Brand-Driven Design (New and Improved!)

A session at IA Summit 2013

Friday 5th April, 2013

1:45pm to 2:30pm (EST)

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.

About the speaker

This person is speaking at this event.
Mike Atherton

#UXDi Lead Instructor at @GA_London. Co-chair of #IAS15. Into brand, words, design, and experience. For a gentler world with kinder surprises.

Next session in Harborside Ballroom C

2:45pm When Too Many Is Just Enough: Citizen Engagement and Federal Government Websites by Jeffrey Ryan Pass

Mike Atherton at previous events

52 attendees

  • Andrew Capozzi
  • Atsushi HASEGAWA, Ph.D.
  • Alex Atienza
  • Andy McCraw
  • Beth Klem
  • Boon Chew
  • Brian Hoffman
  • Chetan Bagga
  • chad Q martin
  • Chui Chui Tan
  • Christian Sosa-Lanz
  • Dalia R Levine
  • Duane Degler
  • Fred Bergman
  • Dina Lewis, CAE
  • Annie Drynan
  • Eunjung Lee
  • Erin Junge
  • Elizabeth Thapliyal
  • Eunjung Lee
  • Mark Johnson
  • Giles Colborne
  • Harley Jessop
  • Sunghyun Jang(장성현)
  • James Melzer
  • Jeff Parks
  • Jim Housden
  • Jaimi J.J. Kercher
  • Joan E. McCarthy
  • Joel Tachau
  • Kaytee Nesmith
  • Kyle Soucy
  • Lissa Richards
  • Marcia Morelli
  • Mike Bifulco
  • Megan Gawlik
  • Mike Atherton
  • Mike Rice
  • Peter Morville
  • Naoko Kawachi
  • NetApp_Millie
  • Nichole Pineau
  • Jacqui Olkin
  • Peter Gallo
  • Prudvi Raj Dommaraju Ravindranath
  • Scott Kubie
  • Sarah Deighan
  • shelby bower
  • Suzanne Kafantaris
  • Tammy Greene
  • Jenn 
  • Stephanie Schuhmacher

4 trackers

  • Brian Price
  • Jody
  • Julia Stewart
  • Sergio Martinez

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Time 1:45pm2:30pm EST

Date Fri 5th April 2013


Harborside Ballroom C, Baltimore Marriott Waterfront

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