Smart phones, smart TV, smart watch, smart lighting and so on. We keep hearing these words almost every day and most of us know what exactly are these products but when it comes to Smart Content for your brand, do you even know what it means or do you even try this for your brand content strategy?

Tell me something, do you see ads online and wonder whether they read your mind?

This is what you were thinking about exactly at that very second? Well, that my friend is smart content.

When Jaquar Lighting asked us to redesign the User Experience for its Chandelier range, we knew that the outcome would have to make an impact at all levels of user experience; Visceral, Behavioural and Reflective.

“It is not going to be easy for you guys. You see, Chandeliers are just a part of the diverse range of lighting products we manufacture. But it is an important part as it brings aspirational value to the entire range. The Chandelier range is premium, it has to standout but also be a part of the entire universe of products at the same time. We want a seamless experience.” [Client]

How do you create an optimum experience for such contrasts?

Unlike real life scenarios where the change can be designed as a gradual progression, digital mediums demand an instant switch. Click and go, the experience changes instantly. This is good from the usability point of view, but the issue is you only have micro seconds to establish the perceived value of a product. When a consumer switches from a value for money to a high end product or vice versa you have to prep her. Surprise is not a good proposition in such scenarios.