Fry, Inc. Overveiw

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Beyond Image Brand As Experience Bridget
Fahrland Fry, Inc. 1/30/04
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AGENDA

• Why Is Experience Important?
• Not Just For Kicks The Goals Behind Experience
• The Creative Process How To Build Experiences
• You Be The Judge Assessing Experiences
• A Word On .Org Experiences
• Questions

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Stage 1 Limited Image
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Stage 2 Image Without Interaction
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Stage 3 Experience
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Image Vs Experience

• An image conveys an emotion visually. It is a
  passive, one-way experience.
• A true experience engages the user by requiring
  interaction. The best experiences have a
  purpose that meets the user needs and helps the
  company/organization accomplish its goals.
• Experience is more than sound and animation. It
  is a culmination of creative, usability, and
  technology.
• Sites that create an experience will be more
  successful.

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Not Just For Kicks Common Site Goals

• Sell Something
• Experience aids user in buying process
• Build Loyalty
• Experience encourages repeat visit/purchase --
  instills good feeling about the brand
• Increase Brand Awareness
• Experience immerses user in brand and/or enables
  viral marketing

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Experience Sells
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Experience Builds Loyalty
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Experience Increases Brand Awareness
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On A Good Day, It Does All Three
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How To Build Experiences That Matter

• Prioritize Site Goals
• Understand User Needs
• Identify Key Brand Attributes and Messages
• Ensure Experience
• Furthers Business Goals
• Meets User Needs
• Captures Brand Essence
• Involve Creative, Information Architecture, and
  Technology

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You Be The Judge Fructis
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You Be The Judge Lego
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You Be The Judge Levis
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A Word On .Org Experiences(you know, the stuff
that really matters)
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Experience As Action Not Entertainment
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A
Q