Brands are more than the combination of a logo and a witty tagline – they’re a trusted relationship with a customer, a one on one conversation between a company and its user base. User experience, through a website or a mobile application, then, is the most practical and useful way to build on that connection and foster a deeper relationship between a brand and its customers.
UX has and always will be the core of app development – the idea being to minimize frustration users feel and keep the customer engaged with a piece of software.
For most companies, their website or mobile application is the only direct interaction they have with their customer base. It’s important to get the core messaging of your brand in-line with the outward facing collateral you present.
Although it might seem like it complicates the process, looking at your UX through the lens of your brand can make the process of designing a website or mobile application more simple by clearing up certain decisions. Seen through the filter of your on-brand messaging, deciding when to implement an aspect of UX can be left up to the question: does it fit with my brand? Will this reflect what my customers understand about my brand?
A unified, on-brand message that integrates with your UX will always be more engaging and powerful than flashy UX.
At Bottle Rocket, our primary focus is the brand we develop for – when you have deep empathy with a brand and understand their position in the market, the rest of the process falls into place. We spend several days at the beginning of an engagement getting to understand the brand we’re working with and discovering what makes them tick.
Although two companies that are implementing UX with “best practices” in mind may come up with two very similar results, if both of those companies regarded their brand equity as an equal factor in the process, the result would be a highly branded experience that allows the customer to engage on a deeper, more familiar level.
The first expectation of good UX is ease of use and clarity. The user should know when an item is actionable and the structure of actions should be hierarchical in some way – but beyond that, UX decisions can’t all be made in a vacuum of best practices. If my brand prides itself on a subtle, minimalistic approach to business (and that’s the brand equity that I have established with my customers), then my outward facing materials need to reflect those values in their implementation.comment