Creating compelling user experiences (UX) has become one of the top priorities of organizations. According to the research firm Gartner customer experience initiatives, of which UX is a critical part, will lead innovation spending in 2015. Increased expectations from customers are pushing companies to create new, richer user experiences.
Last week I hosted a webinar examining how improving the UX of an organization’s products and services can boost top-line revenues. One part of the webinar which resonated highly with the audience were the 5 tips I provided to rapidly improve satisfaction. In case you missed the webinar I want to share them here:
- Focus on “usable architecture” over “impressive design”. It’s easy to get this wrong. Remember, you and your users have two different goals: you want them to be blown away, but they want the product to be useful. My tip: instead of aiming to impress the user, first provide them with simple, easy to understand tools.
- Remove unvalidated features. When you have a great idea, it’s easy to let your brain convince you that your product needs it. So anything you add, or plan to add, to your product must be validated for it to stay there. This means that developing and implementing a feature is only half the battle. You need detailed analytics on whether customers use the feature. If not, then remove it.
- See what customers use rather than listen to what they want. There is a significant gap between what users say they want, and what they actually use. As the adage goes, listening to what a user wants will lead you to selling hot dogs in the tech store because they told you they were hungry.
- Create a search function. At least 50% of users are search dominant. That means that they don’t browse anymore, they just look for what they need. So, if you don’t put enough thought into your search function, where to place it, what to match, and how to show the information, it’s inevitably going to be a poor user experience. And this especially true for mobile where you don’t have much room to browse.
- Optimize for mobile. The proportion of mobile traffic will only increase. Reflecting this increased importance, in 2015 Google changed its search algorithm to prioritize sites which have a strong mobile UX. Designing specifically for mobile requires a different set of rules. So make sure you’re designing and building for mobile (and where necessary get expert help) right at the start of the product development process.
A full recording of the webinar is now available to watch on-demand.
These were just some of the highlights of the discussion. Do you agree with these best practices, or is there anything you would add to them? Leave a comment below, and I’ll look forward to reading them.