Gone Viral

The role of emerging media in marketing products, services and ideas.

User Experience or Total Brand Experience?

There are many definitions of what user experience means. Some definitions are narrow and refer to the experience a person has when interacting with a specific online design. Perhaps the more appropriate definitions are those with a broader perspective that include the way people interact with a company, its services, and its products.

experienceUser experience should be more holistic than the feeling one gets from a homepage or a mobile app. Walt Disney World seems to have figured this out with something they call “My Disney Experience.” Through a web page and a mobile app of the same name, Disney allows guests to plan their entire vacation experience including lodging, dining reservations and “fast passes” to avoid long lines for park attractions. All of this information is electronically stored in a bracelet that guest can use to access parks, enter resort rooms, and make purchases. While brand advocates and satisfied guests claim the user experience of the brand has been enhanced, critics raise questions about the amount of consumer data Disney is collecting.

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This entry was posted on February 8, 2015 by .
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