Matching experience to the brand
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JAMES MCCONNELL 2013.02.06 MATCHING THE EXPERIENCE TO THE BRAND M-DAYS
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At the Mobile Future conference in Stockholm, 2012, James McConnell shocked the audience with his innovative introduction to his talk. James walked on stage looking somewhat ill, was dressed poorly, mumbled his first few lines and showed what was possibly the worst first slide ever seen at any conference. After a minute he announced that the talk wasn’t working and walked off stage. The audience, murmured to each other and looked confused. A minute later, the lights went down and traditional Scottish music started to play along with a slide showing an idyllic Scottish scene. James walked back on to applause and many smiling faces. He was dressed in his kilt. James made some specific points in his talk which connected to this dramatic start. Brands should be human, authentic and be true to their values and principles across all touch points. The user experience very much defines the brand. You can read the press report (in swedish) here: http://www.mobil.se/nyheter/mobila-betalningar-och-user-experience-i-fokus This presentation is an adaptation of the original talk that was shown at the Mdays conference in Frankfurt. And yes, he wore his kilt there too.
Transcript of Matching experience to the brand
JAMES MCCONNELL 2013.02.06
MATCHING THE EXPERIENCE TO THE BRAND
M-DAYS
SCREEN INTERACTION
KEYWORDS
"3
ORIGINAL ENGAGING AUTHENTIC MEMORABLE
SCREEN INTERACTION
EXPERIENCE CHANGES BRAND PERCEPTION. EXPERIENCE SELLS.
SCREEN INTERACTION
ALIGN THE BRAND INTERNALLY
COMMUNICATE VALUES EXTERNALLY
01 02
SCREEN INTERACTION
AN INTERACTION CREATES UX
WHICH MAKES US FEEL...
WHICH CREATES MEMORIES,
ASSOCIATIONS & STORIES
www.screeninteraction.com
We can make people’s lives easier through the digital products they use.
SCREEN INTERACTION "11
Digital experience
We create digital experiences with three main ingredients:
SCREEN INTERACTION "12
Interface design
We create digital services with three main ingredients:
SCREEN INTERACTION "13
Usability
Interface design
We create digital services with three main ingredients:
SCREEN INTERACTION "14
Development
Interface design
Usability
We create digital services with three main ingredients:
SCREEN INTERACTION "15
SCREEN INTERACTION
SCREEN INTERACTION
BENEFIT RECEIVER
SCREEN INTERACTION
BENEFIT RECEIVER
CUSTOMER
SCREEN INTERACTION "19
Impersonal
Complicated
Confusing
OLD BRAND ASSOCIATIONS
Personal
Simple
Usable
NEW EXPERIENCE REALITY
SCREEN INTERACTION
THE CUSTOMER EXPERIENCE IS THE FULFILMENT OF THE BRAND PROMISE & VALUES.
SCREEN INTERACTION
THERE IS NO HIDING PLACE FOR A BRAND, THANKS TO MOBILE.
FIND EVALUATE AUTHENTICATE SHARE
SCREEN INTERACTION
CHOOSERS, NOT USERS
"22
SCREEN INTERACTION
CASE MOVIE
"23
SCREEN INTERACTION "24
SCREEN INTERACTION
CREATING DESIRABLE EXPERIENCES
SCREEN INTERACTION
STORYTELLING01
SCREEN INTERACTION
AUTHENTIC02
SCREEN INTERACTION
THE SMALL THINGS03
SCREEN INTERACTION
SUMMARY (OR WHY HE WORE A KILT)
1. EXPERIENCE CHANGES BRAND PERCEPTION 2. GIVE THEM A STORY TO TELL 3. BE AUTHENTIC AND HUMAN
SCREEN INTERACTION
www.screeninteraction.com
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THANK YOU
James McConnell UX & Interaction Designer
+46 7 3333 7216
