BRAND EXPERIENCEDESIGN

A Bit About Me• Father and Dad to Scout, Daisy, and Indiana

• President of Kristian Andersen + Associates

• Founder of Pathagility

• Founder of TinderBox

• Founder of Gravity Ventures

• Lives in Arkansas, works in Indy

What Is Experience Design?

The practice of designing products, processes, services, events, and environments - based on the consideration of an individual’s or group’s needs, desires, beliefs, knowledge,

skills, experiences, and perceptions.

"The product is the brand. You build brand in our industry through the

product and the experience."

—Jim Wicks, Motorola, 2006

What I Believe

The interface is the product is the brand is the experience is the interface.

Who Designs Experiences?VISUAL DESIGNERS INTERACTION DESIGNERS

INTERFACE DESIGNERS INFORMATION ARCHITECTS

SOFTWARE DEVELOPERS PRODUCT MANAGERS

BRAND MANAGERS COPY WRITERS

CUSTOMER SUPPORT SALES REPRESENTATIVES

CEO / CMO / MANAGERS USERS / CUSTOMERS

UX IS LESS OF A DISCIPLINE AND

MORE OF A PHILOSOPHY

“At best, User Experience is a common awareness, a thread that ties

together people from different disciplines who care about good

design, and who realize that today’s increasingly complex design

challenges require the synthesis of different varieties of design

expertise.”

Lou RosenfeldUX book publisher at Rosenfeld Media

UX + Brand StrategyA customers’ perception of a brand is driven, in large part, by the experience manifest in all customer touch points.

The brand is represented by all customer touch points – retail, sales, product, utilization, support, etc.

The experience is comprised of all customer touch points – retail, sales, product, utilization, support, etc.

“UX isn’t a layer or component of a product or service. It’s really about

the design of whole systems and their interconnections.”

Andrew HintonSr. Information Architect at Vanguard

THE BUSINESS OF UX –!IS BUSINESS.

UX + Value PropositionThe Value Proposition is the reason why customers turn to one company over another. It solves the customers problem or satisfies a customer need.

• UX helps discover it.• UX helps define it.• UX helps design it.• UX helps deliver it.

UX TRANSCENDS SOFTWARE

Experience-as-a-ServiceServices represent between 60% - 70% of GDP of most industrialized nations.

Increasingly products are being combined with services. Experience design must account for both.

Services have interfaces and someone has to design them.

SOME WORK

AFEWSIMPLEFACTS

The truth about how your body works, and how you can gain control over your weight, energy and happiness.

by John Porten

Twitter: kristianindyeMail: kristian@kaplusa.comLinkedIn: linkedin.com/in/kandersen1Web: kaplusa.com