Finding ways to create and maintain a relationship with your customers is the number one priority to many companies. Some companies are good at this while some are not. Technology really helped in this area but in most cases, it’s not the only answer.
Take apps, for example. They can be quite a double-edged sword. Starbucks, for instance, has a Breakfast on Us promotion where you get stickers each time you buy something from them and once you fill it out you get something for free. This works well for people who go to the store. But Starbucks also promotes their app – like crazy. And this is a problem because people who want to buy through the app often forget about the card and get no additional value. When they realize this, they get mad. And, their experience is ruined.
https://www.paymentsjournal.com/retail-mobile-apps-they-can-affect-the-entire-user-experience/
User Experience Design. The past decade has been stormed by this latest (although it has been an integral part of Industrial Design for years) field of design! Simply speaking, user experience design is about transferring our existing process and applying it to a digital medium. But as the technological advancements have grown, this nascent field has come up with its own sets of rules and preferences, which are also evolving as the medium evolves. To understand more about transferring the knowledge from Industrial to UX Design, the write-up by Jake Deakin takes about his personal journey as he becomes a User Experience Designer.
https://www.yankodesign.com/2019/03/06/transitioning-from-industrial-design-to-user-experience-design/
And changes in behavior happen faster than ever. Consumers learn about products, compare prices, share opinions, consume content, and make their decisions where and when it best serves them on their consumer journey – their path to purchase. Different websites, devices, store channels and media types (both online and offline) interact to impact consumers throughout their journey. This forms the consumer experience that is ultimately decisive for the success or failure for brands and retailers.
To make things even more complex, consumers’ paths to purchase are highly different for different consumer segments, purchase channels and shopper missions. Most CPG (Consumer Packaged Goods) giants and top retailers agree with the importance of an omnichannel perspective on the consumer experience. However, most of them have yet to move beyond single-channel tactics.
https://nepa.com/consumer-journeys-become-complex/
Mobile apps have become the bread and butter for many digital marketers. This is mostly credited to the fact that a quality mobile app has the potential to promote and grow your business tremendously. It can open new channels of revenue, introduce you to new marketing strategies (e.g. location tracking), give you the opportunity to provide more modern social media campaigns and of course, enable you to focus more on user experience. However, as the famous Rocky Balboa (yes, I’m a fan) puts it, ‘it ain’t all sunshines and rainbows’. Developing a successful mobile app can be a demanding task that requires a lot of thought and understanding of what the customer needs. So what better way to explore what the customer needs than to ask them directly? Customer feedback makes that all too simple.
https://mopinion.com/easy-to-use-mobile-app-feedback-form-templates/
Forbes’s 2018 marketing trends overlapped with tech: virtual reality, artificial intelligence (AI) and voice search topped the list. In 2019, marketing may be about bringing these trends together, redefining the traditional chief marketing officer (CMO) job description.
https://www.forbes.com/sites/forbescommunicationscouncil/2019/03/07/five-trends-redefining-the-role-of-chief-marketing-officer-in-2019/
Imagine, you are given the task of designing the package for a Soap brand. The first set of questions you would ask are, “Is it a soap bar or gel?”, “What is the quantity?”, “What kind of fragrance does the soap have?”, “What is its shape if it is a bar?”, etc. Now if the client says, “The fragrance and shape haven’t been decided yet. But let’s make the packaging first keeping a generic soap bar in mind. We can think of these things, later.” In this scenario, where would you start? What colours will you use? What will be the messaging on the packaging? What kind of visuals would you use? Will you be able to come up with a design for the packaging without any of these coherent details? The answer is a resounding ‘NO’!
While designing the UX of a website, the content is like the ‘Soap bar’ and the packaging, the UX design you come up with. Here are some of the reasons why UX designers and product owners need to start adopting a content-first approach –
https://uxdesign.cc/why-you-should-design-the-content-first-for-better-experiences-374f4ba1fe3c/
The digital world, as we’ve designed it, is draining us. The products and services we use are like needy friends: desperate and demanding. Yet we can’t step away. We’re in a codependent relationship. Our products never seem to have enough, and we’re always willing to give a little more. They need our data, files, photos, posts, friends, cars, and houses. They need every second of our attention.
We’re willing to give these things to our digital products because the products themselves are so useful. Product designers are experts at delivering utility. They’ve perfected design processes that allow them to improve the way people accomplish tasks. Unfortunately, it’s becoming increasingly clear that utility alone isn’t enough.
https://medium.com/s/user-friendly/the-future-of-digital-product-design-is-about-human-empowerment-6a025bc330a/
Think about a website or app you love. What do you love about it? The ease of gathering relevant information? Or how you can buy something in one-click (and have it delivered tomorrow)? Or how quickly it answers your questions?
Now think about the people who created that website. What was their goal?
They were trying to create a site that had the features you love about it. A site that is easy to use, effectively delivers the information you need, and allows you to make smart decisions tailored to your challenges or concerns.
https://blog.hubspot.com/marketing/ux-user-experience/
You are an online marketer or eCommerce manager of a successful webshop and you’ve got all the necessary tools up and running. You’ve got your ads and retargeting efforts that provide you with leads. Then there’s A/B testing which provides insight into what is and isn’t converting your visitors. Meanwhile your web analytics and heatmaps are showing you what’s happening on your site. This is often the basic toolkit for webshops, which is logical, because it is important to know what your visitors are doing on your website. Unfortunately these tools don’t provide a complete understanding of the customer…
https://mopinion.com/5-ways-online-customer-feedback-can-optimise-your-webshop-2/
User Experience (UX) is critical to the success or failure of a product in the market but what do we mean by UX? All too often UX is confused with usability which describes to some extent how easy a product is to use and it is true that UX as a discipline began with usability – however, UX has grown to accommodate rather more than usability and it is important to pay attention to all facets of the user experience in order to deliver successful products to market.
There are 7 factors that describe user experience, according to Peter Morville a pioneer in the UX field who was written several best-selling books and advises many Fortune 500 companies on UX:
https://www.interaction-design.org/literature/article/the-7-factors-that-influence-user-experience/
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