Web design taught me that people don’t read experiences the way we design them.
They enter somewhere.
Click something unexpected.
Skip half the page.
Come back later.
Get distracted.
Make assumptions.
In other words, they behave like people.
Early digital work made this very obvious.
You could design the most beautiful page in the world, but if people couldn’t find what they needed, the beauty didn’t matter.
That lesson stayed with me.
Brand experience is not the organisation’s view of the journey.
It is the user’s experience of it.
The difference is huge.
Brands think in pages.
People think in tasks.
Brands think in messages.
People think in questions.
Brands think in campaigns.
People think in moments.
Good experience design starts by respecting that difference.
The job isn’t to show everything.
It is to make the right thing easier to find, understand and remember.
