The most important context of user experience design is consumer mindset.

Before we start pushing pixels around, we should be working hard to understand consumer wants and needs. Gathering insights into their emotional desires is critical to creating an experience, throughout the entire customer journey, that in both subtle and direct ways will reinforce your brand’s ability to help fulfill their desire.

These learnings can inform all design in both form and content to help deliver effective consumer engagement.

Once prototypes are developed, conducting user experience research, including eye tracking, allow refinements to be made that work to optimize the user experience right down to the micro interaction level.

Creators need to find the right balance between being engaging-entertaining while also being honest about the fact that the entire purpose is to facilitate the customers acquisition of the product or service.

User experience can also be thought of as utility.

The utility of the user experience, as a lens through which to view the entire customer journey, offers designers the opportunity to apply their talents to enhance the performance of the entire team.

Understanding and tracking the entire customer journey is essential to a successful engagement. The fractured media environment today demands simple brand ideas that are delivered simply and always in context of consumer desires. When user experience design diverges from the brand idea, it is no longer doing its job well. There are often opportunities to chase trends and implement ideas, methods, and tactics that may create a short-term boost in sales, but at the same time are weakening the brand.

In the long run, a great, well-executed, brand idea will outperform clever transactional tactics. It takes a strong idea and the willpower to resist the temptation of short-term thinking to build a strong and enduring brand.

To connect the dots, the customer experience journey is an obligation to the brand idea and strong brands are anchored in the mindset of consumer desire.