Why Even Print Projects Need UX

October 7, 2014For a long time it seems like we’ve argued that the old art-and-copy agency teams of the past need an injection of UX. We've seen UX become recognized and valued across digital projects, but the inclination is to dismiss experience design considerations when it comes to more traditional things like print projects and packaging. The case for UX in print and packaging may seem like a stretch when considered without context, but I think a couple of anecdotal stories will illustrate the need.Irrelevance Can Be CostlyI sat in on a recent call that went over a brochure design with a few international clients. While the clients on the call commended the prose and art presented in the brochure piece, a larger more fundamental criticism threatened to derail a good bit of work that had already been done—pointing to the need for UX representation on the project. The...read more By Tom Schneider...

Creating a Customer Ecosystem Using Brand Experience Metaphors

May 15, 2014Brand experience metaphors are based on real world interactions and help bring a brand's nature, character, and function to life. Discovering a brand experience metaphor facilitates effective brand planning based on accurate user ecosystems and can lead to designing effective customer journeys that yield measurable results when planning campaigns and user touch points across channels (online, print, mobile, in-store, app, etc.).So what exactly are brand experience metaphors? They are real world experience metaphors that show a brand's identity and role in customers’ lives. Brands today are expected to be much more than simply purveyors of passive products, they must strive to be active participants in customer lives. Brands are expected to be interactive elements that add value and meaning. An experience metaphor attempts to capture the most meaningful brand...read more By Tom Schneider...