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Designing the Brand Experience

47635e2d30bf83eb9b12328fe0c71d92?s=47 Noaa Ilani
February 16, 2015

Designing the Brand Experience

The profound experiences behind brands from a user experience approach.

47635e2d30bf83eb9b12328fe0c71d92?s=128

Noaa Ilani

February 16, 2015
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  1. None
  2. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Designing the Brand Experience NoAA Ilani Bengiat | @noaa_i
  3. Brands are able to make a profound impact on our

    lives.
  4. Brands inspire us.

  5. Brands grab our time and attention.

  6. None
  7. Brands can give us a deep sense of belonging.

  8. Brands can cultivate tribes.

  9. • 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 UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  10. None
  11. Touch Points of Sheer Magic

  12. Brand Loyalists at the launch of iPhone 5S

  13. UX SALON 2015, NoAA Bengiat - Designing the Brand Experience

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

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

    | @noaabengiat
  16. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

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

    | @noaabengiat
  18. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

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

    | @noaabengiat
  20. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

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

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

    Experience | @noaa_i That’s the Power of the Brand Experience
  23. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i
  24. Everything we do, we believe in challenging the status quo.

    UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  25. Broken experiences and disconnects UX SALON 2015, NoAA Ilani Bengiat

    - Designing the Brand Experience | @noaa_i
  26. There are points in the experience which are make or

    break UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  27. Prioritizing experience touch- points that resonate with the brand experience.

    UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  28. What is the core / brand experience? UX SALON 2015,

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

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

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

    Experience | @noaa_i So what’s missing?
  32. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus

    UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i A Core Intent
  33. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus

    UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i The Brand Book
  34. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus

    UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i The Brand Book Logo Composition Color Typography Visual Hierarchy Styleguides Legal Measurements Animations Gestures Social Media
  35. Branding is for Madison Avenue, Advertising Celebrities and Design Gurus

    UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i Nothing about Experience
  36. Branding is for Advertising Celebrities and Design Gurus UX SALON

    2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  37. Where do we place the emphasis? Visuals or Experiences? UX

    SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  38. Design is the rendering of intent - Jared Spool UX

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

    | @noaabengiat
  40. Google Search Circa 2000 UX SALON 2015, NoAA Ilani Bengiat

    - Designing the Brand Experience | @noaa_i Today
  41. None
  42. When the Core Stuff is clear, everything around it rings

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

    Experience | @noaa_i
  44. None
  45. Where do we place the emphasis? Visuals or Experiences? UX

    SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  46. The brand is the experience of the core intent. UX

    SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  47. The brand experience is a fundamental building block for crafting

    products and services UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  48. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i We don’t want to be told what to think- 
 we want to be taught how to think for ourselves.
  49. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Distill and communicate the brand experience
  50. UX Designers can do this UX SALON 2015, NoAA Ilani

    Bengiat - Designing the Brand Experience | @noaa_i
  51. UX User Research Practices Business Knowledge Ethnography Design Process Management

    Interaction Design Information Architecture Social Networks Marketing Storytelling UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  52. Lets look at fundamental principles that guide the brand experience

    design process UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  53. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

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

    Experience | @noaa_i The Brand Experience can no longer be thought of as something that falls under marketing activities.
  55. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Beyond Stakeholders
  56. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Stakeholders Employees Customers / Users
  57. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Stakeholders Employees Customers / Users
  58. This is not a linear process UX SALON 2015, NoAA

    Ilani Bengiat - Designing the Brand Experience | @noaa_i
  59. Simon Sinek “Why does your organization exist?”

  60. Simon Sinek Start with Why

  61. why how what The Golden Circle UX SALON 2015, NoAA

    Ilani Bengiat - Designing the Brand Experience | @noaa_i
  62. WHY / CORE EXP PERSONALITY, 
 BEHAVIOR, VOICE PRODUCT -

    SERVICE UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  63. VISION UX SALON 2015, NoAA Ilani Bengiat - Designing the

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

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

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

    Experience | @noaa_i
  67. companies with a core intent have a more clearly defined

    purpose
  68. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Stakeholders Employees Customers / Users
  69. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Understand how they experience the brand.
  70. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i workshops that build empathy among peers who usually don’t collaborate.
  71. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Stakeholders Employees Customers / Users
  72. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i CONTEXT EXPECTATIONS GOALS
  73. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i People are driven by experiences.
  74. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Relationships
  75. Know Thyself UX SALON 2015, NoAA Ilani Bengiat - Designing

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

    Experience | @noaa_i You can’t fake a core intent
  77. How do we make this research actionable? UX SALON 2015,

    NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
  78. Build a shared understanding UX SALON 2015, NoAA Ilani Bengiat

    - Designing the Brand Experience | @noaa_i
  79. It’s time to start a conversation UX SALON 2015, NoAA

    Ilani Bengiat - Designing the Brand Experience | @noaa_i
  80. The Brand Experience is a Mindset UX SALON 2015, NoAA

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

    Experience | @noaa_i Instantly joining a conversation, discussing ideas, sharing content
  82. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Implement the brand experience, spark a conversation, infuse the mindset
  83. DESCRIPTIVE NOT PRESCRIPTIVE UX SALON 2015, NoAA Ilani Bengiat -

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

    Experience | @noaa_i The Brand Experience serves as a primer to inform product and service designs
  85. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i The power to unleash the full potential of the brand through product design
  86. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i It’s time to define the brand’s core intent. To start thinking of the brand as an experience
  87. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i A Brand New Day for the Brand
  88. UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand

    Experience | @noaa_i Become an agent of change
  89. Thank You! @noaa_i

  90. None