the new creative partners: brand planning meets ux

The Powerful New Partnership.

Huge SXSW

July 24, 2014

Planning and UX have fought over who owns the ‘audience’ or ‘user’ for

too long.

The old guard

Planning & UX partnership is the new world version of the Copy

Writer & Art Director partnership.

New world order

The Powerful New Partnership.

UX PLANNING

MAGIC

+

Brand capability addresses not just unmet needs.

Unspoken e.g. Streaming content portability, on-demand

car services

Unmet e.g. Portable health records, one-click

checkout

Unknown e.g. Touch screens in

first-gen iPhone, ATMs, autonomous vacuum

cleaners

Success requires finding & leveraging true audience needs together.

Clues are everywhere. Planners are experts on being out in the world: understanding the big picture.

Don’t ask, observe. UX are experts on observing digital behavior: understanding the detail.

Get dirty and real. Leave preconceptions at the door: UX and Planning together make magic happen.

Connect with the audience more …

Frequently

Fluidly

Intimately

Most importantly UX and Planning must…

Listen to each other, then leap together.

Your Planning and UX Presenting Partnership.

Jessica L’Esperance VP User Experience

Catherine Heath VP Strategy & Planning

Thank you.