How Insights Become Innovation. The 5 "D" of Branded Interaction Design.

The Process

Der thinkmoto Prozess
The BIxD framework we use at think moto allows for an agile yet coherent design development. The process combines brand strategy with a human centered design approach. So large parts of the process should be familar to UX professionals and design thinkers, other methods will be known to brand consultants and corporate designers.

Here are the five steps that we follow when designing digital products or services for brands:

1. We discover the opportunities

By conducting stakeholder-workshops and focus group interviews we learn to understand your business and your brand. We analyse your customers’ life styles and behaviour and identify segments in respect of the relevant touchpoints. Personas and customer journeys help us uncover requirements and develop future scenarios for products and services.

2. We define the direction

In a second step we create the strategy. We find the opportunity space for your brand or product, develop a target position in its market and prepare the ingredients for telling its story. We define brand interaction principles and performance indicators as checkpoints for the later design and development. Insights and requirements are transformed into a strategic road map, which sets the scope for the project. Together with our client we evaluate and prioritise work packages.

3. We design the framework

Now it is all about ideation and imagination. We explore ideas for interaction and visual expression of the brand or product, based on the brand interaction principles. We create the look and feel as well as its design vocabulary. We craft the information architecture of an application. First paper and software prototyping is done for usability testing and feasibility checks. We provide test scenarios and user stories for service providers involved with testing and development. The Design Direction presentation is a major mile stone in our process and requires client approval.

4. We deliver the details

Once we have a solid design framework we work out the concept and layout details. We produce copy, photography, motion design and sound as needed. Depending on the project we cooperate in agile or linear workflows with the respective technical service provider. Templates and design elements will be iteratively worked out in detail and carefully documented.

5. We distribute the vision behind

We create styleguide manuals, prototypes, video how-to’s and presentations for you and help you communicate the brand or product vision to executives or employees, sponsors or customers. We assure quality during implementation of digital brand identities, products or services and work with you to set up a roadmap for the further evolution of the project.

The Book

Branded Interactions

Branded Interactions—

Creating the Digital Experience

BIxD – designing interactive applications that are brand suitable … goes far beyond mere visual design. The challenge of designing digital touchpoints is fundamentally changing the designer’s everyday work and job description. Here comes the book that will guide you, with case studies and checklists, through the BlxD process in an informed and practical way.

Marco Spies presents assessment methods that help you understand the business, the brand and the user [DISCOVER]. He will familiarize you with the strategic models of positioning that will get ideas flowing [DEFINE]. Of course, the heart of the book is the design process [DESIGN]. You will learn how styleguides and temples will ensure your “survival in the wild“ in the DELIVER section. Valuable practical tips for implementation and rollout in different markets and the continuous (and agile) refinement are waiting for you under the heading DISTRIBUTE.

Branded Interactions includes 10 expert interviews, 150 diagrams, model forms and an incorporated 10-page fold-out section with rules for good Branded Interactions.

Marco Spies:
Branded Interactions—Creating the Digital Experience
362 pages, printed with 3 different spot colours per chapter, Design: Katrin Schacke, Format 20 x 26,5 cm, Thread-sewn hardcover, UV lacquer and flat back. Text: English.
Thames & Hudson Inc., 2015.
ISBN 0500518173

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