Branding and User Experience: enabling a seamless customer journey through Design Systems

🎤 Speakers

How to build consistency into the Brand Experience? — Giulia Di Gregorio & Camilla Zani

Towards brand consistency

​​Therefore even if User Experience designers tend to focus on the user’s perspective, it is fundamental not to ignore the essence and role of the brand during the design process. If that was the case, all the brands’ services would look the same. Giulia Di Gregorio

Example of a brand’s mood board
User’s touchpoints

At the same time, what if users are forgotten during the design process?

How to build consistency into the Brand Experience?

Should Online and Offline Brand Experiences be tied? It depends — Andrea Pavan

“User Experience is how the brand communicates with its clients at every step of the interaction, including any touchpoint. UX is not only a user in front of a screen; it is how a person interacts with a brand. It includes any customer’s contact: services, the atmosphere in the shops, the design of the products, the smell of the packaging etc.. User Experience and Customer Experience coexist in a reciprocal relationship.” Andrea Pavan

Fiera Milano’s digital signs on site
Fiera Milano Design System by Leftloft
Fiera Milano Sub-brand digital user interface
  • Usage: Users spend most of their time on the sites. This means that users prefer your site to work the same way as all the other sites they already know. (Jakob's Law)
  • Simplicity: The time it takes to make a decision increases with the number and complexity of choices. (Hick’s Law)
  • Design: Users often perceive aesthetically pleasing design as design that's more usable. (Aestetichs-Usability effect)



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Experience Design Academy

Experience Design Academy

A polytechnic centre of excellence dedicated to User Experience - by POLIdesign.