The UX, a major issue at the time of the digital transformation

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For a long time, brands have promoted their products and services at the cost of users and their browsing. They now realize the importance of user experience and put it at the heart of their digital projects.

 

UX, what is it?

It is difficult to give an exhaustive definition for user experience (a.k.a. UX) because it integrates many intangible criteria.

We will just say that making UX simpler brings optimized browsing and make sure that the internet user comes back on the website or convert its visit by a call to action, or a purchase.

According to Magnus Revang, UX is a wide range of elements and skills like marketing, graphics, typography, functionality, technology, browsers ... without forgetting the response time which, if too long, may have a very negative impact on browsing.

To illustrate his point, he set up an infographic that shows all the factors influencing the UX. You will notice there are a lot, really a lot...

Every brand should optimize those 6 requirements to enhance user experience:

  • Findability: the website should be easily accessible, and have an optimized SEO.
  • Accessibility: Products and services must be accessible to all users regardless of the device with which they connect.
  • Desirability: Products and services must reflect the emotions of the user, they should be attractive and ergonomic.
  • Usability: Browsing should be intuitive and easy to use, especially including the timeliness and safety.
  • Credibility: The confidence granted by a user to a product or service is especially important that the information available is serious and that the data are transparent.
  • Usefulness: Product must meet the needs of the user, the website must provide answers to questions from users and its contents must be useful.

Yet in the heart of the project management, today UX is a concept often poorly mastered by brands. While being aware of the importance of meeting the needs of their users, they are often attached to their own business requirements.

In this context, web agencies created a new position:  UX designers to help mediate between user expectations and needs of the brands.

Why a designer to optimize the UX?

Basically, UX designers design and improve digital interfaces based on the needs of the user. For this, they must anticipate the behavior and reactions to produce a more intuitive browsing.

As part of a digital project, its role is multiple:

  • Study and analyze the user behavior to identify what we call the PERSONA: the typical profile of the primary user. For this, he sets up surveys and interviews that can be done face to face or online, and identify expectations and good user practices.
  • Structure information that will appear on the site based on the Persona. Each user is different, his click stream and his expectations are not the same. The UX designer should provide all possible scenarios to achieve the expected objective by the brand.
  • Model pages and more particularly features and interactions. For this, he will identify and optimize all page element and specifications.
  • Harmonize the graphics to satisfy the constraints of the brand and user expectations.
  • Test the performance of pages and reliability of UX: analyze user paths through scenarios and click stream studies. The results will among others improve the structure or site content to optimize performance.

Let’s talk methodology…

Many tools are available to help UX Designers perform in improving user experience.

We offer you one that seems simple, clear and easy to set up: Andrea Soverini’s checklist.

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http://uxchecklist.github.io/

This checklist is divided into 9 sections: research, plan, explore, communicate, create, give feedback, finalize, delight, analyze.

For each of them, you just need to follow step by step the methodology by answering several questions or setting up actions.

Including this type of project management tool truly optimize the integration of the user experience in digital projects.

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Today, the UX is a major customer issue and represents a lot of opportunities for every business which want to speed up their digital transformation. It must be part of every digital project and more broadly at the heart of business strategies.

User experience can offer an effective and usable website or app fully meeting consumer needs. Beyond this, it offers strong advantages to brands:

  • Create customer loyalty: provide a good experience is essential for customers to come back on the website or app.
  • Improve the user perception: optimizing UX can have a positive impact on the attractiveness of a product and / or company.
  • Increase the conversion rate: creating customer loyalty and improving the perception of the company improves the conversion rate (purchase, call to action).

UXully yours.

 

Sources:

  • UX Designer, ce métier ingrat - Hugo Vermot – newflux.fr
  • 5 compétences qui définissent un UX Designer - Hugo Vermot – newflux.fr
  • Interview de Vincent Mayol et Areski Dehloum, UX designers chez Publicis Marcel  - designersinteractifs.org
  • Quels sont les enjeux de l’UX? - 10-84.fr/blog
  • Comprendre et appliquer le design UX à moindre coût - Hugo Vermot – newflux.fr