Many of us hear it repeatedly to think like a customer, client or user and to focus on experiences and personas to develop a strategy, content and messaging. Well, the same is true for design and we’d like to add a few bonus points to our quarterly focus on this topic.
Kristen Ewald puts together an excellent post on experience design to help guide the development of your design objectives.
User experiences matter to even the smallest of enterprises. Think about all of the customers who visit your retail store, get help from a sales rep, order a service, set up a product, access your website from a mobile device, or contact tech support. Their interactions with your company or brand often determine whether or not they choose to do business with you again.
Design should not be thought of as a “nice to have.” It has become a business imperative and a competitive differentiator. With each touch point, a customer has a good or a bad experience. The overall experience it creates is your brand.
Experience strategy is in many ways quickly overtaking the role played in the past by brand strategy. Today brands can say whatever they want about “this is who we are,” but if the experience they create with their products and services is not in line with the expectation they have set, they may not succeed.
Read the original article at Intuit Small Business Blog.
Listen to award-winning designer and design firm owner, Bernadette Rivell Daniels of Identity Brand + Design, on the importance of design in this LGK Marketing Memo.
[soundcloud url=”https://api.soundcloud.com/tracks/140467668″ params=”color=00aabb&auto_play=false&hide_related=false&show_artwork=true” width=”100%” height=”166″ iframe=”true” /]
Download the Marketing Assets Toolkit, which includes a checklist of marketing materials and collateral that require design TLC.
What guides your design strategy? Price, personal tastes, buyer personas? Feel free to share your thoughts in the comments section of this post.
For daily marketing communications news, subscribe to LGK’s free, online, MarCom Digest. Maximize your momentum!