Re: How to accomodate your company's user experience strategy with vended products

> Or, my shorthand....brand does not drive experience...it has little to 
> do
> with experience beyond being the shorthand for recalling all the 
> 'things'
> people associate with that shorthand

I suggest that brand does, in fact, drive experience. It helps 
organizations answer the question of, "what KIND of experience should 
we deliver?" This is an important question to the business, as it 
clarifies how an organization differentiates itself from the 
competition. And that's something it wants to do.

For instance, I've been working with a client whose brand stands for 
ideas such as "agile" and "assured". These concepts have been valuable 
inputs to the design of both the company's website and its flagship 
software product -- and not just at the aesthetic level, but at the 
functional and architectural level (i.e., interaction design). With 
guidance from the brand, we've created products whose behaviors evoke 
these specific attributes. And in the end deliver a certain KIND of 
experience that's different from the competition.

Considerations of brand help you to go beyond simply offering a "good 
customer experience". They help you offer a good experience that's 
uniquely yours.

-- 
Robert Barlow-Busch
Interaction Design Group
Quarry Integrated Communications Inc.
[email protected]
(519) 570-2020

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