“Creative projects are rarely the result of a single person’s efforts […] Technologically, it is not hard to launch an object into space. Emotionally, it has been difficult.”
Source: vimeo.com
You must know this inside and out in order to encapsulate the brand and communicate it effectively from the beginning.
Brand Experience in User Experience Design,
http://www.uxmatters.com/mt/archives/2006/07/brand-experience-in-user-experience-design.php
http://www.uxmatters.com/mt/archives/2006/07/brand-experience-in-user-experience-design.php
Source: uxmatters.com
The Fogg Behavioral Model
Another great resource from SXSWi is the Fogg Behavioral Model, which was the basis for a good portion of Jason Hreha’s session “High On Line: Applying Psychology to Web Design”. The model basically states that 3 factors must be present to persuade a user to execute a behavior (such as register for an event, sign up for a newsletter, etc). These factors are motivation, ability, and the presence of a trigger.
The link above is to the 7-page PDF detailing the model. Audio and visuals from the SXSWi session can be found at http://www.persuasive.ly/post/19550716406/slides-from-my-sxsw-presentation
Source: behaviormodel.org
Brands as Patterns
I started SXSWi out this year by attending a session that expanded on this short essay. In the essay, Marc Shillum of Method presents a new way of looking at brand, ultimately providing a responsive concept that takes into account new mediums and the fact that we no longer have full control over our brand. Social media has provided the user with a voice and thus stake in our brand, which must be taken into account. The brand must constantly move forward and evolve, adapting and responding to user needs to remain relevant.
