User experience is something that a person can sense by interacting with another entity.
A strong experience is usually memorable. Both positive and negative.
The purpose of the good user experience is to produce value to the user.
For example, joy, learning, advantage, convenience, experiences.
By creating value (significance) the brand creates a bond with the user.
The user experience is an experience of interaction with the brand along the service path.
The user experience can be digital, physical, intangible and often a combination of these.
Digital experience is everything that can be experienced with the help of a network connection: websites, service solutions, booking options, apps, social media, blogs etc.
Physical is everything that you can experience by going somewhere and touching: premises, stores, events, products, displays, presentation, packaging, taste, personnel etc.
The intangible is all that you can experience without touching: the way of service, the promises, the recommendations, rankings, the sound, the smells, the vibes etc.
Everything (and I mean everything) that the brand does creates the brand experience.
It is a summary of experiences created in different contact points along the service path.
Each brand has one brand experience, even if the brand has different locations / channels (countries, stores, online store, website, app, pop-up points, social media, events…)
The user always connects together the things he experiences with the brand. That is, he creates a brand experience for himself.
Usually the brand experience is defined around the most memorable experiences. For example: speed, aesthetics, sensuality, quality or level of service. The end user could describe the brand experience by saying: Brand X has a uniquely charming French-style environment and the products are finished and of high quality. OR he could say: Brand Z’s selection is the same as elsewhere and you don’t get much service.
That’s why it’s worth identifying, knowing, planning and managing your own service path, which consists of different contact points (some, web, apps, offices, events…)
The brand experience is never ready, it grows with the amount of experience and changes over time. It’s created as a summary of all experiences created and lived along the service path.
So we think that the service path is not linear, but rather like a pearls necklase where the user goes around in a circle. Experiencing different contact points (the pearls) always again, from a new angle.
You can always refine the contact points located on the service path to make them better or change them to better suit the spirit of the times.
You can do the work yourself or use the help of professionals who have a lot of experience of different service paths, possibilities, user data and legalities.
Contact points can be shaped as a whole or prioritized and shaped always one at a time.
We at Kokokuva have started working and educating our selfs on the world of the experiences since 2004. By having been working with many different brands and fields we have a lot of data and knowledge. So we have the expertise of knowing the users. The behaviour, appreciations, dislikes and values. On top of that we just love to create value. We have a passion for it.