How Brands Can Leverage UX To Build Meaning & Purpose [PSFK LONDON]

How Brands Can Leverage UX To Build Meaning & Purpose [PSFK LONDON]

We talk to Adam Powers of BBH London about how UX is helping advertisers create deeper, longer-lasting connections with consumers.

  • 22 september 2013

We are looking forward to our return to London later this autumn. On 10th October, the team behind will host a morning of ideas and inter-mingling in the Purcell Room at the Southbank Centre. This informal and relaxed event connects readers and local creative professionals together over a series of short talks by inspirational speakers.

One of these speakers will be Adam Powers, currently of BBH. Adam has enjoyed a successful design career, now spanning 20 years, over a decade of which he spent designing and leading digital user experience & design (UX&D) across the BBC’s desktop, mobile and IPTV digital services.

Having joined multi-award winning agency BBH in 2011, Adam now brings his skills to its formidable client roster, including Google, Barclays Bank and RedBull and across various offices in the US and Asia. Adam’s primary objective is to create powerful, credible and rewarding experiences, whatever the brand touchpoint.

We spoke to Adam about user experience design, its place in the advertising industry, and what certain projects have taught him about the changing landscape of interactive web design.

What is UX doing in ad agencies?

UX is helping ad agencies change how they respond to a client’s communications brief. Disruption is no longer the sole weapon of choice. Consumers are savvier and better connected than they have ever been, and simply won’t stand for a brand that is full of bullshit. At its broadest, UX helps agency and client think about and produce meaningful interaction with consumers through platforms, products, and services. As more brands look to evolve into content providers, UX practitioners in creative agencies can now go deeper – beyond the broadcast or print ad that generates fame –  and give the brand relationship with customer real purpose and utility.

Are there certain challenges in the culture of making campaigns rather than things and services that people can go on to use?

There are enormous challenges in this shift. It involves thinking beyond the sugar rush of campaigns where focus is making something big, bold and beautiful that burns brightly for a short time. The mindset and skillset of a new breed of team thinks about iteration, analytics and improvement. It thinks about how “always on” advertising performs and communicates over longer periods. It requires strategists and creatives to enter into the world of brand as service, considering every touchpoint they have with their customers and how to make them as effective as they can be.

You led the team that created the BBC iPlayer. How do you leverage that experience in your work?

Though I didn’t lead the team on the main iPlayer project, my team did develop the earlier versions of BBC iPlayer for mobile and tablet. Those experiences taught me a lot about designing experiences for mobile, such as understanding the focus and the discipline required to create great interactions on your most personal devices. The 1 foot experience is quite unlike any other, where we can understand context of use so much more deeply and tailor experiences to match. It also schooled me in complex technology product development with multiple stakeholders, a demanding audience and the power technology has to completely change human behaviour.

Thanks Adam!
Get your tickets today, don’t miss out on this fantastic event. RSVP below or directly on Eventbrite.


DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers


Get PSFK's Related Report: Future of Automotive

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 28, 2016

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)


Future Of Work
Cultivating The Next Generation Of Leaders

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.