Convergence and Divergence
BRAND&EXPERIENCE
RE:DESIGN/UXDApril 30th, 2012
@marisagallagher
WHY BRAND?
EMOTIONAL
INSPIRATIONAL
STRATEGIC
Target is Where You Buy Toilet Paper
Starbucks is Your Daily Fast Food
You Wear Nike to Take out the Trash
WHY EXPERIENCE?
GROUNDED
DELIGHTFUL
USEFUL
Facebook makes Boredom a Business
Google made Easy an Industry
Apple makes Intuitive the Advantage
SIMILARITIES & DIFFERENCES
PROCESSES
AREAS OF FOCUS
Brand & UXD Similarities & Differences in Process
BRAND 1. Establish Positioning & Values
2. Plan & Implement Programs
3. Measure & AnalyzePerformance
4. Grow & Extend Program
Activities & Deliverables*
• Mental Maps• Competitive frame of
reference• Points of parity/points of
Difference• Core brand associations• Brand Mantra
• Mixing and matching of brand elements
• Integrating brand marketing activities
• Leveraging secondary association
• Brand Value Chain• Brand audits• Brand tracking• Brand equity management
system
• Brand-product matrix• Brand portfolios and
hierarchies• Brand expansion
strategies• Brand reinforcement
and revitalization
*source: Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition**.source: Ideo HCD Toolkit
UXD 1. Hear 2. Create 3. Deliver
Activities & Deliverables*
*
• Identify design challenge• Recognize existing knowledge• Identify people to speak with• Choose research methods• Develop an interview approach• Develop your mindset
• Develop the approach• Share stories• Identify patterns• Create opportunity areas• Brainstorm new solutions• Make ideals real• Gather feedback
• Develop a sustainable revenue model• Identify capabilities for delivering solutions• Plan a pipeline of solutions• Create an implementation timeline• Plan mini-pilots and iteration• Create a learning plan
Brand & UXD Similarities & Differences in Process
BRAND 1. Establish Positioning & Values
2. Plan & Implement Programs
3. Measure & AnalyzePerformance
4. Grow & Extend Program
Activities & Deliverables*
• Mental Maps• Competitive frame of
reference• Points of parity/points of
Difference• Core brand associations• Brand Mantra
• Mixing and matching of brand elements
• Integrating brand marketing activities
• Leveraging secondary association
• Brand Value Chain• Brand audits• Brand tracking• Brand equity management
system
• Brand-product matrix• Brand portfolios and
hierarchies• Brand expansion
strategies• Brand reinforcement
and revitalization
*source: Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition**.source: Ideo HCD Toolkit
UXD 1. Hear 2. Create 3. Deliver
Activities & Deliverables*
*
• Identify design challenge• Recognize existing knowledge• Identify people to speak with• Choose research methods• Develop an interview approach• Develop your mindset
• Develop the approach• Share stories• Identify patterns• Create opportunity areas• Brainstorm new solutions• Make ideals real• Gather feedback
• Develop a sustainable revenue model• Identify capabilities for delivering solutions• Plan a pipeline of solutions• Create an implementation timeline• Plan mini-pilots and iteration• Create a learning plan
Brand & UXD Similarities & Differences in Process
BRAND 1. Establish Positioning & Values
2. Plan & Implement Programs
3. Measure & AnalyzePerformance
4. Grow & Extend Program
Activities & Deliverables*
• Mental Maps• Competitive frame of
reference• Points of parity/points of
Difference• Core brand associations• Brand Mantra
• Mixing and matching of brand elements
• Integrating brand marketing activities
• Leveraging secondary association
• Brand Value Chain• Brand audits• Brand tracking• Brand equity management
system
• Brand-product matrix• Brand portfolios and
hierarchies• Brand expansion
strategies• Brand reinforcement
and revitalization
*source: Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition**.source: Ideo HCD Toolkit
UXD 1. Hear 2. Create 3. Deliver
Activities & Deliverables*
*
• Identify design challenge• Recognize existing knowledge• Identify people to speak with• Choose research methods• Develop an interview approach• Develop your mindset
• Develop the approach• Share stories• Identify patterns• Create opportunity areas• Brainstorm new solutions• Make ideals real• Gather feedback
• Develop a sustainable revenue model• Identify capabilities for delivering solutions• Plan a pipeline of solutions• Create an implementation timeline• Plan mini-pilots and iteration• Create a learning plan
Brand & UXD Similarities & Differences in FocusBRAND FOCUSES EXPERIENCE FOCUSES
Parity
Customer Needs
Planning for Longevity
Customer Desires
Differentiation
Layering Across Experiences
User Needs
Technical Feasibility
User Participation
User Flow
Solving aChallenge
TaskCompletion
CompetitiveLandscape
Leveraging Current Trends & Technology
EXERCISE & DISCUSSION
BRAND BRIEF
UXD BRIEF
QUESTIONS
CO
MP
ET
ITIV
E F
RA
ME
OF
RE
FE
RE
NC
E
CO
MP
ET
ITIV
E F
RA
ME
OF
RE
FE
RE
NC
E
Po
ints
of
Par
ity
wit
h c
om
peti
tors
(3-4
po
ints
of
po
ten
tial
dis
adva
nta
ge t
o a
llevi
ate
con
cern
s ab
ou
t)
Po
ints
of
Dif
fere
nti
atio
n w
ith
co
mp
eti
tors
(3-4
en
du
rin
g a
nd
ow
nab
le a
dva
nta
ges
it h
as o
ver
com
peti
tors
)
BR
AN
D A
SS
OC
IAT
ION
S &
MA
NT
RA
BR
AN
D A
SS
OC
IAT
ION
S &
MA
NT
RA
Co
re B
ran
d A
sso
ciat
ion
s (s
ub
set
of
item
s fr
om
Men
tal M
ap -
- th
e a
ttri
bu
tes
and
ben
efi
ts t
hat
b
est
ch
arac
teri
ze t
he b
ran
d)
Bra
nd
Man
tra
(3-5
wo
rd e
xpre
ssio
n o
f th
e m
ost
im
po
rtan
t as
pect
of
the b
ran
d/t
he “
DN
A”
of
the
com
pan
y)
BR
AN
DIN
G B
RIE
F C
om
pan
y #
1M
EN
TAL
MA
PS
Co
mp
an
y #
1(o
urs
)
Co
mp
eti
tor
An
ame:
Co
mp
eti
tor
Bn
ame:
TH
E D
ES
IGN
CH
AL
LE
NG
ET
HE
DE
SIG
N C
HA
LL
EN
GE
Key
pro
ble
m t
o s
olv
e
(fo
r o
ur
com
pan
y)
HE
AR
HE
AR
Go
als
of
the s
olu
tio
n
(wh
at w
ou
ld w
e li
ke t
o
ach
ieve
?)
Use
rs (
wh
o is
th
e a
ud
ien
ce
best
su
ited
to
fo
cus
on
fo
r th
is
chal
len
ge?
)
Co
mp
eti
tive
au
dit
(w
here
hav
e o
thers
exc
elle
d,
wh
at o
pp
ort
un
itie
s to
le
apfr
og
? w
hat
ab
ou
t to
d
isru
pt?
)
CR
EA
TE
CR
EA
TE
Op
po
rtu
nit
y ar
eas
(w
hat
ar
e t
he u
nm
et
need
s? w
hat
g
aps
exis
t to
day
th
at c
ou
ld
creat
e f
low
? w
hat
wo
uld
be a
n
ideal
flo
w f
or
use
rs?)
Bra
inst
orm
of
solu
tio
ns
(as
man
y p
ost
-its
as
po
ssib
le,
bu
ildin
g o
ff e
ach
oth
er
wh
en
p
oss
ible
.)
UX
D B
RIE
F C
om
pan
y #
1
GENERAL QUESTIONSGENERAL QUESTIONS
What could Branding approaches bring to Experience Design?
What could Experience Design approaches bring to Branding?
EXPERIENCE DESIGN QUESTIONSEXPERIENCE DESIGN QUESTIONS
Why aren’t more Experience Design folks active in brand work?
How does our work change, if we start with a longer time horizon or multiple products at once?
What Branding situations might lend themselves to UXD involvement? Why?
BRANDING QUESTIONSBRANDING QUESTIONS
Why don’t more brand folks adopt user-centered design methods more often?
How does branding change when it’s customer first instead of business first?
Brand & UXD Some Questions for Discussion
THANK YOU
RE:DESIGN/UXDApril 30th, 2012
@marisagallagher