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.
While in New York City, I took the opportunity to visit some old haunts. I hadn’t had the chance to step inside the renovated Hotel Chelsea, so off we went. I’m not claiming I was a denizen of this much celebrated bastion of creativity in residence. I wasn’t. In the late 70’s as an art student in NY, it was one of those places we’d occasionally end up. A very real New York experience. The Chelsea remains a place for creativity, in fact, while my wife and I were visiting, as if on cue, a small film crew was packing up.
The renovation is spectacular in its thoughtfulness and restraint. Honoring its past and fully embracing its future, a ready canvas for new stories. It’s spot-on-brand and reveals its treasures to the curious. See it for yourself if you can. It’s a powerful example of brand stewardship. As an experience brand, pictures alone will do not do it justice. The warm inviting tones of the piano room, for instance, are enough to make you want to book a room, a shoot, an event, dinner at El Quijote or all four. Experience brands grow through word of mouth and the shared positive experience of its users. Here you have it. The piano room inspired this curious portrait of my better half.
By stark contrast, a short distance away is Hudson Yards, a modern spectacle. Cathedrals of glass that skyrocket while playing with light. Monuments to the moment, bold statements of power and daring and, I’ll add, a bit cold. It’s a different city. It could be anywhere in the modern world. It’s difficult to imagine it will gain the legend and lovely patina of the Chelsea.
The Chelsea remains a testament to itself, the perseverance and resurrection at the hands of its new owners deserves a round of applause. The Hotel Chelsea is part of the fabric of old New York. The richness of its character perhaps never more appreciable than after a day of wandering this ever-changing city, to stand at its lovely bar drinking in its history.
The air was blue with my rants as I discovered my site had been hacked. The blog section filled with spammy, fraudulent posts — from the bizarre to the disgusting.
I removed all the bad posts and changed my login credentials, only to discover a few weeks later they were back in my site. How? I’m still not sure, but to shake them off, we took down the site, moved hosting locations and updated all security protocols. Apologies if you were affronted.
It’s not the first time, perhaps it’s also happened to you. Entirely disruptive. It’s hard not to get angry about it. The last time this happened was years ago and I really was furious. This time, more annoyance than anger. I was traveling and enjoying a few days in NYC and took the opportunity to not let it bother me too much. Instead, I took a break from everything and considered the value in the effort of writing blog posts.
It will be nice one day if I can directly link the effort to incoming work…but after some thought, to be honest, I’m doing it for myself. I enjoy it.
Maybe you’ll enjoy one or more of my posts and find them of value, maybe not.
I send them with love in either case.
There was a time when almost all media was inclusive. The old analogue days of 13 TV Channels, rooftop antennae, a handful of news programing and perhaps a few dozen major newspapers and magazines. There were some specialized publications, and radio stations were somewhat local, but they were the exceptions. Media was broadly casted by a limited number of producers, reaching millions of people.
Today almost all media is exclusive. Everyone is a specialist, if not due to content, then due to targeting. Even the national and international outlets cater to regional influence, and why not? Effective targeting is also about giving your audience what they want. Or what they think they want. Or what you think they want. Or what the AI predictive models think they want. It’s enough to make us toss our hands into the air and just default to something that feels safe for our brand. Something with hopefully broad appeal that we can run anywhere, hoping our audience will self-identify.
Our segmentation modeling is so divided, it’s become segmentation meddling. Exclusivity in media is a problematic reality if we stick to outdated norms of thinking. Let’s put aside the fact that it has created a platform for every nutjob with a computer and look at what it means for brands. A world of distractions in a distracted world.
Across the paid, owned and earned media landscape, there is now endless fractionalization of your audience which diminishes the reach of your brand. Not because the media is not reaching the target, but because the targets are polarized by the fragmentation.
This polarization is a buzzkill for what might otherwise be a campaign that would jump the chasm into popular culture.
What is popular culture when culture is now unpopular?
Cultural fragmentation may not impact too negatively on major legacy brands, assuming they stay out of harms way. But for newer, smaller brands, success means obsessively focusing on a minimal viable audience. Connecting with this audience and delivering real value to these customers will motivate them as culture ambassadors for your brand. These ambassadors will help the brand bridge to additional culture communities as they share their experience.
Bridging is the major action of digital media. It amplifies the power of word-of-mouth, of shared positive brand experience and helps drive brand growth.
Specificity should be a core part of your strategic and creative development. Create for one specific group of potential customers and build from the core.
In truth, this thinking is nothing new. Perhaps it’s been forgotten. Some brands have not forgotten. Patagonia is one example of a brand that has always been entirely specific in its audience goals and campaign platform. It puts its values of honoring and protecting nature into all it does and communicates. Its current market value is $3 Billion and recently the founder, Yvon Chouinard determined to give it all away to help save our planet.
Patagonia’s specificity of purpose, planning, action, and communication recently arrived in my mailbox in the form of a Patagonia publication, a magazine celebrating people and nature. This is no catalogue of merchandise but a catalog of beliefs and values, and it’s printed on 100% post-consumer recycled paper. It’s a home run in my opinion. I’m a nature fan boy and have, over the years, purchased Patagonia clothing. I still have most of it. It wears like iron. Built to last, not to be discarded. The user experience of the product aligns completely with the mission and values of the company.
This alignment includes Patagonia’s use of media: specific, focused, and effective. You may point out that they use the mail channel to reach me. Why not? It’s a great tactic when used correctly. The publication has value, will be passed on and then recycled. But there is a bit more to it. Within the pub, there are URL’s that lead us deeper into the stories. This publication is a well-integrated driver of brand engagement.
Exclusive media means exclusive opportunities to Head For The Heart.
When I put the camera on my shoulder and the brief is in my head, I’m looking for the truth. The deeper story, the stuff beyond mere words and pictures, the stuff that reaches the heart. Truth in performance; the essence of the idea to be communicated. The process starts again in editing, to polish the delivery of the idea, the emotion.
The brief is the framework, it establishes the context of creation. It impacts everything downstream; concept development, script, directing, photography, casting, location, tonality, mood, lighting, the entire production design…the works.
The brief is the springboard for ideas to take flight. A great brief is also anchored in the truth of the brand. The brief is a contract with the creative. The brief is also a contract with the truth. Not “truthiness.” The truth.
Occasionally, attempts are made to exploit “truthiness.” Savvy marketers know that great ideas communicate beyond the execution. They know the right ideas generate emotions that cannot be measured through any single ingredient that goes into execution. Truthiness can be tempting.
You can imagine the dismay when the client says, “The idea will not work because we cannot actually communicate that.” Discussion ensues.
It’s a mistake for anyone to use the brief as an opportunity to manipulate the creative work to communicate something that’s not entirely true. Creativity is a powerful tool and can certainly be made to imply things that are not the truth. Clever creative work, not anchored in truth, may achieve a temporary spike in sales but it’s a short money game. Disappointed customers, misled by “truthiness” will flee. Nothing sticks to a brand like the voices of unhappy customers. Truthiness does not build better brands.
Try making a better product.
Brands such as Spectrum are, for all intents and purposes, monopolies. Their monopolistic stature affords them the illusion that they do not need to be the best in total quality.
I finally cut the cable cord and will just go forward with Spectrum internet service. The value proposition of cable TV evaporated long ago. I’m old enough to remember the promise that cable TV would be ad free with great quality programming, and it was… for a brief time. Advertising on Netflix? Stay tuned.
Dealing with Spectrum requires dogged determination. I called and spoke to an account representative and reduced my service to internet only. I could have likely completed this on the website, but it was not entirely clear to me how to accomplish the task. The phone seemed the only option. Now I know why. The call involved nearly 40 minutes in various stages of hold patterns and over 30 minutes of actual conversation. Finally, my cable service was gone, leaving internet only and netting me nearly $100 a month in my pocket. The agent instructed me to simply unplug the DVR and return it to a Spectrum store. There’s one nearby and I could just drop it off.
So, I went to “just drop it off.” I was not advised that I should call the store and make an appointment. I was number 12 in line and most people did not have an appointment. Twenty minutes later I was still number 12. At approximately 40 minutes, somehow, I had dropped down to number 13. I was listening to a podcast and the episode, at 43 minutes in length, seemed like it should get me to the service desk. No so.
The staff are exceedingly nice. Well trained to keep smiling, try to solve problems and sell, sell, sell. Most of my conversation on the phone was about various ways to lower my bill and keep me as a cable customer. When I finally reached the bottom of the sales ladder and I remained uninterested, the agent jumped to offering mobile service. At the Spectrum store, I was not getting out of there without the same mobile pitch.
As nice as the people truly are, the user experience stinks. I’m certain I would have been at the store much longer than 1 hour and 45 minutes were it not for the fact that a great number of the people (appointments or not) simply gave up and left. Customer retention through attrition.
Customer experience design is brand engagement. All the shiny, happy service agents in the world will not make up for a poorly designed brand experience. Why would I buy mobile service from a brand that demonstrates such little regard for my time?
A brand is more than a name or logo, a brand is an exchange in value.