We’ve been presenting VX in part I as a new challenge for the digital folks and how will it change the customer journey. Now, let’s see what will it looks like from the inside!

If we’re thinking on a micro level, the focus should be on the viewer — from A-Z. First, we have to study the viewer so we can relate to their current life decision and situation.

We need to know who and where are they watching the video and what do they want. It can also help if we figure out how are they watching it: on their mobile phone, tablet or even an in-store screen in a shop?


Yes, all of these questions must be answered: we will need huge research. After this, we can start to identify the (user) stories, messages, styles, and formats. It might sound familiar, but like in UX, a prototype needs to be built and tested. These tests will reveal the concept that will achieve our objective and predict the results of the project. 

When your content is out, it’s time to start the analysis of the results and alter the VX. This is an essential process, as video creation still has a lot of question marks. 
A designer creates something cool, and they hope that the audience will like it - with a VX approach, video equals art and science as well, mixing design and psychology intentionally together.

The big brands will make VX happen soon and they’ll standardize their principles to create a living design system that will be available all of their platforms (e.g. websites, apps) smoothly guiding the crowd to action and engage them.

I know what you think – this sounds a little bit out of this world and it would require brands a lot of effort to create these video assets.

So, VX already out there, but there are a lot of speculations on how it could work. The more content is out about it, more brands will get to know this new approach.
I think we are going to see wide adoption of VX very soon and looking forward to meeting the brands who will lead the movement!

What are your thoughts on VX?