EuroIA 2015

Madrid, 24 – 26 September

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Design with consistent intent: About implementing a strategy in branding and experience design

A talk by Natacha Hennocq

Elaborating meaningful experience design for people requires, on the one hand, understanding the habitual contexts of users and, on the other hand, understanding the context that the brand has created for the experience to live in.

As designers we can but recognize that, despite how much we strive to deliver impeccable designs, we rarely take the time to go beyond the deliverables and question if the whole experience designed is « on brand ». Moreover, even though brand and design teams have traditionally approached their work from opposite directions, it has become imperative to find a way to cross over organizational silos and ensure that teams are aware of how to complement each other, especially in a world where people enjoy and rely on coherence within the products and services they are interacting with. This became all so obvious when a major brand evolution happened in our company!

The aim of this presentation is to show how we aligned frameworks coming from branding and those coming from strategy, IA and user experience. Still a work in progress, we have been navigating the turmoil, keeping our heads cool, elaborating and sharing precise vocabularies, and aligning different teams around them. Iterating with the brand team, it also appears that defining a brand now requires careful inquiry in how the meaning of the brand will be experienced through the products and services.

Despite complex and blurred roadmaps, we looked for and tested tools and methods to examine and realign the user experience strategy. We have found some combinations exceptionally valuable to execute this new strategy: frameworks proposed by J. Kalbach et P. Newbery were particularly useful in estimating and visualizing the gap between strategic and production levels, leading us to improve our current practices. Finally, an important question remains: how can we charter a qualitative path for implementing this strategy while journeying through chaos?

Natacha Hennocq

Natacha Hennocq is currently UX design strategist in the Design team for the Orange France’s portals. She has held this position for the past 8 years.

Past experiences, include creative direction for small and medium agencies, both in interactive and print/advertising communications.

While she is mainly self-taught in her interactive and information architecture skills, her formal training is an unusual blend of neurophysiology, evolutionary biology and theoretical ecology.

Over the years, she has remained quite enthusiastic about teaching, whether it concerns science, design or creativity.

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