13-15 June 2018

Dynamic Earth, Edinburgh

Using micro-interactions to create memories and brand loyalty

Session type:

Session duration:
60 minutes

Presented by:

Kimberly McLean

Herringbone Studio

About this Tutorial

Too often we urgently direct our web development teams or marketing managers to “make the brand memorable” without any indication of what that means or how to achieve it. Left to interpret this generic directive, the results range from overly complicated site interactions to flash-in-the-pan ad campaigns that end up being frustrating or easily forgotten.

A rise in the use of experience maps shows an interest in understanding how users feel at different points along their journey, but how do designers, marketing teams and developers use the resulting data to create a memorable brand?

As a first step, participants will come to understand how people create memories around small moments of a larger experience, and then learn how to create micro-interactions within a company’s website, retail store or environmental space that nurture those experiences. We’ll look at companies that have excelled at this method, dissect what works and what doesn't, and talk about how this ideology will shape the future of brand interactions and campaigns.

Each participant will receive a printed (and digital) copy of a blank experience map with a side section for notes about possible micro-interactions. The session will be broken up at key points to engage in tutorials walking people through how to fill out the worksheet to personalise it for their own business.

At the end, we will share some examples and discuss ways to identify how micro-interactions can fit within the different industries represented in the audience. Participants can use the worksheet as a tool in their own organisations to strategise with teams for UX design and marketing planning.

About the Speaker

With well over a decade of experience crafting personalised user interactions for national brands, Kim McLean has built a strong portfolio of UX and IX projects from companies like Sprint, Scott’s Miracle-Gro, Elmer’s Glue and Seattle-Tacoma International Airport.

A long-time entrepreneur, Kim opened Herringbone Studio in 2014 to focus on UX research for experience maps and design strategy with enterprise-level corporations. Previously serving as co-lead for the Interaction Design Association (IxDA) from 2014-2016 in the US’s Midwest, she recently launched a new chapter in the Rocky Mountains as she settled in Montana in 2017.

A published author on healthcare marketing, Kim specialises in UX and strategy for retail, education and healthcare environments.

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