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Brad Rencher, Executive Vice President at Adobe, kicked off the first day of this year’s Adobe Summit London with a speech on why ‘experiences’ are at the heart of the most successful brands.
Coca Cola is arguably one of the biggest experience-based brands of all time, with both its past and future shaped by how it is able to communicate the idea that there is no better one than drinking an ice cold Coke.
Shopping online can be a refreshing and enjoyable experience. But consumers may have forgotten that fact, after years of using identikit ecommerce sites that are functional but drab.
Thankfully, challengers and disruptors in retail are imbuing their websites with brand character and providing a customer experience not far removed from a store visit.
Brands that employ design thinking are perhaps easier to spot than they used to be.
That's because we interact with many fast-growing digital businesses primarily through our screens.
So, for a service like Deliveroo (which delivers somebody else's product), aside from meeting the delivery person at the door, we know the brand purely as an app experience (and from noting the colourful riders in the street).
If you're looking for an organisational guide to user experience and interaction design, look no further.
Econsultancy has just published User Experience and Interaction Design for Mobile and Web, a best practice guide available to subscribers.
Is it a mindset? Or a process? Or just useless business speak?
Let's investigate the meaning of design thinking.
Design, once overlooked by marketers, is quickly becoming an integral part of our discipline.
So, it's fitting that this week's Day in the Life interview comes from InVision, a design prototyping and workflow platform.
Clair Byrd is Acting VP of Marketing and Director of Content Marketing, so let's find out what she gets up to in a typical day...
Nationwide Building Society (in partnership with cxpartners) has set up and launched a 30-person customer experience design team, Nationwide Studio.
The aim is to reinvent Nationwide's design culture and develop the next generation of customer experiences.
We caught up with Webster Garratt, Head of Digital Experience & Service Design at Nationwide.
Does any agency design its own website as if it were a client product?
What should an agency website do? And how do we know if it's worth the effort?
Service and product design are in the ascendancy, becoming increasingly important within marketing and engineering departments.
Ashley Friedlein makes the claim in his trends for 2016, citing the number of consultancies and systems integrators that have made design acquisitions (see this Wired article for how IBM is beefing up its design creds).
Service design follows naturally from a focus on customer experience (as a central tenet of that dreaded term, digital transformation).
Improving the customer experience is a goal for just about every business, but what does that mean and what challenges does it present?
Well, it can mean a lot of things and, as part of Econsultancy's latest Quarterly Digital Trends Briefing in association with Adobe, is identified as one of the biggest opportunities in the coming year.
So, what aspects of CX are companies looking to in 2016?
Lose yourself in a world of web design gorgeousness with these incredible online experiences.
Some are single-serve only, designed to help attract attention or investment. Some were built purely on a creative whim, designed to inspire others to experiment.
Others are fully immersive experiences, where you have to devote significant time to explore the highly detailed worlds on offer.