Design and Communication

If you’re a fan of customer experience, you need to start paying attention to how events like the Super Bowl can provide valuable insights.

The Super Bowl isn’t just a sports event, it’s an entertainment spectacle, and the marketing from brands that take part in this game is proof of that.

Hi, my name is Gustavo Barbosa, and I’m responsible for the content strategy at Dialogi.ai. To be honest, I follow the NBA much more than the NFL, and it’s another league that puts on an entertainment show. And that makes sense, right?

Entertainment is embedded in American culture; they know how to captivate their audience in everything they do. But what really fascinates me are the commercials.

Last week, Brazil made history by winning gold for national cinema.

My name is Valdeth Lis, and I’m the Product Marketing Analyst here at Dialogi.ai. Today, I’d like to discuss this historic achievement and how Fernanda Torres’ performance teaches us lessons beyond the realm of art, providing insights on creating deep human connections.

Fernanda played Eunice, bringing forth not just the weight and pain of her decisions but also the vulnerability that makes the character so real.

The story transcended the screen, making me feel and believe in her truth as if forming a genuine emotional connection.

Have you ever stopped to think that every click, every tap on the screen, every interaction you have with anything digital is like an invisible choreography? That’s UX Design – or, if you prefer, the art of not making you rack your brain trying to use an app, website, or any other digital gizmo.

Let me tell you a story that might sound familiar: you go into an online store determined to buy that smartphone you’ve been eyeing for weeks. You pick it, toss it into the cart, and when it’s time to check out… surprise! You’re redirected to a registration page. “Alright,” you think, “I’ll fill this out quickly.” You complete everything, but when you return, the cart is empty. That’s right, empty! Now you have to go search for the product all over again. Feels like giving up, doesn’t it? Well, this is a classic example of a painful user experience (UX).

Have you ever stopped to think that every click, every tap on the screen, every interaction you have with anything digital is like an invisible choreography? That’s UX Design – or, if you prefer, the art of not making you rack your brain trying to use an app, website, or any other digital gizmo.

Let me tell you a story that might sound familiar: you go into an online store determined to buy that smartphone you’ve been eyeing for weeks. You pick it, toss it into the cart, and when it’s time to check out… surprise! You’re redirected to a registration page. “Alright,” you think, “I’ll fill this out quickly.” You complete everything, but when you return, the cart is empty. That’s right, empty! Now you have to go search for the product all over again. Feels like giving up, doesn’t it? Well, this is a classic example of a painful user experience (UX).

You’re not everyone!

If you’ve ever heard this from your mother, know that she was always right.

Throughout my career in Marketing, the most common answer I got when asking about ICP, target audience, or segmentation was: “Let’s keep it as broad as possible to reach more people.” In theory, it sounds good, but in practice, it’s a disaster.

Yes, the communication will reach a lot of people, and many will be impacted, but most of the time, there won’t be any real connection on the other side.

The more generic your communication, the less empathy people will feel for your brand or product. — Gabriella D’Emilio

This happens because we need to recognize something of ourselves in the message. That recognition typically comes when we’ve been through a similar scenario, whether happy or sad (your mom probably also said: “You’ll learn the easy way or the hard way”). When a customer feels that a message was written just for them, they’re more likely to be open to what you have to say.