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User Experience Is Brand Experience: The Psychology Behind Successful Digital Products and Services
Hardcover
Series: Management for Professionals
MarketingGeneral ComputersGeneral Psychology
ISBN13: 9783030298678
Publisher: Springer Nature
Published: Nov 21 2019
Pages: 171
Weight: 1.00
Height: 0.50 Width: 6.14 Depth: 9.21
Language: English
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.
1 different editions
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