BUS631 Study Guide
Unit 9: User Experience (UX)
9a. Evaluate the UX process from a brand management perspective
- What is UX, and how can it be used from the perspective of maintaining a brand?
- Why is it important to understand the UX?
- What is an example of how the UX can be understood?
The user experience (UX) occurs when a consumer uses and interacts with a product or brand. The experience or efficiency level with that product or brand can be measured by a brand manager. This might occur in a focus group, interview, or through a personal review of the product or brand.
Understanding the UX is important for a brand manager because it will give a better understanding of the interaction between the consumer and the product, and this information can be used to promote the product. For example, if a young consumer with a new cell phone uses that cell phone in a way that is different from an older consumer, then those differences might be used in marketing to show all users the various ways the phone can be used.
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9b. Analyze the assumptions behind a UX study
- Why is it important to conduct a UX study?
- How can you conduct a UX study?
- What assumptions might occur during a UX study?
Understanding the user experience is detrimental to the brand and promotion of that brand in marketing today. It is important to observe that experience to gain a better understanding of how a consumer might relate to the product or brand. This understanding will then assist the brand manager in creating the appropriate marketing that is specific to the product.
Conducting a UX study through a focus group, interviews, or perhaps through personal reviews is an easy way to gain a better understanding of the consumer experience. A brand manager may make certain assumptions prior to creating a consumer focus group to observe the UX, and it is important to keep an open mind during this process so that objective opinions can be formed.
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9c. Evaluate design thinking processes
- What is the design thinking process, and how can it be applied to the brand?
- How can the design thinking process be applied to the brand development process?
- Why is it important to understand the design thinking process?
The design thinking process is important for product design and may also be applied to the brand development process as well. The design thinking process steps include: empathizing, defining, ideating, prototyping, and testing. The design thinking process is also directly connected to the brand equity process in that the better the design, the better the product and sales will follow.
A brand manager is not a product creator, but by understanding the design thinking process and then connecting it to the brand development process or understanding how it is connected to the equity of the brand, they can better understand the entire process and how they are all connected.
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9d. Evaluate how a UX site map improves the consumer experience
- What is a UX site map, and why is it important?
- Why should a brand have a UX site map?
- How can a UX sitemap improve the consumer experience?
The user experience is important to the brand and promotion of that brand. By observing the UX to gain a better understanding of how a consumer might relate to the product or brand, a brand manager can better develop the marketing behind the product or the brand. A UX site map may be useful for the user to fully understand the product they may purchase. All websites use site maps to guide people around the site, and typically, this is viewed as sections or different pages on the website. These links help users to find the information they need.
For products that may be more complicated, a UX site map may also be required. For example, when a user begins to use a new cell phone, they may not understand the basics of using that phone, but a site map may be useful to get them started or help them understand different features they may not even be aware of. This site map may be in the form of a video, insert included with the product, or available on the brand website.
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9e. Evaluate the importance of the user journey
- Why is it important to study the user journey?
- How can the user journey help a brand manager?
- How is the user journey related to the brand?
Evaluating the user journey is important to understand, so the brand manager can use this information to future develop the brand and use it in marketing for that brand. Evaluating the user journey may be conducted in a variety of ways. These might include a focus group, interviews, be witnessed through video reviews, or an evaluation on social media.
With technology today, there are various ways a brand manager might observe the user's journey and use that information to boost the brand or create creative promotions for the brand. A video may even be created that demonstrates the user's journey in less than a minute or two. This information is important for other users as they begin to use the product or brand themselves.
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Unit 9 Vocabulary
This vocabulary list includes terms you will need to know to successfully complete the final exam.
- design thinking process
- user experience (UX)
- user journey
- UX site map
- UX study