Brand Boosting with UX Design

14 / 11 / 2014

T h o m a s F o g a r a s y

I. Brand & UCD II. How not to ruin your brand. Some design concepts:

1. Lower your walls 2. Emotion Design 3. Dark UX 4. Sympathy

User Centered Design & Brands• UCD is about designing for humans instead of

demographics (UX research, user testing)

• With the rise UX of social media platforms, global brands had to face their costumers like never before

• The UX expectation of any product is rising, Service Design is emerging

1I. How not to ruin your brand

Lower your wallsGetting rid of non-essential content and chrome

Reduce frustration by reducing friction: Fewer input fields raise conversions and accelerate growth.

https://vwo.com/blog/career-advice-and-ab-testing/

+ 35%

https://vwo.com/blog/removing-distractions-increased-conversion-rate/

+ 105%

“Don’t make me think” Fewer navigational options increase (landing page) conversions

Measuring Following the users attention and needs.

II.

Emotion DesignEmpathy feeds brand loyalty

Mammals are biophilic.

We are constantlyseeking patterns of Life itself.

Even in things we see ourselves.

WE LOVE AND AREDRAWN TO LIVING THINGS.

We acceptpersonalities of brands and products, because it’s in our nature.

Nike App / Brand Persona: A strict but friendly coach.

we are more forgiving with cute personas

readme.io

There’s only one rule:

“Never go full retard.” a brand persona must not be perfect, god-like or goofy.

2.

Dark UXManipulative design patterns that will bring short-term growth but harm your brand.

Larger brands often fall to the dark side.

• Primary proceed button (CTA) on GoDaddy puts more stuff in your cart

• Java is notorius for it’s toolbar checkbox. They just won’t give up.

Never too late to get rid of bad UX, bad design, or bad brand strategies.

skeletorislove.tumblr.com/

gaining trust and loyalty through humble design

3.

Sympathy

The mindset, that will survive.

Faces are powerful on the web. Either way.

(fake smiles generate tension)

paulekman.com

Takeaways

• UX expectations are rising, keep an eye on emerging paradigms, like UCD and Service Design.

• Emotion Design is not about manipulation, it’s the way we communicate and design more familiar and more appealing products.

• Engagement with your costumers can be fun with UXD :)

Thank you! @thomasfogarasy

fogarasy.com