Advice for designing a great User Experience

20 DEC. 2019 | LIEN CHIN

Back ArrowCreated with Sketch.
blog banner

Business is more competitive than ever, with customers becoming overwhelmed with different options on where to shop, both in-person and online. With the rise of ‘global powerhouses’ such as Amazon, and the ability to shop from anywhere in the world, customer/user experience has never been more important. But what is User Experience (UX)?

User Experience is simply the experience a user has through your content, products and services. The Interactive Design Foundation sums up UX succinctly as: “the process design teams use to create products that provide meaningful and relevant experiences to users.”

But how do you design a great user experience?

The 3 best ways for designing a great user experience include personalisation, interactive content and testing

1. Personalisation

“People ignore design that ignores people” – Frank Chimero

UX design all boils down to one key aspect: putting the user first. Research by MuleSoft found that 69% of consumers said that a disconnected customer experience would make them consider changing service providers. The first step you must take in designing a great User Experience is getting to know your target audience: What do they like? What challenges do they face? How old are they? What is their motivation? The UX should then be built for these needs, so don’t bother designing until you’ve completed user research.

Also important to note, UX is a hot topic right now. More and more customers care about their experience as this is what differentiates service providers, retailers and other businesses. In fact, Harvard Business Review found that 93% of business leaders say that delivering a reliable and relevant customer experience will be pivotal in their businesses success two years from now. Companies are beginning to use AI Machine Learning as a way to personalise their content through its ability to expedite and personalise customer service, reduce human bias and increase productivity.

Remember: people ignore design that ignores people.

Make your users the number one priority and you will design a good, relevant user experience.

2. Interactive Content

“Design must seduce, shape, and perhaps even more importantly, evoke an emotional response” – April Grieman

Whilst the famous saying goes that “content is king”, it seems interactive content may be the new king. Time magazine reported that the average human loses concentration in just 8 seconds! As a result, you only have 8 seconds to land new clients or customers after they open your content. It will be difficult to do that if a user opens content they have already seen hundreds and thousands of times. Interactive content is a great way to personalise the users experience and get their attention.

According to SnapApp, 70% of marketers are creating more content today than one year ago. More people seem to be realising the importance of putting out your own, unique content. To avoid the saturation of normal content that every user will see on every businesses content they view, using interactive content is a way to differentiate from competitors whilst being extremely personalised. The popularity of interactive content is on the rise simultaneously with customer experience. Interactive content is going to be the next big thing due to its ability to encourage a seamless, personalised experience for the customer and evoke an emotional response.

3. Testing

“If you’re not embarrassed by the first version of your product, you’ve launched too late” – Reid Hoffman

Reid Hoffman is the founder of LinkedIn, a platform which 1 out of every 3 professionals on the planet uses. This quote defines the importance of testing.

Without getting your UX design out there for customers and users to experience, you will never be able to understand what the customers like and, frankly, what they hate.

The success of your UX design is ultimately how it is perceived by the users.

It doesn’t matter how good you think it is, or how good your parents told you it is, if your customers don’t like it, it needs changing. In order to successfully test your UX design, you’re going to need to let go of your ego.

Testing anything, whether it be a first UX design or product, is going to require you to be subjective. By understanding the users concerns and difficulties, you will be able to transform and mould your UX design into something that is highly successful.

Ultimately, user experience is what it says: creating a relevant experience for users. Investing in UX design is what has grown many global companies, including Google, Apple, Amazon, and most impressively Airbnb. Remember first and foremost to keep your UX personalised, make it interactive where you can and test it to develop it into the perfect UX for your customer audience.

Follow us

Are you interested in working with us?

Whether you have a clearly defined brief or you're not sure wherein the problem lies; drop us an email, or give us a ring for a chat about where you are at and how we might be able to help you.

03 9005 0055