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Brands Need To Deliver A Great User Experience (UX)

November 15, 2017

Let’s say you’re a birdwatcher. You’ve got a feeder. You need to buy birdseed for it.

Back in The Dark Ages (no computers or mobile phones), you’d go to a store made out of brick and mortar. You’d talk to a salesman who’d hit you with some primitive marketing– like so:
Yesterday's Marketing woman in safari suit buying birdseed from bird salesman who's telling her to buy this, it's great, you'll be popular

Marketing like that doesn’t work anymore. Certainly not in the case of online shoppers. They don’t want a hard sell. They want a great user experience (UX).

User experience covers all aspects of a customer’s interaction with a brand. It includes both interaction design (which allows people to interact with apps or websites to do things like download documents, subscribe to newsletters, and purchase products) and usability (how easy it is to use a site’s interaction design).

Key elements of interaction design include mobile compatibility; uncluttered pages; copy optimized for search engines; smooth navigation; ease-of-use; and being able to contact customer service.

6 elements of good UX interactive design mobile-friendly seo for visibility search results intuitive easy to use clean not cluttered smooth navigation customer service availibility

However, user experience is broader than site navigation and interacting with apps. It also includes content. That’s because a big part of user experience is how a brand speaks to its customers and anticipates their needs.

Content allows a brand to demonstrate expertise: to share its knowledge and success stories. It also seeks to actively engage its audience by encouraging them to ask questions and share their stories. Good content helps build the trust and credibility that every brand needs.

So if you sold birdseed, and your customers were birdwatchers, what kind of helpful content could you offer? A few ideas:blank vertical space, 16 pixels highcontent marketing part of user experience 6 posts for birdwatcher shopping for seed songbirds snakes sunblock dehydration bug repellent avoid ticks

Does all of a brand’s content have to be sober and serious?

No. In fact, I think it would be a great mistake.

Why? Because today’s consumers want brands to show some personality. It’s hard to connect without it.

Together, humor and content can create a unique user experience and bolster brand voice. Cisco Creative Director Tim Washer puts it this way:

Comedy is the most powerful way to humanize a brand because it demonstrates empathy… when we look vulnerable, when we let our guard down a little bit, that’s when we make a connection.

These days, there’s so little content out there that truly connects with people… (but)
if you can make someone laugh, that is the most intimate connection you can make.

To be successful, brands need to provide the best possible user experience: they need to make it easy for people to use their sites and apps to find the information they need and achieve their objectives: downloads, subscriptions, purchases, feedback, whatever.

So the Birdwatcher Edition of good UX might look something like this:

Today's User Experience birdwatchers edition woman in safari suit sitting at desktop computer shopping for birdseed site mobile friendly seo clean design easy to navigate with helpful birdwatcher topics blog content songbirds sunblock snakes bug repellent ticks hydrationblank vertical space, 16 pixels high

    *       *       *       *       *       *       *       *       *       *       *       *       *       *       *       *       *blank vertical space, 16 pixels high

Thoughts? I’d appreciate your feedback.

You might also enjoy this post about a football quiz I illustrated for Chick-fil-A.

blank vertical space, 16 pixels high

    *       *       *       *       *       *       *       *       *       *       *       *       *       *       *       *       *blank vertical space, 16 pixels high

About Mark: I’m an illustrator specializing in humor, branding, social media, and content marketing. I create images that get content seen and shared.

You can view my portfolio, and connect with me on Twitter, Facebook, and LinkedIn.

Questions? Send me an email.

blank vertical space, 32 pixels high

blank vertical space, 16 pixels highblank vertical space, 40 pixels high

2 Comments leave one →
  1. November 18, 2017 11:41 AM

    Love all these illustrated points, Mark.

    Like

    • November 20, 2017 11:54 AM

      Thanks, Jean!– I should have used a bicycle instead of a boat for “Smooth Navigation”!! 🌎🚴😊

      Like

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