Branded Interactions—Marketing Through Design in the Digital Age
Branded Interaction Design (BIxD)—the brand-appropriate design of interactive applications—goes far beyond visual design. Digital touch points have long been an integral part of current brand communication and are developing rapidly. To manage them coherently in the sense of the brand is challenging for companies and agencies alike. After all, complex user experience designs can only be created in a workflow that closely intertwines conception, design and IT, as well as consistent prototyping and testing. Not only does this change everyday agency life, it also changes the job description of the designer.
Katja Wenger and Marco Spies, the founders of think moto, have been accompanying renowned companies on their way to digital transformation for years. They know how to make brands credible in the digital space and how to plan and design the user experience with the brand in mind. They are also familiar with the corporate aspect from their own start-up experiences and pass on their knowledge in this book.
Guidelines for a New Era
Branded Interaction Design aims to create a consistent brand experience across a wide range of brand touch points. Brands are alive and changing. That’s why flexible, identity-driven design systems have increasingly replaced traditional logo-centric corporate design. And the spectrum of brand signatures to be designed is expanding. What counts in the end is the sum of interactions with a brand. Orchestrating this in a meaningful way is a complex, multidisciplinary task that should always focus on the needs and behavior of users.
The Book for ...
... anyone involved in the design of interactive applications for companies and brands. For beginners and professionals, creatives and brand managers, solo fighters and designers in large agencies. With practical knowledge and thought provoking ideas for a new era. Structured and understandable. Profound and practical. With checklists, tools and valuable practical tips. Ideal for anyone who develops digital brands, products and services ...
- User experience and user interface designers
- Conceptual designers and information architects
- Interaction designers
- Product and service designers
- Information designers and generative designers
- Corporate designers
- Motion and sound designers
... and brimming with helpful guidance on project planning and method selection for anyone involved in BIxD projects beyond design:
- Brand consultants and strategic planners
- Brand and marketing managers
- Project managers and agile coaches
- Product managers in startups and businesses
- Founders and entrepreneurs
- Web and app developers
- Creative coders
Even more Agile
Since publishing the first internationally successful edition, briefings have become more frank, projects more complex, and teams more agile.
What has not changed—the basic phases of the BIxD process:
- Only those who know what makes a good briefing and who adequately plan budgets and teams, can lay a solid project foundation. This is why the SET-UP chapter deals with briefing, team constellations, time planning, budget planning and the general technical conditions of a project.
- Only those who understand the brand and its customers can do design that is appropriate for the brand. The DISCOVER chapter introduces methods that help the design team to understand the business, the brand and the user, and also distill and weight the user insights.
- Only those who know who they want to address and what makes the target group “tick” can develop good ideas. The DEFINE chapter describes how to turn goals into actions, how to identify the most important brand contact points, and which strategic models to use to position a brand.
- Only if you succeed in turning the user experience into an unforgettable brand experience will the volatile customer stay with you. The DESIGN chapter is—how else could it be—at the center of the book. Here, design sprints, prototyping and the look and feel are central to the process.
- Only if the brand’s stakeholders “feed” the touch points, the brand lives. This requires a framework that is clear without being restrictive. The DELIVER chapter describes how style guides and user experience guidelines are created.
- Only if this happens coherently across all applications and markets, BIxD pays off for the brand. At the end of the BIxD process, the design is provided for use in practice. This is what the DISTRIBUTE chapter is about.
What has changed—the essentials:
- Only with agile briefings, processes and teams can we manage the complexity of living brand management.
- Only with consistent prototyping can we demonstrate and test highly complex design processes.
- Only with a deep understanding of the brand and genuine empathy do we succeed in moving people with touch points.
- Only with the courage to communicate with customers at eye level will a brand win hearts.
- Only by venturing into new touch points, even if the return on investment is uncertain, will a brand break new ground.