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User Experience Design for Brand-Led Businesses
User experience, as the name suggests, focuses on providing a pleasant customer experience. Elements of this include ease of use, usability testing, and adjusting small details within the product.
Your brand should be a promise to your customer. A commitment that lets the customer know what to expect, and the user experience delivers on just that. A commitment that directs how your brand will look, speak and act. How your customers experience your brand at any touchpoint, including digital ones, can either reinforce their perceptions or undermine them. Positive experiences with your digital products and experiences strengthen the brand. Today’s brand experience is the user experience.
Customer expectations have never been greater.
To reinforce your brand at every touchpoint, including online, you need to start understanding your brand.
When marketing a brand, marketers generally focus on the copy’s colours, imagery, and tone. However, another element is often overlooked – how your brand should consistently behave. In the past, marketers focused on one-way interactive media, such as print and TV ads, where brand behaviour was displayed but not engaged with by viewers. With the rise of interactive experiences, brand behaviour is now front and centre at every touchpoint. When a customer visits a website, they interact with the brand, and how that website behaves toward them will affect their brand perceptions. The automotive industry is an excellent example of user experience. Driving a car doesn’t require any technical knowledge of how a specific vehicle works. Once you know how to use a car, the basics are the same whether you are in a Honda, BMW or Tesla. That is good UX.
How do we start integrate our brand’s promise with our brand experience
Start connecting branding to your user experience by applying your brand attributes to customer interactions. As part of your brand guidelines, you should include how your customer should experience your brand. This high-level overview of how your brand should behave online is based on your brand’s attributes, which provide strategic direction.
This section of the brand guidelines gets into fine detail on brand attributes communicated through each online interaction.
What makes a great Brand User Experience?
Virtually every industry has been shaken up by changing consumer attitudes and expectations. How do your customers engage with your brand, and is it a seamless experience? Is it consistent from start to finish? The truth is, it rarely is.
A great brand experience is a brand delivering its promise, and when a brand does, it’s an experience people remember. We call this “usability” usability is effectiveness, efficiency, and satisfaction with which specific users can achieve a particular set of tasks in a specific environment, be that on or offline.
Integrating technology into your customer’s path to purchase can help improve the journey and your user experience.
When done well, it’s often hardly noticeable; think of a poorly designed supermarket, and you defiantly notice when you can’t find what you’re looking for. The important thing is to remember that usability is about people. It is about designing an experience so that people can use them efficiently. Your brand should be based on Human Factors and Ergonomics, Cognitive Psychology, etc., collectively known as User-Centred Design or UCD.
Usability is the result of following the User-Centered Design methodology throughout the design process.
Often companies try to reeducate customers to bend to their will, but usability is NOT about training people to cope with poorly designed things.
What are the benfits of improving your brands user experience?
It makes your customer experience better.
The most important aspect of user experience design is its user-centric approach — it puts people at the heart of the brand design process. User research and usability testing are the most critical parts of a UX designer’s job.
Research and testing allow UX designers to translate empathy-based concepts (users’ thoughts, feelings, and frustrations) into project requirements (information that team members can use to build a product).
Good UX makes business sense.
Forrester Research reports that, on average, every dollar invested in UX returns $100, for an ROI of 9,900%.
Create fans of your brand.
Delivering on your brand’s promise at every touchpoint means you retain more customers, which is cheaper than acquiring new ones. While the adage about “it costs five times as much to acquire a new customer” may not be accurate, the basic principle is spot-on: it’s more cost-effective to keep someone in the fold than to bring new customers. Even so, if it’s data you want, there has been plenty of research into acquisition vs retention, and every one of them has concluded that the economics favour retention as the more economically viable focus.
Improve your user experience at every touchpoint
There’s nothing like the impact of observing a real customer falling at a hurdle in your customer’s journey to buy what you are selling. Be that battling with trying to find a product in-store, getting the correct information from a staff member, or finding how to log in to your website.
Stand out from the crowd for all the right reasons.
Step into your consumers’ shoes and consider how many brands you interact with that seem to value your patronage. You can probably only think of one or two. Your customers see around 10,000 marketing exposures every day, but only engage with a few of them. The ones who earn continual engagement are those with whom they feel connected on some level and consistently deliver on what they promised.
Have You Considered Your User's Experience?
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