January 23, 2020
User Experience is a process of designing products and services that provides highest customer satisfaction. It is cumulative of all the steps involved from understanding the user requirements and their emotions, translating the requirements into design artifacts, testing the design ensuring it properly resonates with the users, and continuous improvements. The ultimate goal is to convey proper, consistent message and build the emotional connection with customers that could last for years. Hence, user experience is not just a beginning, it is a continuous process that leads to ultimate customer satisfaction.
Relevant – One of the first step in enhancing user experience is proper understanding of the different stakeholders, needs, expectations and their emotional intelligence. For example, millennials generation expectations are significantly different from those of generation X or Y. By understanding the target customers, the user experience expert can use relevant content, images, words that better resonates with the users.
Usability – The full potential of the product or services is not realized until it draws attention of the users and usable. Usability involves conveying proper and consistent message to the users, creating knowledge and easy to use. The many facets of usability includes graphic design, user interface, navigations, and content management.
Helping through customer journey – Customer journey involves four stages – awareness, consideration, decision and retention. During this journey, customer comes across many questions including why? what? and how? The user experience should provide necessary information in helping customer through their buying decision.
Building rapport – User experience can be used as a tool in building connections with the users, creating loyalty and increasing lifetime value. By engaging users from the design to the reviews, feedback, knowledge management would help build the connection that could last for years.
Continuous improvement – User experience is not an one time project, it is a continuous process. More than ever, customer’s behavior and attitudes are changing rapidly. It is important to be closer to the customers and move along. This involves engaging with the customers and making necessary adjustments.
Steps towards creating better user experience:
- Customer interviews – interview clients and client’s stakeholders towards identifying target audience.
- Collaboration – collaborate with multiple groups and teams as necessary. The group may include product owners, customers, marketing, sales and customer support.
- Design artifacts – translate requirements into design artifacts. This may include use case diagrams, wireframes and workflows.
- User interface design – design and develop user experience. This involves navigations, messages, graphics, photography, typography, illustrations, etc.
- Prototyping – create sample models to test the concepts
- A/B testing – test the sample models with different user groups (persona)
- Continuous improvement – collect feedback and make necessary adjustments
TEAM COMPOSITION
User experience is a multidisciplinary field encompassing user research, branding, marketing, photography and user interface design. Hence, good user experience team should include marketing expert, branding consulting and UI designer.
Marketing expert
Marketing specialists are professionals with education, experience and skills in researching and analyzing target markets. They work closely with different groups and teams in understanding customers, their requirements and expectations. They help devise strategy and direction to attract and retain customers. Their input to the product development and overall user experience is critical to success.
branding consultant
Branding consultant help identify, analyse, evaluate, and audit brand performance. General responsibilities includes research, devise branding solutions, create brand awareness, and help implement changes. They typically work with other teams in rolling out marketing campaigns, advertisements, product design, packaging, and visual aspects of the brand.
Graphics Designer
Graphics designers works on both graphics and print media. They help design the logos, newsletter, letter heads and notifications. They are proficient in photography, illustrations, and appropriate usage of colors, fonts, sizes and texts.
User Interface (UI) Designer
UI designers bridge the gap between customers and technology. They help translate customer behaviors, attitudes and emotions, into technology artifacts such as web site, mobile applications, etc. The UI designer use different tools and techniques in building layouts, navigations, interfaces, and interactions. They also help creating prototypes, testing and rolling out UI changes.
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