"Delighting a customer is when Delivering a WOW Experience along with product” with this mantra UX is an inevitable buzzword amongst all industries.
UX a Core Business Strategy
With ever growing competition there is a need for better customer engagement across all channels. When customer has the luxury of multiple service providers it is more and more challenging to create customer retention. As digital media continue to change the way people communicate, it has become increasingly important to have customer centric designs that create wow user experience.
Designs that help users understand better and have emotional connect are more immersive rather than jazzy and complex websites.A new Google design language that allows unified experience across platforms and devices that is picking up as everyone wants to be in vogue.
More Interactive Than Ever
A great way to enhance your UX on your site is microinteractions. It plays a vital role if used at the right place and for the right function. The interactions include swipe to flag an email or like a post on Facebook. That small button just made you interact in the laziest possible way and still impacted a lot on your profile. The microinteractions need to be combined into simple yet appealing usability to make the complex web and UX on phones look more interesting and useful.
Rich In Content
24X7 consumers are targeted with visual banners, paid ads and promoted content. So it is important to know what and how users consume your content. It is challenging to design websites that are rich in content & yet clutter free thus making it more readable, accessible and usable.
Users are the core livelihood of a company’s products and services. Users come with various needs and wants; these user requirements are considered for every possible decision to be made while designing. Plenty of time and resources have to be spent in order to research with customers and planning usable designs. This involves understanding the prevailing user behaviour, their needs, expectations, and identifying the essentials of a user centric design. It does take an extra effort to create user friendly designs but this extra effort is completely worth the time and resources spent; it brings a great output. A user experience design helps us know our users better, increases the salability of products and thus helps you gain return on investment.
Measuring the UX ROI
More often than not designing was interpreted as a fulfilment for enhancing the look and feel of products. Design was earlier more associated with visual elements and aesthetics. The interaction, how the functionalities work, the overall user experience was not paid much attention to. With time and advancement, focus towards customer experience has been increasing and the UX of every minute thing is taken into consideration while designing. A product design is not just about how it looks; it is about a good user experience at every product stage.
The success of a product is measured by the users’ satisfaction in terms of ease of use, fulfilment of their goals etc. While using the product, after using it and before using it, the users will be disappointed in absence of a good user experience. Facilitating a good UX before launching the product is a great practice as the research helps you not only please your customers with a good experience, but also facilitates increased conversions. The customers will not need help in understanding the product; they will use the product easily and find it enjoyable.
User experience design is an investment
Ensuring a good experience on a product is essential as the development of a product depends on its design. Many products and services are available in the market for users, and they can switch to one from another as per their convenience. In order to set a product apart from others and gain competitive advantage, focus should be on the experience. It is better to pre plan the appropriate designs than correcting the errors identified at a later stage.
UX can increase the conversions, increase customer loyalty and satisfaction. Products experience can be improved with the best of UX designs. The research conducted helps in developing an action plan about how the functions will work and various elements that need to be placed. In the course of research we figure out many features that need to be added and removed, the feedback from users helps in brainstorming various ideas that can make the product unique and innovative.
In markets where there is a lot of competition, a new product can capture the market by simply differentiating itself from the rest by offering consumers something concrete. This robust offering can be provided by pre knowing the customer needs and ensuring the product is well equipped to fulfil these needs and possibly go beyond to offer delight to users. Making corrections at a later stage, after launching the product in market involves not only a higher cost but also leaves a bad impression in the minds of your target audience. The product is then perceived to be less consistent at par with its competitors. Instead of adding many features to the product, overloading it with functionalities to make it capable of doing many things, it is advisable to craft something that excels at what it does.
Cutting down costs with UX
As we already discussed, fixing the broken areas of products like adding new features or repairing bad functionalities post launching the product will incur huge costs, as compared to those involved in fixing it beforehand. The designers and developers not only decide on what needs to be added to the interface, after adding features they also need to ensure that it confirms with the technology platform on which it was built.
After launching the product, when the version is revised after a considerably long interval of time, the product has to be reworked upon a technology that may no longer exist. Poor planning can lead to a product with wrecked features and bad user experience. Products that come with bad user experience are not easy to use; they frustrate the users and are likely to be abandoned by most.
UX design and conversions
Time investment is another important matter of concern. While monetary investments in a product cost are involved, there is a time cost involved too. Making the product right from a UX perspective at the outset itself rather than fixing the UX afterwards makes much more sense and also justifies the time investment. The quality of the product matters, rather than the quantity of features. What makes a product is not the number of features it brings along; it is the experience that is offered which attracts and retains the customers.
Adding numerous features can end up in a product with many weak spots and problems that need fixation. Instead of making an unsuccessful attempt of adding endless features, focus should be on a set of characteristics that are significant. It is alright to design a product that has only few necessary features, provided the product experience is made efficient by focussing on its core features. People switch from one product to another when they find a competent and better performing solution in the form of a product.
To sum it up
UX design delivers great value in terms of revenue, conversions, leads and sales. User experience calls for an overall enhancement of the aesthetics, interaction, functionalities so that the product is capable of solving the user’s problems. To capture the market or beat the competition, one can set their product aside by integrating good user experience in the design. Products that are not built with proper research may completely fail to sustain as they will not fulfil the end user’s needs. Making fantastic products requires getting the right UX design, which will be an output of intensive research work, decision making based on the understanding of the business needs as well as the target audience. Planning the entire design from a user perspective is beneficial in developing efficient products for customers and bringing a smile to their face.
Designs are to Delight. Ensuring a memorable journey for the consumers is our responsibility as designers, believes Neha Modgil, Director at Techved Consulting. She has much more to say, express and share what’s on her mind. Put down on paper, here are some beautiful thoughts straight from our Director’s heart.
When I started Techved, it was passion turned to business. Over the years as I experienced world, Techved is my expression and gratitude to being a designer, woman, mother, CEO, entrepreneur and above all, a human.
With designing seated so close to my heart, I constantly strive to spread laughter and cheer through our designs. At Techved, I complete my desire to ensemble designs and emotions so that we deliver work that stays close to people’s heart too.
Providing customers ease of use and a friendly experience can help in gaining loyal customers. If the customers find the overall experience comfortable, they will keep the company in business. Examining the user experience by and large can put together a robust business strategy that retains its customers. Keeping a check on the various user experiences that customers come across can improve the business processes, thus elevating the performance.
Let’s discuss a couple of tools and methods that can be used to keep a watch on the user experience your company is giving away to customers.
Design is ubiquitous. Everything around us is designed to be the way it is. Design is thus never a beginning; it is always an extension, refinement and distillation.
Design is representing of intent and is generally connected to terms like creativity and innovation or often seen as a form of an art. Every design is basically about revamping an already existing idea or design. It is about innovating and making it more acceptable to suit the needs that change with time.
The following compiled statistics and quotes, supporting the usability argument for website
redesign, are grouped into these benefit categories:
* Meets business goals
* Increases membership
* Improves organizational performance
* Decreases training time
* Saves money
* Improves member/customer satisfaction.
by Dabney Gough and Holly Phillips on 2003/06/09 |
“If you’re considering using this technique, it’s a good idea to consider the pros and cons before diving in. Despite this method’s similarity to in-person usability testing, there are significant differences as well.”
After completing a remote usability testing study, the manager of research and usability at Agilent Technologies, and myself, a usability consultant at Socratic Technologies, decided to write a synopsis of our experiences conducting remote online usability testing for several areas of Agilent’s website. We feel that sharing pros and cons, as well as tips for success, will be useful for other usability practitioners who are unfamiliar or inexperienced in this particular technique.
Remote online testing versus traditional usability testing
Traditional, one-on-one usability testing in person is a great technique for uncovering usability issues on your website. It provides your team, as well as management, the opportunity to watch actual users use and give feedback about your site. This “reality check” is invaluable for stakeholders, designers, and developers. Unfortunately, though, in-person usability testing isn’t always feasible. Projects take longer than expected, budgets get tightened, and target users can be hard to come by. So what’s a usability crusader to do when in-person usability testing is impossible?
One option is to conduct usability interviews using an online meeting service, such as WebEx. (There are a number of other companies offering similar services, but our discussion will focus on WebEx since that is the service used for this particular study.)
WebEx is a web-based service that allows users in remote locations to participate in online meetings. WebEx offers many features, including the ability to share viewing and control of a web browser. Using this feature during a telephone interview allows the moderator to view the user’s mouse movements and web pages visited. Control of the browser is easily passed back and forth between moderator and respondent, and therefore, facilitates discussion similar to that of a traditional in-person usability interview.
If you’re considering using this technique, it’s a good idea to consider the pros and cons before diving in. Despite this method’s similarity to in-person usability testing, there are significant differences as well.