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Why you‘rea Brand Shaper 
[knowingly or not] 
andwhat youcando about it 
Rupert Platz | @r000pert | #IxDABerlin | 19.11.2014
The b-word: 
What is a brand? 
2
A brandrepresents a product, a 
service, oran organisation.
But a brandisnot what‘swrittenin 
thestyleguide. 
designtagebuch.de/wiki/corporate-design-manuals/
Nor all thecheesyemostuff toldin 
brandcampaigns. 
(watch this for a 
good laugh) 
Generic brand video: youtube.com/watch?v=2YBtspm8j8M
„A brandis a person‘sgut feeling 
about a product, a service, oran 
organisation.“ 
Marty Neumeier 
slideshare.net/coolstuff/the-brand-gap
Translated to high-brow UX jargon: 
A brandis a person‘smental model 
of a product, a service, oran 
organisation.
Simply put: 
„A brandisnot whatyousay it is. 
It‘swhat theysayit is.“ 
Marty Neumeier 
slideshare.net/coolstuff/the-brand-gap
Brand perceptions create substantial value. 
millwardbrown.com/brandz, interbrand.com/best-global-brands
Brand Value = Financial Value x Brand Attribution 
Brand attribution 
Rational factors 
millwardbrown.com/brandz, interbrand.com/best-global-brands
[and this does not just apply to the elephants …] 
slideshare.net/coolstuff/the-brand-gap
Organisations try to influence brand perception. 
Portfolio Management 
Product development 
Brand Design 
Advertising 
Agenda Setting / PR 
etc.
But brand promisemay = actual experience. 
werbeblogger.de/2011/03/02/mcdonalds-mcdouble-falschung-und-original/
Aspired brand image = actual brand perception. 
brandtags.com
So whathasall of this todo with 
User Experience Design? 
15
Brand perceptions evolve over time 
from touchpoint to touchpoint. 
Heard a 
friend 
mention 
Saw ad 
on TV 
Researched, 
went to 
website 
Went to 
store & 
purchased 
Went to 
support site 
for help 
Read 
article in 
magazine 
1 2 3 4 5 
– + 
5
Interactive experiences leave deepermarks than 
passive one-way information. 
1 2 3 4 5 5 
Heard a 
friend 
mention 
– + 
Saw ad 
on TV 
Researched, 
went to 
website 
Went to 
store & 
purchased 
Went to 
support site 
for help 
Read 
article in 
magazine
Touchpoints have become less static & physical. 
2005 
• PC Website 
• Retail store 
• Physical products 
• Service Hotline 
• Promotion teams 
• etc. 
2015 
• Responsive website, app 
• E-Commerce platform 
• [Semi-]digital services 
• Online support platform 
• GPS based push offers 
• etc.
So brandvalueismainly 
createdthrough interactive 
experiences thatare 
increasinglydigital.
Which means: 
As an interactiondesigner, 
youalmostcannot 
not [co-]shapebrands.
So how come the brand ismissing in almost all 
of our frameworks?
Howcanweintegratethe 
concept of „brand“ 
consciously in ourwork in a 
meaningfulway? 
22
1 
Understand / set 
goals / measure 
2 
Differentiate 
3 
Enter new fields 
Thee fields of potential:
1. Understand/ setgoals / 
measure: 
Brand as researchfactor. 
24
How will brand gut feeling influence user experience?
And, vice versa: how will the user experience 
change brand perception? 
Read Start Search Pick Book Confirm 
article 
2 3 
Arrive at 
airport
Understandingusers‘ context 
& behaviouralso means 
understandingtheir 
brandgut feelings.
What this couldmean for design research: 
• Make brand perception a 
part of persona development 
• Brand sentiment data and 
other planner / brand 
strategy research insights 
can be valuable! 
• Investigate user‘s attitude 
towards the brand before 
and after user testing 
Wouter, 46 - Friend of the environment 
Needs: 
Expectations: 
Goals: 
Brand attitudes:
Measuring design success: Net Promoter Score 
should be as important as conversion, stickyness etc. 
How likely are you to recommend brand [X] to a friend/ colleague/ relative? 
measuringu.com/usability-loyalty.php 
autodeskresearch.com/pdf/2012%20NPS%20Bradner%20Sauro.pdf
Know what [and if] you want to change. 
Brand perception 
prior to use: Altered: 
+ 
Positive / 
Promoters 
– 
Negative / 
Detractors 
„Even better 
than I thought. 
Wow.“ 
„Disappoints 
me.“ 
„Hey, not that 
bad after all.“ 
„Even worse 
than I thought.“ 
+ 
– 
+ 
– 
Expanded: 
„Cool. I never 
saw them that 
way.“ 
„Confusing. 
Not what they 
stand for.“ 
„Cool. I never 
saw them that 
way.“ 
„Confusing. 
Not what they 
stand for.“ 
+ 
– 
+ 
– 
Reinforced: 
„Great, 
just as I 
expected.“ 
„Crappy as 
always.“ 
= 
=
2. Makea difference: 
Create uniquepersonality 
throughinteraction. 
31
„Everybodybuilds thesame 
stuff thanks tocustomer 
orientation.“ 
Torsten Hensel, Greenkern 
slideshare.net/slidesbynouve/lean-startups-spinning-straw-into-gold
User Centered Design is no unique selling proposition anymore: 
Ifeverybody solves 
thesame problem 
for thesame user segment 
in thesame user-centeredway, 
whatwill makeour solution 
stand out?
Two competitors that deliver great UX – 
but do you feel any difference?
[no, this is not what I meant.]
Styleguides grant consistency. 
Yes, it is essential to have 
common, recognizable 
• Logos 
• Colors, shapes, fonts 
• Image language 
• Wordings 
• etc. 
36
But in an interactivemedium, 
brandsaremoreabouthowthey 
behavethanhowtheylook like.
1st dimension: Consistency. 
Recognizable & distinguishable outward appearance
2nd dimension: Coherence. 
Overall understandable behaviour in different contexts
Brand experiences shouldn‘t feel schizophrenic. 
When different people design multiple brand touchpoints, 
usersmay encounter a split personality … 
mytaxi.com
How can wemake a brand personality tangible, 
when all we have is some generic feedgood values? 
41 
pterisglobal.com/brand_personality.html
42 
We need design principles derived from user insights 
and brand values. 
slideshare.net/mrtimothyloo/the-brand-experience-gap
„Hello, we‘re [brandX]. 
We‘re trustworthyandempowering.“
Turn brand values into actionable design principles. 
How do we translate trustworthy 
or empowering into … 
• Information depth? 
• Choice of options? 
• Degree of control? 
• Input feedback? 
• Animationes & Transitions? 
• Performance & loading time? 
44 
(highly 
recommended) 
Simyo Brand-Filter, taken from the book Marco Spies, Branded Interactions
Two kinds of brand-derived design principles: 
45 
Mandatory / generic principles 
• Should be obeyed by anyone 
to avoid bad UX 
• But wil also contradict your 
values & hurt your brand 
if not followed 
Differentiating principles 
• Unique, because only your 
brand handles things this way 
• Can strenghten your brand 
and set it apart if followed
„Trustworthy“ brand interaction principles: 
46 
Mandatory / generic: 
• Make information easy to find 
• Makemenu wordings 
self-explanatory 
• Give clear feedback to 
user input 
• Nomeaningless, fast animations 
Differentiating: 
• Require as little user data as 
possible 
• No fake social proof & 
testimonials 
• Stick to familiar interaction 
patterns [avoid experiments] 
• Explicit verification of user 
actions [ask for „OK“]
„Empowering“ brand interaction principles: 
47 
Mandatory / generic: 
• Optimize for speed & 
performance 
[waiting deprives of power] 
• Optimize for touch 
[give feeling of direct control] 
• Alwaysmake clear what will 
happen after next click / tap 
Differentiating: 
• Don‘t force users down narrow 
paths 
• Don‘t over-simplify & deprive 
of options 
• Don‘t patronize – help users do 
it themselves 
• Detailled information is always 
at hand when needed
3. Enter newfields: 
Features, services, products, … 
48
Brand Extension: Same brand, new category. 
Clothing label Railway company Beer brewer Food retailer
Service Design is great for exploring new fields. 
adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
Service ideas filter: Will it strenghen or hurt our brand? 
Package tours 
with flight & 
accomodation? 
Online market 
place for used 
vintage watches? 
Data encryption 
package for 
premium users?
Service ideas filter: Will it strenghen or hurt our brand? 
Package tours 
with flight & 
accomodation? 
Online market 
place for used 
vintage watches? 
Data encryption 
package for 
premium users? 
Brand stands for 
individual, authentic 
travel 
Brand stands for 
exclusiveness and 
perfectionism 
Brand stands for 
convenience, 
but not for privacy
Brand Persona: Create an actionable character … 
53 
Brand X: The trustworthy empowerer 
Age, gender: 
Character traits : 
Convictions: 
Interaction style: 
Persona attitudes:
… and let it interact with your user personas. 
54 
Wouter, 46: The eco-friend 
Needs: 
Expectations: 
Goals: 
Brand attitudes: 
Brand X: The trustworthy empowerer 
Age, gender: 
Character traits : 
Convictions: 
Interaction style: 
Persona attitudes:
[Brand persona classic: The „Get a Mac“ campaign] 
55 
I’m a PC. I’m a Mac. 
adweek.com/adfreak/apples-get-mac-complete-campaign-130552
Youcanusethebrand 
perspectivetomakesound 
experiencedesign decisions.
Three questions to take some of the guesswork out: 
1 
Understand / set 
goals / measure 
2 
Differentiate 
3 
Enter new fields 
Are we successful 
in fostering brand 
value? 
If we design it this way, 
will it feel coherent 
and unique? 
If we build this, will 
it expand or blur 
brand perception?
The challenge on all levels: Hitting the sweet spot. 
Users 
Business Goals Technology Is it 
Brand 
feasible? 
Do people find it relevant, 
usable & delightful? 
Does it strenghen 
our brand? 
Does it help 
us perform?
Brand UXD? 
59
Seperate disciplines … 
User 
Centered 
Design 
Brand 
Mgmt 
Application 
Interface 
Usability 
Values 
Messages 
Styleguide
… have evolved & widened their horizon … 
User 
Centered 
Design 
Brand 
Mgmt 
Touchpoints 
Context 
Emotion 
Application 
Interface 
Usability 
Values 
Messages 
Styleguide
… on both sides … 
User 
Centered 
Design 
Brand 
Mgmt 
Touchpoints 
Context 
Emotion 
Application 
Interface 
Usability 
Values 
Messages 
Styleguide 
Behaviour 
Interaction 
Relevance
… and we‘re all in the „gut feeling“ business after all. 
Erlebnis, 
Gesamtkontext, 
Emotion 
User 
Centered 
Design 
Brand 
Mgmt 
Touchpoints 
Context 
Emotion 
Application 
Interface 
Usability 
Values 
Messages 
Styleguide 
Experience 
Behaviour 
Interaction 
Relevance
Don‘t just follow styleguides – 
be aware of your brand shaping powers. 
artofmanliness.com/2013/04/09/to-succeed-in-work-and-life-be-mr-t/
And broaden your t-shaped skill profile :-) 
Product 
Management 
Coding & 
Programming 
Information 
Architecture 
Cognitive 
Psychology 
User 
research 
Brand 
strategy 
Experience design skills 
Interaction 
Design
Thanks for listening! 
twitter.com/r000pert 
xing.com/profile/Rupert_Platz 
linkedin.com/in/rupertplatz

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Why you’re a Brand Shaper (knowingly or not) and what you can do about it

  • 1. Why you‘rea Brand Shaper [knowingly or not] andwhat youcando about it Rupert Platz | @r000pert | #IxDABerlin | 19.11.2014
  • 2. The b-word: What is a brand? 2
  • 3. A brandrepresents a product, a service, oran organisation.
  • 4. But a brandisnot what‘swrittenin thestyleguide. designtagebuch.de/wiki/corporate-design-manuals/
  • 5. Nor all thecheesyemostuff toldin brandcampaigns. (watch this for a good laugh) Generic brand video: youtube.com/watch?v=2YBtspm8j8M
  • 6. „A brandis a person‘sgut feeling about a product, a service, oran organisation.“ Marty Neumeier slideshare.net/coolstuff/the-brand-gap
  • 7. Translated to high-brow UX jargon: A brandis a person‘smental model of a product, a service, oran organisation.
  • 8. Simply put: „A brandisnot whatyousay it is. It‘swhat theysayit is.“ Marty Neumeier slideshare.net/coolstuff/the-brand-gap
  • 9. Brand perceptions create substantial value. millwardbrown.com/brandz, interbrand.com/best-global-brands
  • 10. Brand Value = Financial Value x Brand Attribution Brand attribution Rational factors millwardbrown.com/brandz, interbrand.com/best-global-brands
  • 11. [and this does not just apply to the elephants …] slideshare.net/coolstuff/the-brand-gap
  • 12. Organisations try to influence brand perception. Portfolio Management Product development Brand Design Advertising Agenda Setting / PR etc.
  • 13. But brand promisemay = actual experience. werbeblogger.de/2011/03/02/mcdonalds-mcdouble-falschung-und-original/
  • 14. Aspired brand image = actual brand perception. brandtags.com
  • 15. So whathasall of this todo with User Experience Design? 15
  • 16. Brand perceptions evolve over time from touchpoint to touchpoint. Heard a friend mention Saw ad on TV Researched, went to website Went to store & purchased Went to support site for help Read article in magazine 1 2 3 4 5 – + 5
  • 17. Interactive experiences leave deepermarks than passive one-way information. 1 2 3 4 5 5 Heard a friend mention – + Saw ad on TV Researched, went to website Went to store & purchased Went to support site for help Read article in magazine
  • 18. Touchpoints have become less static & physical. 2005 • PC Website • Retail store • Physical products • Service Hotline • Promotion teams • etc. 2015 • Responsive website, app • E-Commerce platform • [Semi-]digital services • Online support platform • GPS based push offers • etc.
  • 19. So brandvalueismainly createdthrough interactive experiences thatare increasinglydigital.
  • 20. Which means: As an interactiondesigner, youalmostcannot not [co-]shapebrands.
  • 21. So how come the brand ismissing in almost all of our frameworks?
  • 22. Howcanweintegratethe concept of „brand“ consciously in ourwork in a meaningfulway? 22
  • 23. 1 Understand / set goals / measure 2 Differentiate 3 Enter new fields Thee fields of potential:
  • 24. 1. Understand/ setgoals / measure: Brand as researchfactor. 24
  • 25. How will brand gut feeling influence user experience?
  • 26. And, vice versa: how will the user experience change brand perception? Read Start Search Pick Book Confirm article 2 3 Arrive at airport
  • 27. Understandingusers‘ context & behaviouralso means understandingtheir brandgut feelings.
  • 28. What this couldmean for design research: • Make brand perception a part of persona development • Brand sentiment data and other planner / brand strategy research insights can be valuable! • Investigate user‘s attitude towards the brand before and after user testing Wouter, 46 - Friend of the environment Needs: Expectations: Goals: Brand attitudes:
  • 29. Measuring design success: Net Promoter Score should be as important as conversion, stickyness etc. How likely are you to recommend brand [X] to a friend/ colleague/ relative? measuringu.com/usability-loyalty.php autodeskresearch.com/pdf/2012%20NPS%20Bradner%20Sauro.pdf
  • 30. Know what [and if] you want to change. Brand perception prior to use: Altered: + Positive / Promoters – Negative / Detractors „Even better than I thought. Wow.“ „Disappoints me.“ „Hey, not that bad after all.“ „Even worse than I thought.“ + – + – Expanded: „Cool. I never saw them that way.“ „Confusing. Not what they stand for.“ „Cool. I never saw them that way.“ „Confusing. Not what they stand for.“ + – + – Reinforced: „Great, just as I expected.“ „Crappy as always.“ = =
  • 31. 2. Makea difference: Create uniquepersonality throughinteraction. 31
  • 32. „Everybodybuilds thesame stuff thanks tocustomer orientation.“ Torsten Hensel, Greenkern slideshare.net/slidesbynouve/lean-startups-spinning-straw-into-gold
  • 33. User Centered Design is no unique selling proposition anymore: Ifeverybody solves thesame problem for thesame user segment in thesame user-centeredway, whatwill makeour solution stand out?
  • 34. Two competitors that deliver great UX – but do you feel any difference?
  • 35. [no, this is not what I meant.]
  • 36. Styleguides grant consistency. Yes, it is essential to have common, recognizable • Logos • Colors, shapes, fonts • Image language • Wordings • etc. 36
  • 37. But in an interactivemedium, brandsaremoreabouthowthey behavethanhowtheylook like.
  • 38. 1st dimension: Consistency. Recognizable & distinguishable outward appearance
  • 39. 2nd dimension: Coherence. Overall understandable behaviour in different contexts
  • 40. Brand experiences shouldn‘t feel schizophrenic. When different people design multiple brand touchpoints, usersmay encounter a split personality … mytaxi.com
  • 41. How can wemake a brand personality tangible, when all we have is some generic feedgood values? 41 pterisglobal.com/brand_personality.html
  • 42. 42 We need design principles derived from user insights and brand values. slideshare.net/mrtimothyloo/the-brand-experience-gap
  • 43. „Hello, we‘re [brandX]. We‘re trustworthyandempowering.“
  • 44. Turn brand values into actionable design principles. How do we translate trustworthy or empowering into … • Information depth? • Choice of options? • Degree of control? • Input feedback? • Animationes & Transitions? • Performance & loading time? 44 (highly recommended) Simyo Brand-Filter, taken from the book Marco Spies, Branded Interactions
  • 45. Two kinds of brand-derived design principles: 45 Mandatory / generic principles • Should be obeyed by anyone to avoid bad UX • But wil also contradict your values & hurt your brand if not followed Differentiating principles • Unique, because only your brand handles things this way • Can strenghten your brand and set it apart if followed
  • 46. „Trustworthy“ brand interaction principles: 46 Mandatory / generic: • Make information easy to find • Makemenu wordings self-explanatory • Give clear feedback to user input • Nomeaningless, fast animations Differentiating: • Require as little user data as possible • No fake social proof & testimonials • Stick to familiar interaction patterns [avoid experiments] • Explicit verification of user actions [ask for „OK“]
  • 47. „Empowering“ brand interaction principles: 47 Mandatory / generic: • Optimize for speed & performance [waiting deprives of power] • Optimize for touch [give feeling of direct control] • Alwaysmake clear what will happen after next click / tap Differentiating: • Don‘t force users down narrow paths • Don‘t over-simplify & deprive of options • Don‘t patronize – help users do it themselves • Detailled information is always at hand when needed
  • 48. 3. Enter newfields: Features, services, products, … 48
  • 49. Brand Extension: Same brand, new category. Clothing label Railway company Beer brewer Food retailer
  • 50. Service Design is great for exploring new fields. adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
  • 51. Service ideas filter: Will it strenghen or hurt our brand? Package tours with flight & accomodation? Online market place for used vintage watches? Data encryption package for premium users?
  • 52. Service ideas filter: Will it strenghen or hurt our brand? Package tours with flight & accomodation? Online market place for used vintage watches? Data encryption package for premium users? Brand stands for individual, authentic travel Brand stands for exclusiveness and perfectionism Brand stands for convenience, but not for privacy
  • 53. Brand Persona: Create an actionable character … 53 Brand X: The trustworthy empowerer Age, gender: Character traits : Convictions: Interaction style: Persona attitudes:
  • 54. … and let it interact with your user personas. 54 Wouter, 46: The eco-friend Needs: Expectations: Goals: Brand attitudes: Brand X: The trustworthy empowerer Age, gender: Character traits : Convictions: Interaction style: Persona attitudes:
  • 55. [Brand persona classic: The „Get a Mac“ campaign] 55 I’m a PC. I’m a Mac. adweek.com/adfreak/apples-get-mac-complete-campaign-130552
  • 57. Three questions to take some of the guesswork out: 1 Understand / set goals / measure 2 Differentiate 3 Enter new fields Are we successful in fostering brand value? If we design it this way, will it feel coherent and unique? If we build this, will it expand or blur brand perception?
  • 58. The challenge on all levels: Hitting the sweet spot. Users Business Goals Technology Is it Brand feasible? Do people find it relevant, usable & delightful? Does it strenghen our brand? Does it help us perform?
  • 60. Seperate disciplines … User Centered Design Brand Mgmt Application Interface Usability Values Messages Styleguide
  • 61. … have evolved & widened their horizon … User Centered Design Brand Mgmt Touchpoints Context Emotion Application Interface Usability Values Messages Styleguide
  • 62. … on both sides … User Centered Design Brand Mgmt Touchpoints Context Emotion Application Interface Usability Values Messages Styleguide Behaviour Interaction Relevance
  • 63. … and we‘re all in the „gut feeling“ business after all. Erlebnis, Gesamtkontext, Emotion User Centered Design Brand Mgmt Touchpoints Context Emotion Application Interface Usability Values Messages Styleguide Experience Behaviour Interaction Relevance
  • 64. Don‘t just follow styleguides – be aware of your brand shaping powers. artofmanliness.com/2013/04/09/to-succeed-in-work-and-life-be-mr-t/
  • 65. And broaden your t-shaped skill profile :-) Product Management Coding & Programming Information Architecture Cognitive Psychology User research Brand strategy Experience design skills Interaction Design
  • 66. Thanks for listening! twitter.com/r000pert xing.com/profile/Rupert_Platz linkedin.com/in/rupertplatz

Editor's Notes

  1. d.h. eine Marke ist nicht das, was ein Unternehmen über sich und seine Produkte sagt, sondwern das, was seine Zielgruppe darüber fühlt und denkt.
  2. d.h. eine Marke ist nicht das, was ein Unternehmen über sich und seine Produkte sagt, sondwern das, was seine Zielgruppe darüber fühlt und denkt.
  3. d.h. eine Marke ist nicht das, was ein Unternehmen über sich und seine Produkte sagt, sondwern das, was seine Zielgruppe darüber fühlt und denkt.
  4. Das ist kein optisches Feelgood Voodoo Chi Chi, sondern ein knallharter Wirtschaftsfaktor Langfristiegr Wert vs. Kurzfristige Konversion, Profit, Revenue, Cost reduction Seiner Marke zu schaden hat mitelfristig auch wirtschaftliche Folgen MillwardBrown: „how much brand alone contributes to corporate value “ Fin value Brand Attribution – peel away rational factors Brand Value = Financial Value x Brand Contribution = X$ondern ein knallharter Business Faktor
  5. Das ist kein optisches Feelgood Chi Chi, s Langfristiegr Wert vs. Kurzfristige Konversion, Profit, Revenue, Cost reduction Seiner Marke zu schaden hat mitelfristig auch wirtschaftliche Folgen MillwardBrown: „how much brand alone contributes to corporate value “ Fin value Brand Attribution – peel away rational factors Brand Value = Financial Value x Brand Contribution = X$ondern ein knallharter Business Faktor
  6. Nicht nur Marketing
  7. Betrifft nicht nur Werbung Markenerlebnis ist für Markenbild viel prägender als Versprechen
  8. … und der Grund dafür sind nicht die Kampagnen, sondern die tatsächlichen Experiences ….
  9. Markenbild ist nicht statisch Größer als Journey Upgrades des Markenbildes, Differenzierung Experience-Perspektive statt Markenzentrische Perspektive
  10. Dazu kommt: … / Zweiter Punkt: Verschiedene Qualitäten von Brand Touchpoints! Prägender sind die, an denen echte Experiences entstehen und nicht nur Wahrnehmung
  11. Weder in den Anatomie Modellen, welche Faktoren zur Disziplin gehören, noch in den Prozessmodellen Zu den Ausnahmen gehört das Branded Interaction Design Modell von Marco Spies, oder das Enterprise Architecture Modell von Milan Günther.
  12. Ich habe hier kein neues UX Modell dabei, wo riegndwo auch noch Marke steht, aber ei paar Ideen
  13. management tool that can be used to find out the loyalty of a firm's customer relationships. It serves as an alternative to traditional customer satisfaction research and claims to be correlated with revenue growth.[1]
  14. Markenbild ist nicht statisch Größer als Journey Upgrades des Markenbildes, Differenzierung Experience-Perspektive statt Markenzentrische Perspektive
  15. Differenzierung nur och über das Marketing?
  16. Differenzierung nur och über das Marketing?
  17. Aber das ist nur Oberfläche
  18. Wiedererkennbarkeit Physiognomie Gesichtszüge, Haare Promis sind super Beispiele weil sie Marken, aber auch echte, lebende Menschen sind, die als Persönlichkeit wahrgenommen werden Harry tut mehr als immer nur gleich auszusehen & sagt auch nicht immer das gleiche, sonst wäre er ein Roboter
  19. Stimmiges Verhalten / Gesamtbild, sinnvolles Verhalten in versch. Kontexten / Tourchpoints Das unterscheidet Menschen von Roboter!
  20. Die Lösungen unterscheiden sich durchaus weil Designer Individuen sind die ihre Persönlichkeit in die Lösung stecken. Das Problem beginnt da, wo mehrere Designer zu unterschlichen Zeitpunkten Lösungen für versch. Touchpoints finden
  21. Viele Markendokumentation haben noch eine viel zu starke Ich sich: „Wir sind so & so …“
  22. Gefahr: Generische Übersetzung. „Vertrauenswürdig = Informationen sind leicht zu finden“ Vertrauenswürdig kann aber heißen, dass man bei Änderung von Daten nochmal nachfragt ob ich das wirklich will, statt „Alles klar, ist geändert. Rückgängig machen“? Dass man Prozesse eher langsam und sicher gestaltet als schnell und bequem. Dass man der Marke mehr schadet als einer anderen, wenn man keine SSL Verschlüsselung anbietet. Brand Experience heißt nicht dass man es irgendwie nett schön macht
  23. Brand Extension ist ein Feld auf das man sich als UX Designer auch oft begibt Heineken Star Player
  24. Auch hier sollte man nicht nur Nutzer- und Business-zentriert denken, sondern die Marke mit ins Spiel bringen Dinge, an denen Zielgruppen der Marke durchaus Bedarf hätten, die aber niemals zur Marke passen würden
  25. Auch hier sollte man nicht nur Nutzer- und Business-zentriert denken, sondern die Marke mit ins Spiel bringen Dinge, an denen Zielgruppen der Marke durchaus Bedarf hätten, die aber niemals zur Marke passen würden
  26. Es gibt da natürlich die vielbeschworenen Silos, die so einer Entwicklung im Wege stehen. Es gibt fehlendes Verständnis für Markenführung auf Seiten von Business Entscheidern, Es gibt starre Strukturen & Revierkämpfe und unterschiedliche Denkmodelle bei UX Leuten, Beratern, Markenstrategen, Marketingleuten Ich bin noch nicht an dem Punkt wo ich da universelle aktische Empfehlugen geben kann Aber Tatsache ist: Da nähern sich Dinge einander an.
  27. Es gibt da natürlich die vielbeschworenen Silos, die so einer Entwicklung im Wege stehen. Es gibt fehlendes Verständnis für Markenführung auf Seiten von Business Entscheidern, Es gibt starre Strukturen & Revierkämpfe und unterschiedliche Denkmodelle bei UX Leuten, Beratern, Markenstrategen, Marketingleuten Ich bin noch nicht an dem Punkt wo ich da universelle aktische Empfehlugen geben kann Aber Tatsache ist: Da nähern sich Dinge einander an.
  28. Es gibt da natürlich die vielbeschworenen Silos, die so einer Entwicklung im Wege stehen. Es gibt fehlendes Verständnis für Markenführung auf Seiten von Business Entscheidern, Es gibt starre Strukturen & Revierkämpfe und unterschiedliche Denkmodelle bei UX Leuten, Beratern, Markenstrategen, Marketingleuten Ich bin noch nicht an dem Punkt wo ich da universelle aktische Empfehlugen geben kann Aber Tatsache ist: Da nähern sich Dinge einander an.
  29. Es gibt da natürlich die vielbeschworenen Silos, die so einer Entwicklung im Wege stehen. Es gibt fehlendes Verständnis für Markenführung auf Seiten von Business Entscheidern, Es gibt starre Strukturen & Revierkämpfe und unterschiedliche Denkmodelle bei UX Leuten, Beratern, Markenstrategen, Marketingleuten Ich bin noch nicht an dem Punkt wo ich da universelle aktische Empfehlugen geben kann Aber Tatsache ist: Da nähern sich Dinge einander an.