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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
Introduc:ons	
  &	
  Background


               @roundarchisobar
               @mbadger



 2       Property	
  of	
  Roundarch	
  Isobar.	
  Privileged	
  and	
  confiden:al.

Saturday, January 12, 2013
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.
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
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	
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  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.
FutureM,	
  2012	
  –	
  CreaBng	
  Meaningful	
  Digital	
  Experiences:	
  The	
  SemioBcs	
  of	
  UX
     INTRODUCTIONS	
  &	
  BACKGROUND



                                                                                                                                                                                                         Usable

                                                                                                                                                                                                        Intuitive
                                                                           Meaning

                                                                                                                                                                                                      Valuable

                                                                                                                                                                                                  Meaningful
                                          Object                                                          Symbol
                                                                                                                                                                                                 Memorable

 6          Property	
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  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.
The	
  Argument:	
  Why	
  it	
  ma^ers




 7       Property	
  of	
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  Isobar.	
  Privileged	
  and	
  confiden:al.

Saturday, January 12, 2013
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
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	
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  Isobar.	
  Privileged	
  and	
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Saturday, January 12, 2013
And	
  by	
  “in:mate”	
  I	
  mean	
  both	
  in	
  terms	
  of	
  proximity	
  and	
  personal.
Why	
  the	
  relaBonship	
  between	
  UX	
  and	
  Brand	
  maPers
     THE	
  ARGUMENT




10         Property	
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  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.
Why	
  the	
  relaBonship	
  between	
  UX	
  and	
  Brand	
  maPers
     THE	
  ARGUMENT




                                                                                                                                                          Copyright	
  ©	
  1977	
  Columbia	
  Pictures




11        Property	
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  Isobar.	
  Privileged	
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  confiden:al.

Saturday, January 12, 2013
“This	
  is	
  important...this	
  *means*	
  something.”

If	
  “the	
  medium	
  is	
  the	
  message,”	
  shouldn’t	
  we	
  strive	
  to	
  understand	
  what	
  meaning	
  digital	
  experiences	
  convey?
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.
Evolving	
  Defini:ons	
  (briefly,	
  I	
  promise)


               • What	
  is	
  a	
  brand?
               • What	
  is	
  UX?



13       Property	
  of	
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  Isobar.	
  Privileged	
  and	
  confiden:al.

Saturday, January 12, 2013
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.”
What	
  is	
  a	
  brand?
     EVOLVING	
  DEFINITIONS




                                        Identity                                                                                                                                                  Utility


                                        Service                                                                                                                                Experience

15         Property	
  of	
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  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.
What	
  is	
  UX?
     EVOLVING	
  DEFINITIONS




                                       Website                                                                                              IA                                                                                  UI


                                           Design                                                                      Usability                                                                        Research


16          Property	
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  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.
What	
  is	
  UX?
     EVOLVING	
  DEFINITIONS




                                                                                                                                                                                                                   h>ps://vimeo.com/2963837



17         Property	
  of	
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  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	
  
UX	
  vs.	
  Brand




18       Property	
  of	
  Roundarch	
  Isobar.	
  Privileged	
  and	
  confiden:al.

Saturday, January 12, 2013
Can’t	
  we	
  all	
  just	
  get	
  along?
     UX	
  VS.	
  BRAND




     BRAND                                                                                                                                                                                                                         UX
                                                                                                                                                                                                   Spy	
  vs.	
  Spy,	
  Copyright	
  ©	
  Time	
  Warner



19          Property	
  of	
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  Isobar.	
  Privileged	
  and	
  confiden:al.

Saturday, January 12, 2013
I	
  don’t	
  mean	
  to	
  suggest	
  that	
  those	
  charged	
  with	
  overseeing	
  the	
  brand	
  and	
  those	
  responsible	
  for	
  crea:ng	
  “user	
  experiences”	
  can’t,	
  don’t,	
  or	
  have	
  not	
  collaborated.	
  But	
  I	
  think	
  it	
  is	
  fair	
  to	
  say	
  that	
  
the	
  rela:onship	
  is	
  ogen...fraught	
  and	
  conten:ous.	
  And	
  yet...strategic	
  thinkers	
  from	
  both	
  camps	
  seem	
  to	
  be	
  zeroing	
  in	
  on	
  the	
  same	
  target.
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	
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  Isobar.	
  Privileged	
  and	
  confiden:al.

Saturday, January 12, 2013
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	
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  Isobar.	
  Privileged	
  and	
  confiden:al.

Saturday, January 12, 2013
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	
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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?
Big	
  QuesBon
     UX	
  VS.	
  BRAND




       Maybe...
     BRAND = UX?
23          Property	
  of	
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  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)?
Ad
     What	
  I	
  le	
  unsaid	
  during	
  the	
  discussion




                                                                                         d
                                                                                        ed
     UX	
  VS.	
  BRAND




24       Property	
  of	
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  confiden:al.

Saturday, January 12, 2013
A	
  Brand	
  by	
  Any	
  Other	
  Name...
     UX	
  VS.	
  BRAND




                                                                                        Brand Experience
                                                                       Customer Experience
                                                                                          Service Design
                                                                                        User Experience

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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.
Ad
     The	
  Brand	
  Experience	
  Gap




                                                                                                                                                                                                                                                                                d   ed
     UX	
  VS.	
  BRAND




                                                                                                                                                                                 h>p://youtu.be/fidw92oahdY



26         Property	
  of	
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  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
Interpre:ng	
  Experiences




27       Property	
  of	
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  Isobar.	
  Privileged	
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Saturday, January 12, 2013
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.
Another	
  perspecBve	
  on	
  UX	
  as	
  a	
  discipline
     INTERPRETING	
  EXPERIENCES




                                                          UX                                                                                          as translation.




29         Property	
  of	
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  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.
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?
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.	
  
Further	
  Research




32       Property	
  of	
  Roundarch	
  Isobar.	
  Privileged	
  and	
  confiden:al.

Saturday, January 12, 2013
At	
  the	
  top	
  of	
  the	
  ever-­‐growing	
  pile...
     FURTHER	
  RESEARCH




                             Nearly	
  finished.                                       At	
  the	
  beginning.   Purchased.   Wishlisted.



33       Property	
  of	
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  Isobar.	
  Privileged	
  and	
  confiden:al.

Saturday, January 12, 2013
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
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

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Creating Meaningful Digital Experiences
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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.
  • 11. Why  the  relaBonship  between  UX  and  Brand  maPers THE  ARGUMENT Copyright  ©  1977  Columbia  Pictures 11 Property  of  Roundarch  Isobar.  Privileged  and  confiden:al. Saturday, January 12, 2013 “This  is  important...this  *means*  something.” If  “the  medium  is  the  message,”  shouldn’t  we  strive  to  understand  what  meaning  digital  experiences  convey?
  • 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
  • 19. Can’t  we  all  just  get  along? UX  VS.  BRAND BRAND UX Spy  vs.  Spy,  Copyright  ©  Time  Warner 19 Property  of  Roundarch  Isobar.  Privileged  and  confiden:al. Saturday, January 12, 2013 I  don’t  mean  to  suggest  that  those  charged  with  overseeing  the  brand  and  those  responsible  for  crea:ng  “user  experiences”  can’t,  don’t,  or  have  not  collaborated.  But  I  think  it  is  fair  to  say  that   the  rela:onship  is  ogen...fraught  and  conten:ous.  And  yet...strategic  thinkers  from  both  camps  seem  to  be  zeroing  in  on  the  same  target.
  • 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