The purpose of fine art – a beautiful painting, sculpture, performance piece – is to create an experience for the audience. In the digital era, the same principles are applied to technology and business, where the user experience is now highly regarded. Based on design innovations and the booms of online businesses such as Amazon, Google, and Apple, we’re able to divide user experience into three separate types of UX.
Many people may not really understand the importance of the user experience. For businesses, UX is the main core of being able to push forward and become successful. The designer’s ideas become the machines that make the experience. So really thinking about what kind of experience your yourself appreciate is already a step in the right direction. These types of experience design have come to their own and can be respectively called reactive, magnetic and immersive experiences.
Reactive design is an experience that we can relate to Amazon. Their recent feature of being able to react to customers’ buying habits has upped the ante on personalization. The more personal the features, the more engagement, and therefore more sales and barnd loyalty. Say you are roaming Amazon and you find something you like. As you keep searching through the site, Amazon will show you recommendations of other items similar to the one you have shown interest in. Then on top of that, they give you free shipping. And, if that’s not enough, they will send a drone to your home to deliver it (okay, maybe not yet, but this delivery method isn’t so far off! This method of UX is so powerful that it may be the base for just about any business.
Magnetic design can best be described as the positive reinforcement experience. Take Google, for example. They are extremely focused on bringing in more consumers to their platforms as they continue to capitalize on the positivity. The plus to this sort of UX is that there is a strong adoption rate (most of us don’t say we’re going to “Yahoo” or “Bing” something). If you are a small business, magnetic design is crucial for growth and increasing the mindshare of a business.
And lastly, immersive design, which could also be called the cult experience. Apple is the kinf of immersive design, as they are able to turn their customers into loyal brand fanatics. Their strong immersion experience not only keeps them in business, but helps them continue to grow and stay on the cutting edge. To be able to convert a customer from a user to a defender of the experience, like Apple has done, you need to have strong immersive design. This type of user experience is now something of a revolution for brands, since Apple showed how successful it can make your company.
Because the success of these major companies, lots of brands are implementing the reactive, magnetic, and immersive experiences and morphing them into their own. They have shown the rest of the business world that it is user experience that can really drive innovation for any company no matter how old or how new. And modern consumers expect to be immersed into some sort of experience with a brand. Amazon, Google, and Apple have come to take these different types of experiences and mold them into their brand DNA. They are great references to what it really takes to survive in a environment that is more personal and flexible than ever before.