It’s as important to design the right thing (strategy) as it is to design the thing right (tactics).
Experience design is about creating platforms where people can live their experiences rather than designing a detailed experience for them.
Aga Szóstek: CX strategy is about saying ‘no’
Design is a set of decisions, a set of choices among the infinite ways to solve a problem. The more intentional and skillful the choices, the better the design. The more value those choices create or provide access to, the better the design is for business. Take our old time internet friend Craigslist, which exhibits negligible style. The design of that system has created tremendous value for both the business and the users—and heck the casual reader too—for over 20 years.
Thinking about design in terms of the exchange of value, is the path to thinking about the whole problem.
A good user experience depends on:
- Clear structure and navigation flows;
- Compelling and clear visual design;
- Great copy and tone of voice;
- Thoughtful transitions and animations;
- The app’s performance and speed;
- The user’s mobile phone performance and speed;
- The user’s internet connection;
- The product making sense to that user;
- The product adding value to what that user needs;
- A clear understanding by the user of what the product does;
- How accessible the product is;
- The user’s social, cultural and demographic context;
- Where the user is at the time they engage with the app;
- Everything the user has seen in their entire life;
- How the user is feeling that particular day they use the product;
- Etc, etc, etc.
Fabricio Teixeira: https://uxdesign.cc/hey-can-you-do-the-ux-for-us-432a38eac295
When I’m confronted with a problem, and I have the choice of making it the user’s problem or my problem, I’ll make it my problem every time. That’s my job.
Jeremy Keith, Resilient Web Design
The “beginning” is how you introduce something new to a person, and how you will get them to understand its value such that they incorporate it into their lives. When you set about designing the beginning, you are forced to consider the following hard questions:
- Where and how will people first hear about your product or feature?
- What should people understand about your product at a glance, and is that compelling enough to convince them to go through the trouble of trying it out?
- What should people’s first-time experience through your product be, and how do you plan to demonstrate to them its value within the first minute?
- How will you build out the social graph, content inventory, marketplace, etc. if the success of your product is dependent on those things?
- What would compel somebody to come back and use your product a second or third time?
If we could read user’s minds, then we could in theory design the perfect experience for them. Unfortunately, we’re not all Jean Greys, so we make due with what we can measure to try and take educated guesses as to what people care about. In this day and age, what we can measure has its limits, and it’s important to always remember that. Simply looking at what people are doing in your product can’t tell you:
- the degree to which people love, hate, or are indifferent to your product or any of its specific features
- whether a change increases or decreases people’s trust in your product over time
- how simple and easy to use your product is perceived to be
- how people see your product versus other similar products in the market
- what things people most want changed, added, or fixed
- how people will want to use your product as time passes
Julie Zhuo: Metrics Versus Experience
“The core user experience is not a set of features; in fact, it is the job users hire the product for. Uber’s core user experience is to get a taxi easily at any time. The countdown, displaying when exactly the taxi will arrive, is a suitable feature that expands this experience.”
Nikkel Blaase: Why Product Thinking is the next big thing in UX Design
Check how friendly your site is:
• Mobile friendly? There is a good chance that some of your users will be arriving via their phones and tablets, and almost nothing is more di cult to navigate than a site thats not mobile friendly. If a user cannot navigate your site, they can’t become customers.
• Browser friendly? Not all browsers are built the same–that goes without saying, but do you know what browsers are most popular among your users? There is a chance that your site is awesome on Chrome, but a mess on Internet Explorer. Do the research. Load up the browsers and make sure a user’s arrival is always solid. Fixing any browser speci c issues could result in rise in conversions.
• Language friendly? There are 50 million Spanish-language Internet users in the United States alone. That’s more than the total Internet-using population of the UK. If you’re ignoring language support, you could be leaving a lot of money on the table.
• User friendly? No user will ever complain that your site is too easy to use, fast or clear. A mistake free site is a credible site.
• Click friendly? How many clicks does it take for a user to get to your must have experience? Have you ever counted? Think less. Think the clearest and easiest path to revenue.
• Time friendly? Information on your landing page should be prioritized by importance. You typically have ve seconds to convince a visitor to stick around. Make the most of that brief moment in time. How good is your hook, and how well do you deliver on the promise?
• Video friendly? A video on your landing page has the chance to drive conversions. Consider YouTube, or other services as long as users do not have to download additional plugins. Videos can elicit an emotional response that connects with users and drives conversion.
• Rating & review friendly? If your site has a rating system for product feedback, it is best not to be totalitarian. Erasing all negative feedback will only have uses questioning your credibility. If you allow reviews on your site, make sure the quality is high. Zappos found that correcting spelling errors in product reviews increased conversion. Details matter![5, 6]