UX: The New Brand Order Steven Fisher Global Head of Product and User Experience SeaChange International @stevenfisher StevenFisher.net
UX - The New Brand Order
Aug 11, 2014
This was a talk given at UXFest in Boston, Oct 1, 2013.
UX: The New Brand Order
Customers remember experiences, not your logo. We will discuss the shift in user experience as the lead role in defining and expressing brand in a company. We will explore and demonstrate the economic relationship between brand and experience. We will also discuss the sometimes adversarial issues that come between those on the branding side and those on the user experience side. We will discuss case studies from the speaker's personal experience with Coca-Cola, American Airlines, Merrill Lynch and SeaChange International. We will then present a six step roadmap to achieve success in this New Brand Order.
UX: The New Brand Order
Customers remember experiences, not your logo. We will discuss the shift in user experience as the lead role in defining and expressing brand in a company. We will explore and demonstrate the economic relationship between brand and experience. We will also discuss the sometimes adversarial issues that come between those on the branding side and those on the user experience side. We will discuss case studies from the speaker's personal experience with Coca-Cola, American Airlines, Merrill Lynch and SeaChange International. We will then present a six step roadmap to achieve success in this New Brand Order.
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Transcript
UX: The New Brand Order
Steven Fisher Global Head of Product and User Experience
SeaChange International @stevenfisher
StevenFisher.net
• Role of a Management Consultant • The Consulting Process and Best Practices • Managing the Consulting Assignment/
Project
Who the Heck is this Guy? Steve Fisher • 3 Time Entrepreneur (2 Sold) • Head of Experience for SeaChange • Co-Founder, Revolution Factory • Advisor (Protoshare. H2i, Startup Institute) • 20 Yrs Product Designer • 8 of them with agencies (Digitas, Sapient)
and consulting firms • Film Producer • Yoga Teacher • Slow Runner • Fast Eater
Connect with me: /TheStevenFisher
/StevenFisher
User experience versus customer experience
Firstly some, disambiguation
user experience
brand experience
How do most people define Branding?
But the term “Branding” usually makes the CEO feel like this…
WHAT IS A BRAND?
HOW DOES BRAND CONNECT TO EXPERIENCE?
Customers Remember Experiences, Not Your Brand Logo
There once was a golden age of branding…
The brand is what you say it is
CUSTOMERS The brand message
And brands got better at doing the same thing…
The brand is still what you say it is
CUSTOMERS
But now customers talk to each other…all the time.
CUSTOMERS
The brand is what they say it is
How do you define UX?
WHAT IS UX?
These are not Experience Designers
This is More Like It.
For experience design, we are primarily interested in two things:
Brand essence
Brand attributes
Source: Experience Design: A Framework for Integrating Brand, Experience, and Value, Newbery and Farnham 2013
There is an economic relationship between brand and experience.
Brand matters
Top 100 Brands 2011, Interbrand
Brand value is real & tangible It accounts for a significant value of an organization’s market capitalization and drives long term shareholder value
Brand value
$71 billion Interbrand (2011)
Market cap
$153 billion 12-12-11
“Brand equity is a set of assets linked to a brand’s name and symbol that adds to the value provided by a product or service to a firm’s customers”
This Brand Value is linked to Brand Equity
Building Strong Brands, David A. Acker
BRAND AWARENESS
BRAND LOYALTY
PERCEIVED QUALITY BRAND
ASSOCIATIONS
BRAND AWARENESS
BRAND LOYALTY
PERCEIVED QUALITY BRAND
ASSOCIATIONS
But what happens when we do not connect the brand promise to the experiences we create?
THE PROMISE
THE REALITY
Something like this can be a result…
Case Example: Coca-Cola Freestyle
Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
So WTF? (So what’s the future of branding and UX?)
The experience is becoming brand perception
RELEVANCE
AUTHENTICITY
DIFFERENTIATION
CONSISTENCY
UNDERSTANDING
PROMISE
PERCEPTION &VALUE
THE CUSTOMER EXPERIENCE THE BRAND
The ones who connect brand and experience are the winners
Top 100 Brands 2011, Interbrand
And the future of brand belongs to gatekeepers of the customer experience.
You Shall Not Pass!
And that’s us.
So how do we jump in?
We start by innovating across the entirety of the experience
Case Example: American Airlines
But sometimes business are slow to adapt?
As an organization they usually live in silos
Functional Geographic Channel Product
Digital is still a bolt-on to many brands and their business models
BRAND X
PRODUCT SALES
In-store
Web
Contact centre
MARKETING
Offline
Online
OPERATIONS IT
Infrastructure
eCommerce
RETAIL DIGITAL
Web
Mobile
Social
Silos are primarily focused on optimizing their parts of the business
Longer term goals
- Holistic customer experience
- Customer lifetime value
- Service perception
- Brand value
Short term goals
+ Channel optimization
+ Revenue
+ Cost reduction
+ Profit
Case Example: Merrill Lynch
How can organizations break this cycle?
You need leadership and sponsorship
You need to make the connection between your customer experience and the drivers for brand value
DREAM BIGYou need a vision which can inspire and create organizational alignment
You need a roadmap and business case which brings this all together
Case Example: Voo TV Platform
Breakthrough content viewing solution and winner of Cable Europe’s 2013 Innovation Award
Achieving Success
Six things you can do today!
Map the customer experience and pain points
Select a Brand Framework
Establish design principles
1!
2!
3!
Facilitate Sharing with Design Studios
Co-Create a Customer Experience Vision
Launch and Make the Leap
4!
5!
6!
Many organizations still allow opinions about customers to dominate decision making. Yet most organizations have plenty of research to hand but can’t use the insights to align stakeholders & spot holistic problems and opportunities.
Map the current customer experience
1!
Turn all of your current insights into documentation you can use to align stakeholders and map value § Personas § Customer journeys maps § Pain-points (& pleasure points)
Select Brand Framework
Source: http://www.agencypost.com/experience-design-a-framework-for-integrating-brand-experience-and-value-an-excerpt/
2!
CUSTOMER
EXPERIENCE INSIGHT
BRAND
ASSETS & VALUES
GOOD DESIGN PRINCIPLES
1. Based on customer research
2. Short & memorable
3. Cross-feature
4. Specific
5. Non-conflicting
6. Measurable
What is the current experience like for our customers?
§ What do they like?
§ What are their frustrations and pain-points?
§ What can we learn from our competitors?
§ Have they been delighted before by similar services/offerings? How? Why?
What are our brand values?
§ How do we want the experience to be an expression of these?
§ What are our differentiating assets and capabilities
Establish experience design principles 3!
They form the basis for creating a vision of your future customer experience
Experience design principles describe the core values of the user experience of a product or a service
49 Facilitate Sharing with Design Studios
4!
50
Co-Create a Customer Experience Vision
5!
Co-create a customer experience vision
Future customer stories
Concept prototypes
Ideal customer journeys
Measurable customer statements CUSTOMERS
52
LAUNCH AND MAKE THE LEAP 5!
53
INSPIRE INNOVATION
54
DEVELOP CREATIVITY
55
CHALLENGE THE STATUS QUO
56
AND YOU WILL MAKE POSITIVE
CHANGE
FINAL QUESTIONS?
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