the visual interface is now your brand
TRANSCRIPT
› 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
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+1 415 267 3500 [email protected]