Design

modern8

as a business tool

I simply believe that design is the principal reason for emotional at-tachment (or detach-ment) to a product or service or experience. Design is arguably the number one determinant of whether a product, service or experience stands out—or does not.” – Tom Peters

DESIGN >Marketing

DESIGN >Branding

Design is the EMOTIONAL connection that makes marketing and branding work.

?DESIGN

Everybody’s a DESIGNER.

Design = Solving Problems

Design vs.“Pretty”

> >Perception Behavior Performance

Target Wal-MartiPod ZuneNike Reebok

Product DesignInterior DesignArchitectureGraphic Design

“Good design is good business”. — Thomas Watson, IBM President

modern8

Perception Branding 5DProcess

d1: Discoverd2: Distilld3: Depictd4: Designd5: Deploy

Client: UCN

Was Buyers UnitedLong distance telephone bundled with other services

UCN Background:

Was Buyers UnitedLong distance telephone bundled with other services

Then United Carrier NetworksReseller of long-distance telephone services

UCN Background:

Was Buyers UnitedLong distance telephone bundled with other services

Then United Carrier NetworksReseller of long-distance telephone services

Then UCNReseller of long-distance telephone services +software for call centers

UCN Background:

Was Buyers UnitedLong distance telephone bundled with other services

Then United Carrier NetworksReseller of long-distance telephone services

Then UCNReseller of long-distance telephone services +software for call centers

(here’s where we came in)

UCN Background:

Was Buyers UnitedLong distance telephone bundled with other services

Then United Carrier NetworksReseller of long-distance telephone services

Then UCNReseller of long-distance telephone services +software for call centers

The new UCN?By this time, the company had become something quite different, focused more on innovative “Software as a Service” (SaaS) for contact centers than on long-distance services.

Needing to adapt their brand strategy, UCN asked us to conduct our Perception Branding 5d Process.

(here’s where we came in)

UCN Background:

d1: discover

What we did

d1: discover

What we did

Interviewed everyone from the President to Chief Technology Officer

Interviewed UCN clients

Audited existing marketing material

Audited marketing material of competition

Discussed topics with prominent contact center industry consultant

d1: discover

What we found

d1: discover

What we found

UCN was unique amongst competitors, specializing in the Software as a Service delivery method. But competitors would undoubtedly pick up on it soon. UCN had to act swiftly and boldly to establish a solid foothold.

The name UCN had very little significance for the new target audience: contact centers.

Although not often recommended, it appeared a name change was needed.

d1: discover

d2: distill

What we did

d2: distill

What we did

Synthesized learnings from interviews and internal / competitive marketing audits.

Conducted adjective and image brainstorm with UCN upper management, to help clarify and depict the brand in non-verbal ways.

Developed overall brand strategy

d2: distill

What we proposed

d2: distill

What we proposed

inContact, UCN’s flagship contact center product, would be the new company name.

Individual product names were ambiguous, and left customers wondering. We suggested more descriptive naming.

We felt the “human” life-blood of call centers needed to be an integral part of the brand. UCN’s products help agents better serve the brands they represent. Thus, UCN offers not just software as a service, but satisfaction.

d2: distill

d3: depict

What we did

d3: depict

What we did

Based on feedback from an adjective and image brainstorm exercise conducted with UCN upper managemement, we developed and presented a Brand Concept Board to visually and verbally represent the brand.

d3: depict

Brand Attributes

d3: depict

Brand Attributes

Creative Empowering Energetic Passionate Supportive Vigorous

Attentive Comprehensive Dedicated Efficient Innovative Integrated Partner Proven Versatile

d3: depict

22 September, 2008

CreativeEmpoweringEnergeticPassionateSupportiveVigorous

AttentiveComprehensiveDedicatedEfficientInnovativeIntegratedPartnerProvenVersatile

We give you the technology to measure, control and improve your brand’s perception through the customer experience.

Satisfaction as a service.

Bright, strait-forward and full of energy. These colors reflect inContact’s dedication to staying on the cutting edge of technology.

Content: Aggressive and innovative. Setting inContact apart from the competition. Clear in message and cohesive as a group.

Look: Modern, strait-forward, and clever. Pho-tographs should reflect the brand personality.

Control

Flexibility

d4: design

logo proposal

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Satisfaction as a Service 801.320.3257 Office 201.709.9142 Fax www.inContact.com 7730 S. Union Park Ave, Suite 500, Midvale, UT 84047

August 15, 2008

Client Individual NameClient Company NameStreet AddressCity, State, Zip

Dear Sir,

Only your printer and your secretaries frequently see a blank letterhead. Everyone else generally views your stationery with a letter typed on it. We therefore always design letterheads with a sample letter in place.

We also keep in mind the typing format while working on the layout.

This letter demonstrates our recommendation for the typing format of your new letterhead. The left margin aligns with ‘Contact’ in the logo. The right margin is set to one inch. The line for the date begins about one-quarter inch underneath the logo mark and is flush left. The letter, salutation and complimentary are all flush left.

The copy is typeset using 10 pt Univers Light Condensed, or Univers 47, which is the same font that is used for your address on the left side of the letterhead.

Sincerely,

Bryan Wilson

bms

ACD

CTI

IVR

WFM

Survey

Training

Network

Control

Reports

801.320.3257 Office

201.709.9142 Mobile

rudy.vidal@incontact.com

7730 S. Union Park Ave, Suite 500

Midvale, UT 84047

Rudy VidalChief Customer Officer

Satisfaction as a Service

logo proposal

2

ACD

CTI

IVR

WFM

Survey

Training

Network

Control

Reports

801.320.3257 Office

201.709.9142 Mobile

rudy.vidal@incontact.com

7730 S. Union Park Ave, Suite 500

Midvale, UT 84047

Rudy VidalChief Customer Officer

Satisfaction as a Service

logo proposal

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logo proposal

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4 Customer Experience

NACD

IVR

CRM

WFM Survey Training

Network Control

R

eports

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inContact CTI

inContact Training

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inContact WFM

Scheduling process leaving you over or understaffed?

There's a better way than the manual way!inContact Workforce Management lets you align your volume needs with agent staffing.

inContact Workforce Management will:Improve forecasting accuracyAutomate shift bids and tradesQuickly identify agents who could potentially fill the need Efficiently communicate the request to selected agents Manage responses to urgent requestsEnable real-time adherence tracking

www.inContact.com

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InContact

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Final Logoand Stationery

email: randall@modern8.comweb: modern8.comblog: modern8.com/blogtwitter: @modern8