The user experience validates the consumer for a brand, said Oonie Chase, executive creative director of design agency frog. “It’s automatically an elevating of the brand and its customers,” she told Velocitize Talks.
The best marketing can’t break through if the user experience does not match, said Chase. frog works with startups and established companies seeking to transform their user experience.
Companies that want to improve their user experience don’t have to make their brand look human; it doesn’t look authentic, said Chase. A true design experience doesn’t have to be sound like a person, it has to be human-friendly, she said: “People don’t want a brand to be their bud.”
Artificial intelligence introduces a “paradox of trust” into the user experience, said Chase. AI is pervasive and not openly visible to consumers who are waking up to their power over their own data, she said.
Despite Gen Z’s open relationship with data privacy, marketers are seeing a “headwind” in the past year, said Chase. “Just in the last year people are being a bit more skeptical.”
User experience has always been at the heart of branding, but it’s not made up of daily work, not the big reveals that advertising is fond of; and innovation also requires the same day-to-day work. “It’s an unsexy practice, it’s a slog,” that has to run through the entire organization, but it pays off, she said.
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