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Full Description
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.
Contents
The Battle of Attention.- The Role of Information Processing for Product Perception.- Unconscious Brand Messaging and Perception Beneath the Detection Threshold.- Human Needs and Values as Guideline for Brands and Their Products.- The Intersection of User Experience (UX), Customer Experience (CX) and Brand Experience (BX).- Conceptual Consumption - Why We Consume Based on Mental Concepts.- The User Experience Identity (UXi) Method.- UXi Validation - How to Evaluate if Brand Values Can Be Experienced by Users.- Summary and Recommendations for Action.
