bridging the gap: brand experience vs product development
DESCRIPTION
A person can choose one of two similar services. What is their final choice based on? Human beings make decisions based on 10% logic and 90% emotions. Advertising and marketing is all about capturing the audience and delighting consumers by creating an experience around a service. This however, is only the beginning of a relationship. Once they start engaging with our service, we need to be able to delight, surprise and enhance their experience by tuning into their needs. Our digital solutions must be functional, emotional and aspirational in order to build experiences that outlast the competition. This talk explains how we (UX Designers)get clients and stakeholders to invest in emotional design and how we: - Push emotional human needs in front of product specs - Create solutions based on Experience Mapping - Bridge the gap between brand-image and productTRANSCRIPT
Bridging the gap Brand Experience vs Product Development
Love-tweets @lillaylaux
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