Interaction with the customer can redirect an entire attitude towards a brand when it’s being used to connect to the customer on a more direct and personal basis. The toolmaker, Craftsman was for a long time a reliable and trusted brand but it became a good example of a brand becoming complacent in their connection with the customer. They went from that reliable brand to “that brand that’s not the best but not the worst”. The solution is to make a better user experience that resonates with the ideals of the customer though engaging interactive design on the web. http://www.craftsman.com/ . Now Craftsman is defined as the suburban middleclass handyman who likes to have sweet tools at a reasonable cost. The site is visually appealing and so keeps your interest long enough to receive their message.
By giving people a more compelling and interactive web experience user become engaged and invested on some level into the site and therefore the brand. Looking at the way Tag Heuer has done their site we can see how the user experience is enhanced to the point that there could be 20 to 30 minutes of exposure just enjoying the aesthetics and soothing motions. You can visit the site here:
http://www.tagheuer.com/eyewear/index.lbl?lang=en .
A good example of adaptable interaction of user interaction would be on the website:
http://www.hulu.com/ They allow you to choose your favorite channels and create a profile that adapts to your input so that you can weed out the things that you don't want to see. This type of media will soon take out cable TV that has poor interactivity and user interface.
A bad example of adaptable interaction would be on the site tigerdirect.com http://www.tigerdirect.com/applications/SearchTools/failedsearch.asp?keywords=gs4 . They put so much in your face at once and have no way of making it possible to track down the thing that you want to buy.
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