Branding The User Experience
Creating & Branding The User Experience
Not so long ago, branding and user experience were considered distinct aspects of marketing. Eventually, marketing experts and business owners realized that the two concepts are related.
“User experience”, or simply UX, is a term used to refer to what a visitor will experience when using a particular website. That’s why web designers are always particularly concerned with UX when designing a website – they want to make sure that visitors stay on the site for as long as possible. They want the site to be able to offer what the visitor wants. If you are looking to take your UX to the next level, consider working with our Orange County Web Design Team to create the ultimate User Experience with an Optimized Responsive Website.
In UX, the focus is on enabling simpler navigation, so that visitors can easily do what they want to do. Are they looking for specific information? If so, then they should be able to find it within the menu system. Do they want to buy something? The process should be easy to understand so that buyers won’t abandon their virtual shopping carts.
However, in a broader context, UX is more than just about how a website visitor feels. It’s about what the consumer goes through, including in the real world. Thus, UX in the restaurant industry could be about the ease of getting a reservation and the pleasure of having courteous servers, or it could be about tasty dishes served at affordable prices.
For retailers, it could be about encountering knowledgeable salespeople who know what type of consumer item would best serve the needs of the buyer. It can also include the customer support experience as well.
What you have to realize is that your brand identity isn’t necessarily about what you’re saying about your brand. Your brand identity is really about what others –especially your potential customers – are saying about your brand.
♦ In the hotel and resort industry, the UX is definitely part of the brand identity, and that’s clearly exemplified by online guest reviews. You may want to emphasize the beauty of your hotel lobby and the luscious beach in front of your property. Your guests, however, may be complaining about the dirty rooms, noisy neighbors, or reservations that weren’t honored.
♦ Your car dealership may focus on the excellent vehicles you sell, but your customers may spread tales about your prices (whether they’re too high or just right) or about the professionalism of your sales people. Car salespeople already have a reputation for a lack of ethics, and you will need to overcome this hurdle through professionalism.
♦ In many industries, fast service is something that customers always want. It’s the same way with websites – web pages that load slowly can have people leaving for another site.
Other aspects of website design can also apply to your business processes and products. Common mistakes in web design include inconsistent design, non-functional links, and too many choices. In the real world, the same rules apply. UX is part of your brand, so by making your UX a positive one for your customers, you generally enhance your brand image – and that leads to greater profits in the end.