Archive for 2012
I just accepted a position with 4moms, an incredible Pittsburgh-based product development start-up. Watch more about them here!
The goal of this presentation to corporate executives was to cast vision for improving customer loyalty. Creating quality products simply isn’t enough in today’s cut-throat business climate. Rather than joining the race to the bottom, what if we could change our value proposition to customers? What if we can make customers love us so much that they will (willingly) tattoo our logo on their bodies? (Harley, anyone?) A number of companies can command this loyalty, and it pays dividends. Just ask Apple.
So… how can we? Is it magic?
I would argue “no”, and that this success can indeed be replicated. Although not in the public version of this presentation, I also created a detailed 3-year proposal for how to make it happen.
I had the opportunity to plan and lead a 2-day workshop for a company’s Global Branding Council. The team had done logo-centric branding and was interested in taking steps to establish a more consistent visual branding scheme for the company. The kickoff presentation (embedded below), guided the team in thinking more deeply about connecting with customers and the role that design can play in growing brand effectiveness.
Using examples from companies with high emotional indices (Apple, Nike, Adidas) and leaning on A New Brand World by Scott Bedbury (of Nike and Starbucks lore), a case is made for telling a consistent brand story across all touchpoints the company has with its customers. This story and personality must be deeply rooted in the company’s DNA and should ultimately manifest itself in compelling marketing experiences, packaging experiences, product experiences, and service experiences.
This was a web interface design project through CMU’s Master of Human-Computer Interaction program. For designing our website, an opportunity was identified for a website that can streamline the paying of bills, regardless of how the bill is paid and the person whose name is on the account. The interface is clean and simple to use and provides information regarding account balances and expected transactions (so you never miss a payment and never overdraw an account).
The process book and rough demo of the site are included below. Graphics were created using Adobe Illustrator.