Connecting brand, design and user experience, Gus Desbarats, Mobile User Experience, February 7, 2008.

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[Describes car sales process.] Now think about the modern mobile. It is tactile, well designed, smooth. Thought has gone into the look and feel. Detail has been considered. Yet the customer experience means that the user is unlikely to get close to a real phone in store. ¶ Dummy phones on display do not demonstrate the positive attributes of the real device. Where is the 'test drive' equivalent? Where is the try before you buy? This is all part of the brand experience. Who is there to help you copy over your numbers? Make sure the phone works in your car and your home? That you can download your photos? Ensure GPS actually works? If human help is impractical, what is being done to minimise the need for help?... The mobile is as personal as a car, if not more so. It is for this reason that the brand experience needs to be personal and intimate... Successful mobile brands will be those that really do the best job building deep understanding of their customer’s life context and converting that insight into device and service specifications.

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• Tags: telecoms indsutry, user experience, service design, user-insight, research methods, mclusterlondon
• Saved by Nico Macdonald on February 08, 2008.
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