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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Designing the
Brand Experience
NoAA Ilani Bengiat | @noaa_i
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Brands are able to
make a profound
impact on our lives.
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Brands inspire us.
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Brands grab our
time and attention.
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Brands can give
us a deep sense
of belonging.
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Brands can
cultivate tribes.
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• 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
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Touch Points of
Sheer Magic
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Brand Loyalists
at the launch of
iPhone 5S
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UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat
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UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat
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UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
That’s the Power of the
Brand Experience
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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Everything we do,
we believe in challenging the status quo.
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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Broken experiences and disconnects
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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There are points in the experience
which are make or break
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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Prioritizing experience touch-
points that resonate with the
brand experience.
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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What is the core /
brand experience?
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Disconnected
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
So what’s missing?
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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
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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
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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
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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
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Branding is for
Advertising Celebrities
and Design Gurus
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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Where do we place the emphasis?
Visuals or Experiences?
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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Design is the
rendering of intent
- Jared Spool
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Bengiat - Designing the Brand Experience | @noaabengiat
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Google Search Circa 2000
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Today
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When the Core Stuff
is clear, everything
around it rings true
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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Where do we place the emphasis?
Visuals or Experiences?
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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The brand is the experience
of the core intent.
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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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
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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.
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Distill and communicate the brand experience
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UX Designers can do this
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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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
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Lets look at fundamental principles
that guide the brand experience
design process
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
COLLABORATION
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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.
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Beyond Stakeholders
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Stakeholders
Employees
Customers / Users
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Stakeholders
Employees
Customers / Users
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This is not a linear process
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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Simon Sinek
“Why does your
organization exist?”
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Simon Sinek
Start with Why
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why
how
what
The Golden Circle
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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WHY / CORE EXP
PERSONALITY,
BEHAVIOR, VOICE
PRODUCT - SERVICE
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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VISION
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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companies with a core intent have
a more clearly defined purpose
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Stakeholders
Employees
Customers / Users
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Understand how they
experience the brand.
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
workshops that build
empathy among peers who
usually don’t collaborate.
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Stakeholders
Employees
Customers / Users
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
CONTEXT
EXPECTATIONS
GOALS
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
People are driven by experiences.
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Relationships
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Know Thyself
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
You can’t fake a core intent
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How do we make this
research actionable?
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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Build a shared
understanding
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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It’s time to start a
conversation
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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The Brand Experience
is a Mindset
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Instantly joining a
conversation, discussing
ideas, sharing content
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Implement the brand
experience, spark a
conversation, infuse the
mindset
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DESCRIPTIVE
NOT
PRESCRIPTIVE
UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
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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
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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
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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
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
A Brand New Day
for the Brand
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UX SALON 2015, NoAA Ilani Bengiat - Designing the Brand Experience | @noaa_i
Become an agent
of change
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Thank You!
@noaa_i
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