Your brand is the sum of its interactions

!

Your brand is the sum of its interactions. !

Christopher Fahey SVP Product and User Experience Big Spaceship !

@chrisfahey

HELLO FROM

Brooklyn

Christopher Fahey SVP Product and User Experience Big Spaceship @chrisfahey

Christopher Fahey SVP Product and User Experience Big Spaceship @chrisfahey

Your brand is the sum of its interactions.

Digital?

• Digital Advertising (banners, pre-rolls, native content) • Messaging (email, SMS, device notifications) • Social media (regardless of platform) • Websites • Apps (desktop and devices, games and utilities) • Device interfaces (wearables, peripherals, appliances)

Digital Channels


Digital Channels

More robust interactions!

The Digital Channel

Digital Brands

Digital Brands(not-quite-so)

Digital Crap

Digital Crap =

Experimentation

Ecommerce

Museums

15%

85%

of all brand interactions

happen at the museum

of all brand interactions

happen on the web site

Automotive

bmwusa.com

GENIUS APP

Genius Program

Driver’s Guide & Owners Manual

Purchase Intent

I Think I Know

What I Want

I Found My Dream BMW

PurchaseLease

Renewal or Purchase

Easy discovery of product knowledge

Product problem solving

Dealer Website

MyBMW Account

Advertising

Brand Communications

“Digital First”

“If you build it, they will come.”

“If you build it and tell them about it,

they will come.”

Collaboration

STRATEGY DESIGN/UX TECHNOLOGY CLIENT SERVICES

STRATEGY DESIGN/UX TECHNOLOGY SOCIAL MEDIA & CONTENT

DATA & ANALYTICS

Your brand is the sum of its interactions.


Digital Channels

A brand interaction is a value exchange.

Everyone is a user.

Everyone is a user.

contributor visitor

fan customer

viewer !

buyer seller

employee patient citizen

Everyone is a user.

User Experience Design

Marketing as Interaction Design


Facebook Organic Search










Sonos


Google

From interruptions to interactions

Calm Technology

Technology should require the smallest amount of our attention. !

Technology should inform and encalm. !

Technology should make use of the periphery. !

Amplify the best of technology and the best of humanity.

Calm Technology

Be human.

– Alan Cooper

If we want users to like our software, we should design it to behave like a likeable person.”

“

“Embodied Interactions”Ubiquitous Computing

The increased availability of computers and networks via mobile devices, embedded interfaces, and public data sources.

Tangible Computing Interfaces that are more physically intimate with us and respond to direct interactions, like touch, gesture, and speech.

Social Computing Electronic systems that connect us to friends, family, and interesting, like-minded people.

Being Human

Brand interactions must be sensitive.

Data is a creative input.

Being Human

Brand interactions must be intimate.

Being Human

Brand interactions must have personality.

Being Human

Brand interactions must be smart.

Use Data!

Interactions take time...

Interactions take time... So please don’t waste people’s time.

Become more symmetrical. Make value exchanges.

– William Morris, 1880

Have nothing in your houses that you do not know to be useful or believe to be beautiful.”

“

Bad Data

Hypothesis-Based Design

Test everything.

Test everything.

Imagine your digital future across all touchpoints.

Imagine your brand’s interactions in five years.

Imagine what today’s kids will expect to be able to do with your brand.

Start now. Go.

THANKS!