Experience Tells the Story

August 17, 2019 - Posted By: Alessandro Fard

 

This week we wanted to share a great article from the desk of our founder Alessandro Fard. Read on to learn more about user experience storytelling.

 


Isn’t it bananas how fast Apple releases a new and improved product every quarter? Ever wonder why they are even able to sell those new products so rapidly after just launching the last one? What makes consumers go back for those new and improved products? Hint: it is not the advertising of words that Apple spends on; it’s the experience that keeps the consumer coming back for more.

 

I mean think about it, you get a new phone with an amazing camera on it and you think that it is the best of the best in the world, but then Apple comes out with an even better phone than yours and all of a sudden you need to see for yourself how the grass is greener! Apple doesn’t need to dazzle you with words, you just know and expect that the newer product will be even better. Each. And EVERY. Time!!!!!

 

Welp, ladies and gents…that experience, that expectation, that innovative mindset, and branding is what marketing has evolved into. You can thank Apple for setting that bar so high…jk! 😉

 

But in all honesty, marketing is no longer just a play on words and creative campaigns. It has converged into a massive beast that we like to call experience.

 

Marketing Then v. Now

Back in the 60s a brand’s communication strategy was separate from the design of the product or service. Today, both branches collide, collaborate, and produce the product and design together for a successful service or product launch. As a result, products and services must deliver engaging stories, deepen customer engagement, and organizations must structure creative teams differently in order to grow revenues.

Alongside these changes is the task of delivering the experience to multiple platforms within a network of multiple brands. Whereas in the 60s you really only had the TV, radio, or newspaper as your communication channels; nowadays there is that plus websites, social media, blogging, stories, videos, podcasts, and more. The complexity can be challenging and intimidating when marketing for every platform, but it also gives organizations great tools to get creative and collaborate with their team about the product or service, and an even greater experience for their diverse audience.

 

Calling Allllll Teams!

So what should teams look like if not separate anymore?

As my peeps at UX Magazine so nicely put it, “marketing and product teams need to work more closely. Copywriting and story teams need to collaborate with user experience teams. Likewise, interaction and interface designers, rooted in human need and usability, need to work in integrated ways with marketing and advertising creatives.”

 

In other words, everyone works with everyone. Don’t separate your teams, as difficult as it can be to have everyone stirring the same pot, it is what makes the difference in your campaign strategy because it will be so uniquely progressed through multiple layers, professionals, and creative mindsets.

I want to encourage you to switch it up and take the challenge of team collaboration beyond designated branches. It will greatly impact your product or service to more meaningful, relevant connections with your consumers.

 

10 Paradigm Shifts to Part With

 

What you create is more important than how you create it.

There are so many tools to get you to the finish line of designing a masterpiece, each and every one to ease the process. That being said, keep in mind that the tools or methods you use don’t matter as much as the finished product does. Don’t try to dazzle your clients with how fast your turnaround rate is, take your time to create something that matters beyond what has been requested of you.

 

Your brand must be built around a meaningful idea, not the other way around.

Everyone is branding themselves these days on social media, but a true brand begins with a meaningful, purposeful idea. Don’t let the filters, grids, and logos drive your brand, but instead the mindset and goal should be the focus. What is the meaning of this brand? Why is it important to consumers? What does it feel/look like long term?

 

Maximize the benefit of your brand.

Dive deep into the benefit of your product/service brand. People want to know why your service or product is necessary and what it will help them achieve. Don’t just settle for the best on the market, because let’s face it…there is always better out there or the next best upgrade. Truly conveying why a product/service is going to benefit a consumer is the best way to maximize your brand. Apple doesn’t claim to be the best cell phone in the market, they capitalize on what the cell phone features and the type of consumer that would love it.

 

Own your craft, don’t settle for average.

Take the time to own your craft, focus on those small details that set you apart from the rest, choose to make the experience one that keeps consumers coming back again. Chances are if they’re coming back, they’re likely to share that to other consumers creating that domino effect that can happen through well crafted design.

 

Charm them with simplicity.

Less is always more. Charm can be extravagant, but those grand romantic gestures in movies that are way over the top–yeah those aren’t a win in design. Think about the speed of life lately, everyone only has a few minutes to do things, the faster, easier, and simpler the better when it comes to interface and design flow.

 

Continually assess your strategy.

With technology shifts and social media trends changing on what seems like every day, it is important to reassess, improve, and reinvent what you’re delivering to your customers and the methods you are using to do so. I like to take some time at the end of every month to assess what worked really well, what could be improved, and what was a bust.

 

Update only what is necessary and keep what is working.

I know it is redundant considering number 6, but assessing and changing the version are really two separate parts. Version upgrades and updates can both increase or harm your customer base. Consider all personas when updating what is not working, and also when deciding what is working. “If it ain’t broke, don’t fix it!”

 

Remember social media goes both ways, beware of creating bad rapport with clients.

If you’ve been to high school you know the role that social media plays in destroying and raising ego. Needless to say, it is all too easy for consumers to completely defame a company or any entity. The best way to mitigate that is by ensuring that the client/consumer doesn’t feel fooled or wronged through faulty promises/products. Don’t create crap that creates crap!

 

Keep the core brand promise.

Let’s face it, sometimes we get too creative and lose sight of the central truth that a brand was developed for. We want to create art that impacts without considering the impact itself to be the core truth about a product or service. In my experience it is far better to create around a central truth, than to create and then try to apply that truth to what you magnificently created.

 

Be a trendsetter, not a copycat.

It was true when your mama told you, and it’s still true today. Stand out means not blending in. Blending in means copying what’s being done. There is not one client design that is similar to another in my portfolio, and for good reason. I truly believe that every product or service has something unique to offer, and it’s up to me and my team to find that out. Thinking outside the box is truly an art that I’ve come to master and love. The more personalized the better rapport with clients, the better experience with consumers, the better product design, the clearer the focus, and so on..

 

Create the Experience

In order to create the experience and succeed in branding, both product development and campaign marketing teams must work together, collaborate, and reinvent the experience to match the story and core brand. We’ve come a long way since the 60s, but the main thing has always been the main thing, tying them together into a story that results in a positive experience for consumers is the trend…and it looks as though it’s here to stay.