Friday 5th April, 2013
1:45pm to 2:30pm
Every week a smorgasbord of startups demand attention. Innovating, imitating and pivoting with every iteration. How do we cut through the noise?
This is the story of my mission to change a B2B startup. Business software is the last frontier of experience design. Too many products, too many features. Most of it sucks. What if we didn’t compete on features, but on experience?
We’d need to change company culture. Persuade engineers to do less. Get sales to look beyond spec sheets. Get management to narrow their focus. Then address the experience itself. Find an uncontested market, find our voice and combine these to deliver a unique, memorable experience building preference and loyalty. A brand.
Let me take you through my wins and fails of building experience culture and asking the question: Can a product be designed by brand values? If you seek UX buy-in, if your product feels like everyone else’s, or if you’re just a closet Don Draper, you’ll come away with tools to make a difference.
#UXDi Lead Instructor at @GA_London. Co-chair of #IAS15. Into brand, words, design, and experience. For a gentler world with kinder surprises.
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