The New Creative Partners: Brand Planning Meets UX
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Transcript of The New Creative Partners: Brand Planning Meets UX
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The Powerful New Partnership.
Huge SXSW
July 24, 2014
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Planning and UX have fought over who owns the ‘audience’ or ‘user’ for
too long.
The old guard
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Planning & UX partnership is the new world version of the Copy
Writer & Art Director partnership.
New world order
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The Powerful New Partnership.
UX PLANNING
MAGIC
+
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Brand capability addresses not just unmet needs.
Unspoken e.g. Streaming content portability, on-demand
car services
Unmet e.g. Portable health records, one-click
checkout
Unknown e.g. Touch screens in
first-gen iPhone, ATMs, autonomous vacuum
cleaners
Success requires finding & leveraging true audience needs together.
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Clues are everywhere. Planners are experts on being out in the world: understanding the big picture.
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Don’t ask, observe. UX are experts on observing digital behavior: understanding the detail.
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Get dirty and real. Leave preconceptions at the door: UX and Planning together make magic happen.
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Connect with the audience more …
Frequently
Fluidly
Intimately
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Most importantly UX and Planning must…
Listen to each other, then leap together.
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Your Planning and UX Presenting Partnership.
Jessica L’Esperance VP User Experience
Catherine Heath VP Strategy & Planning
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Thank you.