Friday, 13 June 2008

Brand Experience in User Experience Design

There is a direct connection between customers’ perception of a company’s brand and the brand experience available through all customer-contact points— both online and offline. Defining, then consistently presenting a brand message increases the likelihood that a company can successfully deliver that message.

The 5 key elements to a customer centric culture by Forester research
- view customer experience as critical to meeting business goals
- share an accurate understanding of customers and their needs
- align company strategies with those customer needs
- support customer experience initiates from the top down
- have common goals across the organization

Some interesting pointers by Steve Baty
- recognizing that both online and offline customer experiences contribute to a brand image
- highlighting the importance of consistency between the customer experience across all touch-points
- working from the premise that an organization engages in a broad, complex set of interactions with its customers, of which the brand experience portrayed through its web sites is only one
- acknowledging the fact that a brand is inherently something we can only influence, not control

Reaching Larger Heights
As user experience designers and analysts, we need to begin working closely with business analysts and clients to provide them with what we know about user experience and in turn learn about brand experience which will help us build a team that satisfies end users with a powerful strategy that is determined by design, branding, and experience.
- make promises that a brand ends up keeping
- convert these brand promises to interaction requirements

Read more at:
Brand Experience in User Experience Design by Steve Baty

Brand Experience and the Web by Dirk Knemeyer

Branding and Usability By Jared M. Spool

Watch more at:
Forrester Research: Delivering A Great Customer Experience

8 Steps to Delivering an Exceptional Customer Experience

Forrester Research: Customer Experience = Competitive Weapon

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