Imagine this: you’ve just ordered a product online and eagerly await updates on its journey to you. Yet, hours pass without a single notification. 

Frustrating, right? 

Or consider being stuck on the London Underground during rush hour, unsure why your train isn’t moving. These moments share a common pain point—a lack of communication.

For businesses, especially those undergoing branding or rebranding, moments like these are make-or-break opportunities to connect with their audience. Transparency is more than a functional design choice; it’s a tool that strengthens trust, enhances the customer experience, and builds a brand’s credibility. Let’s dive into why keeping users informed is a cornerstone of successful marketing and branding strategies.

Visibility of system status

At the heart of this concept lies one of Jakob Nielsen’s usability heuristics: Visibility of System Status. This principle calls for clear, timely communication that informs users of what’s happening during every step of their interaction with your product or service.

Whether it’s a progress bar during checkout or real-time updates on delivery, providing feedback reassures users and reduces uncertainty. For branding agencies like ours in London, weaving this UX principle into a company’s digital touchpoints ensures their brand feels dependable, approachable, and user-centric.

Why visibility matters

Have you ever felt completely in the dark about what’s going on with something important? It’s unsettling, isn’t it? Whether waiting for a delivery or figuring out why your train’s delayed, lack of information can erode trust. When businesses prioritise transparency, it does more than just keep people informed—it builds confidence, reduces stress, and creates memorable experiences that keep customers coming back.

1. Builds trust and predictability
   Transparency breeds trust. When users know what to expect, they’re more likely to feel confident in your business. This predictability reflects positively on your brand, fostering long-term loyalty.
   
   

2. Minimises frustration
   Keeping customers informed can mitigate negative emotions. For example, when Uber tested user preferences, they discovered riders preferred waiting 7 minutes while tracking their ride on a map rather than waiting 3 minutes without updates. Why? Real-time updates reduced uncertainty.
   
   

3. Strengthens customer experience
   A brand’s reputation thrives on positive experiences. E-commerce businesses, for instance, can delight customers with thoughtful updates: “Your order has been dispatched!” or “We’re sorry for the delay, but here’s what’s happening.” These simple gestures turn potential frustration into opportunities to reinforce brand values.

Actionable tips for businesses

Transparency isn’t just a nice-to-have; it’s a must-have for businesses looking to create exceptional customer experiences. But what does it look like in practice? Whether you’re running an online shop or managing client projects, there are practical ways to keep your audience in the loop—and we’ve rounded up some simple, effective tips to get you started.

For e-commerce brands

• Leverage automated updates: Platforms like Shopify offer built-in features for system status updates. Double-check these are optimised and enhance them with manual email flows.

• Set up thoughtful notifications: Send updates like:

  • Order Confirmation: “Thank you for your order! We’re getting everything ready for you.”

  • Delay Notices: “We’re running a bit behind, but here’s the latest status.”
    
    

• Use progress indicators: Integrate visual elements like bars or step-by-step timelines during the checkout process.

For service-based businesses

• Communicate project milestones: Keep clients informed about branding or rebranding stages with clear timelines and regular updates.
  
  

• Integrate UX feedback mechanisms: Whether it’s a design prototype or marketing strategy, provide iterative updates to show progress and foster collaboration.

Real-life example of transparency in action

Great brands don’t just talk the talk—they show transparency in action. From tracking your Uber in real-time to hearing regular updates on the London Underground, these examples highlight how keeping people informed can transform frustrating experiences into moments of trust and reliability. Let’s explore how they do it.

• Uber’s real-time maps: Riders value the ability to track their driver’s location, even if the wait time is longer. This visibility builds trust in Uber’s system.

  

  Source: baseweb.design

  
  

• London Underground announcements: A train stuck at a red signal feels less frustrating when conductors share updates, even if the delay persists.

Why this matters for your brand

Your brand is more than a logo or a colour palette—it’s the relationship you build with your customers. And transparency plays a huge role in shaping that relationship. By proactively sharing updates, you create smoother experiences, build loyalty, and establish your brand as one that’s professional, trustworthy, and worth recommending.

1. Reduced customer service inquiries
   By proactively communicating, you reduce the need for customers to reach out for updates.
   
   

2. Higher customer satisfaction
   Happy customers are more likely to become repeat buyers and brand advocates.
   
   

3. Enhanced brand perception
   Brands that prioritise communication are seen as reliable, professional, and user-focused.

Conclusion

In today’s competitive market, brands must go beyond offering great products or services. They need to deliver seamless experiences that keep customers in the loop at every stage. As a branding agency in London, we help businesses integrate these UX principles into their customer journeys, ensuring that every touchpoint reflects their values and builds trust.

By prioritising transparency and visibility, your brand can create a user experience that not only reduces frustration but also fosters loyalty, turning one-time users into lifelong advocates.

Ready to transform your digital presence? Let’s discuss how we can enhance your brand through innovative UX and marketing strategies. Book your free consultation today!