Designing the Brand Experience

The profound experiences behind brands from a user experience approach.

Transcript

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.
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
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
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
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