It was only a matter of time before usability and user experience became the main differentiator in advertising campaigns. The recent confused.com TV ad campaigns focus entirely on user testimonials which explain how easy to use the new website is.
Where online companies have stiff competition in an economic climate where providing a good experience is key, we expect to see more and more marketing campaigns to focus on customer experience and website usability.
Below is one of the ads from the campaign.
Can you claim to offer a better customer experience than your competitors?
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About Damian Rees
Damian has worked as a usability and user experience consultant for over 13 years. He has worked in senior roles within companies like the BBC and National Air Traffic Services where he has researched and designed for users in a variety of different contexts including web applications, voice recognition, and air traffic control interfaces. Follow Damian on twitter @damianrees