Brand and Other Dirty Words

Camp Digital Manchester March 2013 Stephanie Troeth Brand & Other
Dirty Words @sniffles #campdigital Wednesday, 27 March 13

Born here Lived here Living here Grew up here Please
excuse the strange accent. Wednesday, 27 March 13

When we build ... Wednesday, 27 March 13

user technology business what makes money areas of growth needs
constraints features sustainability desires Wednesday, 27 March 13

user technology business features? features? features? how we make money?
target different market? Wednesday, 27 March 13

user experience business Wednesday, 27 March 13

user experience business better! Wednesday, 27 March 13

What makes a great user experience? Wednesday, 27 March 13

What makes a great user experience? What makes a unique,
great product or service? Wednesday, 27 March 13

What makes a great user experience? What makes a unique,
great product or service? what makes people love us? Wednesday, 27 March 13

user brand business Hat tip: David Rollert Wednesday, 27 March
13

user brand business unique Hat tip: David Rollert Wednesday, 27
March 13

user brand business unique Hat tip: David Rollert fun! adventurous!
exotic! Wednesday, 27 March 13

user brand business unique Hat tip: David Rollert fun! adventurous!
exotic! useful serious reliable Wednesday, 27 March 13

“Conditioned by millennia of tribal warfare and fierce competition for
limited resources, we are always looking for cues to help us make snap judgements about others.” — Susan T. Fiske. Wednesday, 27 March 13

Brand is a differentiator in how a user experiences you
— and if they identify with you. Wednesday, 27 March 13

brand Think or feel? Wednesday, 27 March 13

Wednesday, 27 March 13

Key value proposition: customisation Wednesday, 27 March 13

Bullet points = geek factor = rational quality = think
of all the things we can do with it! Wednesday, 27 March 13

Akoha is a fun way to spice up your life.
logo Already a member? Sign in. Earn rewards for completing “missions” — exciting and simple activities that turn the ordinary into something extraordinary! • Get access to hundreds of real-world missions • Capture those experiences and share them • Earn rewards for trying out new things! Sign up now Signing up is free and takes less than 2 minutes. What’s this all about? Akoha: the world’s first social reality game Wednesday, 27 March 13

Akoha is a fun way to spice up your life.
logo Already a member? Sign in. Earn rewards for completing “missions” — exciting and simple activities that turn the ordinary into something extraordinary! • Get access to hundreds of real-world missions • Capture those experiences and share them • Earn rewards for trying out new things! Sign up now Signing up is free and takes less than 2 minutes. What’s this all about? Akoha: the world’s first social reality game rational! Wednesday, 27 March 13

Hat tip: David Rollert, whose original method I adapted Wednesday,
27 March 13

rational emotional Hat tip: David Rollert, whose original method I
adapted Wednesday, 27 March 13

rational emotional fun psychic (knows exactly what I was looking
for) motivating entertaining magical encouraging surprising allow me to influence — have an impact inspire effective affective (people's choice) facilitate discussion to play missions indication of progress Hat tip: David Rollert, whose original method I adapted Wednesday, 27 March 13

Rational... Wednesday, 27 March 13

Rational... but not always. Wednesday, 27 March 13

Aarron Walter’s Design Personas http://aarronwalter.com/design-personas/ brand Wednesday, 27 March 13

MailChimp is: ✤ fun but not childish ✤ clever but
not silly ✤ powerful but not complicated ✤ smart but not stodgy ✤ cool but not alienating ✤ informal but not sloppy ✤ helpful but not overbearing ✤ expert but not bossy Wednesday, 27 March 13

Kate Kiefer Lee’s Approach to “Voice and Tone” Tone and
Voice: Showing Your Users That You Care http://uxmag.com/articles/tone-and-voice-showing-your-users-that-you-care brand user Wednesday, 27 March 13

“Our company’s voice is an expression of personality, and it’s
ingrained in every piece of content we publish. Our voice is who we are. Our brand’s voice naturally grows over time, but it generally stays the same from day to day. Our brand’s tone, on the other hand, should change often. Tone of voice is an adaptive reflection of feelings.” — Kate Kiefer Lee Wednesday, 27 March 13

voiceandtone.com Wednesday, 27 March 13

Clarity through storytelling brand user Wednesday, 27 March 13

Clarity through storytelling soon-to-be dirty word brand user Wednesday, 27
March 13

https://www.youtube.com/watch?v=oP3c1h8v2ZQ The shape of stories Wednesday, 27 March 13

http://www.musik-therapie.at/PederHill/Structure&Plot.htm The shape of stories Wednesday, 27 March 13

Plot, character, or question? Wednesday, 27 March 13

Skinny mobile version Wednesday, 27 March 13

Stephanie Hay’s Message Hierarchy Method brand business Designing for Content:
Creating a Message Hierarchy http://webstandardssherpa.com/reviews/designing-for-content-creating-a-message-hierarchy/ Wednesday, 27 March 13

Write as many messages as possible Wednesday, 27 March 13

Write as many messages as possible Align with business objectives

Edit for redundancy Write as many messages as possible Align
with business objectives Wednesday, 27 March 13

Edit for redundancy Prioritise & validate Write as many messages
as possible Align with business objectives Wednesday, 27 March 13

Ways to listen user Wednesday, 27 March 13

Common user listening methods open-ended close-ended “listening labs” “contextual enquiry”
interviews usability testing remote testing tools surveys focus groups card sorting heuristic evaluation A/B testing analytics sentiment analysis Wednesday, 27 March 13

Common user listening methods open-ended close-ended “listening labs” “contextual enquiry”
interviews usability testing remote testing tools surveys focus groups card sorting heuristic evaluation A/B testing analytics sentiment analysis validate brand perception Wednesday, 27 March 13

“Marketing’s Key New Metric: Engagement”, Brian Haven http://www.adobe.com/engagement/pdfs/marketings_new_key_metric_engagement.pdf Wednesday, 27
March 13

before during after Wednesday, 27 March 13

before during after positive anticipation Wednesday, 27 March 13

before during after positive anticipation satisfy needs Wednesday, 27 March
13

before during after positive anticipation satisfied satisfy needs Wednesday, 27
March 13

before during after positive anticipation satisfied satisfy needs functional UI

before during after positive anticipation pleasure satisfied satisfy needs functional
UI Wednesday, 27 March 13

before during after positive anticipation pleasure satisfied satisfy needs contented
functional UI Wednesday, 27 March 13

before during after positive anticipation pleasure satisfied satisfy needs contented
functional UI flawless UI Wednesday, 27 March 13

before during after positive anticipation satisfy needs satisfied functional UI

before during after positive anticipation excite satisfy needs satisfied functional
UI Wednesday, 27 March 13

before during after positive anticipation excite satisfy needs satisfied relief
functional UI Wednesday, 27 March 13

before during after positive anticipation excite satisfy needs e.g. tension
through scarcity satisfied relief functional UI Wednesday, 27 March 13

before during after positive anticipation excite exceed expectation satisfy needs
e.g. tension through scarcity satisfied relief functional UI Wednesday, 27 March 13

e.g. tension through scarcity satisfied love + loyalty relief functional UI Wednesday, 27 March 13

e.g. tension through scarcity satisfied love + loyalty relief consistent brand experience functional UI Wednesday, 27 March 13

Make a promise. Wednesday, 27 March 13

Make a promise. an honest Wednesday, 27 March 13

Keep it. Wednesday, 27 March 13

Keep it. Consistently. Wednesday, 27 March 13

∞ Wednesday, 27 March 13

Thank you! My eternal gratitude to great shoulders I stand
upon: David Rollert, Aarron Walter, Kate Kiefer Lee, Stephanie Hay, Olivier Thereaux Many thanks to Team MONA: Cristina Valsera, Olga Feliu, Lluís Sabadell, Esther Fuldaver, Olga Voskoboinikova, Josep Romero, Mark Wong-Van Haren, Pablo Acuña, Alastair Warren, Stephanie Troeth @sniffles http://stephanietroeth.com/ http://about.me/stephtroeth Wednesday, 27 March 13

Brand and Other Dirty Words

Brand and Other Dirty Words

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