In modern branding, more often we hear the term user experience or UX. First of all, brands consider visual communications as their basis. So visual interfaces are the main work being done. And what will the user experience be tomorrow? According to market forecasts, in many ways, it will be a voice communication experience. What is VX and why do you need to think about it now?
IT IS ALREADY AROUND US
Voice technologies have already become sufficiently developed and have covered many areas of our business. Let us give some examples from our daily life:
- we make a voice request to google something, check our to-do-list or remind of an important call
- we communicate with a voice assistant like friends, it recommends us movies and orders pizza
- interaction with some companies is not through live managers but through bots
- and this list can go on
According to Nielsen`s research, 75% of a household will have at least one voice assistant by 2020. Now 35% use voice search when interacting with a smart speaker. 30% of voice assistant owners report that their favorite device has replaced their television entirely.
It turns out that almost a third of users stop watching and start listening to content. The statistics are very positive for entrepreneurs in e-commerce:
- 74% of users know about the possibility of shopping with voice assistants
- 8% use voice shopping
- 23% think of buying a smart speaker
Dictation has made voice assistants even more popular because long messages or search queries are easier to pronounce than to type. Especially on smartphones.
IMPLEMENT VOICE TO YOUR BRAND
The first you need to do is understand how your brand voice will sound.
Today voice experience is an update of touch experience. VX is not just a tone of voice or brand message, it’s how your brand will sound in reality.
If we go further, we will face one more task – “conversation design”. Scripts that help us to communicate with chatbots are a familiar story. Chatbot`s voice is already the dominant interface.
Starting to work on audio branding, first of all, you need to understand how interactive your VX should be. New technologies have provided us with ample opportunities in the form of voice engines and voice synthesis. You can customize your VX. It can contain just a few recorded fragments of phrases, and it can also be full and complex. You can use the high technology of sophisticated “conversational” artificial intelligence, like Alexa.
Suppose you have decided on the voice, the complexity of the conversation and the need to introduce artificial intelligence. What else can be done? Expand the audio experience. You can write music. An audiology type may sound, for example, when you open an application.
VX can quite become a sound analog of the landing page. A voice can take you through all the main sections of the service, making the consumer journey easier and more emotional.
A voice is a connection between your audience and your brand. A voice makes a brand even more like a living person. Therefore, using “speaking” one can create deeper connections between people and brands. If you take care to figure out how the voice of your brand will sound, you can create an even more amazing and important experience for the “listener”.