Video: https://youtu.be/2wc4Eow38A8 User experience and brand; a master-slave relationship? Now that technology can deliver brand through experiences, it's what a company can enable that makes it a successful brand. Yet, in my 15 years working in UX, my project stakeholders always come from IT or marketing teams, never brand. And it's been all too common for 'the new brand' to appear right at the end, in time to apply the paint job. We all know brand isn't just about colours and logos, yet why do UX-led projects still treat it as such? I'll be exploring why and how UX and brand can work together as creative partners rather than master and slave.

1. HELLO@sarahbear28
sarah.morris@wolffolins.com
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#kxbeetrail
www.honeyclub.org

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7. MARKETING
LOGO
TYPEFACE
COLOURS
ADVERTISING
BRAND = STAND FOR
BRAND = STAND OUT
BRAND ≠

8. WHY THEY EXIST?
WHO THEY ARE?
WHAT THEY DO?
WHAT IS THEIR
PURPOSE?

9. SOME TOOLS
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PURPOSE
WHAT THE WORLD NEEDS
WHAT IS SPECIAL ABOUT YOU

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THE IDEA
WHAT THE WORLD NEEDS
· Who is your audience?
· What are their (un)met needs + biggest pain points?
· What competition exists and what are they doing
well/poorly?
· What are the 3-5 biggest shifts happening in the
world, relative to your audience + vision?
· What other companies are inspiring you/inventing the
future?
WHAT IS SPECIAL ABOUT YOU

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PURPOSE
WHAT THE WORLD NEEDS
WHAT IS SPECIAL ABOUT YOU
What excites you?
How do you want to change the world?
How will that be different?
What are your unique (skills, experiences,
capabilities, connections, resources)

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PURPOS
E
OFFER
What you do and provide to the world
BRAND-LED INNOVATION
PRODUCT PORTFOLIO DEVELOPMENT
RETAIL AND ONLINE DESIGN
IMAGE
What you say and how you look in the world
NAMING, VISUAL AND VERBAL IDENTITY
PRINTED AND ONLINE COMMUNICATION
BRAND ROLL-OUT
ORGANISATION DESIGN
PEOPLE STRATEGY
PARTNER BROKERAGE
How you do what you do and what you need to do it
CAPABILITY
BRAND COACHING
EMPLOYEE ENGAGEMENT
WORKPLACE DESIGN
Who you are and how you behave
CULTURE

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PURPOS
E
OFFER
What you do and provide to the world
BRAND-LED INNOVATION
PRODUCT PORTFOLIO DEVELOPMENT
RETAIL AND ONLINE DESIGN
IMAGE
What you say and how you look in the world
NAMING, VISUAL AND VERBAL IDENTITY
PRINTED AND ONLINE COMMUNICATION
BRAND ROLL-OUT
ORGANISATION DESIGN
PEOPLE STRATEGY
PARTNER BROKERAGE
How you do what you do and what you need to do it
CAPABILITY
BRAND COACHING
EMPLOYEE ENGAGEMENT
WORKPLACE DESIGN
Who you are and how you behave
CULTURE
PERSONALITYPROPOSITION

15. PRESENCE
What you say and
how you look
in the world
Who you are and
how you behave
PEOPLE
OFFER
What you do and
provide to the world
How you do what you do and
what you need to do it
CAPABILITY
THE BRAND PURPOSE SHOULD INFLUENCE THE
ENTIRE ORGANISATION – INSIDE AND OUT
BRAND
PURPOSE
PERSONALITYPROPOSITION
OFFER IMAGE
CAPABILITY CULTURE

16. “It’s still too rare to witness a designer talk
about how their work maps to a mission,
drives a vision forward, or how it is
placed within product architecture... This
should be the norm, not the exception.”
Paul Adams. VP of Product, Intercom
@padday
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17. It’s time for a new equation
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User + Business + Brand = Our Solution

18. Ubiquitous Experiences
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19. SOME
EXAMPLES
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20. Skype
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21. SKYPE HAD A PERCEPTION PROBLEM WITH
CUSTOMERS
HOW SKYPE THOUGHT
ABOUT ITS OFFER
HOW CUSTOMERS
THOUGHT ABOUT SKYPE

22. WHAT WE DID

23. ARTICULATED A CLEAR ROLE IN
CUSTOMERS LIVES
WITH THE PEOPLE
THAT MATTER TO YOU
Strong ties
Family
Friends
Close colleagues
Weak/temporary ties and
extended network when relevant
ALWAYS
ACCESSIBLE
Desktop
Mobile
TV
Web
SEPARATED BY
Another room
Different cities
Different countries
Distance
DUE TO
Cost
Circumstances
Technology
EVERYDAY
ACTIVITIES
Catching up
Learning
Watching
Discussing
Working
Etc…
SKYPE IS FOR:
DOING THINGS
TOGETHER,
WHENEVER
YOU’RE APART

24. USED THAT ROLE AS A STARTING POINT
FOR…
Brainstorming new product ideas
Running a training workshop
Welcoming a new team member
Crafting a new value proposition
Launching a new product
Writing copy for a campaign
Redesigning digital touchpoints
Developing a shortlist of names
Creating useful in client interventions
Coming up with a go to market plan
Explaining the world of Skype
Briefing partners and agencies

25. GOT THE ELEVATOR PITCH SINGING
SIMPLIFYED HOW THEY PRESENTED THE OFFER
CREATED A USER JOURNEY THAT
MADE SENSE INSIDE AND OUT
BUILT USEFUL TOOLS AND PROCESSES
DROVE THE LEADERSHIP AND COMPANY STORY
THE BRAND STRATEGY THEN…

26. DESIGNED AN EXPERIENCE FOR THE
EVERYDAY

27. MORE THAN
DOUBLED THE
NUMBER OF ACTIVE
USERS USING SKYPE
EACH MONTH

28. INCREASED
THE ACTIVITY
OF THOSE USERS
DOING 40% MORE
THINGS TOGETHER

31. Recognition from the CEO

32. Virgin Atlantic
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47. TO CONCLUDE
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48. Things you should now own…
• UX and brand working as a creative partners;
• The need to understand a company's mission, it's purpose and
values;
• Collaboration with the brand team;
• Demanding more than the visual guidelines;
• The discipline to meet another set of requirements.
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49. THANK YOU@sarahbear28
sarah.morris@wolffolins.com
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