Our customer was surprised. Their response was ‘you are the mobile experience experts, you should be able to design this based on your previous experience, how can we add value in this?’
We expected this answer and explained to the customer that mobile experience can’t be very different from the customer’s existing brand experience. Of course, mobile provides various other possibilities, but, if it is drastically different from the other experience the customer is used to, it tends to confuse them and provide an overall bad experience.
For example, if I am booking flight tickets in a particular website for the previous 5 years, and suddenly the company introduces a mobile application, I expect to use the mobile app in pretty much the same way as the web site. It can be sleek, can use different icons and color combinations, but the brand experience shouldn’t be different requiring a relearn.
This is an interesting challenge. We want to use the features provided by the mobile device, at the same time, we want to keep the unified brand experience (UBX). Both of them should be considered before arriving at an architecture. This is not just for mobile, but applies for any channel.
Take a bank for example, a customer may access it in his mobile device or web or smart TV or through an ATM. All these experiences should be unified so that they don’t feel the pinch of switching from one channel to another. Means, data continuity, along with brand experience continuity.
Hence, we encourage our customers to arrive at guidelines in terms of brand experience which can be shared with people developing different touch points in different channels. Starting from logo, alignment, fonts, colors, to the way menu items are organized, these should be documented so that it is clear for the channel developers what to expect.
At the same time, this shouldn’t become a boring “Color by numbers” experience for the channel developers. They should be given freedom to choose the best design that suits the device. For example, in the flight ticket booking application, there can be a feature which says “Search flights from the nearest airport”, which may not be applicable for a PC based web site.
As new channels get added every day, this becomes a very important task marketers need to focus. A well designed Unified Brand Experience can do wonders in terms of bringing people to new channels.
CRMIT’s UI/UX team works closely with customers to arrive at their Unified Brand Experience (UBX) guidelines and supports channel developers to translate it creatively to suit their device specific needs.
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Sr. Director – Innovations