Note: This deck was presented on January 5th, 2013 as part of UXCamp DC. These slides contain some early thinking around the relationship between Brand and UX, as well as the idea that user experience design and strategy involves aspects of interpretation and translation. I want to thank those who joined the discussion for reinforcing the idea that the relationship between Brand and UX matters.
Abstract: It's not that those charged with overseeing the brand and those responsible for creating user experiences can’t, don’t, or have not collaborated. But it is fair to say that the relationship has often been...contentious. And yet, strategic thinkers from both camps seem to be zeroing in on the same target. Whether one calls it "user experience" or "brand experience," the relationship between brands and consumers is one both UX practitioners and Brand marketers care about deeply. Along those lines, does an investigation into the meaning of those relationships begin to suggest a new role for the UX practitioner, that of interpreter and translator?
Kala jadu for love marriage | Real amil baba | Famous amil baba | kala jadu n...
Brand & UX: Toward a New Interpretation
1. Brand
&
UX:
Toward
a
New
Interpreta:on
or
The
False
Dichotomy
Between
UX
&
Brand
January
5,
2013
Edited
1.12.13
Mark
Badger,
User
Experience
Director
Roundarch
Isobar
Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
2. Introduc:ons
&
Background
@roundarchisobar
@mbadger
2 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
3. Agency
Overview
INTRODUCTIONS
&
BACKGROUND
Who
We
Are We are a modern agency of 3,000 creatives and creators with digital at its core.
Where
We
Are Located in Boston, Chicago, Denver, Detroit, New York, San Francisco, and 34 countries around the world.
What
We
Do Roundarch Isobar conceives, designs, and builds digital experiences for the world’s largest organizations.
We create integrated marketing campaigns, enterprise web applications, and digital products.
3 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
Roundarch
Isobar
is
the
North
American
incarna:on
of
what
is
known
globally
as
Isobar.
4. We
work
with
Global
2000
enBBes
and
large
government
organizaBons
INTRODUCTIONS
&
BACKGROUND
4 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
5. Mark
Badger,
UX/CreaBve
Director
INTRODUCTIONS
&
BACKGROUND
72-‐81
draw
1982
program
1987
design
1995
web
1997
apps
2001
solo
2004
ia/ux
2011
direct
5 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
My
background
ma^ers
only
insofar
as
you
know
that—like
many
UX
prac::oners
of
my
genera:on—I
did
not
enter
UX
via
HCI,
LibSci,
or
CogSci.
I
have
a
design
background
(architecture,
by
educa:on)
and
evolved
from
visual
designer
to
web
designer
and
eventually
into
our
so-‐called
“user
experience”
discipline.
My
interests
have
always
revolved
around
design,
theory,
and
communica:on...so
the
intersec:on
of
brand,
UX,
and
media
studies
is
a
good
focus
for
me.
6. FutureM,
2012
–
CreaBng
Meaningful
Digital
Experiences:
The
SemioBcs
of
UX
INTRODUCTIONS
&
BACKGROUND
Usable
Intuitive
Meaning
Valuable
Meaningful
Object Symbol
Memorable
6 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
A
semio:c
view
of
user
experience
is
not
new,
but
it
is
not
ogen
discussed.
Don
Norman
popularized
the
idea
with
his
use
of
“affordances”
in
his
1988
book
“The
Design
of
Everyday
Things”
-‐
At
the
level
of
tac:cs
and
implementa:on,
the
greatest
aspira:on
for
any
user
experience
is
usually
“value.”
For
both
brands
and
users/consumers,
aspiring
to
have
merely
usable
experiences
is
sejng
the
bar
low.
Consumers
may
not
ask
for
meaningful
and
memorable
experiences
explicitly,
but
they
do
appreciate
them.
For
brands,
providing
memorable
experiences
is
cri:cal
to
standing
out
from
the
compe::on
and
for
engendering
long-‐las:ng
rela:onships
with
their
customers.
7. The
Argument:
Why
it
ma^ers
7 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
8. Why
the
relaBonship
between
UX
and
Brand
maPers
THE
ARGUMENT
Connec&ons
between
brands
and
individuals
are
increasingly
mediated,
facilitated,
and
enabled
by
digital
experiences.
8 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
9. Why
the
relaBonship
between
UX
and
Brand
maPers
THE
ARGUMENT
Technology
allows
for
ever
more
in&mate
connec&ons
between
brands
and
individuals
and
intensifies
those
rela&onships.
9 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
And
by
“in:mate”
I
mean
both
in
terms
of
proximity
and
personal.
10. Why
the
relaBonship
between
UX
and
Brand
maPers
THE
ARGUMENT
10 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
Advances
in
the
development
of
so-‐called
natural
user
interfaces
(NUIs)
have
and
will
con:nue
to
accelerate
this
process.
12. Why
the
relaBonship
between
UX
and
Brand
maPers
THE
ARGUMENT
h>p://www.flickr.com/photos/paulm/1584418819/
12 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
Not
only
is
the
digital
barrier
between
brands
and
people
eroding,
the
age
at
which
individuals
begin
to
interact
with
brands
gets
younger
and
younger.
13. Evolving
Defini:ons
(briefly,
I
promise)
• What
is
a
brand?
• What
is
UX?
13 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
14. What
is
a
brand?
EVOLVING
DEFINITIONS
Identity Utility
Service Experience
14 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
A
brand
iden:ty
is
necessary
for
the
focusing
the
amalgama:on
of
a
brand
experience,
but
it
is
not
sufficient.
As
long
as
we
think
of
a
brand
*only*
as
its
iden:ty
–
its
logo,
its
brand
pale^e,
its
style
guide
–
we
miss
everything
about
the
brand
that
defines
its
rela:onship
and
meaning
to
consumers.
Over
:me,
the
defini:on
of
brand
has
expanded
to
include
the
very
products
and
services
delivered
by
a
company/organiza:on,
leading
finally
to
the
idea
of
a
“brand
experience.”
15. What
is
a
brand?
EVOLVING
DEFINITIONS
Identity Utility
Service Experience
15 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
That
said,
the
brand
iden:ty
does
bear
a
rela:onship
to
the
experiences
engendered
by
a
brand
and
its
products.
The
brand
iden:ty
is
simply
the
signal
of
and
the
representa:on
for
the
company
which
provides
the
hook
in
the
consumers'
mind
from
which
all
interac:ons
with
that
brand
hang.
16. What
is
UX?
EVOLVING
DEFINITIONS
Website IA UI
Design Usability Research
16 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
As
with
the
idea
of
a
brand,
what
we
ogen
refer
to
as
UX
is
the
result
of
an
evolu:on.
And
similar
to
the
way
our
concept
of
a
brand
has
grown
to
encompass
the
consumers’
percep:on
of
a
company
and
its
products
and
services,
the
term
“user
experience”
has
been
expanding
well
beyond
the
confines
of
any
given
screen
or
digital
interface.
17. What
is
UX?
EVOLVING
DEFINITIONS
h>ps://vimeo.com/2963837
17 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
In
an
conversa:on
at
adap:ve
path’s
UX
Week
2008,
Peter
Merholz
and
Don
Norman
discuss
the
defini:on
of
“user
experience”
(coined
by
Norman)
and
the
role
of
UX
prac::oners
within
the
organiza:on.
Though
almost
5
years
old,
the
video
remains
relevant
today
as
the
defini:on
of
and
methods
around
UXD
con:nue
to
evolve.
You
can
find
the
video
at
h^ps://vimeo.com/
2963837
18. UX
vs.
Brand
18 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
20. Brand
Strategy
UX
VS.
BRAND
“ A
brand
is
a
person's
gut
feeling
about
a
product,
service,
or
organiza&on.”
BRAND
—
Marty
Neumeier,
The
Brand
Gap
(2003)
20 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
21. UX
Strategy
UX
VS.
BRAND
“ User
experience
arises
from
the
sum
total
of
interac&ons
with
an
organiza&on's
products
and
services.”
UX
—
Peter
Merholz,
UX
Week
2012
21 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
22. ISO
DefiniBon
UX
VS.
BRAND
“ A
person’s
percep&ons
and
responses
that
result
from
the
use
or
anBcipated
use
of
a
product,
system
or
service.”
BRAND or UX
—
ISO
9241-‐210
(2009)
22 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
But
who
is
delivering
these
products,
systems,
and
services?
Companies,
organiza:ons,
and
governments.
To
the
degree
that
we
focus
on
companies,
this
means
brands.
It
is
easy
to
imagine
that
an
individual’s
“an:cipated
use”
of
a
product
or
service
may
equate
to
their
feelings
about
the
brand.
From
what
other
basis
would
this
an:cipa:on
arise?
23. Big
QuesBon
UX
VS.
BRAND
Maybe...
BRAND = UX?
23 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
As
long
as
brand
=
corporate
iden:ty
and
UX
=
UI,
then
maybe
not.
If
so,
though...what
does
that
mean
for
our
role
in
organiza:ons
(and
in
culture)?
24. Ad
What
I
le
unsaid
during
the
discussion
d
ed
UX
VS.
BRAND
24 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
25. A
Brand
by
Any
Other
Name...
UX
VS.
BRAND
Brand Experience
Customer Experience
Service Design
User Experience
25 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
When
you
consider
all
the
phrases
used
by
various
folks
responsible
for
a
brand’s
rela:onship
to
its
consumers,
you
no:ce
that
they
all
seem
to
mean
the
same
thing,
regardless
of
whether
they
originate
with
marke:ng,
strategy,
or
design.
26. Ad
The
Brand
Experience
Gap
d ed
UX
VS.
BRAND
h>p://youtu.be/fidw92oahdY
26 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
UK
experience
strategy
group
Foolproof
have
a
terrific
video
that
explores
the
idea
of
the
gap
between
the
brand
promise
and
the
consumers’
experience
of
that
brand.
Tim
Loo,
Strategy
Director,
discusses
how
UX
methods
can
help
bridge
that
gap.
Check
out
the
webinar
video
at
h^p://youtu.be/fidw92oahdY
27. Interpre:ng
Experiences
27 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
28. Another
perspecBve
on
UX
as
a
discipline
INTERPRETING
EXPERIENCES
UX as interpreting.
28 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
The
“users”
for
whom
you
are
designing
experiences
include
the
stakeholders
of
the
business
and
the
brand.
Your
job
is
not
to
be
an
advocate
for
the
user
or
a
paladin,
your
job
is
to
facilitate
the
rela:onship
between
the
brand
and
the
customer.
That’s
easy
to
say,
of
course.
As
UX
prac::oners,
we
should
not
stereotype
our
business
stakeholders
as
somehow
having
interests
antagonis:c
to
their
customers,
though,
in
some
cases,
we
may
s:ll
have
to
act
as
nego:ators
as
well
as
interpreters.
29. Another
perspecBve
on
UX
as
a
discipline
INTERPRETING
EXPERIENCES
UX as translation.
29 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
To
suggest
that
we
prac:ce
a
form
of
transla:on
implies
that
we
have
fluency
and
expert
knowledge
of
one
or
more
languages.
What
are
they?
With
interac:on
design,
there
needs
to
be
a
corresponding
fluency
and
understanding
of
the
vocabulary,
grammar,
and
syntax
used
by
both
the
brand
and
the
consumer.
30. ConversaBonal
fluency
is
necessary,
but
not
sufficient.
INTERPRETING
EXPERIENCES
h>p://www.flickr.com/photos/paul_appleyard/4398179440/
30 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
This
sign
is
a
great
example
of
how
basic
competency
in
two
languages
is
not
sufficient.
Even
if
the
translator
had
a
deep
enough
vocabulary
to
properly
translate
“agricoles,”
they
s:ll
would
have
missed
a
cri:cal
piece
of
informa:on.
What
*is*
the
weight
limit
over
which
farm
equipment
may
not
cross?
31. Come
together...right
now,
over
me.
INTERPRETING
EXPERIENCES
Person
Brand User
31 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
As
“UX”
prac::oners,
we
create
the
playorms
and
environments
by
means
of
which
these
interac:ons
occur.
We
facilitate
the
conversa:on,
but
more
accurately...we
act
as
translators
or
interpreters.
Our
goal
is
to
interpret
and
then
represent
the
inten:ons
of
both
par:es
without
loss
or
distor:on
of
meaning.
We
are
intensely
interested
in
being
disinterested
par:es
to
this
dialogue.
32. Further
Research
32 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
33. At
the
top
of
the
ever-‐growing
pile...
FURTHER
RESEARCH
Nearly
finished. At
the
beginning. Purchased. Wishlisted.
33 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
34. Ad
...which
already
includes.
d
ed
FURTHER
RESEARCH
Read.
Again. In
progress. Near
top
of
pile. Won
at
#UXDC!
34 Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013
35. Q&A
35
Let’s
talk.
–>
#UX
&
#Brand
Mark
Badger,
User
Experience
Director
Roundarch
Isobar
mbadger@roundarchisobar.com
@roundarchisobar
|
@mbadger
Property
of
Roundarch
Isobar.
Privileged
and
confiden:al.
Saturday, January 12, 2013