the visual interface is now your brand

› Nick Myers @nickmyer5

The visual interface is now your brand

TODAY’S CHALLENGES : VISUAL INTERFACE CONSIDERATIONS : IDEAS FOR CREATING MEMORABILITY : COLLABORATING WITH EXECS

More customer interactions are now digital

Expectations are now higher

Expectations are now higher

User experiences have improved

Products are now more usable

RIP FLIP

Competition is now greater. “Intuitive” is not a differentiator

www.flickr.com/photos/retrocactus/4949516534/

Design is more strategic

How do we respond to higher expectations, massive challenges, and also stand out?

First…

A strong brand creates competitive advantage

Brands are defined by a customer’s experience

We now have greater influence on the brand

Considerations for visual interface design

Software is not fashion

http://www.flickr.com/photos/ham-hock/3698805401/

Software needs to feel timeless

2001 2009

Digital products are more complex

The visual system must be more precise

Fewer opportunities to present an identity

The identity lives in the details

To master the details we must understand physical form

www.flickr.com/photos/daunphilipp/74231709/

We should understand light, shadow, and material

But these ideas need not be overused

The visual design should reflect the experience

Screens are smaller

The interface is fading. Interactions, motion have greater influence on the experience

www.flickr.com/photos/kjd/537496939/

Defining and creating a memorable experience

Business objectives User needs Brand guidelines

Understand

A workshop helps define the experience more vividly

Examples bring life to the conversation

Everyone agrees to an ideal experience

The experience is defined

Explore the visual language

Ini%al  impressions  

Explore identity in context

Abstract visual studies from real behavior

Signature interactions can differentiate and add delight

Amazingly good Amazingly bad

www.flickr.com/photos/cote/4675658738/ www.flickr.com/photos/dennis_goedegebuure/5106346683/

Design  pa1erns  aren’t  memorable  

Conflict between unique vs. usable

Signature interaction: core experience, generate as a team, style, prototype

Visual designers need to be more strategic

Executives are more involved

www.flickr.com/photos/15918528@N00/3639993517/

Interview them early

www.flickr.com/photos/reneeanddolan/655727824/

Use personas to reduce subjectivity

Use experience attributes to maintain focus

Sell  what’s  great  about  it  Sell your idea, share the story

Closing thought

› Continue the conversation

@nickmyer5 @cooper

Contact Cooper for strategy + design

User research, domain Research, and analysis

Education and mentoring

Product strategy and service strategy

Interaction design and service design

Visual design and branding

Prototyping and development

+1 415 267 3500 business@cooper.com