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Brand and Other Dirty Words

Brand and Other Dirty Words

At Camp Digital Manchester 2013, I shared a few approaches about how to create a focused brand expression through content and information design.

Steph Troeth

March 12, 2013
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  1. Camp Digital Manchester
    March 2013
    Stephanie Troeth
    Brand
    & Other
    Dirty Words
    @sniffles
    #campdigital
    Wednesday, 27 March 13

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

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  3. When we build ...
    Wednesday, 27 March 13

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

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

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  6. user
    experience
    business
    Wednesday, 27 March 13

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  7. user
    experience
    business
    better!
    Wednesday, 27 March 13

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

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

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

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

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

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

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

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  15. “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

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

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  17. brand
    Think or feel?
    Wednesday, 27 March 13

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  18. Wednesday, 27 March 13

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  19. Wednesday, 27 March 13

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  20. Wednesday, 27 March 13

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  21. Key value
    proposition:
    customisation
    Wednesday, 27 March 13

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

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  23. Wednesday, 27 March 13

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  24. Wednesday, 27 March 13

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  25. 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

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  26. 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

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

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

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  29. 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

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  30. Wednesday, 27 March 13

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  31. Wednesday, 27 March 13

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  32. Wednesday, 27 March 13

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  33. Wednesday, 27 March 13

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  34. Wednesday, 27 March 13

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  35. Wednesday, 27 March 13

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  36. Rational...
    Wednesday, 27 March 13

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

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  38. Wednesday, 27 March 13

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  39. Wednesday, 27 March 13

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  40. Wednesday, 27 March 13

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  41. Wednesday, 27 March 13

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

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  43. Wednesday, 27 March 13

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  44. Wednesday, 27 March 13

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  45. Wednesday, 27 March 13

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  46. Wednesday, 27 March 13

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  47. Wednesday, 27 March 13

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  48. Wednesday, 27 March 13

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  49. 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

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  50. 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

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  51. “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

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  52. voiceandtone.com
    Wednesday, 27 March 13

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  53. voiceandtone.com
    Wednesday, 27 March 13

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  54. Clarity through storytelling
    brand user
    Wednesday, 27 March 13

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

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

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

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  58. Wednesday, 27 March 13

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  59. Wednesday, 27 March 13

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

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  61. Wednesday, 27 March 13

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  62. Wednesday, 27 March 13

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  63. Skinny
    mobile
    version
    Wednesday, 27 March 13

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  64. 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

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  65. Wednesday, 27 March 13

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  66. Write as many
    messages as possible
    Wednesday, 27 March 13

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  67. Write as many
    messages as possible
    Align with business
    objectives
    Wednesday, 27 March 13

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

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

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  70. Ways to listen
    user
    Wednesday, 27 March 13

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  71. 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

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  72. 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

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

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  74. before during after
    Wednesday, 27 March 13

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  75. before during after
    positive
    anticipation
    Wednesday, 27 March 13

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

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

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

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

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

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

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

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

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

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

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

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

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

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  89. before during after
    positive
    anticipation excite
    exceed
    expectation
    satisfy
    needs
    e.g. tension
    through scarcity
    satisfied
    love + loyalty
    relief
    consistent
    brand
    experience
    functional
    UI
    Wednesday, 27 March 13

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  90. Make a promise.
    Wednesday, 27 March 13

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  91. Make a promise.
    an honest
    Wednesday, 27 March 13

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  92. Keep it.
    Wednesday, 27 March 13

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  93. Keep it.
    Consistently.
    Wednesday, 27 March 13

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  94. Wednesday, 27 March 13

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  95. 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

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