Branding vs. UXD

Ali Riza Esin, 22 Ağustos 2015 — 1 dk.

Jonathan Korman (@miniver) yine döktürmüş Twitter’da… Markalama ve Kullanıcı Deneyimi Tasarımı konuları arasındaki ayrımı bence gayet net ifade ettiğinden aşağıya kopyaladım, olduğu gibi.

Herkesin “kendi mesleğine göre” tanımladığı bir kullanıcı deneyimi kavramı olduğu —aslında bunun böyle olmaması gerektiği—, ayrıca UX ve UXD kavramlarının da birbirine geçtiği (karıştırıldığı!) düşünülerek okunursa…

A surprising question.

What is the difference between branding and user experience design?

“Branding” is an elastic term that tends to get used sloppily. So I need to sharpen how I understand it.

The value in a brand is that it enables the customer to hold the maker of a product accountable.

A brand promises quality because it makes it easy to punish bad quality. “Tell people if you hate my stuff.”

Logos et cetera are brand signifiers, making brands easy to identify, but it’s easy to over-focus on them.

The value of the brand isn’t in its signifiers, it’s in what it signifies, expectations it creates.

So yeah, you need to design a logo to signify a brand, but that’s not building a brand.

Design-as-styling is not the essence of branding.

DELIVERING PRODUCTS & SERVICES are what build the brand.

The logos & other style stuff are just a hook on which customers hang their brand experience.

UX design is product definition in the digital world.

So sure, you could talk about either UX design or branding so expansively that it means EVERYTHING you do.

But using a term so expansively that it includes Everything makes it useless.

“Everything is manufacturing!”

“Everything is marketing!”

Therefore manufacturing = marketing?

So what?

UX design is defining a product/service that includes digital interaction.

Branding is making a provider of a product/service accountable to customers.

So UX design and branding are deeply related… but just as everything in your biz is deeply related.

Metni başlatan tweet şudur:

Kategori: alıntı, tasarım