ASIS&T;
Since 1937, ASIS&T; has been the society for information professionals leading the search for new and better theories, techniques, and technologies to improve access to information.
Building a Digital Experience with Brand DNA
We’ve honed the craft of experience design to always focus on the needs of the user, and, truly, we wouldn’t have it any other way. But what of the brands for which we design? How do we create experiences that ensure the unique style and voice of the brand is coming through at every stage of the journey?
Using the recent redesign of Virgin Atlantic as a case study, we will see how experience principles are an essential design tool for decoding and harnessing a brand’s unique DNA. What started at Virgin Atlantic as a refresh of their fleet livery has grown into a full-scale translation of their brand values across all their digital touchpoints – and is now leading to widespread organisational change.
We use experience principles to inform and judge every design decision, guaranteeing that we’re creating an ownable experience that could only come from the brands we’re helping to build. Learn about the trials and tribulations of our process, and how we've improved not only the experience but conversions as well.
Christopher Lee Ball
Christopher Lee Ball cut his design teeth creating new digital productsfor Thompson Reuters in New York City. After earning a masters in filmtheory in London in 2006, he was one of the lead designers of the YouView (nee Canvas) IPTV platform for the BBC and its partner broadcasters. In 2009 he joined LBi, where clients have included Virgin Atlantic, BT, and Cunard. He is currently the acting head of the LBi UK user experience team.
In his spare time Christopher writes fiction and dabbles in film production, some of his short documentaries commissioned by the BBC. His passion is storytelling and crafting meaningful journeys for his clients and customers.
Christopher holds degrees from Columbia University and University College London.
