for the practical, rational and emotional aspects of experience
Why did we create a new framework?
Because too often client conversations go something like...
"Don't worry, we'll get creative later in visual design."
"UX has nothing to do with creative and brand.”
“So the branding stuff goes in that grey box?”
“Let’s get those UX guys in here and make some wireframes.”
"Don't worry, we'll get creative later in visual design."
"UX has nothing to do with creative and brand.”
“So the branding stuff goes in that grey box?”
“Let’s get those UX guys in here and make some wireframes.”
"Don't worry, we'll get creative later in visual design."
"UX has nothing to do with creative and brand.”
“So the branding stuff goes in that grey box?”
“Let’s get those UX guys in here and make some wireframes.”
"Don't worry, we'll get creative later in visual design."
"UX has nothing to do with creative and brand.”
“So the branding stuff goes in that grey box?”
“Let’s get those UX guys in here and make some wireframes.”
Clients and brands are underserved by traditional UX
Only 42% of UX frameworks acknowledge people have emotions. Precisely 0% care what they are.
The top 12 most popular and foundational user experience frameworks are wonderful at addressing the gap between design and people from a functional level. Getting the gap narrow enough for people to be able to click that button or take an action. But we know that people aren’t simply rational robots, we’re fully formed humans whose thinking is impacted by what we feel. The AUX Framework considers the full range of what creative experiences do to us and makes it accessible for designers.
The state of the art of UX research supporting branding boils down to: “Make it usable.”
In an ideal world, brand stewards and user experience designers collaborate hand in hand to determine how to make experience designs elevate the brand. But in the real world, this essential connection rarely exists. Most of the time, designers are left to integrate brand assets in the appropriate places, in the appropriate ways and as long as the experience is usable and consistent, everybody is satisfied. Everybody except users. The AUX Framework makes available the things stewards and marketers care about: beliefs about the brand, emotions during the experience, and knowledge about products and services.
The AUX Framework changes the game for creative user experiences
Every experience can be broken down into five aspects that allow us to design and measure what matters most: audience impact. This new way of thinking about experience adds what creatives and clients care about while leaving none of the UX rigor and practicality behind.