Audiences are frequently acting as ‘hunters’; looking for solutions to overcome their challenges. The process of narrowing down their choices has become essential for ‘us’ to feel gratification – we love the thrill of the chase.
That’s why we focus on creating user-centric online experiences, as a first priority when it comes to website design. Often, we are asked to serve multiple audience groups through different messages within one website. Creating a range of users journey enables us to do this and ensures that information is discoverable to all identified audience types.
An essential part of this is ensuring that we use a consistent brand tone-of-voice throughout the website content. Often making it possible for users to navigate through a completely unique user journey, but keeps the brand message consistent for all.
Leading with an emotional benefit rather than pure functionality – helps to create an open, inviting and more personalised experience. This should lead to a stronger relationship between you and your consumers and higher levels of brand engagement.
Developing design concepts that are authentic to the brand message is essential to create the right connections with your content – like building strategically placed (and beautiful) bridges to help consumers hop from one island of content to another.