Interaction Branding [ EN | DE ]

The Interaction Branding Process Modell

Methods and Approaches

This part is about different methods and approaches that ensure the solution is able to provide an experience for the user focusing on the character and added value of the company, the product or the service.

Creating an experience is the most important part of the desired result. This means focusing on methods and approaches that ensure human centered solutions and not solutions that originate from technical possibilities.

Basically the different methods and approaches can be placed into two categories: Ones that involve representatives of the target group from beginning of the design process and ones that use representatives of the target group for testing and refining.

A catalogue of questions and heuristics

  • Is it the approach human centered, or on technical possibilites?
  • Can the user complete all the tasks easily?
  • To what extent can contents/objects be processed without using control elements?
  • Is the user led or patronised? Does he have freedom to decide and be in control?
  • Are there any situations in which the user is forced to end an action/break off?
  • Is the user given maximum freedom to make decisions?
  • Is the user always informed about the current state of affairs?
  • Is feedback clear and immediate?
  • Are changes always immediately visible?
  • Are the available functions and options clearly described and easily accessible?
  • Can the application describe its purpose by just looking at it?
  • Is the functionality and purpose of the application obvious for the user?
  • Are the basic functions always easy to access?
  • Is detailed information accessible without interrupting the flow of the application?
  • Is the (perceived) response time short?
  • Does the interaction / experience create attention?
  • Does the interaction / experience create interest?
  • Does the interaction / experience create the desire to participate and interact?
  • Can you experience the brand identity by the interaction?
  • Does the interaction / experience fit to the brand identity?
  • Does the interaction promote brand recognition?
  • Does the interaction / experience convey the brand image clearly and easy to understand?
  • Is the interaction / experience scalable (transferable to other media, formats or applications)?
  • Does the interaction help to differentiate the brand from competition?
  • Does the experience create trust?
  • Are supplier and customer brought closer together?
  • Does the interaction / experience create possibilities for a dialogue between supplier and customer?
  • Does the customer have the opportunity to participate and join in the brand(-experience) ?
  • Does the interaction /experience appeal to an emotional and rational side of the customer?
  • Does the interaction establish a bond or an engagement?
  • Is the interaction consistent and durable?