The Importance of User Experience in Brand Experience

Abstract

When we interpret or interact with brand related stimuli, we refer to this as brand experience. As brands increasingly embrace digital platforms and rely on digital interfaces, the role of user experience becomes pivotal in shaping the bigger domain of brand experience. Therefore, to understand the role of user interface in relation to brand experience, we describe the key principles of effective user interface design. By adopting a case study approach, we draw on data extracted from Netflix user interviews to illustrate the key principles of effective user interface design.