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REBALANCE 
Finding the Right Mix 
of Brand and User
Kalev Peekna 
@kpeekna
THIS IS A STORY OF…
VS
VS
VS
VS
VS
VS
BUT IT’S ALSO ABOUT…
VS
VS
VS
THE PROPOSITION
Two Dominant Design Theories 
EAST COAST 
Brand Centric Design 
WEST COAST 
User Centric Design
Brand Centric Design 
WHERE IT STARTED 
• Madison Avenue creative agencies 
HOW IT WORKS 
• Adapts the creative marketing process to the unique 
opportunities of digital 
WHAT IT WANTS 
• To create a compelling, differentiated brand experience 
across all channels, including digital
User Centric Design 
WHERE IT STARTED 
• Silicon Valley software companies 
HOW IT WORKS 
• Adapts the product design process to the unique 
challenges of marketing 
WHAT IT WANTS 
• Create useful, functional tools that improve interaction in 
measurable ways
Some Light Homework
Some Lighter Homework
EAST COAST 
Brand Centric Design
Hallmarks of Brand Centric Design 
• Leads with creative (i.e., visual) design, and follows 
a creative process 
• Values core marketing aims: impressions, 
differentiation, positioning 
• Starts and ends with the brand 
• Integrates Digital into a more comprehensive, 
“multi-channel” experience 
• Thinks in terms of campaigns: design, launch, 
measure; design, launch, measure…
EAST COAST 
Some Examples
BMW 
Website 
Big Spaceship
BMW 
iPad App 
Big Spaceship
BMW 
iPad App 
Big Spaceship
BMW 
iPad App 
Big Spaceship
HERMÈS 
Website 
Publicis
HERMÈS 
Tumblr 
Spill.net
L’OREAL 
Website 
R/GA
L’OREAL 
iPad App 
R/GA
#1NLab14: Rebalance
Brand Centric – Observations 
• Boy, do they look good: high production values, 
differentiated, compelling 
• You really get what they are all about 
But: 
• Looks like an ad. And ads don’t do anything. 
• Reason to be there is unclear 
• Reason to engage is unclear 
• Measurable outcomes are unclear
When Brands Attack! 
Logo 
Navigation 
Big, compelling ad 
(probably cross-channel) 
smaller ad video/YouTube ad social media
When Brands Attack! – Option 2 
Logo 
Navigation 
Very Cool Stuff 
(that I have no reason to click on)
WEST COAST 
User Centric Design
Hallmarks of User Centric Design 
• Leads with functional/content offering (i.e, what it 
does), and follows a product design process 
• Starts and ends with the user: what she wants and 
how she wants to do it 
• Values simplicity, clean sightlines, ease of use, 
and clear actions 
• Thinks in terms of releases: smaller improvements 
in shorter iterations. The “product” is never 
“finished.”
WEST COAST 
Some Examples
Tesla 
Cars from the Future
Bloomeon 
B2B Sales / Marketing
Clozet 
Personal Organization
Hippostack 
B2B Healthcare
Fancred 
Sports. I think.
Freshdesk 
B2B Customer Support
User Centric – Observations 
• Content, actions, and navigation are clear 
• You know what to do; they know what to measure 
But: 
• They all look the same. Almost exactly the same. 
• Design is “skinned”: stock imagery + common 
patterns + trends 
• Markets the features, not the benefits 
• Informational, but not compelling
When Users Attack! 
Logo 
Navigation 
Stock Photo 
(or product shot) 
“Get Started” or “Sign Up” 
Another CTA Another CTA Another CTA 
More content 
down here. 
Maybe.
Are All Users Really the Same? 
The “user centric” pattern emerges in West Coast designs 
across all industries, and presumably, all types of users: 
Bloomeon 
• B2B Sales & 
Marketing 
CareerDean 
• Recent Grads 
Chooos 
• B2B Marketing 
Clozet 
• Personal 
Organization 
Coeverywhere 
• Consumer Travel 
ContentForest 
• B2B Marketing 
FanCred 
• Sports (I think) 
Firepaper 
• Education 
Freshdesk 
• B2B Customer 
Support 
Hashtago 
• Consumers 
HippoStack 
• B2B Healthcare 
Hive 
• Consumer Music 
Lamplighter 
• Coders 
Openbay 
• Autocare 
Sprintly 
• Project Managers 
Shyp 
• Logistics 
Tesla 
• Cars 
Trazy 
• Travel 
WeFunder 
• Investing 
Wellframe 
• B2B Healthcare 
Xenapto 
• Investing 
It raises obvious question: Can all these users really be 
looking for the same thing? Where is the differentiation, the 
innovation?
THIRD COAST 
Finding the Balance
So who is right? 
Depending on your 
perspective, either both are 
right, or both are wrong. 
Because designers of all 
types adhere passionately to 
their “process,” it’s easy to 
conclude that it’s an either/or 
proposition.
The Balance 
Good marketing always starts 
with good communication. 
And good communication 
always runs both ways. 
Go too hard to one side and 
you’re like a bad dinner 
guest. Either you’re talking 
too much, or you’re not 
contributing. Either way, 
you’re a bore.
The Balance – Why It Works 
What 
you 
want 
from users 
What 
users 
want 
from you 
Shared 
Needs & Goals 
value-driven 
RELATIONSHIP 
BRAND 
seller • vendor • firm • publisher 
USER 
client • customer • audience • reader
The Balance in Action 
Two examples of what a Brand-User balance looks 
like in the wild: 
• User Personas – Understanding where your goals 
overlap 
• Scenarios – Imagining how everyone gets their 
needs met
User Personas
User Personas 
User Personas are a core exercise in brand centric approaches, where 
they serve as an input to creative design: 
Bernard Bumbletrousers 
CEO 
Age: 55 
Lifestyle: Workaholic. The only thing from college that still fits is his scarf. 
Career: Worked up through the Sales at his first job to VP, now on his 
2nd appointment as CEO of a growing firm 
Drives: Has people for that 
Drinks: Black coffee by day; Rye (neat) by night 
Phone: Blackberry 
Social: LinkedIn. Everything else: to check up on his kids. 
Brands: TaylorMade, BMW, Paul Stuart, McKinsey, Salesforce
User Personas – Adding Balance 
The first step is to base your description on data, not imagination. The 
second is to add a clear statement of his and your needs: 
Bernard Bumbletrousers 
CEO 
What we want from Bernard: 
• Understand why we are 
different 
• See us as experts 
• Know the full range of what we 
can offer 
• Contact us 
• Tell others about us 
What Bernard wants from us: 
• Find useful information 
• How to contact someone 
• Know that we understand his 
business 
• Who we’ve worked with before 
• Whether working together will 
be easy
But How Do We Know? 
Marketing leaders know how to articulate what their firm wants from their 
users. But what’s the secret to really understanding what users want from 
them? 
YOU HAVE TO ASK. 
But it may not be as hard as you 
think. Include (per user type): 
• 5-8 interviews for qualitative 
insights 
• 20 respondents for 
quantitative data 
Source: 
http://www.nngroup.com/articles/why-you-only-need-to-test- 
with-5-users/
Mapping the overlap 
With the goals clearly stated, it’s relatively easy to start mapping overlap in 
a way that suggests clear strategies and opportunities: 
What we want from Bernard: 
Understand why we are different 
See us as experts 
Know the full range of what we can offer 
Contact us 
Tell others about us 
What Bernard wants from us: 
Find useful information 
How to contact someone 
Know that we understand his business 
Who we’ve worked with before 
Whether working together will be easy
SCENARIOS
Scenarios – Building the Experience 
A scenario is simply a workflow of steps that show how a 
shared need can be met. Whether you call it a “use case” or 
“interaction flow,” it’s the creative framework behind all 
interaction design. 
Typically, it includes things like: 
• Content themes 
• Navigation paths 
• User choices 
• Key functionality
Scenarios – Adding Balance 
The key to adding balance to a scenario is to think hard about why users 
want to start interactions, and about how you want them to finish: 
INITIATION 
Starting points: 
• Email 
• Social connection 
• Web research 
• Daily news 
INTERACTION 
Flow of: 
• Content themes 
• Navigation paths 
• User choices 
• Key functionality 
OUTCOMES 
Results: 
• Click to other 
content 
• Content share 
• Contact firm 
Users meeting their 
goals 
Brand meeting its 
goals
Scenario Example 
INITIATION INTERACTION OUTCOMES 
Researches new 
business problem 
with a web search 
Receives topical 
email alert from the 
firm 
Receives publication 
directly from firm 
partner 
Sees link to 
publication while 
browsing LinkedIn 
Article loads in user’s 
browser. Format is 
readable across all 
devices. 
Scans article to 
determine structure 
and relevance. 
Reads article. At the 
end of the article, 
automated 
suggestion for 
another article on the 
same subject is 
presented. 
Reads second article. 
Notices that the 
second article relates 
to a practice area 
that he hasn’t used 
before. 
At the end of second 
article, sees an 
invitation to register 
to receive more 
personalized 
recommendations. 
Investigates author(s) 
Contacts article 
author(s) 
Sends article link via 
email to colleague 
Shares article on 
LinkedIn 
Registers for login/ 
subscriptions 
Investigates practice 
area(s)
Measuring the Balance 
Scenarios can lead you to a better understanding of how to measure your 
digital marketing efforts: 
INITIATION 
Starting points 
INTERACTION 
Flow 
OUTCOMES 
Results 
How you measure site / 
platform performance 
How you measure 
campaign performance 
How you measure ROI
PARTING THOUGHTS
Some Things to Think About 
• Don’t hit your balance by pulling back from either 
brand or user. Hit the balance by working harder 
for both. 
• If you focus simultaneously on both brand and 
user, then what you’re end up focusing on is the 
relationship.

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#1NLab14: Rebalance

  • 1. REBALANCE Finding the Right Mix of Brand and User
  • 3. THIS IS A STORY OF…
  • 4. VS
  • 5. VS
  • 6. VS
  • 7. VS
  • 8. VS
  • 9. VS
  • 10. BUT IT’S ALSO ABOUT…
  • 11. VS
  • 12. VS
  • 13. VS
  • 15. Two Dominant Design Theories EAST COAST Brand Centric Design WEST COAST User Centric Design
  • 16. Brand Centric Design WHERE IT STARTED • Madison Avenue creative agencies HOW IT WORKS • Adapts the creative marketing process to the unique opportunities of digital WHAT IT WANTS • To create a compelling, differentiated brand experience across all channels, including digital
  • 17. User Centric Design WHERE IT STARTED • Silicon Valley software companies HOW IT WORKS • Adapts the product design process to the unique challenges of marketing WHAT IT WANTS • Create useful, functional tools that improve interaction in measurable ways
  • 20. EAST COAST Brand Centric Design
  • 21. Hallmarks of Brand Centric Design • Leads with creative (i.e., visual) design, and follows a creative process • Values core marketing aims: impressions, differentiation, positioning • Starts and ends with the brand • Integrates Digital into a more comprehensive, “multi-channel” experience • Thinks in terms of campaigns: design, launch, measure; design, launch, measure…
  • 22. EAST COAST Some Examples
  • 23. BMW Website Big Spaceship
  • 24. BMW iPad App Big Spaceship
  • 25. BMW iPad App Big Spaceship
  • 26. BMW iPad App Big Spaceship
  • 32. Brand Centric – Observations • Boy, do they look good: high production values, differentiated, compelling • You really get what they are all about But: • Looks like an ad. And ads don’t do anything. • Reason to be there is unclear • Reason to engage is unclear • Measurable outcomes are unclear
  • 33. When Brands Attack! Logo Navigation Big, compelling ad (probably cross-channel) smaller ad video/YouTube ad social media
  • 34. When Brands Attack! – Option 2 Logo Navigation Very Cool Stuff (that I have no reason to click on)
  • 35. WEST COAST User Centric Design
  • 36. Hallmarks of User Centric Design • Leads with functional/content offering (i.e, what it does), and follows a product design process • Starts and ends with the user: what she wants and how she wants to do it • Values simplicity, clean sightlines, ease of use, and clear actions • Thinks in terms of releases: smaller improvements in shorter iterations. The “product” is never “finished.”
  • 37. WEST COAST Some Examples
  • 38. Tesla Cars from the Future
  • 39. Bloomeon B2B Sales / Marketing
  • 44. User Centric – Observations • Content, actions, and navigation are clear • You know what to do; they know what to measure But: • They all look the same. Almost exactly the same. • Design is “skinned”: stock imagery + common patterns + trends • Markets the features, not the benefits • Informational, but not compelling
  • 45. When Users Attack! Logo Navigation Stock Photo (or product shot) “Get Started” or “Sign Up” Another CTA Another CTA Another CTA More content down here. Maybe.
  • 46. Are All Users Really the Same? The “user centric” pattern emerges in West Coast designs across all industries, and presumably, all types of users: Bloomeon • B2B Sales & Marketing CareerDean • Recent Grads Chooos • B2B Marketing Clozet • Personal Organization Coeverywhere • Consumer Travel ContentForest • B2B Marketing FanCred • Sports (I think) Firepaper • Education Freshdesk • B2B Customer Support Hashtago • Consumers HippoStack • B2B Healthcare Hive • Consumer Music Lamplighter • Coders Openbay • Autocare Sprintly • Project Managers Shyp • Logistics Tesla • Cars Trazy • Travel WeFunder • Investing Wellframe • B2B Healthcare Xenapto • Investing It raises obvious question: Can all these users really be looking for the same thing? Where is the differentiation, the innovation?
  • 47. THIRD COAST Finding the Balance
  • 48. So who is right? Depending on your perspective, either both are right, or both are wrong. Because designers of all types adhere passionately to their “process,” it’s easy to conclude that it’s an either/or proposition.
  • 49. The Balance Good marketing always starts with good communication. And good communication always runs both ways. Go too hard to one side and you’re like a bad dinner guest. Either you’re talking too much, or you’re not contributing. Either way, you’re a bore.
  • 50. The Balance – Why It Works What you want from users What users want from you Shared Needs & Goals value-driven RELATIONSHIP BRAND seller • vendor • firm • publisher USER client • customer • audience • reader
  • 51. The Balance in Action Two examples of what a Brand-User balance looks like in the wild: • User Personas – Understanding where your goals overlap • Scenarios – Imagining how everyone gets their needs met
  • 53. User Personas User Personas are a core exercise in brand centric approaches, where they serve as an input to creative design: Bernard Bumbletrousers CEO Age: 55 Lifestyle: Workaholic. The only thing from college that still fits is his scarf. Career: Worked up through the Sales at his first job to VP, now on his 2nd appointment as CEO of a growing firm Drives: Has people for that Drinks: Black coffee by day; Rye (neat) by night Phone: Blackberry Social: LinkedIn. Everything else: to check up on his kids. Brands: TaylorMade, BMW, Paul Stuart, McKinsey, Salesforce
  • 54. User Personas – Adding Balance The first step is to base your description on data, not imagination. The second is to add a clear statement of his and your needs: Bernard Bumbletrousers CEO What we want from Bernard: • Understand why we are different • See us as experts • Know the full range of what we can offer • Contact us • Tell others about us What Bernard wants from us: • Find useful information • How to contact someone • Know that we understand his business • Who we’ve worked with before • Whether working together will be easy
  • 55. But How Do We Know? Marketing leaders know how to articulate what their firm wants from their users. But what’s the secret to really understanding what users want from them? YOU HAVE TO ASK. But it may not be as hard as you think. Include (per user type): • 5-8 interviews for qualitative insights • 20 respondents for quantitative data Source: http://www.nngroup.com/articles/why-you-only-need-to-test- with-5-users/
  • 56. Mapping the overlap With the goals clearly stated, it’s relatively easy to start mapping overlap in a way that suggests clear strategies and opportunities: What we want from Bernard: Understand why we are different See us as experts Know the full range of what we can offer Contact us Tell others about us What Bernard wants from us: Find useful information How to contact someone Know that we understand his business Who we’ve worked with before Whether working together will be easy
  • 58. Scenarios – Building the Experience A scenario is simply a workflow of steps that show how a shared need can be met. Whether you call it a “use case” or “interaction flow,” it’s the creative framework behind all interaction design. Typically, it includes things like: • Content themes • Navigation paths • User choices • Key functionality
  • 59. Scenarios – Adding Balance The key to adding balance to a scenario is to think hard about why users want to start interactions, and about how you want them to finish: INITIATION Starting points: • Email • Social connection • Web research • Daily news INTERACTION Flow of: • Content themes • Navigation paths • User choices • Key functionality OUTCOMES Results: • Click to other content • Content share • Contact firm Users meeting their goals Brand meeting its goals
  • 60. Scenario Example INITIATION INTERACTION OUTCOMES Researches new business problem with a web search Receives topical email alert from the firm Receives publication directly from firm partner Sees link to publication while browsing LinkedIn Article loads in user’s browser. Format is readable across all devices. Scans article to determine structure and relevance. Reads article. At the end of the article, automated suggestion for another article on the same subject is presented. Reads second article. Notices that the second article relates to a practice area that he hasn’t used before. At the end of second article, sees an invitation to register to receive more personalized recommendations. Investigates author(s) Contacts article author(s) Sends article link via email to colleague Shares article on LinkedIn Registers for login/ subscriptions Investigates practice area(s)
  • 61. Measuring the Balance Scenarios can lead you to a better understanding of how to measure your digital marketing efforts: INITIATION Starting points INTERACTION Flow OUTCOMES Results How you measure site / platform performance How you measure campaign performance How you measure ROI
  • 63. Some Things to Think About • Don’t hit your balance by pulling back from either brand or user. Hit the balance by working harder for both. • If you focus simultaneously on both brand and user, then what you’re end up focusing on is the relationship.