Beyond Image: Brand As Experience Bridget Fahrland Fry, Inc. 1/30/04

Beyond Image: Brand As Experience

Bridget FahrlandFry, Inc.1/30/04

Page 2© 2004 Fry, Inc.Everything it takes™

AGENDA Why Is Experience Important?

Not Just For Kicks: The Goals Behind Experience

The Creative Process: How To Build Experiences

You Be The Judge: Assessing Experiences

A Word On .Org Experiences

Questions


Stage 1: Limited Image


Stage 2: Image Without Interaction


Stage 3: Experience


Image Vs Experience

An image conveys an emotion visually. It is a passive, one-way experience.

A true experience engages the user by requiring interaction. The best experiences have a purpose that meets the user needs and helps the company/organization accomplish its goals.

Experience is more than sound and animation. It is a culmination of creative, usability, and technology.

Sites that create an experience will be more successful.


Not Just For Kicks: Common Site Goals

Sell Something

Experience aids user in buying process

Build Loyalty

Experience encourages repeat visit/purchase -- instills good feeling about the brand

Increase Brand Awareness

Experience immerses user in brand and/or enables viral marketing


Experience Sells


Experience Builds Loyalty


Experience Increases Brand Awareness


On A Good Day, It Does All Three


How To Build Experiences That Matter

Prioritize Site Goals

Understand User Needs

Identify Key Brand Attributes and Messages

Ensure Experience:

– Furthers Business Goals

– Meets User Needs

– Captures Brand Essence

Involve Creative, Information Architecture, and Technology


You Be The Judge: Fructis


You Be The Judge: Lego


You Be The Judge: Levis


A Word On .Org Experiences(you know, the stuff that really matters)


Experience As Action Not Entertainment


&AQ

Documents

Beyond Image: Brand As Experience Bridget Fahrland Fry, Inc. 1/30/04