Abstract: Why do certain products create passionate users while others struggle to gain traction? Is it Design? Usability? Simplicity? No. It’s branding. Branding isn’t just the purview of the marketing team anymore. In today’s crowded marketplace, making a product that works--or even works well--is no longer good enough. User Experience Branding is a process that helps build loyal customers and brand ambassadors by integrating our brand experience with our user experience.
Tailored for anyone involved or interested in the product development process, at any experience level, from CEOs to designers and developers, this talk will cover the role of emotion within the decision-making process and how influencing a user’s emotions during a product experience translates to brand loyalty. I’ll explain the fundamentals and purpose behind branding and why we need to focus on it more when designing experiences. I'll demonstrate, with examples, how certain product organizations stay ahead of their competition by curating their brand. Finally, I’ll offer some quick tips for building your brand through your product, called Branding Moments, designed for Lean/Agile teams to execute swiftly, that they can start implementing immediately.
Learning Outcomes: - Why minimum viable products are no longer viable
- Why certain products develop loyal users and others fail to gain traction
- How emotions influence decision-making
- The role of emotion in branding
- Why the way we execute branding has had to change in the face of Lean/Agile
- Why incorporating brand into your experience is critical
- How to turn users into loyal customers
- Tactics for applying User Experience Branding within your experience
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