Posts Tagged ‘branding’
26th June 12
Great brands have long understood that providing customers with enjoyable, differentiated user experiences is critical to winning their loyalty. Walk in to a Waitrose supermarket or Kohl’s store and there’s no comparison to a Tesco or a kmart from the layout of aisles, to the attitude of the staff to the products they do and don’t stock.
‘Screen’ UX offers brands a whole range of new opportunities to really deliver on their promises and strengthen their customer relationships. But too often this is a missed opportunity, we end up with experiences that are good but not great. They work, they conform to best practice rules & standards but if you take away the logo they are indistinguishable from each other.
Wind tunnel web design?
The screen shots above are from a recent Zag audit of the Personal Finance Manager (PFM) market but the point applies to plenty of other categories. Jim Carroll has spoken passionately here about the Wind Tunnel Marketing but are we also in danger of entering the age of Wind Tunnel Web/UI design?
We believe that the most effective way to avoid this situation is to put brand at the heart of UX, to use it as the north star to guide the myriad of interactions and touchpoints that brands create for their customers.
Of course this is easy to say, much harder to do. Here are 6 ingredients that we find help foster a successful fusion of brand and UX, based on projects we’ve worked on and projects we wish we’d worked on. It’s certainly not comprehensive, more intended as a conversation starter – we’d really like to hear about other ingredients that people find useful here.
#1 A proper understanding of your audience
This is obvious but too often people pay lip service to this area. You really need to know the needs, interactions and emotions that colour their experience of your brand and your category. And even more importantly is to have genuine empathy for them as PEOPLE not consumer/users. He’s not a 25-44 year old ABC1, he’s a proud dad who works to hard and reads to his kids too quickly on Thursday nights so he can go out with the boys and so on...
#2 A proper understanding of your brand’s purpose
Again obvious. But again too often this is more about platitudes than purpose. For this to work you need to have really asked the tough questions of the brand in question. Why is it really there? What is its role really?
Nike’s purpose is one of the best I’ve seen for this sort of thing. It’s inspirational, it’s directional and it’s very very stretching. Nike will never complete this mission but they are creating a lot of amazing products while they’re trying. The CEO Mark Parker was instrumental in pushing this mission through eleven years ago. It’s hard to see the previous one (‘to be the number sports & fitness company in the world’) being much use as a guiding principle for UX…
#3 Appreciate that the rules of branding have changed
When we say ‘brand’ we don’t mean a didactic set of messages, rules and templates to roll out over every touch-point. We mean a coherent set of guiding principles to help designers make the right decisions about what to say and what to do. Adaptable rather than monolithic. Otherwise the whole exercise will do more harm than good.
#4 Run a collaborative multi-discipline process
Every project has a different set of skillsets but one thing we’ve found always leads to better results is to keep it open and collaborative from the outset. So we make sure our graphic/digital designers are challenging (or even writing!) the business/brand strategy on any project from a very early stage. This helps avoiding the platitude/purpose issue touched upon early. If the brand strategy isn’t speaking to the people charged with bringing it to life then it’s probably pointless.
If you’ve got the above ingredients in place then you should be in a really good place to try and achieve something special, to make the brand thinking tangible and improve it:
#5 Create signature interactions
Flipboard is there to be beaten as an example of brand and UX. A clear vision to be a ‘Social Magazine’ that fuses the beauty and ease of the print magazine experience with the power of social media. The signature interaction of the gentle ‘flip’ movement. And it’s in the name!
Wonga’s ‘money sliders’ are another powerful example. They exemplify ‘straight talking money’ and a more down to earth approach to finance every time you to interact with them.
#6 Surprise people (in a useful way)
Everyone knows the situation. You’ve finally reached the end of a critical project phase. You are sending the authoritative, definitive email to all the stakeholders to wrap everything up, accompanied by the pdf of the amazing work…and then you send the email without the attachment and have to send another going “ahem’ here’s the attachment”. Except when I [Steve] was in the process of executing this understandable error Gmail stopped me.
You can be sure that anyone who’s experienced that bit of help will tell a lot of people and be more loyal to the brand in the future.
To us this is the benchmark in terms of moments of surprise and delight. Here is a brand using ‘screen’ UX to build relationships with their customers in as powerful a way as Waitrose are using their store experiences.
What are the equivalent moments for the brands you work on?
If you enjoyed this post then we should acknowledge the influence of inestimable @adamtvpowers, BBH London’s Head of UX.
21st November 11
Posted in business models
Author: Sarah Eno (@enoism), Brand Planner, BBH Zag
It’s nearly impossible these days to conduct any relationship entirely offline. Professional relationships are managed on email, Linkedin, and blogs; brands develop robust relationships with us through online loyalty schemes; friendships are built and maintained through Facebook, Twitter and Instagram, to name a few; and more and more people are meeting their romantic partners via online dating sites.
So I suppose I shouldn’t have been particularly surprised the other day when I came across a set of start-ups in the area of online relationship management for couples. These businesses claim to help us keep the spark alive, monitor our relationship health and generally be happier together by using their online services. Here are a couple in detail:
- Tokii claims to be ‘the world’s first relationship management platform’ with a suite of products designed to ‘proactively improve relationships’. Couples can use the ‘tradingpost’ tool to trade things like washing the car for a backrub, monitor each others mood through the ‘moodmeter’ and spice up their relationship with fun, interactive games.
- The Icebreak helps couples keep their love lives fresh and fun through a game-like platform where couples score points by sharing moments from their day, answering ‘icebreaker’ questions and working together to improve their relationship health.
In many ways, these businesses signal a natural progression to complete management of relationships online. If most of our relationships are blossoming online, why not throw our romantic ones into the digital world as well?
Whether I’d personally use the service or not (undecided, at best), I have to admire the Zag-like thinking behind these businesses. They’ve identified an opportunity area that appears ripe for brand invention – you can see how by looking at the idea through these three key principles of brand invention and innovation:
Principle #1. Meet a consumer need
If romance is blossoming online (Match.com claims 1 in 5 relationships start through online dating), people will need a safe place for their relationship to develop digitally. Consumer need? Tick.
Principle #2. Go where the money is
Online dating is a growing business, as is the booming business of divorce. A digital service that helps keep the spark alive and maintain relationship health in the time between meeting and potential divorce could slot right in to this open space and scoop up all those struggling couples. Money? Tick.
Principle #3. Piggyback on existing behaviours
Self-tracking and the gamification of everyday activities are both hot behavioural trends currently connecting our ‘real’ and ‘virtual’ worlds. Tokii and The Icebreak both feature metrics and statistics that chart the health of your relationship over time and track improvement. They also reward you for improving your relationship with points and physical rewards, making working on your relationship like a game. Existing behaviours? Tick.
It’s not easy to find open spaces for brand invention and I’d argue that these two businesses have managed to do just that. Well done.
But perhaps there’s a bigger, moral question that has to be asked: There’s now a brand called Eulogy in the UK which aims to bring death and mourning into the online/social sphere; there are countless online dating brands to help you find love; online brands help couples throughout the process of marriage counselling and divorce; and now we can manage our romances online too.
So, are there any areas of private life that should remain private and untouched by brands?