Jakob Nielsen and Donald Norman, the fathers of UX, define this concept as: encompassing all aspects of the end-users’ interaction with the company, its services, and its products.
Now let’s define a few concepts:
An end-user refers to an individual that uses a particular product/service and he’s usually the customer. I’m saying usually because sometimes the end-users might be your employees. To give you an example: you’re buying an app to help your employees communicate more efficiently, they are the end-users of your purchased product.
An interaction contains all actions and responses that are happening between the user and your product, company or service. This interaction includes users’ emotions, beliefs, preferences, perceptions, physical and psychological responses/behaviors/accomplishments that occur before, during and after use.
Digital User Experience focuses on the interaction happening between an end-user and a digital product or service. As an example, think about the user experience your customer has when visiting your website. The reason we’re using the term “focus” instead of “only” is that, from our experience as a UX agency, we noticed that the digital and offline experience are tightly linked to one another. We have found ourselves several times doing a lot of offline work to launch a digital product.
She took the Digital Workshop Certificate from Google, where she learned about SEO, SEM, customer journeys, value propositions, social-media and so on. In the first week of learning with Google, we assigned her to her first promotional campaign. We are focused on providing all the tools necessary and try to find time to explain and show our interns best practices, answer questions and be there whenever they need it. The digital field can be a bit confusing without a clear direction and rapid answers, so we are trying our best to provide the most supportive environment for learning and cultivating passion.
Digital User Experience Design is an organized process used to create/improve a digital product or service, and for us, it can be done in 7 steps:
Digital User Experience Design is the best process when your business needs have to be aligned with your users’ needs. Take it as being a middle ground between you, your customers and the stakeholders involved.
Seth Godin once said, “Don’t find customers for your products, find products for your customers”, so in our UX Design Process we’re using several tools to understand the end-user better. Your customer experience is your reality, even if your product might be valuable from your perspective, the value perceived is the only real value it has.
By taking the user into consideration, we can be sure that we create products and services which fulfill the user’s needs and wants. We shouldn’t push a product just because we made it, we should improve or create one that’ll be desired and needed.
If your objective is buying a product online, you’ll have some expectations about the experience provided by the website accessed. You might either want to pick and pay the product as fast as possible, or you might want to browse, compare or receive recommendations.
Every end-user has different objectives and expectations. Digital User Experience Design will help you discover them and shows you opportunities to improve the process. By removing barriers and offering guidance users will achieve their objectives faster and their productivity will increase. This could be translated into leads, sales, promotions, depending on your type of business. When a user reaches his objectives and gets all his expectations fulfilled, he becomes a satisfied client.
Digital User Experience Design can also be applied to internal products. If you have an enterprise app with good UX, then your employees’ productivity will increase. Moreover, there will be fewer frustrations starting from the poorly designed UX.
An important part of User Experience is usability. When a product is intuitive and easy to use, the time it takes for a user to become productive is a lot shorter. For internal digital products, this means lower costs for training or knowledge management, fewer procedures and information clutter.
For products and services that you offer to your clients this ease of use will translate into a faster user on-boarding, decreased support costs and an increase in user adoption.
Since you’re reading this article, chances are you might fit in one of the following two categories. You either have a digital product/service or planning to make one.
If you already have a digital product/service
For the user experience that you offer, here are two important questions to ask yourself:
Can this experience be improved?
Will you and your users benefit from an improved user experience?
It’s okay if you don’t have the answers yet, that’s what User Experience audit is for. We take your product and service and analyze it. We then offer you the answers to these questions.
But how do you save money? Well, a UX audit provides you valuable information regarding which changes would bring the highest impact for your business and users. It tells you what works, what doesn’t, what’s to be kept and what to improve. Before spending a lot of money on new projects, we advise you to ask for a UX audit first. You might be surprised that some small changes can bring you the results you’ve been searching for. A full redesign isn’t always the answer.
If after the UX audit you do indeed need a whole redesign, then at least there will be a starting point and a list of do’s and don’t could be made to make your next product outstanding.
You plan on building a product or service
User Experience Design is an incremental process. After the research has been made and a good idea is extracted, the digital product is brought to life. It is first created through rough sketches, then the detail level will increase with every feedback and every decision made. We’ll have wireframes, mock-ups, prototypes and then a working product.
Since this is incremental, feedback and opportunities regarding big changes are happening at the beginning of the process. So you can easily decide to insert an app screen while we’re in the sketching and wireframing stages, as it means just a piece of paper or file.
After we’re making a decision regarding the flow, the glossy part comes under the form of mock-ups and prototypes. You’ll even be able to observe the interactions that would happen in your digital product, by using high-fidelity prototypes. Those can be used later on to test the app on users and receive valuable feedback, even before starting the first line of code.
Building a product in this way saves you money because:
Products and services are creating user experience regardless of what we do. It’s your choice if you want to have an active or passive role in this area, as by applying user experience design you can improve your product/service. You’ll be helping your end-users by increasing their satisfaction and productivity. You can help yourself by increasing user-retention, decreasing support, training costs, and even overall costs.
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