Branded Interactions - Martin Nedbal

JUST THE BEGINNING

BRANDED INTERACTIONS

MARTIN NEDBAL / visual & ux designer

WHAT IS A BRAND?

TODAYA BRAND IS THE SUM OF THE CUSTOMER’S EXPERIENCES WITH THE RELEVANT PRODUCT OR COMPANY,

IT IS TRANSMITTED IN EVERY INTERACTION WITH THE CUSTOMER OVER THE LIFETIME OF THE RELATIONSHIP

EVOLUTIONAUSTRALOPITHECUS BRAND NEANDERTHAL BRAND SAPIENS SAPIENS BRAND

LOGOIdentifies a property

MARKRepresent a trust

BRANDWay of being

THE BRANDED INTERACTIONS

NOWADAYS WE ARE WITNESSING THE RISE OF ANOTHER ELEMENT IN BRAND DESIGN:

UNIQUE AND MEANINGFULMICROINTERACTIONS.

ARETHE WAY THEY TAKES PLACE AND ARE PERCEIVED, BECOMES A FEATURE OF THE BRAND IDENTITY ITSELF.

EMPLOY THE INTERACTION AS A MEANS OF COMMUNICATING THE BRAND CHARACTER.

GOAL

UNIQUE INTERACTION

PRODUCT

STRONG LEVELBRANDINGMATHEW MOORE 2013

BRANDED INTERACTIONS

“WHEN THE INTERACTION IS UNIQUE, YOUR USERS CAN BEGIN TO ASSOCIATE THAT INTERACTION WITH YOUR PRODUCT. IF YOU CAN OWN AN INTERACTION, THAT’S A VERY STRONG LEVEL OF BRANDING IN TODAY’S INTERFACE-FILLED WORLD.”

NEED TO EXISTS ON THE SAME BASIS OF A GOOD LOGO DESIGN, MUST BE:

UNIQUERELEVANTMEMORABLE A BRAND-REINFORCING EMOTION.

EMOTIONAL DESIGN SEEKS TO INCREASE THE MOTIVATION TO USE A PRODUCT.

INCREASING MOTIVATIONPSICOLOGY

REMOVING FRICTIONUSABILITY

BUILDING A BRANDED INTERACTION IS DIFFICULT.

THE CHALLENGE

YOU HAVE TO FIND A SPECIFIC PATTERN THAT COMBINES DIFFERENT CUES: VISUAL, MOTION, INTERACTION, AUDIO ALL IN A SMALL MOMENT

SOMEEXAMPLES

LET SEE SOME ADDED VALUES THROUGH EXAMPLES

FACEBOOK “LIKE” BUTTON

IS PART OF THE BRAND AS AN ICON.BUT IS AN ACTION.SIMPLE + EFFECTIVE.

FACEBOOK “LIKE” BUTTON

THAT’S WHY FACEBOOK TODAY IS MORE REPRESENTED BY THE LIKE ICON THAN ITS OWN LOGO.

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I-TUNES COVER FLOW

DIFFERENTIATION AND RECOGNITION BY THE USE OF NEW OR UNUSUAL INTERACTION MODES COMMUNICATING THE BRAND CHARACTER

TWITTER - PULL DOWN TO REFRESH

CREATE STRONGER TIES ON HABIT/USAGE LEVEL BY THE USE OF INTERACTION AS A CHARACTERISTIC FEATURE OF AN ACTIVITY OR ACTION

PRISMATIC APP - EXPANDED MENU

GOOGLE MAP

GREATER CONVERGENCE OF A CUSTOMER TO THE PROVIDER, BY MOMENTS IN WHICH BENEFITS AND ADDED VALUES ARE DIRECTLY EXPERIENCED AND CUSTOMERS ARE ENCOURAGED TO PARTICIPATE AND INTERACT BY GIVING THEM GREATER CONTROL OF THE SITUATION

CONCLUSIONHOW A BRAND COMES ACROSS TODAY, IS DETERMINED MORE BY ITS CUSTOMER INTERFACES THAN BY THE GOOD OLD LOGO AND CORPORATE DESIGN.

BE THEY WEBSITES, MOBILE APPS, SPATIAL INSTALLATIONS OR DYNAMIC ARCHITECTURE, THESE INTERFACES ARE, FIRST AND FOREMOST, INTERACTIVE IN NATURE, AND ALLOW FOR EXTENSIVE COMMUNICATION BETWEEN BUSINESS AND CONSUMER.

Thank you

Martin Nedbal