Comments on: UX: The New Brand Leaders http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/ It's all about interaction Fri, 26 Apr 2013 13:38:39 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Zoomy http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/#comment-120398 Zoomy Wed, 03 Apr 2013 14:11:05 +0000 http://johnnyholland.org/?p=17341#comment-120398 I love the slogan 'It’s Time for the UX Community to Toughen Up'. I am one of the UX ppl, also one of the ppl who get frustrated when brand does not cooperate. It is true that the traditional way of defining a brand does not include a holistic digital world whereas UX ties into digital brand deeply. However, I also think UX != brand when consider the company structure. To create a good UX, it needs strong support from a whole technical team, a company culture, and service design team if the product is A service. Usually the brand was created before UX exists, UX can involve the brand evolution but can't decide. I more reckon the UX has spirit of the brand, but can not be part of the brand. Think of how your brand lead likes, can your UX lead replace the role? Or you are asking for a person who has the both responsibilities or qualifications? In theory, yes, but is there a way to execute it? My conclusion of this is as a stakeholder or whoever is seeking for a UC product, it is a warning of digital brand position. As a UX person, it is a good reminder of get yourself a cup of tea and sit down with the brand guys. Bear in mind that brand is focusing on personality which can be a bad ass person but draw most attentions, whereas UX is focusing on usability and problem solving which has to be a good person. I love the slogan ‘It’s Time for the UX Community to Toughen Up’. I am one of the UX ppl, also one of the ppl who get frustrated when brand does not cooperate. It is true that the traditional way of defining a brand does not include a holistic digital world whereas UX ties into digital brand deeply.

However, I also think UX != brand when consider the company structure.

To create a good UX, it needs strong support from a whole technical team, a company culture, and service design team if the product is A service. Usually the brand was created before UX exists, UX can involve the brand evolution but can’t decide. I more reckon the UX has spirit of the brand, but can not be part of the brand. Think of how your brand lead likes, can your UX lead replace the role? Or you are asking for a person who has the both responsibilities or qualifications? In theory, yes, but is there a way to execute it?

My conclusion of this is as a stakeholder or whoever is seeking for a UC product, it is a warning of digital brand position. As a UX person, it is a good reminder of get yourself a cup of tea and sit down with the brand guys. Bear in mind that brand is focusing on personality which can be a bad ass person but draw most attentions, whereas UX is focusing on usability and problem solving which has to be a good person.

]]> By: Dan http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/#comment-120329 Dan Wed, 20 Mar 2013 04:40:41 +0000 http://johnnyholland.org/?p=17341#comment-120329 Our marketing marketing once told a group (myself incuded) that "really, user experience should report to marketing, since marketing is all about brand". I just smiled. :) Our marketing marketing once told a group (myself incuded) that “really, user experience should report to marketing, since marketing is all about brand”.

I just smiled. :)

]]> By: Apple’s Human Interface rejects skeuomorphism | Richard Patey http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/#comment-119519 Apple’s Human Interface rejects skeuomorphism | Richard Patey Fri, 09 Nov 2012 16:15:02 +0000 http://johnnyholland.org/?p=17341#comment-119519 [...] just the physical design – should make iOS products far more of a human experience, after all design spawns from use which manifests from UX - and help to increase Apple’s brand equity to become the world’s highest value brand [...] [...] just the physical design – should make iOS products far more of a human experience, after all design spawns from use which manifests from UX - and help to increase Apple’s brand equity to become the world’s highest value brand [...]

]]> By: Remote Usability Testing – Brand = Experience http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/#comment-119447 Remote Usability Testing – Brand = Experience Tue, 23 Oct 2012 18:27:16 +0000 http://johnnyholland.org/?p=17341#comment-119447 [...] love the recent article, “UX: The New Brand Leaders” on JohnnyHolland by Andrew Heaton. It’s true that brands are more and more [...] [...] love the recent article, “UX: The New Brand Leaders” on JohnnyHolland by Andrew Heaton. It’s true that brands are more and more [...]

]]> By: Philip Bonhard http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/#comment-119422 Philip Bonhard Mon, 15 Oct 2012 12:43:49 +0000 http://johnnyholland.org/?p=17341#comment-119422 Hi, I'm sorry, but I'll be the first person to disagree with your post. Brand is most certainly not the experience. The user experience of any given product / service will influence how you feel about a brand, but it's the product / service itself that determines that. Brand is something that is sold to consumers through marketing / advertising. User experience is what the user experiences when using the product / service. UX designers should focus on creating great products and brand can then be a by product of that. I'm pretty sure that neither Steve Jobs nor Johnny Ive set out to create an amazing brand. They set out to create amazing products. PS.: this is the second time I'm writing this comment, the first time I didn't answer your silly "Does Johnny love you question" and got an error message, thus losing my previous post ... ts ts ts PPS.: this is the third time I'm adding this post, but this time I was smart and copied and pasted the article before submitting. For a blog about interaction and UX, you frustrate your users quite a bit with this silly feature Hi,

I’m sorry, but I’ll be the first person to disagree with your post.

Brand is most certainly not the experience. The user experience of any given product / service will influence how you feel about a brand, but it’s the product / service itself that determines that.

Brand is something that is sold to consumers through marketing / advertising.

User experience is what the user experiences when using the product / service.

UX designers should focus on creating great products and brand can then be a by product of that.

I’m pretty sure that neither Steve Jobs nor Johnny Ive set out to create an amazing brand. They set out to create amazing products.

PS.: this is the second time I’m writing this comment, the first time I didn’t answer your silly “Does Johnny love you question” and got an error message, thus losing my previous post … ts ts ts

PPS.: this is the third time I’m adding this post, but this time I was smart and copied and pasted the article before submitting. For a blog about interaction and UX, you frustrate your users quite a bit with this silly feature

]]> By: Emiel http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/#comment-119420 Emiel Sun, 14 Oct 2012 07:25:38 +0000 http://johnnyholland.org/?p=17341#comment-119420 Nice read and thumbs up for the inspiration! And although stating that "brand = experience" isn't really eye opening :-), I agree that UX has a vital role in delivering that experience. On the other hand, isn't that what Marketing - if played right - also does? Or at least should do? True, marketeers often tend to include the organisation's goals in their equation too (maybe even too much sometimes), but they traditionally are the ones 'representing' the user and his needs. Then again, they have never been the ones 'designing' that experience. For me that's where the big difference lies. Also, saying that "all branded interaction is digital" leaves too much of the other channels out if you ask me. Sure the customer's focus tends more and more towards the digital channels, but we should not make the mistake to leave important 'experience channels' like customer contact centers, physical stores and the product itself out. The real customer journey covers all touchpoints between 'brand' and 'user', not just the digital ones! A UX Designer should always keep that in mind. And in contrast to what Abhijit says, the sales funnel too is part of the user experience, and a vital one! Whether it's the online funnel, the offline dialogue or the instore route. The experience (which WILL be different for each channel or 'touchpoint') should result in the same overall sentiment with the user/customer. So yes we - the UX Designers (or whatever we call ourselves) - should definitely pickup the glove (I'm not sure that's even correct English ;-)) and start our 'reign' on creating and maintaining meaningful, even remarkable customer experiences. And if we play our cards rights, those experiences expand all channels the customer choses to use. Nice read and thumbs up for the inspiration! And although stating that “brand = experience” isn’t really eye opening :-) , I agree that UX has a vital role in delivering that experience. On the other hand, isn’t that what Marketing – if played right – also does? Or at least should do? True, marketeers often tend to include the organisation’s goals in their equation too (maybe even too much sometimes), but they traditionally are the ones ‘representing’ the user and his needs. Then again, they have never been the ones ‘designing’ that experience. For me that’s where the big difference lies.
Also, saying that “all branded interaction is digital” leaves too much of the other channels out if you ask me. Sure the customer’s focus tends more and more towards the digital channels, but we should not make the mistake to leave important ‘experience channels’ like customer contact centers, physical stores and the product itself out. The real customer journey covers all touchpoints between ‘brand’ and ‘user’, not just the digital ones! A UX Designer should always keep that in mind.
And in contrast to what Abhijit says, the sales funnel too is part of the user experience, and a vital one! Whether it’s the online funnel, the offline dialogue or the instore route. The experience (which WILL be different for each channel or ‘touchpoint’) should result in the same overall sentiment with the user/customer.
So yes we – the UX Designers (or whatever we call ourselves) – should definitely pickup the glove (I’m not sure that’s even correct English ;-) ) and start our ‘reign’ on creating and maintaining meaningful, even remarkable customer experiences. And if we play our cards rights, those experiences expand all channels the customer choses to use.

]]> By: Scott http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/#comment-119410 Scott Thu, 11 Oct 2012 17:35:36 +0000 http://johnnyholland.org/?p=17341#comment-119410 Of course I (and the rest of us) agree; we're UX people ;) I wrote a very similar post last year: http://www.adjustafresh.com/2011/03/01/creative-directors-are-so-20th-century/ Of course I (and the rest of us) agree; we’re UX people ;) I wrote a very similar post last year: http://www.adjustafresh.com/2011/03/01/creative-directors-are-so-20th-century/

]]> By: Abhijit Thosar http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/#comment-119407 Abhijit Thosar Thu, 11 Oct 2012 02:17:22 +0000 http://johnnyholland.org/?p=17341#comment-119407 Fully agree! REAL Customer Experience starts at the end of sales funnel! That is the real test of your brand and moment of truth... Marketing/Advertising has done its' job if they get users to this point on digital channels... rest of experience is UX driven! Fully agree! REAL Customer Experience starts at the end of sales funnel! That is the real test of your brand and moment of truth…

Marketing/Advertising has done its’ job if they get users to this point on digital channels… rest of experience is UX driven!

]]> By: Holly Kennedy http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/#comment-119405 Holly Kennedy Wed, 10 Oct 2012 11:47:04 +0000 http://johnnyholland.org/?p=17341#comment-119405 This very topic came up at a #uxdebate last night in London in relation to a well-weathered responsive design discussion. In short, users are not necessarily looking for the same content with each context of use but they ARE looking for the same brand experience. Brand IS experience and I do believe clients are beginning to understand this, even if these aren't the exact words that are used. This very topic came up at a #uxdebate last night in London in relation to a well-weathered responsive design discussion. In short, users are not necessarily looking for the same content with each context of use but they ARE looking for the same brand experience. Brand IS experience and I do believe clients are beginning to understand this, even if these aren’t the exact words that are used.

]]> By: Greg Dunn http://johnnyholland.org/2012/10/ux-the-new-brand-leaders/#comment-119404 Greg Dunn Wed, 10 Oct 2012 10:39:06 +0000 http://johnnyholland.org/?p=17341#comment-119404 I agree that UX and brand experience are definitely intertwined. This is a good article that inspires thought. Still, I'm left wondering a little bit about the direction of the article. What is the new role that UX is supposed to take? Are we (UX) taking over what is traditionally seen as marketing? Why or what is it that requires us to toughen up? It's all a little vague to me. Consider this article by John Wood (Goldsmith's University, London), http://bit.ly/VKCbeT. As a profession, we need to come together and figure out standard approach to UX and what it really is that we bring to society before we take on roles traditionally held by other professions, if that is what's being proposed here. Bottom line, we need to think bigger than just brand and UX, like how our creations fit into eco-systems and how the proposition of these creations enter into an exchange of communications with our end-user, wherein branding is only one aspect of these communications. I agree that UX and brand experience are definitely intertwined. This is a good article that inspires thought.

Still, I’m left wondering a little bit about the direction of the article. What is the new role that UX is supposed to take? Are we (UX) taking over what is traditionally seen as marketing? Why or what is it that requires us to toughen up? It’s all a little vague to me.

Consider this article by John Wood (Goldsmith’s University, London), http://bit.ly/VKCbeT.

As a profession, we need to come together and figure out standard approach to UX and what it really is that we bring to society before we take on roles traditionally held by other professions, if that is what’s being proposed here.

Bottom line, we need to think bigger than just brand and UX, like how our creations fit into eco-systems and how the proposition of these creations enter into an exchange of communications with our end-user, wherein branding is only one aspect of these communications.

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