When I think of the term user experience I tend to think of product and software development, which is the context in which the term was coined. However, the principals of good user experience (UX) design apply just as well to marketing and campaigns. When you’re designing a direct mail piece, a landing page, or even a print ad, the user experience is a crucial consideration. This is especially true when these components are put together in an integrated campaign.
User experience is always top-of-mind in the Structural Graphics design department. How will the recipient interact with the piece? Is the message of the mailer clear and focused? Is it interesting and engaging? And, of course, does the online experience flow smoothly from the printed piece in a way that makes sense to the user?
One aspect of an integrated campaign that can be easily overlooked is the strength of the messaging on the direct mail piece. Usually the goal is to drive the user to an online asset, but consider the fact that some users won’t have immediate access to a computer. Or perhaps they just don’t want to visit the landing page. Is your messaging strong and compelling enough to stand on its own, without the assistance of online component? Is there an off-line call-to-action like a BRC or a phone number?
Below are four dimensional print designs that offered great user experiences. They are all strong performers and proven designs. They can stand on their own as a powerful direct mail piece, or as part of an integrated campaign.
The Flapper® is a classic performer and a brilliant storyteller. When the user first picks up the piece they immediately recognize that there is something more than just a flat postcard. Its four selling panels fold in succession to keep the user engaged and interested.
The 4-Window Pull™ is a highly interactive and 
effective design. The story begins when the user picks up the flat piece and notices the four tabs. Each tab pulls out from each side instantly providing twice the copy space. It immediately distinguishes itself from all of the other mail in the pile. Simple and engaging.
The Flipbook is a truly interactive design with a wide range of applications. It’s a natural story teller that keeps the user engaged as they flip through the pages. With tons of options and sizes, the Flipbook can be used as a great sales aid, catalog, or promotional mailer that requires a large amount of selling space. It ships virtually flat but the user experience is anything but.
The Book-Cube™ is a favorite amongst marketers. It provides 
such a unique user experience that you really can’t get anywhere else. The piece ships flat, but when opened by the user, it jumps into shape. Using a set of hidden rubber bands, this will grab anyone’s attention. It provides ample selling space and can be highly customized. You can include a little booklet carrier, or an attention-getting tab that folds out.
Above are just four of the many examples of great user experience we can demonstrate. In fact, I would be remiss if I didn’t mention, touch. Many of our clients have used touch to create an engaging and interesting direct marketing piece. We can use beautiful premium paper stocks to create a high-value feel; think, glossy, rugged, soft – the possibilities are limitless. Furthermore, we can use a really neat “fuzzy” finish like we did for this Tide magazine insert.
