Winning in the era of brand experience

This article is part of a series of articles on winning in the era of brand experience. Read more.

As websites grew from brochureware and basic e-commerce platforms to database-driven applications, information architects took over the job of organising all that information. Planning the site navigation with how the user would complete tasks was often nothing more than box and arrow illustrations, called user journeys. Somewhere around 2010, information wasn’t good enough for the architects, they were now experience architects. It was a time where creating user-centred design experiences delivered differentiation – ultimately meeting customer needs and goals. This is now known as user experience (UX). Some of these people were difficult to work with – they were hell-bent on focusing on the user, ignoring the commercial needs of the business or differentiating in any way.