Beyond the Burger
“Good Design is good Business” — Thomas J. Watson, Jr
User Experience is more than just making the target audience happy with the products and services. With a good user experience design, it can ultimately help a business’s brand!
Few things with Branding
A business’s brand is more important than ever now. A brand defines how different the company is from others and gives an idea about what the company is like. Therefore, no matter what size it is, there needs to be a good design.
Every business has multiple touchpoints (interaction between a business and its customers) and these points are crucial in keeping customers. Two common touchpoints are ads and their website. When thinking about the user experience of a website is pretty straight forward, right? You research, test, and design for the end-user.
Done, easy.
But what about the other touchpoint? With a strong user experience framework, creating and managing other touchpoints are easier and add continuity to the brand.
UX + Branding
When you think about how people are interacting with companies, people many say: their website, customer service, and seeing ads. All three of these mediums are all delivering information and content to the customer, and a lot of it is the same information. Which is a great jumping point for an Information Architect to start their job.
An Information Architects would take those three touchpoints, and many others, and create a structure for organization, test their usability, and design a framework that will streamline the information to the target audience in a continuous way. Continuity plays a big part in both branding and UX. Having every touchpoint on the same page and communicating clearly and concisely, it will strengthen the customer’s, as well as the employee’s, relationship with the company.
Closing
User Experience is not just for digital design, it can be used in other mediums of design. The perfect example would be applying it to the identity design for a brand. Every brand has information and data that they need to handle, and that calls for a UX practitioner. By adding a UX framework, information and data will be structured and organized to be presented to the target audience. Once information is being streamlined, it will make creating and maintaining touchpoints less of a hassle and allows for creativity. In the end, it will help increase the relationship between the brand, employees, and consumers.
