Case Study: Dell 2.0, Designing Customer Experiences
Monday, February 12, 2:30-3:15 PM
by Brooks Protzmann
Dell 2.0 is about embracing all aspects of the customer's experience with Dell. The newly created Experience Design Group at Dell is making that vision become reality through a focus on all of the interactions a customer has with the Dell brand. Through the application of innovative and creative thinking each step of a customer's interaction is designed to be purposeful and enjoyable. The result is that Dell can provide products and services that are more than just purchased items, but enriching experiences.
Brooks Protzmann, visual identity and brand experience manager, will show how Dell is approaching the entire customer's experience.
About Brooks Protzmann
Brooks Protzmann is the Manager of Visual Identity and the Brand Experience team as part of the Experience Design Group at Dell Inc. in Austin, Texas. He is responsible for the product-focused touch points of the customer's journey when engaging with the Dell brand, products, and services. His functional responsibilities include visual identity, packaging, user interfaces, and documentation. The Experience Design group was formally established during the summer of 2006 to bring together the Industrial Design, Usability & Human Factors, and Customer Experience functions with the disciplines of Packaging, User Interfaces, and Documentation in order to create an integrated, in-house design team that is focused on all aspects of the customer's interaction with the Dell brand—the customer journey.
Prior to joining Dell Inc., Brooks was Director of User Experience for Barkley Evergreen & Partners in Kansas City, where he created the user experience department and led staff in product & design research, interaction design, brand strategy, and information architecture for client programs. Earlier in his career, Brooks founded Media Tank, Inc., an interaction design consultancy serving clients such as Burger King, Colgate-Palmolive, Southwest Airlines, and Sprint.
Brooks received his Bachelor of Fine Arts degree in Industrial Design from the University of Kansas. He later earned his Master of Arts in Interaction Design, also from the University of Kansas, where he explored the convergence of interaction design, human factors and communication studies.