Emotional response is driven by the type of UX a customer experiences when navigating through a website. If done correctly, it can lead to a very positive and rewarding feeling for the customer – ultimately defining if they will continue to engage with the brand.
Most companies now are part of a digital world whether they like it or not, and there’s no escaping it. The “screen” has become the most important part of people’s day to day and companies need to drive an emotional response through smart digital touchpoints and innovative design.
Improving the design and UX experience also has a commercial impact whether its saving money through less call centres, driving more traffic to the website and creates a platform to start developing the brands equity. Consequently, smart design will then start working for itself creating its own efficiencies and speeding the time taken to get a product or message into market.
Further to the above, it’s important to find consistency when defining the brand and making sure all touchpoints are aligned and linked in an optimised and design-centric way. Design is no longer just about making things look pretty – it’s become the driver of business. The more upfront customer feedback received prior to launch, the better.
Source: CMO
