designing the brand experience

UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i

Designing the

Brand Experience

NoAA Ilani Bengiat | @noaa_i

Brands are able to

make a profound

impact on our lives.

Brands inspire us.

Brands grab our

time and attention.

Brands can give us

a deep sense of

belonging.

Brands can

cultivate tribes.

• What is the brand experience?

• What happens when brands are or aren’t driven

by a core/ brand experience

• The brand experience as a primary building block

for designing products and services

• How to discover and define the brand experience

• Ways to implement


Touch Points of

Sheer Magic

Brand Loyalists

at the launch of

iPhone 5S

UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat


That’s the Power of the Brand

Experience

Everything we do,

we believe in challenging the status quo.


Broken experiences and disconnects


There are points in the experience

which are make or break


Prioritizing experience touch-

points that resonate with the

brand experience.


What is the core /

brand experience?



Disconnected


So what’s missing?

Branding is for

Madison Avenue,

Advertising Celebrities

and Design Gurus


A Core Intent

Branding is for

Madison Avenue,


and Design Gurus


The Brand Book

Branding is for

Madison Avenue,


and Design Gurus


The Brand Book

Logo Composition

ColorTypography

Visual Hierarchy

Styleguides

Legal

Measurements

Animations

Gestures

Social Media

Branding is for

Madison Avenue,


and Design Gurus


Nothing about Experience

Branding is for


and Design Gurus


Where do we place the emphasis?

Visuals or Experiences?


Design is the

rendering of intent- Jared Spool


Google Search Circa 2000


Today

When the Core Stuff is

clear, everything

around it rings true


Where do we place the emphasis?

Visuals or Experiences?


The brand is the experience of

the core intent.


The brand experience is a

fundamental building block for

crafting products and services



We don’t want to be told what to think-

we want to be taught how to think for ourselves.


Distill and communicate the brand experience

UX Designers can do this


UX

User Research

Practices

Business Knowledge

Ethnography

Design Process

Management

Interaction Design

Information

Architecture

Social Networks

Marketing

Storytelling


Lets look at fundamental principles that

guide the brand experience design

process



COLLABORATION


The Brand Experience can no longer

be thought of as something that falls

under marketing activities.


Beyond Stakeholders


Stakeholders

Employees

Customers / Users

This is not a linear process


Simon Sinek

“Why does your

organization exist?”

Simon Sinek

Start with Why

why

how

what

The Golden Circle


WHY / CORE EXP

PERSONALITY,

BEHAVIOR, VOICE

PRODUCT - SERVICE


VISION


companies with a core intent have a

more clearly defined purpose


Stakeholders

Employees

Customers / Users


Understand how they experience

the brand.


workshops that build empathy

among peers who usually

don’t collaborate.


Stakeholders

Employees

Customers / Users


CONTEXT

EXPECTATIONS

GOALS


People are driven by experiences.


Relationships

Know Thyself



You can’t fake a core intent

How do we make this

research actionable?


Build a shared understanding


It’s time to start a

conversation


The Brand Experience

is a Mindset



Instantly joining a

conversation, discussing

ideas, sharing content


Implement the brand experience,

spark a conversation, infuse the

mindset

DESCRIPTIVE

NOT

PRESCRIPTIVE



The Brand Experience serves

as a primer to inform product

and service designs


The power to unleash the full

potential of the brand through

product design


It’s time to define the

brand’s core intent. To start

thinking of the brand as an

experience


A Brand New Day

for the Brand


Become an agent of

change

Thank You!@noaa_i

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