Refresh 008 — UIE’s Strike Up the Brand

June 26th, 2008 from 6:30 p.m. to 8 p.m.

In this virtual presentation, Jared M. Spool, User Interface Engineering’s Founder, will discuss UIE’s recent usability research into how people perceive brands on the internet and how teams can ensure their designs strengthen each user’s relationship with the brand. You will learn: 1) The two important outcomes of branding efforts — affinity and dispositional returns — and why designers need to understand how these work 2) Why ‘message’ branding doesn’t strengthen engagement, but ‘experience’ branding does 3) The important role that user experience research plays in the design process for branding 4) How measuring brand engagement can show the effects of a design. Jn his presentation, Jared will show how Amazon, Walmart, Ford, Apple, and Netflix have attempted to increase their users’ brand engagement.