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GLOBAL BRAND
EXPERIENCE
E UX STRATEGY
TIZIANO LUCCARELLI
UX Strategy Leader, TheBlogTV S.p.A.




                        ...
Video “Lasting Impression” di Urban Influence
BRANDING, OGGI
5 COMPONENTI:
1. Posizionamento
2. Storytelling
3. Design (esperienza completa)
4. Prezzo
5. Relazioni
BRANDING, OGGI
5 COMPONENTI:
1. Posizionamento
2. Storytelling
3. Design (esperienza completa)
4. Prezzo
5. Relazioni
BRANDING, OGGI
5 COMPONENTI:
1. Posizionamento
2. Storytelling
3. Design (esperienza completa)
4. Prezzo
5. Relazioni
immagine di “hlkljgk” su flickr.com




            ESPERIENZA
             L'esperienza comprende la conoscenza di una cos...
UTILIZZO
OSSERVAZIONE
ESPOSIZIONE
L'esperienza è il risultato di un coinvolgimento che
si ottiene mediante tutto quello ch...
DETERMINARE
UNA BUONA
ESPERIENZA
PIANIFICARE E COORDINARE ATTIVITÀ
CHE INCIDONO POSITIVAMENTE
SUI FATTORI DETERMINANTI
IL ...
DETERMINARE
UNA BUONA
ESPERIENZA
PIANIFICARE E COORDINARE ATTIVITÀ
CHE INCIDONO POSITIVAMENTE
SUI FATTORI DETERMINANTI
IL ...
STRATEGIA
Una strategia è la descrizione di un piano di lungo
termine usato per impostare e successivamente
coordinare azi...
backgroung di “DevonTT” su flickr.com
STRATEGIA DELLA
USER EXPERIENCE
Pianificazione e coordinamento
di tutte le attività ch...
VALORE
     COSA COSTITUISCE




                        immagine ® New Line Cinema (Warner Bros.)
VALORE
       COSA COSTITUISCE



POSITIVO



                          immagine ® New Line Cinema (Warner Bros.)
PER LE PERSONE
SEMPLICITÀ
PERFORMANCE
COERENZA         CON LE
                 ASPETTATIVE
PER LE AZIENDE
REDDITIVITÀ
LONG...
USER EXPERIENCE
Pianificazione e coordinamento
di tutte le attività che incidono
su quello che si tocca, vede
ed ascolta di...
MODELLO
   DI MATURITÀ
DELLA UX STRATEGY PER LE AZIENDE
1       DISINTERESSE
        La UX non è importante. User Experience equivale a Visual Design.



                        ...
BRANDING, OGGI
5 COMPONENTI:
1. Posizionamento
2. Storytelling
3. Design (esperienza completa)
4. Prezzo
5. Relazione
immagine di “chiarashine” su flickr.com




            RELAZIONE
             L'espressione relazione interpersonale (o re...
LE RELAZIONI INTERPERSONALI
DIGITALMENTE AMPLIFICATE
RENDONO ESPONENZIALE
LA CONDIVISIONE
DELLE ESPERIENZE.
Self Portrait
            di Abdallah Aberouch su flickr.com




LE PERSONE CONDIVIDONO “COSE”
PER ARTICOLARE LA PROPRIA
PE...
immagine di “Pop!Tech” su flickr.com




   A REVOLUTION DOESN’T HAPPEN
   WHEN SOCETY ADOPTS NEW TOOLS
   IT HAPPENS WHEN ...
immagine di “sars amandi” su flickr.com




   “If I tell my Facebook friends about your brand,
   “it’s not because I like...
L’opportunità delle aziende di entrare in contatto con i propri
     Clienti deriva dalla comprensione delle possibilità c...
Experiences Build Brands
Consumer preference isn’t formed in reaction to a message,
but through a series of experiences ov...
Vail Resort Inc.
snow.com
Baker Tweet
bakertweet.com
AXA Insurance Belgium
axa.be
Panasonic Viera Cast
panasonic.it
Grazie
       TIZIANO LUCCARELLI
UX Strategy Leader, TheBlogTV S.p.A.




                         #uxcon2010
UXstrategy: User Experience e Global Brand Experience
UXstrategy: User Experience e Global Brand Experience
UXstrategy: User Experience e Global Brand Experience
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UXstrategy: User Experience e Global Brand Experience

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UXstrategy: User Experience e Global Brand Experience

  1. 1. GLOBAL BRAND EXPERIENCE E UX STRATEGY TIZIANO LUCCARELLI UX Strategy Leader, TheBlogTV S.p.A. #uxcon2010
  2. 2. Video “Lasting Impression” di Urban Influence
  3. 3. BRANDING, OGGI 5 COMPONENTI: 1. Posizionamento 2. Storytelling 3. Design (esperienza completa) 4. Prezzo 5. Relazioni
  4. 4. BRANDING, OGGI 5 COMPONENTI: 1. Posizionamento 2. Storytelling 3. Design (esperienza completa) 4. Prezzo 5. Relazioni
  5. 5. BRANDING, OGGI 5 COMPONENTI: 1. Posizionamento 2. Storytelling 3. Design (esperienza completa) 4. Prezzo 5. Relazioni
  6. 6. immagine di “hlkljgk” su flickr.com ESPERIENZA L'esperienza comprende la conoscenza di una cosa, di un evento o di un fenomeno ottenuta tramite il coinvolgimento (l'esposizione, l’utilizzo, l'osservazione). Wikipedia, l’enciclopedia libera.
  7. 7. UTILIZZO OSSERVAZIONE ESPOSIZIONE L'esperienza è il risultato di un coinvolgimento che si ottiene mediante tutto quello che una persona tocca, vede ed ascolta. Il valore di un’esperienza è determinata da fattori che in maniera diretta oppure indiretta influenzano utilizzo, esposizione ed osservazione.
  8. 8. DETERMINARE UNA BUONA ESPERIENZA PIANIFICARE E COORDINARE ATTIVITÀ CHE INCIDONO POSITIVAMENTE SUI FATTORI DETERMINANTI IL VALORE DI UN’ESPERIENZA.
  9. 9. DETERMINARE UNA BUONA ESPERIENZA PIANIFICARE E COORDINARE ATTIVITÀ CHE INCIDONO POSITIVAMENTE SUI FATTORI DETERMINANTI IL VALORE DI UN’ESPERIENZA.
  10. 10. STRATEGIA Una strategia è la descrizione di un piano di lungo termine usato per impostare e successivamente coordinare azioni tese a raggiungere uno scopo predeterminato. La strategia si applica a tutti i campi in cui, per raggiungere l'obiettivo, sono necessarie una serie di operazioni separate, la cui scelta non è unica e/o il cui esito è incerto. Wikipedia, l’enciclopedia libera.
  11. 11. backgroung di “DevonTT” su flickr.com STRATEGIA DELLA USER EXPERIENCE Pianificazione e coordinamento di tutte le attività che incidono su quello che si tocca, vede ed ascolta di un prodotto, di un servizio o di un’azienda. Lo scopo è il coinvolgimento per aggiungere valore positivo all’esperienza. Illustrazione dal libro “The Human Body and Health Revised” di Alvin Davison, pubblicato nel 1908
  12. 12. VALORE COSA COSTITUISCE immagine ® New Line Cinema (Warner Bros.)
  13. 13. VALORE COSA COSTITUISCE POSITIVO immagine ® New Line Cinema (Warner Bros.)
  14. 14. PER LE PERSONE SEMPLICITÀ PERFORMANCE COERENZA CON LE ASPETTATIVE PER LE AZIENDE REDDITIVITÀ LONGEVITÀ REPLICABILITÀ DEL MODELLO
  15. 15. USER EXPERIENCE Pianificazione e coordinamento di tutte le attività che incidono su quello che si tocca, vede ed ascolta di un prodotto, di un servizio o di un’azienda. Lo scopo è il coinvolgimento per aggiungere valore positivo + all’esperienza. Il successo di una strategia UX è direttamente proporzionale all’abilità di un’azienda di coordinare efficacemente business development, comunicazione e marketing, product development, engineering, IT, vendite e customer care. Una strategia UX di successo è il risultato del lavoro coordinato di tutta l’azienda.
  16. 16. MODELLO DI MATURITÀ DELLA UX STRATEGY PER LE AZIENDE
  17. 17. 1 DISINTERESSE La UX non è importante. User Experience equivale a Visual Design. 2 Intesa come problem solving. UX INTERESSE confusa con User Interface Design. La UX è importante ma riceve poche risorse E’ una task di Sviluppo Prodotto. economiche. 3 La reale User Experience. CONSAPEVOLEZZA Si cerca di adottarne alcune procedure UX è molto importante. Emergono all’interno di Sviluppo Prodotto. procedure ufficiali e codificate. 4 Nasce un dipartimento UX con IMPEGNO responsabilità su tutto il ciclo User Centered UX è critica. Il Top Management Design. Ancora in Sviluppo Prodotto. è coinvolto attivamente. 5 UX esce da SP, ottiene autonomia economica e DETERMINAZIONE acquista responsabilità strategiche. Risponde UX è una delle funzioni “core” direttamente al CEO/Direttore Generale. della strategia aziendale. 6 UX Strategy è la strategia aziendale. Guida la INTEGRAZIONE “vision” verso il futuro, pianifica e coordina tutte le attività UX Strategy è il tessuto che hanno impatto sull’esperienza corporate e business. connettivo dell’intera azienda. Questo modello è elaborato partendo da a “UX Maturity Model” di Renato Feijó a sua volta adattamento di “Experience-based differentiation maturity” di Bruce Temkin.
  18. 18. BRANDING, OGGI 5 COMPONENTI: 1. Posizionamento 2. Storytelling 3. Design (esperienza completa) 4. Prezzo 5. Relazione
  19. 19. immagine di “chiarashine” su flickr.com RELAZIONE L'espressione relazione interpersonale (o relazione sociale), si riferisce al rapporto che intercorre tra due o più individui. Le relazioni hanno luogo in ogni contesto umano: dai rapporti di amicizia, alla famiglia a qualsiasi forma di aggregazione umana. Wikipedia, l’enciclopedia libera.
  20. 20. LE RELAZIONI INTERPERSONALI DIGITALMENTE AMPLIFICATE RENDONO ESPONENZIALE LA CONDIVISIONE DELLE ESPERIENZE.
  21. 21. Self Portrait di Abdallah Aberouch su flickr.com LE PERSONE CONDIVIDONO “COSE” PER ARTICOLARE LA PROPRIA PERSONALITÀ ED IL PROPRIO RUOLO NEL NETWORK SOCIALE
  22. 22. immagine di “Pop!Tech” su flickr.com A REVOLUTION DOESN’T HAPPEN WHEN SOCETY ADOPTS NEW TOOLS IT HAPPENS WHEN SOCETY ADOPTS NEW BEHAVIORS CLAY SHIRKY http://www.ted.com/speakers/clay_shirky.html
  23. 23. immagine di “sars amandi” su flickr.com “If I tell my Facebook friends about your brand, “it’s not because I like your brand, “but rather because I love my friends.” Mike Arauz
  24. 24. L’opportunità delle aziende di entrare in contatto con i propri Clienti deriva dalla comprensione delle possibilità con le quali aggiungere valore alle situazioni nella loro vita. immagini di Duane Storey, Sarah Mae, MadMannequin, sean dreilinger su flickr.com
  25. 25. Experiences Build Brands Consumer preference isn’t formed in reaction to a message, but through a series of experiences over time. - The Razorfish Digital Brand Experience Report 2009 Un’azienda moderna deve perseguire l’obiettivo di comprendere il contesto nel quale i propri Clienti vivono i prodotti e migliorarne l’esperienza. Diventando essenziali come creatori di valore, guadagnando autorevolezza tra le persone attraverso relazioni e fiducia, è possibile raggiungere maggiori e più duraturi benefici economici.
  26. 26. Vail Resort Inc. snow.com
  27. 27. Baker Tweet bakertweet.com
  28. 28. AXA Insurance Belgium axa.be
  29. 29. Panasonic Viera Cast panasonic.it
  30. 30. Grazie TIZIANO LUCCARELLI UX Strategy Leader, TheBlogTV S.p.A. #uxcon2010

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