Designing for User and Brand Experience via Company-wide Experience Goals
Virpi Roto, Yichen Lu, Harri Nieminen, Erdem Tutal · 2015
Although user experience is a prominent topic in the field of human-computer interaction, designing for user experiences that are in line with the corporate brand identity is rare. In this paper, we discuss the relation of brand experience and user experience, and suggest combining the forces of experience designers and marketing people to deliver a consistent, strong experience in all touch points between the company and its external stakeholders. We report a work-in-progress case from one company as an example of how company-wide experience goals can be defined for enabling consistent experience in all touch points. We propose experience design researchers to pay more attention to brand experience and to all touch points.