Daniel Harris

Orange Interaction Principles

Home > Interactive

In brief

Role

User Experience Architect

Length

6 weeks

Team size

UX Director, User Experience Architect, Visual Designer

Deliverable

Brand principles translated for cross-channel digital design

Design process

Extensive interaction audit, competitor research, interaction affinity sort, hygienic and brand principle definition

The detail

LBi were selected by Orange in 2006 to explore how to translate their brand into a series of guidelines for the design of their growing portfolio of digital services. The difficult challenge was to facilitate the maintenance of a consistent digital brand experience across multiple territories and markets.

I was involved from the start in defining a process that would see the team audit the existing Orange interaction language through to identifying the hygienic and uniquely Orange brand interactions.

We delivered a beautifully designed and produced folder of guidelines for any appointed agency or designer to refer to when building a web service for Orange. It detailed the right ways to design various features for orange services that were both user-centric and appropriate for the Orange brand. We categorised them into Service, Support, Content, Retail, Search, Transaction, Management, Community, and Commerce.