Maybe you gave up on ordering that gift online because the checkout process was a hassle. Maybe you tried to schedule a doctor appointment, but the clinic’s website wasn’t mobile-friendly. Or maybe your wine shipment exploded because the overnight temp was -25°, and then you couldn’t find customer service info online.
Sound familiar? (Ok, minus the -25° part? We love living in Fargo anyway.)
Here’s my point: frustration is the common denominator. And that emotional response is exactly why user experience (UX) is so vital.
Wait, what is UX – really? Well, it measures a person’s behavior and feelings when interacting with a brand or product across platforms. It involves research, technical architecture, usability testing and much more. It’s complex. But the reasons why it’s so important? Those are actually pretty simple.
Top 7 Countdown
- It’s everywhere. Your Facebook page, your phone, your Fitbit, your iPod. You name it. If you touch a device that uses technology, guess what? Someone, somewhere, considered how to best organize every bit of information you need to access with it. (And if they did it well, you’ll never even think about the professionals behind that curtain.)
- Negative experience = negative feelings. One bad experience can turn a user away from a brand for life. And consumers are TWICE as likely to talk about a negative experience than a positive one, which also creates a ripple effect. (Source: 2012 Global Customer Service Barometer)
- Likewise, positive experiences = positive feelings. Exceptional experiences can create a vocal advocate for your brand and a customer for life. And on average, loyal customers are worth up to 10 times as much as their first purchase. (Source: White House Office of Consumer Affairs)
- Use it or lose it. 45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly. Enough said. (Source: Forrester)
- It’s not about you; it’s about THEM. Your organization knows what you want to sell and is a great advocate for that. But UX experts are advocates for the end users of your products. This quote from Laura Schjeldahl, Sundog’s own Experience Architect, sums it up perfectly: “A company can have the best product in the world, but if it isn’t presented to the right customers in the way they want to see it and can understand it, the company will fail.” Nobody wants that, right? Right.
- Responsiveness matters. Mobile and tablets and desktops, oh my! Your customers have tons of choices when it comes to when, where and how they are interacting with your products and your brand. From smart watches to 100-inch screens, quality responsive design is key to making sure your users have the best possible experience. Everywhere.
- The end result should be seamless. You have a lot of different departments at your company, and that means it’s easy to have tunnel vision. But guess what? Content strategy + design + UX + web development (and more) = everything your user will see at the exact same time. So tear down your silos. The best websites and applications come from a UX expert working closely with those key players – from designers to developers – to build your user experience together.
