the new creative partners: brand planning meets ux
DESCRIPTION
Catherine Heath and Jessica L'EsperanceTRANSCRIPT
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.