In our final post on this three part series, we will look at how to choose a mobile strategy wisely to deliver on your unique brand as quickly as possible.

If we take a look at Windows 8, iOS6 an Android, they have unique user interfaces, brands, and gestures. This means that for one OS, your design is easy to build because it echoes that os experience, while for another it may be vastly difference and require more development time.

Let’s take a look at a concrete example of a brand and a derived application that extended from it – Johnson & Johnson and its’ digital health scorecard.

Looking at JnJ’s homepage:

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We can see some of the brand aesthetic – highly visual imagery, simple, clean layers of blocked color and font usage.

Look at sample interfaces from Windows 8, iOS6 and Android

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So naturally when we apply an app design from Johnson & Johnson such as can be found at:

We want to choose an OS that expresses the experience, but also reflects the brand as quickly as possible. In this particular instance Windows 8 is a perfect fit because:

  • Large background canvas for background, people, focused imagery.
  • A process that is linear but can navigate to any step at any time requires a more flexible user experience architecture – i.e. a higher ability to swipe/pinch to various parts of the screen, which is aligned to Windows 8 UX
  • Uses of blocks of colors with font to create a simplified, beautiful experience.

When the experience is applied to Windows 8, we can see how design time is lessened because they are re-using the JnJ brand template to maximum effect.

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Similarly note how easy it is to port that experience to iOS and Android now that the visual is established: design tweaks come in the form of reusing OS controls to save on development time, while still keeping the overall feel of the experience intact.

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Look for an OS that is flexible to your needs – Windows 8 in particular is good at meeting its 3rd party brands first, and itself second because it has an inherent design language that can easily be tweaked through visuals, colors and font choices to reflect another brand, quickly and effectively. iOS6 had a habit of demanding its client brands design their apps to meet its infamous rigid startings, essentially absorbing big companies under its brand umbrella. But with iOS7 that rigidity is  gone because Apple no longer is the only design option, and it must be adaptable to the ever increasing needs of its clients design teams.

When developing your apps, and you have an established brand, you are in control of your mobile strategy- don’t degrade your design style because the OS demands it, choose the right OS that can fulfill on your brand experience first, then alter appropriately for other systems. This will show a radically reduced cost in the time it takes to establish your design style on 3rd party systems.

Reviewing our 3 part series remember this tips in evolving your brand:

  • Design your brand based on your core values, not on what ‘looks good’. Fashions change, but brands that are representative outlast.
  • Express your digital user experience based on your needs, not the perceived restrictions of the device UX.
  • Finally, when rolling out across multiple native apps, choose the UX philosophy that is closely associated with your brand to ensure effective and quick translation to a digital experience.

Earlier posts in the series:

Translating Brand into a Digital Experience – Step 2: Maintaining your brand in the digital age

Translating Brand into a Digital Experience – Step 1: Understanding Brand