User experience isn’t a “basic form of usability” but can drive DTC brand strategies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 13, 2019, 10:05 AM UTC

DTC brands can communicate value through products that improve usability.

This article states that the direct-to-consumer (DTC) revolution is driven by technology, which differentiates a DTC brand’s relationship with its consumers, from that of other businesses. The author lists facets of user experience (UX) as defined by Peter Morville, an information architecture and UX consultant. An “inextricable link between UX and brand strategy” makes these facets crucial to understanding what DTC brands stand for.

One of them is “usability”, where DTC brands work on simplifying day-to-day tasks. Another aspect, “findability”, improves brands experiences, enabling users to not only discover a brand, but also find information easily.

DTC businesses have an upper hand in amplifying their “desirability” as they are not distributed through indirect channels. Further, Morville states that prioritising “accessibility” helps in enhancing usability for everyone.

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