Leseprobe
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User Experience Is Brand Experience
Felix van de Sand, Pamela Zotz, Anna-Katharina Frison, ...
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Springer International Publishing 
Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing
Beschreibung
This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences.
Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a 'UX identity scale' by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications.
Kundenbewertungen
Integrating brand strategy with UX, UX design strategy, Signals & empirical knowledge, UX design optimization, Implicit codes and brand-driven UX, Semantic proximity and euclidian distance, Psychological needs of end-users