Virpi Roto gave the closing keynote at INTERACT’15 conference in Bamberg, Germany, on 18.9.2015. In her talk ‘Towards Distinctive User Experiences’ she raised the need to take brand image as one of the starting points in experience design. This hole in user experience research calls for attention, despite the traditionally conflicting needs and wants of users and branding experts. Each experience-driven company should identify their unique identity and use experience-driven design to provide distinctive experiences in all touch points – also in their interactive products. When we take a human-centred approach to designing for authentic and distinctive branded experiences, it is not only the users but employees that we need to focus on.
The keynote slides are available at http://www.allaboutux.org/files/InteractKeynote-Roto.pdf.