User Experience and Brand Loyalty

Cold digital interactions will destroy your D2C brand. Your beauty product is at risk of failing if you don’t address this. Industry is rooted in enhancing self-image and boosting confidence, goals that are inherently emotional. While online shopping is undeniably convenient, it often comes at the expense of personal interaction. This is especially problematic in the beauty sector, where purchasing decisions are often influenced by sensory experiences, personalized recommendations, and emotional connections. +64% consumers believe brands are losing touch with customer experience. +85% higher sales achieved by brands that emotionally engage. +68% women & 56% men choose beauty products based on how they make them feel. >>Online emotional challenges << →Lack of personalization in online transactions. E-commerce lacks the personal engagement of in-store shopping, such as trying products and consulting with beauty experts. →Absence of sensory experiences. Customers are unable to explore key sensory elements like texture, scent, and application when shopping online. →Overwhelming variety. The sheer number of options online can confuse customers and lead to decision fatigue without proper guidance. >>Strategies to build emotional connections<< →Transform brick and mortar stores into immersive experiences. Redefine your physical stores as experiential hubs where customers can enjoy personalized consultations, interactive product trials, and even beauty treatments. +30% boost in sales is seen in flagship stores that offer immersive experiences. →Retail as entertainment, retailtainment. Host creative pop-up shops, in-store events, and experiential retail activations to engage customers emotionally with unique deco, exclusive product offerings, and hands-on activities. +70% of beauty consumers value in-store experiences over online alternatives. →Leverage influencer trust. Partner with influencers who bring authenticity to your brand by sharing personal stories, reviews, and tutorials. Their relatability and trustworthiness create stronger emotional ties with consumers. +49% customers rely on influencer recommendations for beauty product purchases. →Build community through social media. Use social media to foster continuous engagement through live Q&A sessions, interactive content, user-generated campaigns, and community forums. +72% of beauty consumers discover products through social media. To finish. Despite the challenges of the digital era, the industry is finding ways to close the emotional gap with creative solutions like flagship experiences, influencer collaborations, virtual consultations, and community-driven marketing. Check out my curated collection of visuals to spark your next big idea. Featured brands: Benefit Glossier Kylie Cosmetics Marc Jacobs Molecula Miu Miu Nina Ricci Laneige Rhode #BeautyBusiness #EmotionalConnection #SocialBeauty #ExperientialRetail #InfluencerMarketing

6 out of 10 brands I audit struggle to convert visitors. At best, achieving a 1% conversion rate. The culprit? - templated product pages - benefits not highlighted - not-so-intuitive design Making the shopping experience forgetful. A memorable experience is key to converting visitors.  Especially if you drive traffic to product pages. Because when someone is viewing your product, they are likely seeing other brands too. In this example, using Hawaii Coffee's PDP, I've made changes that make the shopping experience memorable and increase the conversion rate. Below are the 8 changes I recommend - 1. Adding a short product description. This should show the brand's personality and tell the shopper something valuable about the product. 2. Using an image that catches attention. This is key. Use an image that represents your brand's personality. 3. Highlighting key selling points of the product. These should be placed before the add-on cart and should be easy to read. 4. Making sure the options are clear. If you're selling different variants or sizes, make sure the user knows which one's best for them. Make this super clear. 5. Highlighting why someone should subscribe and not just purchase one time. Basically, your subscription USPs. Making the above changes gave me more space to: 6. Add a short description that builds trust in the brand and product. Especially for new visitors who are not familiar with you. 7. Add FAQs. These are essential for any product (other than fashion, probably). They are great for SEO and answering all shopper questions. 8. Add USPs with icons. These are reasons why you should trust the brand and why the product is great. Other UX changes I made: - Removed the image thumbnails - Moved price close to the product name - Added the weight next to price to show value - Added service USPs below add-to-cart CTA Found this useful? Let me know in the comments! P.S. I haven't posted on LinkedIn in a while. And it's for a good reason. I was writing my Practical Guide to CRO e-book. Which is launching next week. It includes my processes, tools, techniques – everything you need to become a pro at CRO. If you're interested, comment "e-book" and I'll personally send you a link to buy it. #conversionrateoptimization

🎬 Everything I Know About Customer Experience, I Learned from Running a Video Store Before CX was a strategy, it was my Friday night shift. Back when Netflix came in red envelopes and Blockbuster charged you $2.99 for being human, I ran a video store. And not just any video store, this was our own little Empire Records, equal parts cinema school and social experiment. Here’s how we built something that actually put the customer first: 🍿 Cinephile Bootcamp – New hires had to pass a “genre fluency” test. Noir, Rom-Com, Giallo, Cyberpunk. You name it. You couldn’t alphabetize Aliens without explaining why Ripley is the GOAT. 📼 Weekly Watchlist – Every associate watched the new releases. And no, not passively. We had to have an opinion. Preferably one with a quotable line and a backup pick if they didn’t like Daddy Day Care that week. That knowledge equipped them to better serve customer needs. It was development. 📺 Data-Driven, Pre-Streaming – We tracked local TV ratings and customer requests. If everyone in town was watching X-Files reruns, we made sure our sci-fi section had a Mulder-worthy expansion. 🎮 Community Building – Too many games, nowhere to play. So we opened after-hours for GoldenEye tournaments, Smash battles, and snack bar pizza nights. People came for Mario Kart. They stayed for the people. Serving our customers was about serving their community. 💡 Bias Busters – We didn’t just stock what we liked (though yes, there was a prominently displayed “Employee Picks” section, and yes, The Big Lebowski lived there for 97 straight weeks). We curated for them. Whether it was How to Lose a Guy in 10 Days or Battle Royale, we met people where they were. The truth? We weren’t just renting tapes. We were building trust. Anticipating needs. And learning to serve without a tech stack, but with total recall (pun intended). So if you’re wondering where I learned to design user journeys, deliver tailored learning, or create employee experiences that stick... It all started with a stack of VHS tapes and a label maker. 👉 Got a “first job” that secretly taught you everything? Drop it below. #CustomerExperience #LeadershipLessons #HighFidelityVibes #CX #EmployeeExperience #LearningDesign #OldSchoolMeetsNextGen #VideoStoreWisdom #BlockbusterEnergy #MovieNerdsUnite

One of the greatest opportunities I see for the next generation of client-facing professionals: Being the ones who can read and exercise the norms, whether with colleagues or clients, and still infuse their own personality into the work. Those who can master this will be the ones who build stronger relationships and ultimately win more business. Sure, the pendulum has swung hard toward AI efficiency. And proficiency in it will likely be an essential skill. But over-relying on it? That comes with a hidden cost: it can dull the skills of empathy, discernment, and human connection. I suspect it might become tempting to believe that the safest path to employment and promotion is to keep your head down in automation:  Follow the prompt exactly, never straying from the template, and assume that originality is too risky. But customers can feel when you’ve disappeared behind automation… and it seems that they don’t love it. According to Salesforce, 52% of customers say they’re willing to pay more for a great customer experience, and they define that experience as one that feels more personal and less automated. That means the professionals who keep showing up with genuine connection won’t just feel different (in a good way!), they’ll be the ones winning more trust and more business. This humanness will be the differentiator. Some easy ways to practice this is to start by noticing the social norms, and then thoughtfully adding personality to them. Like: ☑️ Pay attention to how experienced colleagues communicate with clients. What tone do they use in emails, how do they open conversations, how do they handle pushback? How can you use that as a framework and then infuse your personality into it? ☑️ Notice how client meetings start. Do they jump right into business, or spend a few minutes building rapport? What do you know about the client that you can chat about beyond asking about the weather :)  ☑️ When you send a recap or follow-up, include a warm line or a small personal detail you remembered, instead of relying solely on a template. Because if more than half of your customers are willing to pay more for an experience that feels human, it’s a skill worth exercising to make sure they get it! #YouthSkills

Consumer behavior is a mix of paradoxes: the need for instant gratification and the desire for authentic, meaningful experiences. Understanding these shifts can give your brand a significant edge. Here’s how brands can navigate these behavioral shifts and thrive: 1. THE DEMAND FOR INSTANT GRATIFICATION 🚀 In today’s world, waiting feels like a thing of a past. Consumers expect instant results - from same-day delivery to real-time customer service. Amazon Prime has built an empire on the promise of speed, turning fast delivery into a key differentiator. 👉 Speed matters. Ensure fast response times and seamless digital experiences to keep consumers satisfied. 2. PERSONALIZATION OVERLOAD 🤯 While consumers appreciate personalization, they’re also bombarded with too many choices, leading to decision fatigue. Netflix strikes a perfect balance by offering personalized recommendations, but it curates the selection so it doesn’t feel overwhelming. 👉 Focus on smart, simplified personalization. Use AI to tailor recommendations but limit choices to reduce decision fatigue. 3. EXPERIENCES OVER POSSESSIONS 🎉 Consumers now value experiences more than material goods. They want moments they can share, both in real life and on social media. Airbnb capitalizes on the trend by offering unique stays and experiences, giving people more than just a place to sleep. 👉 Create shareable moments around your brand. Host virtual events, create experiential pop-ups, or develop interactive online campaigns that leave a lasting impression. 4. COGNITIVE EASE - MAKE IT SIMPLE 💡 Today’s consumers are drawn to brands that simplify decisions. When something is easy to process, it’s easier to like and trust. Apple’s minimalist design and intuitive interfaces make decision-making simple and straightforward for users. 👉 Make your customer journey as frictionless as possible. Simplify messaging, reduce steps in the purchasing process, and use intuitive design elements. 5. TRANSPARENCY AND TRUST IN THE AGE OF SKEPTICISM 🔍 In a world flooded with misinformation, trust is the new currency. Consumers want transparency and honesty from the brands they support. Patagonia has built a loyal following by being upfront about its environmental impact and actively promoting sustainability. 👉 Be open about your practices - whether it’s your supply chain, sourcing, or product development. Use storytelling to connect with consumers on a deeper level and show your brand’s integrity. LAST WORD ✨ Brands that can understand and adapt to these deep behavioral shifts will not just survive, they’ll thrive. The key to success is balancing speed, simplicity, and authenticity. Deliver what consumers want, but stay true to your brand values. Is your brand ready to meet the challenges of today’s consumer landscape? ------------------------------------------ 💬 Let me know what you think 🔗 Share if helpful! ------------------------------------------ #brand #strategy #consumer

Your Doorway to Improved Profit As an Experience Designer in retail, F&B, hospitality, and travel, the rush to design spaces and interactions that convert is understandable. However, there's a crucial first step often overlooked: The Threshold 🚪 Thresholds are vital for setting the tone in commercial environments. How clients transition from ordinary life to your brand space shapes their perception of every future touchpoint. Neuroscience and behavioural science back this up~ 🧠 Primacy Effect: The brain forms lasting impressions within seconds of entering a new space. 😊 Mood Elevation: Welcoming entryways can elevate mood and enhance overall space perception (Journal of Environmental Psychology). From a business perspective, prioritising the threshold is strategic~ 💰 Increased Revenue: Improving customer experience can boost revenue by up to 10% (Business of Fashion and McKinsey & Company). 🔄 Customer Loyalty: Positive first impressions lead to repeat visits and higher loyalty. Takeaways~ 🤝 First Impressions Matter: The threshold shapes the client's entire experience. 📈 Boost Profits: Enhancing the threshold can significantly increase revenue and loyalty. 💡 Strategic Design: Invest in the initial touchpoint for long-term benefits. Optimising the threshold is a critical element in crafting a profitable customer experience. #experiencedesign #immersive #retail #hospitality

Satisfaction gets you a nod at best. Delight gets you a wow, a big smile and a memory marker too! 🔥 That's why I always say that customer satisfaction is hygiene. As business owners, we need to aim at customer delight. Today, providing good customer service is no longer enough. Customers want to be wowed, and it’s our job to ensure they leave with not just a smile but a story to tell. Customer delight should be the ultimate measure of your success. Because it’s not about meeting expectations any more. It is about exceeding them in ways that create loyalty and advocacy. So, how do we go about doing it? Here are 5 steps that will help you along: 1️⃣ 𝗘𝗺𝗽𝗼𝘄𝗲𝗿 𝘁𝗵𝗲 𝗧𝗲𝗮𝗺: Give your employees the tools and authority they need to go above and beyond. A well-equipped and motivated team can turn a mundane experience into a magical one. 2️⃣ 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲 𝘁𝗵𝗲 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲: Use the data you have to create personalized experiences for your customers. Tailor your interactions to make each customer feel valued and special. 3️⃣ 𝗦𝘂𝗿𝗽𝗿𝗶𝘀𝗲 𝗮𝗻𝗱 𝗗𝗲𝗹𝗶𝗴𝗵𝘁: Go beyond the usual perks. Surprise your customers with unexpected gestures – a handwritten thank-you note, a complimentary service, or a birthday discount. It’s the little things that make the biggest impact. 4️⃣ 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝗶𝘀 𝗞𝗲𝘆: Ensure that every touchpoint a customer has with your brand is consistently excellent. A single negative experience can undo all the good work you’ve done. 5️⃣ 𝗖𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗲 𝗬𝗼𝘂𝗿 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀: Highlight customer success stories and make them the heroes of your brand narrative. This not only makes them feel special but also builds a community around your brand. The results? Not only will the reviews, ratings and testimonials soar, but there will also be a significant increase in repeat business and referrals. Customers start sharing their delightful experiences on social media, which boost the brand’s reputation organically. In a world where customers have endless choices, creating memorable experiences that delight can set you apart from the competition. It's all about building emotional connections that lead to long-lasting loyalty. P.S. What is that one step that you take consistently to create true customer delight in your business? #customerexperience #customerservice #customerdelight #vinaypushpakaran

In 1999, Salesforce had one cartoon mascot: a smiley red “no software” symbol named SaaSy. Today, they run an entire cast of brand characters . These include characters like Astro, Codey, Brandy, Cloudy, Blaze, and many more. Each one of them is crafted to serve a distinct purpose inside their ecosystem. This is one of the most strategic and scalable brand plays in B2B marketing. Here’s how it works: 🔭 Astro, introduced in 2014, became the face of Salesforce’s learning platform, Trailhead. With welcoming personality, Astro now guides users across tutorials, events, and products. 🧸 Codey the Bear inspires developers. 🦊 Brandy the Fox represents digital marketers. 🐐 Cloudy the Goat speaks to app builders. 🐘 Ruth the Elephant helps architects scale complexity. 🐺 Blaze the Wolf, Max the Mule, Appy the Bobcat, and others cover consultants, integrations, and partnerships. Each character has its own name, traits, values, and even favourite Trailhead badges. Together, they form a mascot universe that reflects Salesforce’s tools, personas, and principles. This mascot strategy achieves four things: ✅ Emotional Engagement Mascots humanise abstract concepts. They turn cloud software, integration, and AI into characters that feel approachable and familiar. ✅ Learning and Community Through Trailhead, mascots cheer users on as they earn badges. The characters appear in tutorials, quizzes, and onboarding flows. This story-led, gamified approach builds confidence and drives adoption. ✅ Brand Recall and Shareability Astro and Codey are now recognisable even without a Salesforce logo. Mascots show up in Dreamforce lounges, swag, and selfie spots. They spark organic buzz and that visibility reinforces the brand in every buyer conversation. ✅ Longevity and Flexibility Mascots don’t age or misstep. They evolve with the product. When Salesforce introduces new clouds or features, it simply gives the mascots new costumes or adds new characters to the story. ✅ Brand as a Financial Asset Since embracing Astro and investing in brand memory, Salesforce grew its brand value by 300%, boosted unaided awareness by 26%, and became a top 40 global brand. Former EVP of Global Marketing, Colin Fleming shared that the brand is now more valuable than the company’s IP. This shift came from going beyond just metrics and focusing on memory. Fleming champions the 95-5 rule: Only 5% of buyers are ready now. The other 95% are future revenue. You must win their memory before you win their business. Salesforce did exactly that with their mascot. Would a mascot strategy work in your space? In my next post, I will share about why Salesforce invested US$ 20 million for an exclusive license to Einstein's likeness for 20 years. #B2BMarketing #BrandStrategy #Salesforce #MarketingInnovation #EmotionalBranding #MascotMarketing

"It's not about showing people what to do. It's about showing them what others are doing." A fascinating insight from BookMyShow's journey to ₹1000 crore revenue: The most powerful motivator isn't features or discounts. It's showing people they're not alone in their decisions. Here's the psychology that drove their growth: 1. The Power of Social Proof Traditional approach: "Book your tickets now!" BMS's insight: "Join xxx others who booked in the last hour" The magic? When we see others taking action, our anxiety about decisions drops dramatically. 2. The RISE Framework How did they choose this strategy? They used this decision matrix: • Reach: How many users would it impact? • Impact: What's the potential upside? • Confidence: How sure are we it'll work? • Effort: How complex is implementation? The fascinating part? The simplest solution won. 3. The Hidden Psychology Why does this work so well in entertainment? • Nobody wants to miss out • Everyone wants social validation • Fear of regret > Fear of action The counterintuitive truth about product growth? Sometimes the biggest wins don't come from building new features. They come from understanding human psychology. Want to see our detailed breakdown of how BookMyShow turned social psychology into revenue growth? #ProductStrategy #GrowthHacking #ProductManagement #BehindTheFeature

If I were building an app, I would make sure to include this: Most product designers know about variable rewards. They’re the unpredictable, dopamine-triggering elements that keep users engaged. But many apps fail because they focus too much on rewards and completely neglect the investment phase. The investment phase is when users put something into your product—time, data, effort, social capital, or money—that improves their experience for the next time they use it. Without proper investment, users never develop the habits that bring them back again and again. This is why Spotify gets better as you "like" more songs, or LinkedIn improves as you follow and connect with more accounts. When users invest in your product, they're more likely to return. They've put skin in the game. If your product isn't succeeding, ask yourself: "Am I giving users enough opportunities to invest?” These opportunities will make your trigger more engaging, the action easier, and the reward more exciting with every use. For more insights into habit-forming products, subscribe to my free newsletter: https://www.nirandfar.com/