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User Experience Is Brand Experience

User Experience Is Brand Experience

Anna-Katharina Frison / Felix van de Sand / Pamela Zotz

48,29 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2019
Materia
Ventas y marketing
ISBN:
9783030298692
48,29 €
IVA incluido
Disponible

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Sobre IBD

This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences. Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a ’UX identity scale’ by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications.

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  • User Experience Is Brand Experience
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    This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-...
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  • User Experience Is Brand Experience
    Anna-Katharina Frison / Felix van de Sand / Pamela Zotz
    This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-...