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Build Brand Loyalty Through Soulful User Experiences
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For most brands, the answer is a resounding no.
Many digital banking user experiences are tedious and confusing because they lack one core element – soul.
If you’re looking to elevate your brand and drive customer loyalty, it’s time to rethink user experiences from a human-centered perspective. One study suggests One study suggests that 57% of consumers said they would be more loyal to a human-centered brand. In addition, human-centered brands have a 19% edge over non-human brands when it comes to how likely they are to be “loved” by customers.
Modern customers expect a meaningful, high-quality interaction with products. Unfortunately, many customers also feel frustrated when dealing with digital products because they fail in three key ways:
By adopting a human-centered design,
you can position your brand above the rest as one that’s known for its humanity.
Three core principles ensure your product embraces a human-centered design and drive loyalty through user experiences.
Today’s society expects brands to take a stand on something that matters and build customer experiences that show customers your dedication to living out your stance.
Consider the Starbucks #Extrashotofpride campaign which started in 2019. The company teamed up with the Born This Way Foundation and pledged to match any donation up to $250k. The campaign generates a tremendous amount of social media support each year. Consumers responded with resounding support to this campaign because Starbucks represented social virtues that they wanted to get behind.
With 77% of consumers reporting that they prefer to buy brands that align with their values, Dove’s success is unsurprising.
Disrupting the status quo of your industry in the name of progress for the customer humanizes your brand by giving you socially progressive meaning beyond financial gain. It gives your brand a higher purpose to which people feel intrinsically drawn.
Many fintech products have already led the way in disrupting the industry in the name of social progress. Consider Revolut, which offers financial freedom from traditional banks as a sustainable alternative, or Chime, which makes banking accessible, positioning the customer to profit alongside them.
With 64% of US consumers reporting that they believe companies should exist to make the world a better place, the more you can position your brand as a forward-thinking industry revolutionary, the better.
If you want customers to maintain loyalty to your brand for more extended periods, you need to establish a meaningful emotional connection. An emotionally connected customer generates 52% more annual value than one who is highly satisfied
Our brains are always trying to create structure and find patterns to shape our realities, so giving people a story makes it easy to connect emotionally with your brand. For example:
The visual aesthetics of an interface serve as a potent driver for user engagement. Spark understands that a visually pleasing design not only attracts users but also contributes to a positive brand perception. By prioritizing aesthetics without compromising functionality, Spark ensures that users not only enjoy the visual journey but also find ease in navigating digital spaces.
The real measure of success in user-centric design lies in the impact it has on brands. Spark’s rich repository of case studies showcases brands optimizing user journeys for maximum impact. These case studies offer insights into how Spark’s user-centric design has delivered tangible results for diverse businesses. Explore these success stories here here.
Today’s society expects brands to take a stand on something that matters and build customer experiences that show customers your dedication to living out your stance.
Consider the Starbucks #Extrashotofpride campaign which started in 2019. The company teamed up with the Born This Way Foundation and pledged to match any donation up to $250k. The campaign generates a tremendous amount of social media support each year. Consumers responded with resounding support to this campaign because Starbucks represented social virtues that they wanted to get behind.
With 77% of consumers reporting that they prefer to buy brands that align with their values, Dove’s success is unsurprising.
Disrupting the status quo of your industry in the name of progress for the customer humanizes your brand by giving you socially progressive meaning beyond financial gain. It gives your brand a higher purpose to which people feel intrinsically drawn.
Many fintech products have already led the way in disrupting the industry in the name of social progress. Consider Revolut, which offers financial freedom from traditional banks as a sustainable alternative, or Chime, which makes banking accessible, positioning the customer to profit alongside them.
With 64% of US consumers reporting that they believe companies should exist to make the world a better place, the more you can position your brand as a forward-thinking industry revolutionary, the better.
If you want customers to maintain loyalty to your brand for more extended periods, you need to establish a meaningful emotional connection. An emotionally connected customer generates 52% more annual value than one who is highly satisfied
Our brains are always trying to create structure and find patterns to shape our realities, so giving people a story makes it easy to connect emotionally with your brand. For example:
The visual aesthetics of an interface serve as a potent driver for user engagement. Spark understands that a visually pleasing design not only attracts users but also contributes to a positive brand perception. By prioritizing aesthetics without compromising functionality, Spark ensures that users not only enjoy the visual journey but also find ease in navigating digital spaces.
The real measure of success in user-centric design lies in the impact it has on brands. Spark’s rich repository of case studies showcases brands optimizing user journeys for maximum impact. These case studies offer insights into how Spark’s user-centric design has delivered tangible results for diverse businesses. Explore these success stories here here.
Use your knowledge of the existing preferences of your consumers to make your user experiences feel personal.
Here are three ways to create human-centered user experiences that drive brand loyalty.
Create a sustainability initiative that associates your brand with the movement for environmental conservation efforts, or commit to practices that create equitable opportunity internally and for customers.
Make an impact with your brand by establishing yourself as a thought leader and problem solver, an organization that seeks to create more opportunities for the customer. Break down the stereotype of the complex, isolating financial industry by bringing a higher purpose to your brand’s existence.
Gather as many data points as possible. Consider their entertainment preferences – what are their favorite television shows? Musicians? Consider their purchasing habits – what services do they subscribe to? Which brands have already won their loyalty? Use this information to build deep, meaningful emotional connections with your users.
The design needs to be human-centered for digital banking products to drive customer loyalty. Be one of the first in the banking industry to simulate an authentic connection that appeals to users’ humanity with human-centered design.
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