Test or fail – UX in action
It’s incredible just how important the user experience of an interactive solution is for people’s perception of a brand. Get it right and no one notices. But get it wrong and you risk everything. The UX – we all like shorthand – encompasses pretty much everything, including usability, accessibility, performance, design, utility, ergonomics, overall human interaction and, ultimately, because of the potential negative impact, a brand’s entire marketing.
Improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.Oxford Journal
There are many roads to Rome but there is no doubt that lowering the threshold for users to access information is the key to success. That’s our driving thought when we start designing any user experience platforms.
We start the process by getting a firm idea of the structure. For interactive solutions, we build Information Architecture and map out the user journey before we start on any design. By outlining basic page content in wireframes, we can establish the routes that are easier and those that are more difficult. Based on this information, we can then reconfigure the content and structure to highlight key information that users will find most valuable. In short, we make sure the solution works as our start point. It might sound obvious but it’s amazing how many people miss out this stage.
Our focus is on creating pages that have clear calls-to-action while steering the user comfortably through a pleasantly designed interface; adhering to the brand guidelines. People have ever-increasing expectations and will happily switch to a more active and caring provider, regardless of its size and experience. That means companies need to make their services clear, obvious and intuitive for their users. It’s not always an easy task: often the barriers are institutionalised in internal politics and a rigid corporate culture.
Building and launching your interactive solution is only the beginning. It’s also essential to build an on-going relationship with your target audience and be willing to make real changes that will impact your organisation. This involves researching customer behaviours, and collecting all possible feedback, including negative feedback, to find real pain points that can and ways to resolve them as quickly as possible.
We believe a holistic approach is critical for the survival of competitive companies. It should encompass the integration of company targets, customer needs and technological opportunities into successful innovative digital solutions.
Make interactive solutions for the user
Websites and apps are often designed more for the client than the client’s target audience. Don’t do it!
If a product doesn’t work, people get upset
If users struggle to find information or are not pampered into making a purchase, the interactive solution is not serving its purpose.
Testing small, but often
It is crucial to incorporate on-going user experience analysis and testing in a project. It’s also important to use the findings to tune the solution. By incorporating a UX test cycle, you’re able to test and analyse small details and make the small adjustments in design, wording or steps that will result in more purchases and more satisfied customers.
Tuning any part of the customer experience for a more positive reaction can have great benefits for the overall brand performance.
Senior Consultant, Head of Engagement, based in Geneva
Fatima is a Senior Consultant with Leidar in Geneva. Fatima has helped a range of Fortune 500 companies and organisations respond to the challenges of the 21st century, by supporting them in managing issues and guiding them on how to be responsible global citizens.