Date post: | 29-Jun-2015 |
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interaction design a branding instrument for digital products
Ashutosh Kumar / Yahoo Design
Design-FE Meet-up ���Oct 2013 Bangalore
What is Brand
A brand is the set of expectations, memories, stories
and relationships that, taken together, account for a
consumer’s decision to choose one product or service
over another. Seth Godin author and digital marketer
“ ”
/*It is the creation of consistently positive, appealing presence
/*Symbols, slogans and promises are not enough
/*The ascent of interaction design is critical
/*Most important is
For Digital Brands
∞ where the brand works
with customers
how the brand works
with customers
brand interaction
brand interface
A successful Product/Service design should
* Optimize
Engage
Empower
Express
Connect
Disrupt
Making daily activities more efficient Capturing attention, creating delight and delivering meaning Enabling people to go beyond their limits Encouraging self expression and/or creativity Facilitating communication between people and communities Re-imagining by creating new behaviors, usages or markets
Opportunities for interaction design
Images: ebay.inc
40s
60s 90s
Now
Brand interaction is evolved with time
Images: ebay.inc
40s
60s 90s
Now
Brand interaction is evolved with time
Creativity
Proficiency
Usability
Reliability
Functionality
When is the right time to do it While other bases are covered;
products need to carry a
brand personality
If organization's brand attributes
are "high performance",
"forward-thinking" and "precise",
the digital presence or products
must reflect that. Derived from Maslow’ hierarchy of need
Create distinction thru Interaction
When the interaction is unique, users can begin to associate that
interaction with your product. If you can own an interaction, that’s a
very strong level of branding in today’s interface-filled world.
Matthew Moore (2013) Branded Interactions Matthew Moore author and designer
“ ”
Our responsibility = To create great interactions + To convince others to use
Brand distinction -Yahoo Weather
Credit: Yahoo images
Subtle animation and movements defining a distinct design language
Brand distinction -Tumblr , Vine , Dolphin
Credit: Yahoo images
Portraying one signature interaction as product differentiation instrument
Create your signature interaction
Credit: Dribble
Keep it simple, unique and just one
Credit: Dribble
/ custom hover effects
/ dynamic notifications
/ Actions
Credit: Tympanus
Apply it subtly to right areas of UI
Branded and personalized messaging /*Make error handling quirky
/*Use fun and creative approach to apologize
/*Make it branded, informative and helpful
But how…draw from adjacent industries
Leveraging transition concepts uitransitions.com
SQUASH AND STRETCH ANTICIPATION STAGING
STRAIGHT-AHEAD FOLLOW-THROUGH SLOW IN AND OUT
Applying Motion Design Principles More info
Lets exploite contemporary technology
Cross pollinating CSS3 transitions and
motion design concepts Credit: youtube
Thank you!