Experience Design: how to work user’s needs in favor of business
Understand what is Experience Design, how to build the consumer journey, user-centric steps and how it is related to emotion and usability.
Today’s consumer behaviour sets the tone for business strategy. In a world of volatile information, which is full of different brands selling the same products and services, how do you attract and retain customers? Experience Design is a set of methods that aim to provide a complete and unforgettable consumer experiences.
Experience Design: what it is and what it is for
Experience Design is a set of methods that, when analysing the complexity of customers behaviour throughout their buying journey, allows one to devise strategies that can delight and increase the possibility of conversion.
As the focus is to explore that customer’s mindset in-depth, the more extraordinary the experiences with the products and/or services presented, the greater the confidence in the brand: by empowering people and their needs, the methods turn these users into true fans.
How to Work the Experience Design concept
A complete consumer experience does not necessarily mean buying the most expensive or luxurious product. Experience Design consists of knowing how to approach what the customer wants and thinks. For this to happen, it is essential to involve the client in the whole process and create channels where he can be heard. Through this, and with all the information in hand, it is easier to create connections, developing products and services that meet the user’s wishes.
Social media is an example of a focal point of research for both sides: the consumer – who wants to know more about a subject and gives tips and suggestions, as well as complains of what does not satisfy. From this brands – can see in real-time what works and what can be decisive and influential to the customer at the time of purchase.
Current researches in digital marketing show that 80% of people who download apps, uninstall them after 3 days of use. This classically happens when complex usability interferes in the product retention in the users minds, and makes the user experience exhausting.
Discovering the right trigger and implementing product and service customisation is, first of all, the best way to offer more user-centric solutions. Knowing what is required, delivery is assertive.
Mapping the customer journey is important in defining which efforts should be employed for retention. By applying methodologies centred on the steps of these experiences, such as Design Thinking, specific details are revealed that enhance the planning process.
∙ Requirements identification – stage in which the users needs and challenges are raised, through observations, surveys and interviews – qualitative and quantitative;
It is important to emphasise that when evaluating the main problems, we must analyse them in the three complementary areas: the user’s vision, the vision of the system in which it is inserted and the business vision.
∙ Creation of alternative solutions – moment to define hypotheses solutions for raised requirements (Phase of ideation);
∙ Building testable prototypes – creating testable models, from the selected main idea.
∙ Tests with users – It’s time to test the prototypes directly with users and gather feedback for improvement and implementation.
Emotion vs Usability
The most desired companies are those that have already understood that the customer journey starts long before thinking about acquiring the product or service. Instigate the desire for the brand as a status symbol for those who use it and/or want to transform the consumer experience.
Brands like Apple, Harley Davidson and Nespresso provoke the senses and carry out experiences in which the customer’s status quo is taken to heights, simply by being a sympathiser or user: the consumer feels part of a select group. More than its usability, the way a particular product becomes an object of desire, is directly linked to the multisensory experience of different users, and ultimately defines the behaviour of an entire group.
A great example of well-done Experience Design was developed by the Tinder company: the relationship site has implemented five major innovations, plus subscription features, that made it in 2017, the number 1 app in the category: North American Top Profitable App, and number 2 in Brazilian.
By investing in swipes tools, matches, anonymous likes, quick registration and making it 100% mobile, the company has been able to focus on the needs of different user types, making a more peaceful navigation without the characteristic rejection of other competitors in the segment.
Functionality aside, the way the product and/or service makes us feel is vital to the success and guarantee of competitiveness in the market. Companies that invest in “Phygital actions” for retention by empathy and contact, and don’t simply direct sales, will always be at the forefront of all innovation processes.
Want to know a little more how Experience Design, and how when well structured, it can leverage your business? Access our new ebook User Experience: why and how to steer your business towards the user?