Brand=Product=Brand: Melissa Cullens (Ellevest)


Deeply insightful discussion of Brand & Product Strategy including funny do’s and don’ts – by the Chief Experience Officer for Ellevest.

 

“”Your Brand = Your Product = Your Brand”.”

Melissa Cullens, Chief Experience Officer, Ellevest.

Melissa is a design professional with over 13 years of experience connecting behavior, emotion and mindset with innovative experiences. Currently the CXO at Ellevest, she leads the design of an intuitive and delightful experience across all touch-points of the brand and product. Through collaboration with users and the team, her work has been recognized by Interbrand as a ‘Brand to Watch,’ Fast Company’s Innovation by Design Awards, the CNBC Disruptor list and featured on the cover of Money Magazine.

“When we want to know what to build, we spend time researching what people need. When we want to see if it works, we ask if we can watch them to use it. It’s not revolutionary to use research and testing to learn if our page layout is navigable and our buttons visible — but what happens if we ask for more?

Changes in the tone of language, text size, color and photography do more than establish a brand identity — they change how information is understood. By evolving a brand in concert with a product experience, we can go beyond helping our clients navigate our website — we can build a relationship in which they feel cared for and understood.”

Melissa was speaking at 2019’s FinTech Design Summit New York.
 


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