The importance of user experience in a brand is something fundamental if we want our brand to truly connect with people, thus creating a greater interaction with the public. Today it is possible to find thousands of brands, products, companies that offer almost the same between them, which is why defining a good user experience is essential.
Companies like Coca-Cola does not sell soft drinks but family, others like Amena do not sell mobiles but changes, and others like starbucks they don't sell coffee but experience. Create a memory, a stimulus, a desire, an experience where the user is not a simple user but one more member of the family Of the brand. Focusing on the user is a fundamental point if we want to be a competitive brand.
In the words of Ignacio Pastor in a interview carried out as part of the Master in Usability Design of Interaction and User Experience, the user experience o user experience focuses on adding an emotional value to the product so that it acquires a greater value far beyond the product itself.
" user experience is telling stories with the idea of seducing the user to buy the product. " Ignacio Pastor.
Seduce the user to buy the product using design as a tool to achieve this end. Focused on this idea, they look for those values and concepts that go beyond the physical object itself and reach that part that is not seen but is felt.
Alvaro Garrido (INGES UC) speaks in an interview about the user experience affirming that this user experience makes the product attractive and functional. We realize the importance of create that emotional connection between the object and the person in order to enhance the product.
When we talk about brands and products we also talk about emotions and sensations that each one of them transmit to us. Coca-Cola is not a simple soft drink but it is togetherness, family, fun and another series of values that surround the brand. We could say that Coca-Cola is one of the brands that has worked the most on user experience trying to create that connection between the brand and the users. Make the user feel that they are part of the brand It is something fundamental for Coca-Cola, a good example being the case of one of its campaigns where the cans of its soft drinks had people's names written on the outside with the idea that the user would buy a specific can because it had their name.
Another company that stands out for the use of user experience is the case Starbucks, this company has treated the user experience as a fundamental point in all its marketing. In an interview with the Director of Marketing de Starbucks Beatriz Navarro talks about how this user-centered experience it has been a fundamental point of its success. Their user experience is focused on make users believe that they are part of them, create a kind of great family where the user is valued and listened to. One of the systems they have for this purpose was to write the names of the users on the coffee glasses so that they would have their own glass when they picked up their coffee. On the other hand, they have created their own personality where the user, regardless of the store they go to, will have an environment with the same atmosphere anywhere in the world.
Achieve attract users It is not an easy task, that is why today the big brands study very well how to increase their social part with the user to better connect with them and achieve create a family. The user becomes important, has a voice and a vote in the brand's social networks, where they participate in contests, share their experience and interact directly with the brand. They are no longer users, they are family.