When I started my career in usability 14 years ago, the term “User Experience” (UX) wasn’t widely recognised—certainly not in the way it is today. At the time, the conversation was dominated by “usability”, and the scope of most engagements revolved around ensuring that websites were intuitive, easy to navigate, and functionally sound. Success was measured by reducing user errors, increasing task completion rates, and ensuring the least amount of friction in digital journeys.
Fast forward to today, and the landscape looks entirely different. Usability is no longer the endpoint—it’s the baseline. The conversation has shifted from functionality to meaningful engagement, and from user competence to user delight. In today’s Brand Experience Economy, UX is no longer just about helping users achieve tasks—it’s about ensuring that every digital interaction amplifies the brand’s identity and evokes an emotional response.
Let’s unpack this evolution and what it means for businesses looking to create deeper connections with their audiences.
The Evolution of User Experience: From Function to Feeling
The transformation of User Experience as a discipline has been driven by two key forces: the changing capabilities and expectations of users, and the shift in business objectives from customer satisfaction to brand loyalty and advocacy.
The Maturing of the Modern User
When I first entered the field, the internet was still maturing, and so were its users. Many were what we called “novice users“—often unfamiliar with digital interfaces, easily confused by cluttered navigation, and reliant on clear, linear pathways to guide their experience. A usability issue, such as a poorly labeled button or hidden call-to-action, could be the difference between conversion and abandonment.
Today, the picture is vastly different. Users have evolved. They are more confident, more experimental, and far more demanding. Most users now possess a mental model of how digital interfaces “should” behave, shaped by years of using platforms like Amazon, Facebook, and Google. If your site doesn’t align with these expectations, they’ll notice—and they won’t hesitate to leave.
That means usability can no longer be the only focus. Digital fluency among users demands more than functional interfaces—it demands interfaces that inspire, engage, and connect emotionally.
User Experience and Brand Experience: A Strategic Partnership
To understand the changing role of User Experience, consider the relationship between usability and UX as similar to the relationship between customer satisfaction and brand experience.
There was a time when a polite, efficient customer service call was enough to win repeat business. But today, customer service has become a commodity. What sets brands apart now is their ability to engage customers emotionally—to make them feel valued, seen, and aligned with the brand’s purpose and personality.
UX is undergoing the same transformation. It’s no longer enough to offer a site that “works.” Instead, we must ask: Does this experience reflect our brand? Does it leave the user with a sense of delight, connection, or belonging?
In short, usability helps users do—UX helps them feel.
Where to Place Strategic User Experience Emphasis
I’m not suggesting that usability no longer matters. On the contrary, good User Experience begins with good usability. If users can’t navigate your site, understand your product hierarchy, or complete basic tasks, no amount of emotional engagement will compensate. But when businesses invest in optimising UX, the strategic question they must now ask is:
“What’s the right balance between functional clarity and emotional resonance?”
Usability = Hygiene
Usability forms the foundation. It’s the clean code, the logical information architecture, the mobile responsiveness, and the page speed. It’s the seamless checkout experience, the intuitive navigation, and the absence of friction.
UX = Differentiator
But UX is the differentiator. It’s the delightful micro-interactions that give users a sense of reward. It’s the brand-consistent tone of voice in error messages. It’s the animations that surprise and delight without overwhelming. It’s the way a site feels personal—even if it’s serving millions.
The Brand Experience Economy: Why User Experience is Now Business-Critical
We are now firmly embedded in the Brand Experience Economy, a term popularised by Pine & Gilmore’s “Experience Economy” and adapted in recent years to include the integrated brand and customer experience. In this economy, customers are no longer buying just products or services—they’re buying the sum of every interaction they have with your brand.
This includes:
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How easy it is to find information on your site
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How consistent your messaging is across touchpoints
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How your digital interface makes them feel
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How human your chatbot sounds
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How your product pages balance storytelling with specifications
User Experience is the primary driver of all of this. It’s not just a digital responsibility—it’s a strategic brand function.
Micro-Moments Matter: Designing for Emotion
One of the most fascinating aspects of modern UX design is the emergence of micro-moments—those small, often subconscious interactions that make or break how users perceive a brand. Whether it’s the subtle animation that signals success after a task or the reassuring tone of an error message, these small details contribute disproportionately to overall emotional engagement.
In fact, studies in behavioral science and psychology confirm that emotion is what drives memory, decision-making, and loyalty. If your digital experience can make someone feel something—trust, joy, empowerment—they’re far more likely to return, recommend, or convert.
Real-World Application: UX Meets CX
Let’s take an example from the financial services sector. Traditionally a conservative industry, banks once saw digital platforms as purely functional. But today’s fintech disruptors are changing that game. Platforms like Discovery Bank or TymeBank differentiate themselves not just through their offers but through their experiences.
They:
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Use simple, friendly language in onboarding flows
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Employ intuitive dashboards with visual feedback
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Include subtle animations and iconography that reduce cognitive load
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Build trust with transparency at every interaction
These are not simply usability upgrades—they’re brand-aligned User Experience strategies that drive customer experience.
A Final Word: Evolve or Be Left Behind
In 2025 and beyond, companies that treat usability as a checkbox exercise and view User Experience as an afterthought will quickly fall behind. As customers become more empowered, their standards rise. They expect not only functionality but also authenticity, consistency, and human connection.
So, what should businesses be doing?
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Start with usability, but don’t stop there.
Ensure your digital basics are sound, but look for ways to embed emotional resonance. -
Design with empathy.
Understand not just what users want to do, but how they want to feel while doing it. -
Collaborate across silos.
UX must align with brand, marketing, product, and even operations to create holistic experiences. -
Invest in research.
Continuously test, listen, and adapt. The best UX strategies are rooted in real user insights, not assumptions. -
Use User Experience as a lever for loyalty.
Memorable experiences lead to repeat business, advocacy, and long-term growth.
Conclusion: UX is the New Brand Battleground
User experience has come a long way since the early days of usability testing. It’s no longer just about making things usable—it’s about making them meaningful. As we navigate the Brand Experience Economy, businesses must embrace UX as a strategic imperative, not just a design discipline.
Because at the end of the day, your brand is not what you say it is—it’s what your users experience.
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