4 STEPS TO CREATING AN EVEN BETTER USER EXPERIENCE
With smartphones in their hands at all times and used to continuous innovations, users of today are more informed and less loyal than their predecessors. The user experience that brands offer today are their key distinctive points – and customers use their wallets to vote for the best experiences. More than 50% of consumers have stopped buying from a company completely, just because their competitors had a better experience to offer.
For brands that take into account the growing client expectations when it comes to user experience quality, there is an opportunity to gain the reputation of a top-ranking company in their industry, thus achieving unparalleled business success. According to Salesforce’s State of the Connected Customer report, two-thirds of customers are willing to pay more for top-notch experiences.
Taking into account the conclusions from the aforementioned report, it’s clear that the time has come to design (or change) quality user experience strategies.
◉ STEP #1: Discovery.
Discovery is the process of understanding your brend, what you are currently doing and what needs to be improved. To begin with, ask yourself what the typical user experience for your brand is. Do you measure and analyze the results of these experiences? Are you using the right technology, people and processes that support your business and clients? Answering these questions will help you determine what you will need as you develop a strategy to further elevate your user experience, and will also help you align your goals of a good user experience with your business strategy.
◉ STEP #2: Determining scope.
Whether you’re creating a new one or changing an existing user experience strategy, it’s crucial to be open to new teams and perspectives. Integrating these new perspectives requires time and patience, but its effectiveness is unquestionable.
Your team should detect the current barriers to user experience, what you want to improve and how you want to do it – and how you will measure success. Make it a group venture, to better determine the scope of your new strategy. This is not something that should be done in isolation – everyone should agree on the essential details, about what the current challenges are, what exactly you are trying to improve and how, as well as how you will measure success.
◉ STEP #3: Implementation.
After you have determined the scope and developed everything you need for your new user experience strategy, you can being implementing a technical solution that will match the priorities you have set. Implementation is the process that works best if done in stages – make sure everything is connected properly. Take time to test new channels one by one. Be thorough in your tests, but also be aware that this is an ongoing, lasting process.
◉ STEP #4: Optimization.
Here is where all the hard work will pay off – developing a new user experience strategy, planning new customer experience initiatives and measuring success. If you have created experiences that match your brand and resonate with your customers, you will reach new levels of customer interest and business success.
Having an excellent user experience as the founding of everything your company is doing, you will stand out in comparison to your competitors.
User experience strategies are not something that is created overnight. User experience is a dynamic concept and building a strategy that combines the right tools and information is a long-term investment. The most successful teams implement changes in phases.
As long as you understand the value of user experiences, you can organize your digital business transformation in a more customer-focused way. Over time, you will build a strategy that meets your clients’ current needs wherever and whenever they contact you.
Dino Damjanović, Marketing Assistant, HSM informatika