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› Nick Myers @nickmyer5
The visual interface is now your brand
TODAY’S CHALLENGES : VISUAL INTERFACE CONSIDERATIONS : IDEAS FOR CREATING MEMORABILITY : COLLABORATING WITH EXECS
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More customer interactions are now digital
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Expectations are now higher
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Expectations are now higher
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User experiences have improved
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Products are now more usable
RIP FLIP
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Competition is now greater. “Intuitive” is not a differentiator
www.flickr.com/photos/retrocactus/4949516534/
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Design is more strategic
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How do we respond to higher expectations, massive challenges, and also stand out?
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A strong brand creates competitive advantage
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Brands are defined by a customer’s experience
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We now have greater influence on the brand
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Considerations for visual interface design
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Software is not fashion
http://www.flickr.com/photos/ham-hock/3698805401/
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Software needs to feel timeless
2001 2009
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Digital products are more complex
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The visual system must be more precise
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Fewer opportunities to present an identity
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The identity lives in the details
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To master the details we must understand physical form
www.flickr.com/photos/daunphilipp/74231709/
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We should understand light, shadow, and material
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But these ideas need not be overused
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The visual design should reflect the experience
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Screens are smaller
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The interface is fading. Interactions, motion have greater influence on the experience
www.flickr.com/photos/kjd/537496939/
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Defining and creating a memorable experience
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Business objectives User needs Brand guidelines
Understand
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A workshop helps define the experience more vividly
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Examples bring life to the conversation
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Everyone agrees to an ideal experience
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The experience is defined
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Explore the visual language
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Ini%al impressions
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Explore identity in context
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Abstract visual studies from real behavior
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Signature interactions can differentiate and add delight
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Amazingly good Amazingly bad
www.flickr.com/photos/cote/4675658738/ www.flickr.com/photos/dennis_goedegebuure/5106346683/
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Design pa1erns aren’t memorable
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Conflict between unique vs. usable
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Signature interaction: core experience, generate as a team, style, prototype
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Visual designers need to be more strategic
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Executives are more involved
www.flickr.com/photos/15918528@N00/3639993517/
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Interview them early
www.flickr.com/photos/reneeanddolan/655727824/
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Use personas to reduce subjectivity
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Use experience attributes to maintain focus
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Sell what’s great about it Sell your idea, share the story
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› Continue the conversation
@nickmyer5 @cooper
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Contact Cooper for strategy + design
User research, domain Research, and analysis
Education and mentoring
Product strategy and service strategy
Interaction design and service design
Visual design and branding
Prototyping and development
+1 415 267 3500 [email protected]