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Tutorial #10: Beyond Usability: Blazing the Trail Towards Integrated Brand Experience Design
Tobi Day-Hamilton, Diana Wiffen Monday, July 8th, 6:00 PM - 9:30 PM
Keywords:
Combining methods, Interaction design, Organizational issues
Audience: Intermediate, Advanced, and Manager/Advocate
Abstract:
Look beyond usability and explore the realities of brand experience. Discover how to bring products to life through Integrated Brand Experience Design. If you suspect that delivering a usable product to your customers is important but not the whole story, let's explore what it does take to design products and brands that your customers demand. Integrated Brand Experience Design may revolutionize the way you develop and assess interactive products. Learn models of design and methods of practice, illuminated by examples from recent work.
Length of Tutorial:
Half Day
System, Product, or Project Focus:
Integrating usability with brand experience.
Learning objectives:
More and more companies are attaching increased importance to the total experience - usage + brand = brand experience. By attending this tutorial, participants will have an understanding of why there is more to creating a great product than just usability. Participants will learn how they can integrate brand and brand experience into their development cycle to ensure their product is best in class. We will show how participants can move from designing better usability and better customer experiences to designing brand building interaction experiences.
Detailed Description Of Material Covered By Tutorial And A Schedule Of Events With Time Allocation
Time (h:mm) | Activity |
| 0:00-0:15 | Tutorial leaders introduce overall topic and themselves. Participants introduce themselves.
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| 0:15-0:25 | The total customer experience: Have we figured it out yet?Evidence abounds that we simply haven't figured out what makes good customer experiences and how to pull it off. We'll begin by sharing a few statistics on failures in usability, customer experience, and business models, followed by a discussion with participants on the reasons they can't achieve the success they envision.The underlying problem we've encountered is that bright and motivated people from marketing, development, interaction design, usability, and support don't have a framework in which to work together. So innovative ideas fail and great teams fall apart with astounding frequency. |
| 0:25-0:45 | Then and now: Usability and customer experienceFirst a brief look back at usability before the emergence of customer experience. We faced challenges of time, money, and baggage. Participants share their experiences and challenges.These days, "customer experience" is the mantra. The emergence of the Web enabled an important shift in power away from the captive "user" to the free "customer", raising concern over the creation of positive customer experiences. The customer experience movement has its roots in usability and charges forth with battle cries of "simplicity" and "ease of use", but there's little evidence that anyone knows how to pull it off. And if they could, is that enough? |
| 0:45-1:15 | Brand: A missing link?We've been encouraged lately to "forget brand . . . it's all about the customer experience." In this section, we'll introduce participants to the concept of brand and discuss how it's simply impossible to "forget" it. Brand is a promise fulfilled, not a logo. It's the meaning created in customer's minds through all contacts with a company including their interaction experience.Exercise: Through video, images, and other artifacts, we'll introduce participants to the well-known brand of FedEx, one of our clients. We'll have them break into small groups to discuss what the brand means to them. How was that meaning created? What brand contacts contributed to that meaning? How do the images and artifacts affect the meaning? We'll reconvene as a group and discuss considerations for FedEx about building their brand in the digital space. |
| 1:15-1:30 | Break |
| 1:30-2:00 | Looking ahead: Integrated Brand Experience DesignRemember that problem we identified earlier? That bright people from different disciplines need a framework in which to work, so innovative ideas and great teams don't fall apart? The challenge is that design, as an act, is about relationships between everything all at once. When we focus only on technology, or only on customer experience, or only on brand, we've crippled our products and our teams -- these convenient boundaries mean that design is no longer about everything all at once.Integrated Brand Experience Design is about recognizing that choices in one area have a very real impact on the other areas. We'll share our model of Integrated Brand Experience Design: a triad of Brand (the promise), Technology (functionality), and Interaction (usability/experience) that can be used to resource teams, facilitate communication, and direct activities. |
| 2:00-2:45 | Practicing usability in Integrated Brand Experience DesignAs usability professionals, we're positioned at the Interaction (usability/experience) corner of the Integrated Brand Experience Design triad. It's the lens through which we look at brand and technology. We'll introduce a methodology that usability professionals and interaction designers can follow to design products that build brands by building customer demand.To illustrate the concepts in this methodology, we'll show examples from recent work of tools such as personas and prototypes (paper, functional PDF, and HTML). Exercise: Participants will design a digital brand experience using the FedEx brand. By creating pencil and paper mockups with brand elements, usability and interaction design standards, participants will work in small groups to create a total customer experience. We will reconvene together to discuss the designs and any issues faced within the groups. |
| 2:45-3:00 | Questions and answersOur presentation style is very interactive and we encourage participants to share ideas, offer comments, and ask questions throughout. We've allowed fifteen minutes at the end for final questions and are happy to remain longer and talk with participants who'd like to explore specific concepts further, if the room is available. |
Description Of Materials (Handouts)
Participants will receive copies of the presentation as well as brand experience samples and methodology.
Maximum number of participants
50-75
Speaker Biographies:
Diana Wiffen
Quarry Integrated Communications
Phone: 888-743-4300 x2285
Fax: 519-743-3053
Email: dwiffen@quarry.com
As a senior member of the Quarry Interaction Design Group, Diana is a key player in Quarry's comprehensive usability and customer experience team. Using her extensive usability, interface design, and web assessment experience, Diana has worked on projects for clients such as FedEx, Sprint, MKS, HP and Clarica. Most recently, Diana was a core member of the team that worked with FedEx to design and develop interaction design standards that ensure a common look and feel and consistent customer experience across all their online shipping applications.
Diana also brings her expertise to the following organizations as a:
Member of the Southwestern Ontario chapter of the STC
Member of the STC Usability SIG
Member of the UPA
Tobi Day-Hamilton
Quarry Integrated Communications
Phone: 888-743-4300 x2294
Fax: 519-743-3053
Email:tday-hamilton@quarry.com
As a senior member of Quarry's Interaction Design Group, Tobi is a key player in Quarry's comprehensive usability and customer experience team. Using her extensive usability and web assessment experience, Tobi has worked on projects for clients including FedEx, Philips, MKS, HP and Clarica. Tobi was part of the team that helped FedEx assess the ease-of-use of its corporate website and assisted them in refining the design of their web applications. As well, Tobi has been working with FedEx to integrate their brand with their digital applications through brand experience assessments.
Tobi also brings her expertise to the following organizations:
- Member of the Southwestern Ontario chapter of the STC
- Member of the STC Usability SIG
- Member of the UPA
- Member of the Toronto chapter of CHI
Quarry Integrated Communications is an award-winning integrated communications agency headquartered in Southwestern Ontario, with satellite offices in Dallas, TX and Memphis, TN. Quarry's Interaction Design Group works with international clients to develop strategies and implement tactics for improving the usability and customer experience of interactive products. Quarry designs and performs usability studies on low-, mid- and high-fidelity prototypes, both on-site and in their Brand Experience Lab.
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