Creative, entrepreneurial people have an innate desire to explore. After adopting a fearless attitude, it becomes easy for them to seek out newness and experiment with confidence. But, there is a shadow side to these seemingly harmless cravings of novelty: absent-minded innovation.
In part, it seems like this need to find something new or start several projects without finishing them stems from a need to grow. Be it more market share, more customers, more offerings, whatever. The point is that rebellious brands cannot afford to be all things to all people. Instead, they seek to focus.
I want you to think about taking a picture of somebody. You point your camera at them and they are blurry. The image sucks and your intention of capturing the moment is lost. Now focus on the subject. Clarity, definition, context, all of these things become evident in light of focus. You get the full picture.
Now try focusing on two people at different depths and distances. It gets much harder.
What's the point? In a world that cannot seem to satisfy its desire to be all things to all people, rebellious brands fearlessly focus. They are ok with gaining the full picture of one subject instead of trying to capture many.
This is the second in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Please read the first article before jumping into this one.
Having gone through the process of seeking out the alternatives to your product, you should have a robust understanding of what is already out there within your market category. This is like being at a poker table and seeing each players' cards. You know what you're up against, now it's time to find a way to play.
The second piece in positioning a company is understanding what makes you special. From a product standpoint, this comes in the form of technical features, but it could expand into areas like delivery method (think Dollar Shave Club vs. Gillette), the business model (subscription vs. single purchase), or unique expertise (a developer with marketing skills or focus within a particular vertical).
After choosing the attributes and unique elements about your business, you could also examine the emotional qualities unique to your company. For example, Duluth Trading Co. and Patagonia make almost identical winter gear, but they are completely different emotionally. Duluth downplays any kind of sophistication despite the fact they charge $25 for a pair of Buck Naked Underwear. While Patagonia shifts its emotional value to serving the planet and altruism. Same products, different stories.
What do you care about? What story do you have? What personality can you bring to the table? It might be something you take for granted, but to everyone else, it is special. It's your secret sauce that shouldn't be kept a secret.
This is part of a 5-piece case study on Dashlane. Be sure to check out the previous pieces and stay tuned for what's next.
Let's set the record straight, UX is almost always confined to the digital space. I'd disagree with putting a box around it since experiences come in all mediums and formats. As such, it's important to take a look at the User Experience from a holistic stand point, especially with digital products and software. Why? Because the more methods you have in foster trust and loyalty, the better. A billboard, an email, a poster, a website, and the product must ALL cohere.
I'll touch more on what could be done better about Dashlane's overall user experience in my next piece and focus on their product for now.
In case you missed it, Dashlane is an internet security tool riding their flagship password manager application. Some things to keep in mind is that Dashlane has positioned themselves as a premium brand within this space, since most of their competition seeks to be known as more affordable.
In light of their position and the emotions they are seeking to evoke, Dashlane built a gorgeous product. It's as if they teamed up with an artisan seamstress who finely knit together a digital application out of codified silk. Everything feels smooth and fluid.
Both the desktop and mobile app feel seamlessly integrated and carry over the same design language effortlessly. Even when you input an incorrect password, the actions taken to inform you are starkly human. Literally shaking it's head "no."
In the spirit of making internet security simple and elegant, Dashlane's interface is highly intuitive. Presenting you first with a list of recent passwords and other precious info in your home screen and then providing the most useful screens int he thumb-enticing lower navigation (Vault, Contacts, Tools, and Settings). It's so simple it's stupid. Everything their user needs is a click away and the options provided are useful, especially in their tools screen.
Some overarching notes: there isn't a whole lot of typing done throughout the experience unless absolutely necessary (i.e. entering your master password or searching for a particular item in the Vault). Most of the actions are done with clicks or switching toggles, making it easy to sprint past password fields.
Even more impressive is their browser extension that auto-fills forms and helps generate strong passwords with a click.
The peace of mind given from not having to remember these passwords and going through the painstaking process of retrieving them is a game changer. Dashlane's product 100% lives up to the name, you enter the Dashlane of logins.