Brand UX

The user experience in digital artefacts has been emphasised by professionals in the field and by companies as a factor that adds value to brands, especially in the context of e-commerce. Brands and their attributes, in turn, are determining factors from the outset of this experience. This study sought to verify how this relationship takes place from the point of view of 30 users by analysing the content of semi-structured interviews. The results suggest how some factors influence the user experience in e-commerce and how the relationship between brand and UX is a two-way street and comprehensive. Based on these results, suggestions are given for consideration in e-commerce experience design.