- Gebundene Ausgabe: 360 Seiten
- Verlag: Thames & Hudson Ltd; Auflage: 01 (24. August 2015)
- Sprache: Englisch
- ISBN-10: 0500518173
- ISBN-13: 978-0500518175
- Größe und/oder Gewicht: 20,1 x 3,8 x 26,7 cm
- Durchschnittliche Kundenbewertung: 2 Kundenrezensionen
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Branded Interactions: Creating the Digital Experience (Englisch) Gebundene Ausgabe – 24. August 2015
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Über den Autor und weitere Mitwirkende
Marco Spies is a director and strategic consultant who has created digital branding and interactive media for global brands, including Adidas, T-Mobile, and Nintendo. He is the cofounder of think moto, a digital strategy and design agency based in Berlin.
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This book offers a comprehensive, but easy to read (and digest) guide on how to implement strategic and design driven marketing that caters today's interactive consumer. The layout is clear and simple with beautiful graphics that clearly illustrate complicated processes.
Whether you're rebranding or launching a new project, this is the only book you'll need.
As a trained, digital marketer, I am often frustrated by those who do not understand basic processes and/or cannot follow a strategy before diving into writing a tagline or designing a logo. If you are trying to explain how a marketing process works to someone, share this book with them. It will save you a lot of time and frustration. I've already recommended it to several friends!
Users now have more opportunities to come in contact with a brand than ever before. This includes websites, emails, apps, interactive installations, hardware, etc…. Each of these “brand touchpoints” must be understood and designed appropriately to supplement a given brand. This means that a brand should have cohesive gestures, navigation systems, and levels of complexities. Even if they are not identical across mediums, all interactions should be in line with the brand strategy.
The books takes you through a 5 step process of “discovery”, “define”, “design”, “deliver”, “distribute” to give a full overview of how a design team may tackle a branded interaction design project.
Here is an overview of the 5 sections.
Discovery: Techniques for understanding the client, client’s business, users, and their existing brand. Strategies for interviewing stakeholders, analyzing users, understanding the evaluating the brand, evaluating competitors, and defining project goals are given. The discovery stage is about setting up the project so that it is headed towards the right direction. This is the “research” phase of the project.
Define: Based on the findings from the discovery stage a tangible strategy is created. This means mapping our user journeys, positing the brand within the market, planning a user experience, and defining metrics for success.
Design: The design phase is actually about generating ideas, creating wireframes, wireflows, storyboards, and prototyping different designs. This is the actual creation of a design/product based on the “discovery” and “design” phases.
Deliver: This stage is about getting ready for launching the design and product created in the “design” phase. There is a lot of emphasis on creating style guides, both visual and UX guides for the client for when the project gets handed over to a different team.
Distribute: Everything that happens after the launch. This includes measuring KPIs and techniques for a successful debriefing session. Techniques for keeping the brand alive and adaptive are also given. This means having protocols to help new employees understand the brand, but also making sure that the brand gets refined and optimized overtime.
This book is incredibly practical from how to take notes, team management techniques, team composition, presentation tips, maintaining client relationships, and also setting appropriate metrics for success. The section I appreciated the most was section 3.2 about generating ideas. Spies gives ideas for idea generation and lists good practices based on his experiences of what worked and didn’t work for him in the past. One major practicality that the book leaves out is about pricing/financing strategies for the projects.
There are several sections of interviews conducted with various designers. Each designer brings a different perspective from his or her previous work. Some interviews lean towards UX and others towards branding. These interviews are refreshing to read in-between the chapters.
My main criticism for the book is about the graphics that accompany many of the concepts. Often times they are over simplified and feel like they were over designed for the sake design and add confusion (Tufte would not approve of many of the diagrams). Also there are several invented terms and frameworks that may be unfamiliar to most readers.