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Creative designer team designing wireframe

Beyond

Seamlessness


THEMES

SIGNALS OF CHANGE

Beyond Seamlessness

Designing to bring the brand experience to the forefront again

For at least a decade, experience design has focused on giving the user a frictionless experience. However, the cost may be more than we all expected. Sanitized branding and messaging has made it increasingly confusing to differentiate one brand experience from another.

All at a time when there have never been more brands competing for that one resource so critical to their success—consumer attention.

WHAT WE’LL SEE

Customized brand experiences

We’re shifting towards enabling customizable brand experiences, which will place a greater emphasis on developing more holistic brand strategies.

Engaging all the senses

As part of that more holistic approach, appeals to consumers’ taste, smell, and hearing are starting to bubble up. Case in point: ASMR, or “auto sensory meridian response,” is quickly going mainstream.

SIGNALS OF CHANGE THAT PUT THE BRAND FRONT AND CENTER

KEYS TO EXPERIENCE DESIGN

  • Make sure your brands’ collaborations don’t appear too gimmicky; remember that authenticity is always top-of-mind with consumers, and a sense of “genuine-ness” can help you activate the kinds of partnerships that build credibility.
  • Consider the possibilities of “moving beyond the screen” by creating and using sonic and olfactory branding just two ways in which brands currently push boundaries to differentiate themselves from competitors.

TALK TO AN EXPERT

Margarita Marshall, Sr. Strategist, Human Centered Design, Idea Couture

Margarita Marshall

Sr. Strategist, Human Centered Design, Idea Couture