loftwork Webmaster Camp vol.7 "Branding × CX"

Started with a talk session by Mr. Homma ABeam Consulting, Advisory Board of this event, Loftwork Shigematsu, Shift Brain Suzuki.

First of all, Mr. Honma defines that “brand” refers to “features that can recognize companies and products”, and then introduces the differences between Japan and the United States. In the United States, the brand is said to require coca-cola “red bottle necked” and Pepsi as “essential condition” that “everyone in the whole world can understand” like Pepsi is “blue can”. Meanwhile, since Japan is a “single language market” that speaks only Japanese, he says that there were no reasons for showing their differences in terms of logos, colors, shapes, textures and so on.

As an example, the Japanese corporate Web site cited a case where it is impossible to distinguish from a competition if the logo is hidden, and should be rethinked if “its own company confers ” to the competition.

Shigematsu of Loftwork says that it is easy to think that branding is divided into two roughly. The first is “Corporate Identity” that sends out its own company with visuals such as logos and designs and messages like tag lines. The other is “Strategy”. It is a so-called “brand strategy” of informing concepts towards targets and improving customer satisfaction.

In order not to create a website that does not reflect the brand value that Mr. Honma says, it is said that the idea of ​​”design” between “design” and “strategy” is important . Among them, “Design thought based on Customer Experience” can be utilized for branding of website. In other words, instead of relying on someone’s talent or sense as a “design” such as wireframe or user lead, it is to design and incorporate the interpretation of the facts based on the customer’s experience as a user

As a Web site reflecting the customer’s experience, Shigematsu lists two cases. Audio-Technica studio specification monitor Web site introduces the appeal of the product along with the client on the website, “Flat sound = no hierarchical structure” “There is no extra thing = no menu” “original sound reproduction = I got to the interpretation that expresses charm as it is (visual which shows the item without decoration). It is reflected in the design and content of the website to convey “the original value of headphones”. It is not a site that emphasizes usability, omitting the global menu or no button elements. However, as a result of the reflection of the brand’s appeal on the website, Audio-Technica has finished on a website that conveys the value of the product he wishes to deliver to users through this headphone.

Benesse Art Site Naoshima’s renewal project aimed at a website that is attracted by a wide variety of islands in Setouchi and conducted depth interviews with 16 Naoshima residents who had different gender and age attributes.

For 16 people what were the experiences gained in Naoshima respectively? Interview with a viewpoint. Shigematsu emphasizes “listen to experiences without asking the needs that are important in the depth interview”. To listen to the experience is specifically a task of revealing emotions, thoughts, and values ​​that support it based on the action actually taken by the user at Naoshima. And the common term = mental model derived from the thoughts and values ​​of various users will become the material to make “design philosophy” of the website.

 

In addition, Shigematsu stated ” not only attribute information such as age, gender, family composition, but also grasp sensibility information on what kind of experiences I felt and experienced, and make a website design and design that I sympathized with it We can explain the advantages of depth interview and mental model creation with experience as the basis.
Based on the gathered mental model, we held a total of 5 workshops, 4 days 3 nights at the project member. We say that we were able to reconstruct from the traditional type “site easy to manage personnel” with many global menus to “sympathetic site” centered on customer experience.

At the same time, it also touched upon the fact that the role of the website as a current trend has changed, and it is important to expand the circle of empathy to the user from the place where the weight is placed in “information dissemination” Pointed out. Telling that the era is shifting from “sharing to empathy”, I conveyed the usefulness of “design philosophy centered on Customer Experience”.

Mr. Suzuki of Shift Brain talks about the reason for branding becoming a topic in the recent Web site construction as a case of the employment page of Yahoo Japan Corporation “Change in the order in which products are created”.

In the past, we produced pamphlets and so on, and reprinted their contents and the worldview on the website. However, at the moment it is said that the position is reversing so that constituent requirements such as tone & manners and contents are made for the website from scratch, and it drops into the brochure.
What is required for future Webmasters is to translate the emotions of clients into linguistic terms and build up the constituent requirements together. To that end, Mr. Suzuki gave the following as a client and the production team, “Five elements for seeing the same direction” as a friend.

• Background: Client’s history, employees, corporate style, clothes …
• Purpose: Purpose of website presence, KPI, regulation …
• Target: Assumed users who wish to use …
• Competition grasp: Content directionality, presence of in-house media
• Future: perspective, future direction …

From these five points of view, I told that setting up “client’s features / strengths” and “keywords for setting tone & manners” will be a shortcut to building branding conscious sites.

From here we are going to discuss discussions with 3 people.
With regard to the theme “Whose branding is your company at work?” Mr. Suzuki stated that “persons in charge of enterprises are difficult to verbalize what they know sensibly about their brands,” and by incorporating external partners We encourage you to explore from both factual information and sensory values.

To this idea, Mr. Honma emphasized the location of the work, “Brand owner is company-specific to the last but if the brand and product collaborate, management planning office, brand manager or business manager if it does not have to cooperate” The corresponding department also differs depending on the range that it showed.

Meanwhile, Shigematsu suggested that it is one way for individuals in charge of each department to consider their own brand values ​​and communicate them individually, rather than dropping brands that comprise companies into all services / products. Taking this event as an example, we emphasize that empathy is given to users by sending the feelings of the person in charge so that they can sympathize with Webmaster Camp without sympathizing with the sponsored loft work ” I showed my posture.

The keyword that appeared many times in this discussion was ” languageization “. Branding is not defined from the outside, but how to extract the sense value of the client and share it in a visible form is the key.

Mr. Suzuki made an idea board that gathered identities such as magazines and photos, and recalls that he shared images such as “I am glad when it comes in this magazine.” Shigematsu calls out “Clients, designers, directors have a common sense and sharing among teams” because interpretation is generated for each of the keywords that are verbalized.
Also, Mr. Honma says that “I want to break the image so far” can lead to breaking down the brand that it has built up so easily, so even in this case also why you want to break away ” We discussed that it is important to discuss to the level that can be achieved.

After that, we held a workshop on Loftwork’s Yanagawa as a facilitator. To experience the linguistic emphasis on discussion, the theme is “Learning the way to languageize brands by languageizing” town “from various angles”.

Participants chose one favorite city from Shibuya, Asakusa, Odaiba and Marunouchi, divided themselves into groups and introduced themselves, then started from personal work. “I will languageize the experience and image freely in the selected city” and write it on the sticky note and share it with the group. After that, we accumulated the image of the city through a kind of “Okiri” which shares the answer to the theme (section) from the facilitator.

The theme is not only fact based on facts such as people’s clothing and the history of the city, but also what imagines the imagination by comparing it to color or food. Participants shared the ideas that they thought and visualized the “new figure of the city” with the sticky notes being pasted .

The work that looks at the target while changing the cut point in the group like this time is similar to the construction of the design philosophy. First of all, “facts” are extracted from personal experiences and emotions, making a situation that is easy to interpret from common items and singular points. Also, by combining items such as color, food, animals, and temperature, “information of sensitivity” makes it easier to drop designs and visuals, making it easier to see the direction that becomes the pillar of branding. The divergence of “multidirectional, multifaceted” ideas seems to be said to be an important point in this work.

Shigematsu talks about “how to converge” as a way to utilize divergent ideas, introducing that there are labeling (KJ method), writing (copywriting / storytelling), storyboard (image board), and so on. We say that sessions with designers based on the result of convergence are useful for thinking about visuals and layout.

Finally, Mr. Honma refers to the approach when considering branding within the company. When Toshiba, who had been conducting business as a BtoB company in the United States, thought about its own brand value, he went on to say, “It is a support company of Japan quality”, and as a result, “elements of support” such as lacking guide boards and welcome words “Was placed everywhere in the office and the parking lot, and we took up the case of telling” Japan quality “from each one of them

After showing an understanding that there is a problem in terms of negative keywords about the company, “I can give either a negative or a positive, if you have a gap, I hope you have fun while thinking with employees.” I gave you an ale.

Report Hasegawa Kenito:
Editor, writer. Born in 1986. He graduated from Department of Arts, Nihon University College of Arts. I am stifling looking at my future to the way of working like a rhyme. Recently I am keen on podcasts. Twitter / Facebook / Medium

At loftwork Webmaster Camp (also known as WMC), we have been discussing business and organizations with people involved in corporate webs on a variety of subjects including “Web trend”, “Philosophy of working way”, “Organization / team issues” It was. From April 2016, we will implement a new initiative as a platform WMC for installing and executing actual discussion content.

“2016 Advisory Board Open Session” held by April 2016, held by Mr. Homma ABeam Consulting, also an advisory board of WMC, Mr. Suzuki Shift Brain, etc. (1) Creating a Webmaster’s not-to-do list 2) Branding × CX (3) Content was decided to be taken as the theme of fiscal 2016.

In this event, (2) I will take branding × CX, welcome Mr. Homma ABeam Consulting who is also a member of the WMC advisory board, Mr. Suzuki Shift Brain, Loftwork Shigematsu as a speaker.

What on earth is branding? The word “branding” which is frequently used, the definition and method of branding which is a black box on the other hand. Through information dissemination on the Web, we will interactively discuss “Branding”, which necessarily involves Webmasters, and experience “CX (Customer Experience)” that companies that are indispensable for establishing brands should provide.

Summary

program

13: 30 ~ 13: 40
OPENING ANNOUNCE
Loftwork Co., Ltd. Executive Officer & Marketing Leader Mika Kimizuka

13: 40 ~ 14: 00
TALK SESSION 1
ABeam Consulting Co., Ltd. Process & Technology Business Unit Director Honma Homma

• “What is a brand?”
• What is branding for a company?
• Points the web master should understand about branding and CX

14: 00 ~ 14: 30
TALK SESSION 2
Loftwork Creative, Inc. Div. Senior Director Yusuke Shigematsu

• “Design not a branding”
• Utilize mental models rather than personas
• Approach to define experience
• To convey “◯◯ richness”

14: 30 ~ 14: 40
BREAK

14: 40 to 15: 10
TALK SESSION 3
Shift Brain CHIEF DESIGN OFFICER CREATIVE DIRECTOR Suzuki Keitaro

• “Branding – Expansion to design”
• Why did branding become important in Web production?
• What you need to make a design (how to make a design brief)

15: 10 to 15: 50
PANEL DISCUSSION
Moderator: Loftwork Kimzuka ABeam Consulting Co., Ltd. Process & Technology Business Unit Director Honma Suzuki Co., Ltd. Shift Brain CHIEF DESIGN OFFICER CREATIVE DIRECTOR Keitaro Suzuki Co., Ltd. Loftwork Creative Div. Senior Director Yusuke Shigematsu

15: 50 ~ 16: 00
BREAK

16: 00 ~ 17: 30
WORKSHOP

17: 30 ~ 17: 40
CLOSING SPEECH
ABeam Consulting Co., Ltd. Process & Technology Business Unit Director Honma Homma

17: 40 ~ 18: 30
NETWORKING

18: 30
CLOSE