Why Brand Experience (BX) and User Experience (UX) are important to your brand and what can you do about it.
Why should you care?
Because your customers do.
Because your customers do.
Airbnb attributes UX for taking them from being a near-failure to being valued at $10 million.
To your user base and customers, it’s an experience that makes them want to use your product or buy into your brand over another. It’s an experience that makes people feel good, which creates less friction and creates trust with a brand. Why would you use something that's too hard if you don’t have to? How can you experience something if you can't find it or even know about it?
The main purpose of UX design is knowing that you are designing the best right brand (BX) and user (UX) experience, and that you are speaking to your audience wants and needs.
You can waste a lot of time (and bucks) going in the wrong direction and sometimes it’s too late to turn back.
It’s not all about wireframes and trendy designs. It’s more about understanding the who (is your audience), the what (do they want) and the why (do they care about what you have to offer). When you know this, you can then start the design process.
UX is key to branding!
Did you know that?
a.
Customer experience is now considered a key metric to measure brand success.
b.
User experience has emerged as the #1 brand differentiator.
c.
Experiences that connect Brand Promise and Brand Behavior through UX increase conversion 4x.
d.
Every $1 invested in UX results in a return between $2 and $100.
12
Steps to achieve UX nirvana
(no, not the grunge band)
(no, not the grunge band)
1
Define brand purpose and alignment to
your project.
your project.
2
It’s not about you.
It's about the user (hence user experience).
It's about the user (hence user experience).
3
You need to understand your audience.
4
You need to understand your competition.
5
You need to strategize.
Yes, think before you act.
Yes, think before you act.
6
Content is king! Repeat after me, content is king! Think about the content. Less is more.
Congrats! You are half way there.
7
Prototype. Don’t build it just yet.
8
Design it right the first time.
9
Do motion and interactions add or distract from the experience?
Or do you just want to be cool?
Or do you just want to be cool?
10
Use your brand ambassadors to test for you. 85% of issues related to UX can be detected by performing a usability test on a group of 5 users.
11
Collect and analyze user feedback on a regular basis.
12
Always be willing to change and
question why.
question why.
And remember, the most important part to creating the best brand and user experiences is
empathy
because behind each touch point there is a person.
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