Experience design (alternatively referred to as UX, UXD, UED or simply XD) extends across many dimensions, creating complex overlaps that designers often take for granted. At the same time, consumers are becoming increasingly sophisticated as they enjoy an ever-widening choice of options for the same set of needs. This in itself can erode brand loyalty and radically alter buying behavior.
Experience designers with the explicit objective of enhancing customer satisfaction can’t afford to bypass any of the dynamic buying influencers in play. Their task is indeed a daunting one.
We live in an age where branding a product to be the go-to choice for a viable segment of the population is the golden standard. This means that the user experience must not only be better than ever before – it must be memorably better. Gratification that is quickly forgotten, of course, doesn’t work in a brand’s favor. Alternatively, if the experience itself is indeed remembered but somehow disconnected from the brand, then disappointment is equally likely. It’s essential for the brand to make a lasting psychological impression on the customer before, during and after use for the mind to be stamped with a positive recall.
The experience designer’s approach to Imagery is critical in an arena where website communication and Internet engagement of target customers is par for the course. One photo often speaks louder than 1000 words. Indeed, a sequence of pictures with few words may be the best way to make the overall user experience memorable, easier and add layers of mental wellbeing. Organization and fluidity without a doubt make the difference between a user experience design that pays dividends long term and one that sparks, then quickly fizzles and dies.
One of the biggest brand killers emerges when the same stock photos appear for other products – even if not in the same marketplace. The bottom line is this: uniqueness is a tenant of UX design, and any aspect in the process that may upend this quality should be avoided.
Planning and designing a product for a better user experience has to transcend imagery that marks the effort as run-of-the-mill. Display of the product on the web, on advertisements, in various stages of use, or in different situations being enjoyed individually or in groups etc., has to put a big distance between the brand and its competition. So it is recommended that you begin by adjudicating experience designers for your brand by their strategy as it relates to uniqueness. It’s time for you as the brand owner to switch onto that vitally pertinent wavelength as well.
Experience designers these days are hyper-specialized to meet new and innovative UXD demands and challenges. They should reflect the versatility and the artistic talent to plug into every digital option available with customized imagery that resonates with the user’s mind, heart, and soul in a way that a more generic experience never could. You need imagery that will bring your customers back to the virtual shopping cart time and time again, instead of the “spark, fizzle and die” that marks the fate of declining or dead brands. In most of the latter cases, it can be trailed back to the brand owner settling for the cheapest experience design options turning out to be expensive in the end.
Conversation design is rapidly becoming a focus of the modern experience designer. If you’re working on an interesting conversational project, check out Botsociety to create a quick and easy mockup today!
Also published on Medium.