Published on <a href="https://blog.prototypr.io/what-is-the-strongest-driver-of-loyalty-b37fd245641d?source=rss----eb297ea1161a---4">| Prototyping: From UX to Front End &mdash; Medium</a> Chesway Theway <img alt="" src="https://cdn-images-1.medium.com/max/901/1*YegIoRMsHZc1bn1iEHl76g.png">Interaction Design Foundation — Johannesburg Chapter
<h4>Interaction Design Foundation — Johannesburg Chapter (Meetup)</h4>
Tuesday 01/08/17
Info below is a bit of what occured at the meetup as well as my thoughts which were inspired as a result of the info gathered at the event.
Let’s recap, for those who missed out…
In any industry, what is the strongest driver of loyalty?
<blockquote>Consistency in positive delivery — which contributes to delightful User experiences, thereby validating Brand experience*</blockquote>
<ul>
<li>Brand Experience (Why you exist &amp; what you do — proof )</li>
<li>Design is everywhere and in everything.</li>
</ul>
<blockquote>How do you provide a platform which identifies your brand or product,</blockquote>
<blockquote>Defines it’s primary purpose, speaking to customers in the language they will understand and listen to?</blockquote>
<blockquote>How do you ensure that users can relate to you, your product or service?</blockquote>
The answer:
<h3>Strategic positioning</h3>
This clarification is important as many businesses have multi-use products and services that appeal to different users with different needs. Take, for example, <a href="http://tapsnapp.co/">Tapsnapp,</a> providing a platform for quality photographers to connect to clients. It appeals to a wide range of the South African market, whether you’re an enterprise or an individual who requires quality photographs for anything from Architecture, Fashion, Food, Landscapes, Products, Portraits and Hospitality/Leisure, events or weddings and more.
<img alt="" src="https://cdn-images-1.medium.com/max/1024/1*cl-HvJ3EDMNWn-PaVesrWQ.jpeg">Speaker: Vije Vijendranath<img alt="" src="https://cdn-images-1.medium.com/max/1024/0*-JPRmnOnUdrpK38U.">Tapsnapp process
There’s a wide range of photographers to select from. Professional celebrity photographers to junior. Photographers range from levels 1–5, “1- Beginner” vs “5- Expert level”. Select level of photographer required, depending on affordability. Calculator included to quickly gauge compare cost based on duration vs level.
<img alt="" src="https://cdn-images-1.medium.com/max/1024/0*IxKetYo8yvV0Jy6K.">
While not the primary market, the most lucrative area for these products are luxury brands. Tapsnapp identifies itself as a supplier of quality professional photographers for B2B market, yet it hasn’t forgotten to focus on providing for the average Jo, who would like a professional photo shoot to ensure beautiful memories are captured on his wedding day.
<img alt="" src="https://cdn-images-1.medium.com/max/1024/1*bRnpWRo-E6c_Y9wIVoT_Vw.jpeg"><img alt="" src="https://cdn-images-1.medium.com/max/1024/1*SuIMFScNsxc3qXVQAQjKrg.jpeg">From left: Kahueka, Inez, Chane, John, Ivan, Nicola, Tumi, Vije, Xavier
<h3>Personality &amp; authenticity</h3>
Protect your brand by not using stock images. Maintain authenticity and individuality by using a professional photographer. When it comes to your website, don’t use generic pics that don’t mean anything, especially the free images which exclude faces. Include pics of you, your product, your team, “real life”…all the things that make your product, brand unique. Don’t go for the free or the contrived images which the advertising industries try to sell us. (you’ll notice, I haven’t Photoshopped these images on purpose ) — I want you to see the group as it really is, in reality. To get a sense of who we are in Johannesburg.
Faces are powerful. In the book, “Designing for Emotion”, by Aarron Walter (User Experience Designer), explains why we appreciate human faces so much. We are constantly exploring the world around us by looking for the familiar. Familiarity gives us a feeling of comfort and reassurance.
<blockquote>“When we see a face, we are automatically triggered to feel something or to empathize with that person. If we recognize content on a website — such as a problem, dilemma, habit — we feel connected and understood.”</blockquote>
People want to relate to other people. Not fake “advert” people, “Real” people.
…Take Stock images as an example. For years I’ve been complaining about the need for images of “real South Africans” in our Shutterstock, Offset, Getty images subscriptions. These images don’t work for our country. I can never find someone I can relate to, or that relate to my clients brand. (Sometimes you’re lucky and you’ll find someone who looks South African and matches the brand you’re working on ). But highly unlikely.
You can see a stock image a mile away. And probably, if you do find a good one, you’ll most likely see it used by 3 or 4 other brands too. With all the sites out there using free stock photos, every brand is beginning to look the same. It lacks personality and emotion. (I must admit, I am guilty of using these free stock images from time to time).
<blockquote>Users ignore all content which doesn’t speak directly to them. Make sure you know your user. Find out about them, where are they when they’re interacting with you? What do they care about? What are they not getting, where is the gap for you to improve?</blockquote>
<h4>Good photography in your design collateral especially for your website design has the potential to elicit <a href="https://www.interaction-design.org/literature/topics/emotion">emotion</a> in the user.</h4>
Elements of web design such as photographs <a href="https://www.interaction-design.org/literature/topics/color">color</a>, icons, shapes, provide the user with emotional appeal or a positive impression resulting from the overall creative grouping of graphic elements on your site.
Always remember the spaces in between are as important as the elements. Space creates a sense of cleanliness, peace and calm when used effectively.
<blockquote>You don’t have to fill every bit of white space. Cluttered websites don’t sit well with users, and can leave them feeling anxious and uncomfortable. Certain combinations of colours can have the same effect.</blockquote>
Emotion is important interpreting an experience. It is not only important that websites are useful and easy to use, but also that they entice the user to experience emotions such as delight, satisfaction, enjoyment, involvement and most importantly trust.
UX in a digital context, is not just about usability. Sometimes clients forget that a lot of aspects influence or can enable better experiences for your users. Designing for great experiences for your brand, product, service needs to be viewed in a holistic manner. The full journey from before they interact with your you, brand, product or service, purchase, delivery, post and repeat purchase/visit. Along every channel online and offline. All touch points need to be reviewed (physical and digital ) and then processes need to be optimised to ensure the best possible unified experience for your user across all platforms. All users need to be taken into consideration, this includes customer, suppliers, employees etc.
Which is another reason branding is so important and needs to be carefully considered to maintain consistency throughout the various areas and with all who comes into contact with you, your service.
<img alt="" src="https://cdn-images-1.medium.com/max/993/1*J-Azk7nPwV3tPdNOuX57Kg.png"><img alt="" src="https://cdn-images-1.medium.com/max/993/1*Q9eYT3No0dmMzXB2YgkrDg.png">Speakers from left: Seymone Moodley ( Digital &amp; Social Media Professional for Brands, Journalist, Producer &amp; Entrepreneur, Xavier Saer (Celebrity Photographer ), Vije Vijendranath (Entrepreneur)
<blockquote>Design, atmosphere and speed are some of the pillars of ux. But Content is always King!</blockquote>
As <a href="http://www.xaviersaerportfolio.com/">Xavier Saer</a> emphatically mentioned. And although it sounds cliché, it’s so true.
When a user is directed to your site, ensure that they can find what they’re looking for with speed and ease. Our job as Designers is to ensure the creation of rich content. And most important: meaningful — spreading messages worth spreading, speaking to the right users at the right time via the correct channels as <a href="https://www.linkedin.com/in/seymone-leigh-moodley-b8732863/">Seymone Moodley </a>pointed out.
<img alt="" src="https://cdn-images-1.medium.com/max/1024/1*QjrpdkSiBx3ROSKyCr-kuA.jpeg">From left: Faieza, Xavier, Khahueka
We’ll call <a href="https://l.facebook.com/l.php?u=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fvijev%2F&amp;h=ATOaIWVikGaF7XxFuxNoK1uNJINz1FkYrFKMS4S4Y8KJFEi1naARX574OG8jC6692uC-wo8lTh-MevMzD-6P4ydrhbwkiAP0g-ve2qixBYmV1Z8KRw9c4rEocRiZE1TSS9vuP_lwodCgl9SZCg">Vije</a> another day to continue his discussion on his past challenges and insights during the initial launch of his web app. All members are keen to get an inside look into his methods of strategy, business, research, design &amp; development. And how he created his product while keeping the user at the heart of all his ideas. Looking forward to hearing from you soon Vije!
<blockquote>Thank you to Tapsnapp, Vije, Seymone &amp; Xavier for making the evening possible, by hosting &amp; presenting. And thank you to all the group members, loyal and new who took the time to attend and share their thoughts. Thank you so much.</blockquote>
<blockquote>And a special thank you to <a href="https://www.instagram.com/photography_by_khashifa/">Khashifa</a> who captured all moments in these photographs.</blockquote>
<img alt="" src="https://cdn-images-1.medium.com/max/1024/1*zE4L0FNHSwlSwiZwzhnb7Q.jpeg"><img alt="" src="https://cdn-images-1.medium.com/max/1024/1*P6tS5jS0qYefN0o26LG37A.jpeg">
<blockquote>Remember, our meetups are free for anyone to attend. Come with a spirit of learning from others and don’t be shy to share your insights and challenges. Speakers volunteer, and are always welcome. Feel free to contact me to arrange a spot at our next event.</blockquote>
Just a note we’re moving to a new location from September, Whoo hoo!…will keep you posted.
<iframe src="https://cdn.embedly.com/widgets/media.html?src=https%3A%2F%2Fupscri.be%2Ff51076%3Fas_embed%3Dtrue&amp;url=https%3A%2F%2Fupscri.be%2Ff51076%2F&#038;image=https%3A%2F%2Fupscri.be%2Fmedia%2Fform.jpg&amp;key=a19fcc184b9711e1b4764040d3dc5c07&amp;type=text%2Fhtml&amp;schema=upscri" width="800" height="480" frameborder="0"><a href="https://medium.com/media/b85dfbb5286d8a25cf2e754b9462cf45/href">https://medium.com/media/b85dfbb5286d8a25cf2e754b9462cf45/href</a></iframe><img src="https://medium.com/_/stat?event=post.clientViewed&amp;referrerSource=full_rss&amp;postId=b37fd245641d" width="1" height="1" alt="stat?event=post.clientViewed&amp;referrerSou">
<hr>
<a href="https://blog.prototypr.io/what-is-the-strongest-driver-of-loyalty-b37fd245641d">What is the strongest driver of loyalty?</a> was originally published in <a href="https://blog.prototypr.io">prototypr</a> on Medium, where people are continuing the conversation by highlighting and responding to this story.

What is the strongest driver of loyalty?

Interaction Design Foundation — Johannesburg …

Top Stories