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Empowering brands through better UX

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This presentation explores how brands can improve their proposition and become more relevant through embedding user experience (UX) and innovation within their vision and culture.

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Empowering brands through better UX

  1. 1. ARKETING gy, analytics and optimisation BRAND STRATEGY TECHNOLOGY PROCESS Project manageme agile operatio USER CENTRED DESIGN User experience research, architecture and design CULTURE People focused performance DIGITAL TRANSFORMATION Empowering brands through better UX DANNY BLUESTONE // CEO & FOUNDER // CYBER DUCK
  2. 2. Introduction - Brand strategy - User experience - Innovation Summary TODAY
  3. 3. HELLO. I AM DANNY.
  4. 4. We deliver transformation powered by user-centred design, data and technology. It’s a Cyber-Duck thing. WEB & APP TECHNOLOGY USER EXPERIENCE + + MARKETING CAMPAIGNS BRAND STRATEGY+ = DIGITAL TRANSFORMATION
  5. 5. Your world has changed. People are craving experiences that are seamless, personal and inspiring. @ People want seamless and inspiring experience IN 20 MINUTES 21
  6. 6. The Medical journal group BioMed Central has been rebranded as BMC, in a bid to help the brand feel more “human and tangible”. WHAT SHOULD A NEW BRAND AIM TO ACHIEVE?
  7. 7. Which interface is more human? WHAT SHOULD A NEW BRAND AIM TO ACHIEVE?
  8. 8. WHAT SHOULD A NEW BRAND AIM TO ACHIEVE? Does the directory feel 'human’?
  9. 9. BRAND STRATEGY CONTENT STRATEGY DESIGN STRATEGY TECH STRATEGY A FORWARD-THINKING BRAND STRATEGY • Ongoing persona research to map out design opportunities • Leverage on data to blend quant and qual into marketing • An evolving design system • Test driven design as a cornerstone for all features • Identifying integrations and technological enhancements • Automation within back-office • Define the mission • Create a brand architecture based on your objectives • Clarify the personality, behaviour and communication • Identify user journeys, gaps and goals • Create personalisation based on micro-moments • Define content governance
  10. 10. BRAND STRATEGY
  11. 11. WHERE BRANDS ARE GOING
  12. 12. BRAND POSITIONING. WHAT SORT OF BRAND ARE YOU? Which brand is more authentic?
  13. 13. BUILD TRUST THROUGH CONTENT * Elizabeth Sillence (2004): Health website study 83% of users rejected websites due to poor design 74% of users trust websites due to content over design*
  14. 14. Pathos Inner desires
 Scarcity Logos Factual info Consistency Ethos
 Social proof
 Authority THE POWER OF PERSUASION OUR ANALYTICAL BRAIN OUR EMOTIONAL BRAIN OUR PRIMITIVE, TRUSTING BRAIN
  15. 15. BUILD YOUR BRAND THROUGH DATA The nice guys often finish last! Villainous characters do surprisingly well in both kids and action genres.
  16. 16. A brand needs an essence, narrative and ‘integrative’ innovation. What brands can your brand integrate with? 1. Personality
  17. 17. Unique brands that are context and content ‘adaptive’ win the customer centricity battle. Is your brand ‘digital first’? 2. Behaviour
  18. 18. Bake in social connectivity to drive growth hacking. Have a ubiquitous presence across channels, linking
 to the ‘real world’. Is your brand truly CRM driven? 3. Communication
  19. 19. USER EXPERIENCE
  20. 20. THE UX MINDSET Trained on design heuristics and human psychology. They balance business goals with the user’s needs
  21. 21. WHY PERSONAS ARE KEY ‘Personas thinking’ helps you to segment and understand each unique audience and find better product, UI, marketing and content opportunities
  22. 22. PLANNING UX MICRO-MOMENTS FOR MARKETING https://www.cyber-duck.co.uk/insights/micro-moments-wheel-how-to-map-your-customer-journeys
  23. 23. TESTING, TESTING AND TESTING As part of branding and UX, its essential to test key messages and designs throughout the design process and ‘feed off’ real personas.
  24. 24. PERSONALISATION Personalisation happens when the system curates the information, functionality or content to user’s needs Segmentation (based on personas and objectives) CRMCustom content (or functionality defined) CMS
 Personalised 
 website experience Personalised 
 app experience Personalised 
 channel experience (social, print etc’) Custom content and functionality served Feedback loop to CRM based on analytics Personalised content created 1 2 3 Which users get what content or features Parsing content and features
  25. 25. UX PLAYBOOKS Summarises the vision, user on-boarding and customer experience. It provides a manual to empower the team.
  26. 26. DESIGN SYSTEM http://brand.cyber-duck.co.uk
  27. 27. INNOVATION
  28. 28. EXTENDING YOUR BRAND Is innovating your brand using technology part of branding?
  29. 29. USING AI TO EMPOWER USERS Our bots and AI help users to interact with brands https://www.youtube.com/watch?v=pAA4Ar3t1Qg
  30. 30. USING AI TO EMPOWER USERS Our bots and AI help users to interact with brands https://www.youtube.com/watch?v=Wm3VI20agcQ
  31. 31. GROWTH HACKING YOUR PRODUCT User the principles of of persuasion with scarcity and referrals to unleash powerful user acquisition and retention
  32. 32. CONCLUSION
  33. 33. CONCLUSION 1. A brand needs personality, behaviour and communication 2. UX thinking should be embedded in your brand strategy 3. Personalise the user experience and test, test and test 4. Content is king, design is queen and tech is your ace
  34. 34. Thank you! Any questions?

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