The Ditto brand is not only defined by its visual appearance. When it comes to interactive channels the question also has to be asked: what defines interaction with the brand across all applications and devices?
We set ourselves the goal of making interaction as simple and as positive as possible for our customers so that the experience is associated with the brand, thereby supporting lasting loyalty.
On the path to achieving this goal, the UX paradigms provide a shared basis for developing new ideas and striving for constant improvement.
Empathy beats intuition
Before we start creating our user experience, we need to know what experience we want to create. In fact, we need to know why we need to create this experience. In order to do that, we need to talk to and understand our user.
Before anything is designed make sure goals are specified. What is it we want to achieve, what is the single most important KPI? What is the KPI of this specific page we are working on and how do we think these different KPI's are going to contribute to the greater experience?
We use a clear visual language to users on all channels and offer recurring solutions. Entire sets of content, hierarchies and functions are structured identically across all devices. We give functions the same name and apply animations in the same way. In this way, we make it easier for users to perform complex tasks and we create a uniform overall experience.
Clear terms in unambiguous language help establish clarity when performing a task. We focus on the essentials and guide the user through particular highlights and animations by means of a clear-cut hierarchy. We provide clear feedback to user input and show where a piece of information or state has come from, how up-to-date it is, what it means and how it can be changed.
Details are not optional: they are a fundamental component of our visual appearance. We apply details such as animations selectively so as to create a high-quality, thrilling and hallmark overall user experience.
We've set the foundation of our user experience. The final step: Connect to our users. This can only be done in one way, by showing some character.
People have a hard time identifying with code, a device or lifeless designs. The user experience will lift off when a different part of the brain is addressed. This happens when our user realises she or he is not just looking at pixels, but that there's actually a bunch of cool people behind our product trying to tell them a story.