UXB is based on the idea that user experience and brand experience are the same thing. For example, the experience someone has when searching for a document on an organisation’s website is an experience that strongly influences what they think about that organisation. This relationship is strong because the experience is interactive not passive.
Online bond
What we think about brands and organisations is often formed by passive associations we make through things like news, advertising, events and sponsorship. In contrast, an online experience is a direct interaction and this makes it a powerful influence in building customer relationships and in the success of any organisation. The evidence is not just anecdotal, recent research by Rawnet showed that 78% of UK consumers were put off dealing with a company because of poor processes on its website.
Powerful experience
The idea of user experience and brand experience being one and the same is not new; web design expert Jared Spool talked about it in an article on Branding and Usability over 10 years ago. What has changed is that more and more people are online and they’re using it in all aspects of their lives. According to ComScore 65% of UK households are online and the level of internet use by individuals is the highest in Europe. The fast-moving conversations and fluctating opinions formed within this growing world-wide population are already deciding the value of brands and the reputations of organisations.
Right here, right now
What users think is the key to success, whatever sector you are in. So it’s vital that you know who they are, what goals they want to achieve through you and how best to make that happen so you get repeat visits and recommendations. User experience branding can help you find the answers.
Read more about Hoop’s approach or contact Sean to discuss how UXB could help your organisation.
sean@uxblondon.com
This article appeared in Moot 02, September 2008.