“Understanding customer experience from a holistic perspective requires examination of user experience in the context of marketing and branding. This study attempts to underpin the effects of UX on brand equity by developing and verifying a conceptual framework that connects user experience (UX), customer experience (CX), and brand experience (BX). A structural equation modeling test using data from smartphone users verified the effects of UX on brand equity mediated by CX. In the UX dimension, usability had a strong effect on brand equity, and affect and user value had an effect on customer experience. As a mediator, customer experience had an impact on brand equity with a high path weight. By implementing UX strategies that cohere with management strategies, companies can establish a high level of consumer perception of customer experience and brand value. The results and analyses of this research can help businesses establish a strategy for examining which element of UX is related to CX and BX.”
Brand and design, just one side of the coin. The other is human (including the digital version) and design.
“Your interaction-design decisions have measurable effects on your users’ emotions and how they perceive your brand.”
Challenging the UX way of thinking from a marketing and branding perspective.
“In his opening keynote Thomas Marzano challenges the HCI community to think about Brand Experience instead of User Experience. Tapping from his experience with the new Philips Brand, he will demonstrate us how a company should approach its brand in a holistic way and thus create a better and deeper felt brand differentiation. Thomas firmly believes that putting people at the centre of imagination is the only sustainable way of creating meaningful experiences.”