…tomers experience every time they interact with your company is the brand, not the visual identity. No-one gives a sh*t that your airlines logo has been crafted out of unicorn tears and your visual language is AI generated if their flight keeps getting cancelled or they get involuntarily de-boarded (aka dragged off the plane bleeding) because you overbooked the flight.
…perform a task in your app. Each click, swipe and drag-hold is part of user flow. Every app has it. It doesn’t matter if you’re building a complex engineering application, or a tea timer with a single button. There’s still a sequence of steps your user has to take.