We can all agree that design is important, and it’s even better when something that looks good works well. So, then why is user experience such a hard sell for some? With regard to design, UX is just as critical an element as the visual identity of a company. If the user can’t figure out how to navigate the site or app, they can be easily turned off, much like a bad logo design or unsuccessful packaging.
User Experience can be of benefit to any digital platform, however, when implemented strategically for eCommerce, complex applications, wearables or any experience where a user has to accomplish a task – the presence of UX opens up a clearer pathway to conversion. Ongoing user experience strategies and optimization can also greatly increase the longevity and scalability of a digital product.
Focusing on the importance of user interface interaction is a key aspect in driving the importance of user experience. Interaction is where it all comes together. Creating rich, memorable, usable experiences is what will bring the user back time and time again. The patterns and motivations noticed can be translated and thrown into motion in the user interface designs, making room for possible mobile constraints and connectivity. The system can be built to help users achieve their goals and see progress through feedback and various notifications. Ensuring that the human connection is there is the last piece needed, providing accessibility and connection to the brand itself and fostering community building.
A UX strategy isn’t just for large companies. Benefits can be seen across industry and organization size. For newly launching brands, products or start-ups, having a solid user experience in place can be the catalyst for building the momentum that is needed to give the company the boost it needs to survive in the market. Taking into consideration that it takes only seconds for a user to decide whether they think a site or app is worth their time, UX is the difference that can tip the scale.
Where to Start?
Identify user goals – what does a specific user need from the product? What benefit is being offered to them; can the services, products or information that coincide with their own goals and motivations be provided via the pathway given? It is vital to understand and characterize the aspirations of the user, including progression, accomplishment, status, belonging or finding a sense of purpose in their own organization. Once those basic needs (for they are basic needs, as any person needs to feel a sense of accomplishment in completing a challenging goal) are met, they can then be transformed into meaningful responses for users.
A successful UX implementation must involve the brand owners and other stakeholders with designers and developers. Providing each decisionmaker with a full creative brief, allowing each phase to flow into the next with a bridge from the previous phase will ensure a process that results in the most optimal product for the user.