1.
Brand Boosting with UX Design
14 / 11 / 2014
T h o m a s Fo g a ra s y

2.
I. Brand & UCD
II. How not to ruin your brand. Some design concepts:
1. Lower your walls
2. Emotion Design
3. Dark UX
4. Sympathy

3.
User Centered Design & Brands
• UCD is about designing for humans instead of
demographics (UX research, user testing)
• With the rise UX of social media platforms, global
brands had to face their costumers like never before
• The UX expectation of any product is rising,
Service Design is emerging

4.
1I. How not to ruin your brand
Lower your
walls
Getting rid of non-essential
content and chrome

5.
Reduce frustration by reducing friction:
Fewer input fields raise conversions and accelerate growth.
https://vwo.com/blog/career-advice-and-ab-testing/
+ 35%

6.
https://vwo.com/blog/removing-distractions-increased-conversion-rate/
+ 105%
“Don’t make me think”
Fewer navigational options increase (landing page) conversions

7.
Measuring
Following the users
attention and needs.

8.
II.
Emotion
Design
Empathy feeds brand loyalty

9.
Mammals are biophilic.
We are constantly
seeking patterns of Life itself.
Even in things we see ourselves.
WE LOVE AND ARE
DRAWN TO LIVING THINGS.

10.
We accept
personalities of brands and
products, because it’s in our nature.
Nike App / Brand Persona:
A strict but friendly coach.

11.
we are more
forgiving with cute
personas
readme.io

12.
There’s only one rule:
“Never go full retard.”
a brand persona must not be
perfect, god-like or goofy.

13.
2.
Dark UX
Manipulative design
patterns that will bring
short-term growth but
harm your brand.
Larger brands often fall
to the dark side.

14.
• Primary proceed button (CTA) on
GoDaddy puts more stuff in your cart
• Java is notorius for it’s toolbar
checkbox. They just won’t give up.

15.
Never too late
to get rid of
bad UX,
bad design,
or bad brand strategies.
skeletorislove.tumblr.com/

16.
gaining trust and loyalty
through humble design
3.
Sympathy

17.
The mindset, that will survive.

18.
Faces are powerful on the web. Either way.
(fake smiles generate tension)
paulekman.com

19.
Takeaways
• UX expectations are rising, keep an eye on emerging
paradigms, like UCD and Service Design.
• Emotion Design is not about manipulation, it’s the way we
communicate and design more familiar and more
appealing products.
• Engagement with your costumers can be fun with UXD :)

20.
Thank you!
@thomasfogarasy
fogarasy.com