Design for a better brand experience
15.02.23
All great design starts with people, or at least it should. Understanding how people think and feel about the brand, how they use the product or service, and what they do next, is key to brand design which results in meaningful connections and a better experience.
So why, when we know that people buy, use, and love brands with which they have an emotional connection, is the digital purchase experience so often rational and transactional?

Perceived wisdom about online purchasing is that people are roaming on and offline: researching, and narrowing choices, so that when it comes to the moment of purchase, they have already made the decision. Perhaps that’s why the experience is accepted as a rational one. This wisdom, however, also assumes that the values, needs, and behaviours of people offline do not need to be (or cannot be!) met on the digital path to purchase.
But is this true? Most people want to feel a connection wherever they happen to be, or whatever mode they are in: browsing, researching or decision making. When we can replicate, augment, and enhance online, brands may be missing a trick to make their digital representation work harder.