this post was submitted on 18 May 2024
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Is this a thing? UX is the new brand (awful.systems)
submitted 7 months ago* (last edited 7 months ago) by [email protected] to c/[email protected]
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I just read Naomi Klein's No Logo, and despite being so late to that party It's not hard to imagine how big an impact it had in its time at identifying the brand being the product more than the things the businesses made (*sold).

Because I'm always trying to make connections that might not be there, I can't help think we're at a stage where "Brand" is being replaced by "UX" in a world of tech where you can't really wear brands on your shoulders.

We're inside the bubble so we talk in terms of brands (i.e. openAI) and personalities (sama), which are part of brand really, but outside of the bubble the UX is what gets people talking.

When you think about Slack doing their AI dataset shit, you can really see how much their product is a product of UX, or fashion, that could easily be replaced by a similar collection of existing properties.

As I write this, I already wonder if UX is just another facet of brand or if it's a seperate entity.

Anyway, I'm writing this out as a "is this a thing?" question. WDYR?

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[–] [email protected] 7 points 7 months ago (2 children)

i'm just thinking of how every web page seemed the same for a long while there cos everyone was just using safe defaults

[–] [email protected] 8 points 7 months ago* (last edited 7 months ago) (1 children)

do you mean the bootstrap era or the bootstrap 2 era or the microsoft-went-square-so-everyone-fell-over-themselves flat trend or the material era or the The Web Is Now Blue And White era or ......

(e: and that's only back to, like, 2012/2013.... fucking hell)

[–] [email protected] 8 points 7 months ago

or the "we made our own design system that we've open-sourced for no reason other than to say we open source"

[–] [email protected] 6 points 7 months ago (1 children)

Do you mean that as an example of brand taking a back seat by becoming bland and homogenous?

[–] [email protected] 5 points 7 months ago (1 children)

just that you had to actually look at what the specific thing was.

in such circumstances, the "brand" is really "thing with trendy website"

[–] [email protected] 4 points 7 months ago (1 children)

yes, still very much in that zone too. The web has been design system'd to death. I don't think you can even find out what the thing is via the site now, I guess that's a big part of my ranting, that they really don't want to assert what it is too clearly. Hence the "but it's so easy to use" being the brand.

[–] [email protected] 8 points 7 months ago (1 children)
[–] [email protected] 5 points 7 months ago

lol holy shit that was you?! I saw that ages back and laughed my ass off at it