bridging the gap: brand experience vs product development

Bridging the gap Brand Experience vs Product Development

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The obstacle

Product Development

Marketing & Sales

UX DESIGN

The magic card

With the right set of tools

But first, a story of disaster

Step 1: Involvement

Emotion Driven Workshop: Close the gap between product development and marketing by involving all of the key players in a project.

Define the problem Get the stakeholders to write down their thoughts. Define a problem we need to solve together.

Create meaningful personas Think of consumers who have relationships with our services. Describe who they are and define their needs and goals.

The brand values vs. the experience How are the values of the brand portrayed, and how are they perceived by the personas through the experience?

What human attributes characterizes our service? Pick out humans that we feel should represent our service/product and list out those characteristics.

Our service compared with others Where do we see our service/product comparatively based on 4 associations?

Micro Service Design Focus on the experience throughout the service provided and share the consumers story.

Diagram: Adaptive Path

Concept Development Create ideas and concepts based on experience mapping, personas and the brand values.

The takeaways Summarize three key insights we take further.

Test and rate ideas and values Organize the ideas and data from the workshop into clear and concise messages that are easy to interpret. Then test them out and prioritize.

Consumer stories Gather valuable stories from consumers through interviews, focus groups and guerilla testing.

Step 2: Visualization

A constant reminder Hang up the results on the wall of what we want to achieve and who we want to design for!

Maria sin opplevelse av Nettbank bedrift

Trustable Playful

Create a Tone of Voice Use humanized core values to help create a communication strategy that is used in our products and services.

Personal Helpful

Visualize the road ahead Move from ¨Let’s Decide¨ to ¨Let’s pretend we already decided¨

- Christina Wodtke

Together with the same vision The product owners, marketing gurus, communication directors, designers, and executives all working with the same UX goals.

Step 3: Realization

Create a roadmap Write down what you want to achieve through prioritized goals and present it for the executives constantly.

The Goal Board featured by FastCoDesign, created by Pivit Labs

Goals that are measurable

Start using OKR’s to track success! Objectives (ambitions) & Key Results (success criteria)

LEAN, Kanban and testing for the win! Break it all down, and iterating side by side with developers.

Fridays are for winners! Celebrate what has been accomplished from tech, design, marketing and sales!

We can push boundaries when we are passionate communicators. @lillaylaux