012 | Brand Experience Workshop |
Discussions about well-known brands and products to help create a shared vision about a new product experience before the design process begins
- The brand experience workshop is based on a broad selection of brand and product representations. Each brand image, word, or description conveys an emotion or quality of interaction.
- Before the workshop, print out a set of about 100 emotion-inducing images representing well-known products and services.
- Give each participant 10–25 red and green dot stickers. Instruct them to follow their gut reactions and place the stickers directly onto the images (red for undesirable, green for desirable).
- The facilitator guides a discussion by creating a continuum along the wall.
- Record the adjectives and words people are using.
- After the workshop, synthesize the results and come up with a set of adjectives that capture the brand.
Contributed by Barbora Batokova
See alsoDesign Workshops • Picture Cards • Value Opportunity Analysis
Participants use red and green dot stickers to rate images based on how they feel about a brand. Encourage participants to use their gut and not overthink their decisions too much, because the images will be used to guide the discussion after.
The resulting brand image continuum maps the images from undesirable to desirable based on the perceived attributes from participants.
Photos: Barbora Batokova, Carnegie Mellon University Software Engineering Institute
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