Moving from utility to a brand experience

When it comes to creating online interactions, we often start from a place of usefulness — what does my user need to accomplish? But there is a lot more we can do to make our experiences enjoyable, and dare I say, delightful. This framework shows the intrinsic way that utility, usability, desirability and experience fit together to create the overall brand interaction. My advice for applying this framework is to refer to it in creative development. Use it to consider how to refine interfaces to include more story-telling — perhaps by considering the tone of voice for content, progressive learning instructions, notifications, alerts or forms. You can also use this model in client presentations to help with buy in as to why more creative development time is needed by pinpointing where on this bulls-eye your team is in terms of design.

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