. Please answer the following questions with YES or NO. !1. May we address you personally? 2. May we suggest you personalized offers in other shops? …“ !Customer: „Uhm… OK… I just wanted to… Take a look.“
Don’t shoot me!
Does interactive quality boost brand value?!
+28% $ 98 Mrd.
+34% $ 93 Mrd.
+27% $ 24 Mrd.
+43% $ 8 Mrd.
+30% $ 6 Mrd.
-5% $ 37 Mrd.
-1% $ 26 Mrd.
-9% $ 11 Mrd.
-8% $ 8 Mrd.
-65% $ 7 Mrd.
1. 2. 19. 52.
35. 46.5. 15.
72.
57.
WINNERS
+
-LOSERS
Source: Interbrand. Best Global Brands 2013
Does interactive quality boost brand value?!
+28% $ 98 Mrd.
+34% $ 93 Mrd.
+27% $ 24 Mrd.
+43% $ 8 Mrd.
+30% $ 6 Mrd.
-5% $ 37 Mrd.
-1% $ 26 Mrd.
-9% $ 11 Mrd.
-8% $ 8 Mrd.
-65% $ 7 Mrd.
1. 2. 19. 52.
35. 46.5. 15.
72.
57.
+
-
Source: Interbrand. Best Global Brands 2013
WINNERS
LOSERS
Thesis #3. !
EMOTIONAL. People want to be touched.
Mobile + Fritzi
Thesis #4. !
AUTHENTIC. People want the real thing. !
Please! Don’t…
Classic branding is unidiectional.
MISSION STATEMENT
BRAND VISION
BRAND VALUES
„We are the number 1 on the market“
OFFERING
BEHAVIOUR IMAGE
STORY
MEANING
Brands from the people’s point of view: Brand BIOS® - the think moto brand model.
„We’ll help you to advance…“
cool
casual
friendly
stylish
easy-going
(innovative)
Brands have personality.
Look & Feel, Tonality
Inspiring.
(Fresh, urban look relevant to the intended audience)
Striking.
(Ability to quickly ascertain visual elements and core statements)
Inviting.
(Show proximity and reachability, integrate social media)
Information Architecture
User-oriented.
(Instead of product and company oriented)
Modular.
(Modular page structure and clear separation of content)
Digitally Simple.
(Use of up-to-date interaction paradigms, such as swiping)
User Experience & Navigation
Joy of Use.
(Create a flow in navigation, that special something)
Reduced to the Essential.
(Triad, quick use, decisive calls-to-action) Goal-oriented.
(Oriented on urban guidance systems)
INNOVATIVE HUMANE.
SIMPLE SIMPLE.
ONLINECUSTOMER-ORIENTED.
DIEBrand filters translate brand behavior into a digital user experience.
Thesis #5. !
IN DIALOGUE. Conversations over palaver. !
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case Beispiel
Thesis #6. !
IN DETAIL. People love good work and good work is in the details.
Touch ID
1-Click
Timeline
Branded Interactions. Brand shaping interactions – On a small and large scale.
These #7. !
COHERENT. Rather than consistent. !
Conventional Brand Management overestimates the importance of formal consistence.
Conventional web development: Primate of technical feasibility.Source: http://www.treknews.net/2012/04/23/bryan-fuller-wants-new-star-trek-tv-show/
Our Solution.
Branded Interaction Design: A toolset for the post-digital brand management. BIxD = User Experience Design + Brand Strategy + Design Thinking.
USER BUSINESS
BRAND
Understanding the business model: content & functions, USPs, touchpoints, customer life cycle, business model
Understanding the brand: its meaning for the target group, the brand behavior, image, promise and story
Understanding the user: his behavior, his task, his activities, context, culture and lifestyle
Business, brand and user are the basis for on-brand interaction design.
Branded Interaction Design (BIxD) adds the brand perspective to the user experience.
useful
desirable
accessible
credible
valuable
usable
findable
The UX Honeycomb. Peter Morville, 2004 !
Article: http://semanticstudios.com/publications/semantics/000029.php
relevant
emotional
coherent
authentic
in detail
always on
in dialogue
useful
desirable
accessible
credible
valuable
usable
findable
From UX to BIxD?
The digital world today is (still) a complex system. Complex = many parameters, close links, dynamic relations, no visible causal connection but perceivable patterns Chaotic = many parameters, very dynamic relations, no visible causal connection, no perceivable patterns
Now, YOU should be scared!
Complex systems are unpredictable.
Lean methods in UX & BIxD.
1. Prototyping & testing 2. Continuous development instead of release planning 3. Quick response through evaluation criteria
Thesis #8. !
BETA. Don’t fear the change.
relevant
emotional
coherent
authentic
in detail
always on
in dialogue
useful
desirable
accessible
credible
valuable
usable
findable
From the honeycomb to…
The BIxD Honeybomb! Brand new in 2014.
relevant
emotional
coherent
authentic
in detail
always on
in dialogue
useful
desirable
accessible
credible
valuable
usable
findable
beta
Branded Interactions – The book on BIxD.
Branded Interactions – The book on BIxD.
„Branded Interactions should not be missing in a single agency, a clients office or a university.“ (Prof. Wölwer in FORM)
More on BIxD: www.branded interactions.de
! marco.spies@thinkmoto.de @marcosz brandnewthinking.de
Thank you for listening! !
UX Jobs: thinkmoto.de/jobs