UX (user experience) is becoming a significantly more important part of the work we do to help clients have a positive impact.
Here’s five reasons why we love UX:
With 7 billion now on the planet, the chances of marketing to everyone are pretty limited, so it’s important to know your audience and how to reach them.
Even without state-of-the-art databases or CRM systems, most businesses have a real understanding of who their customers are.
UX design allows you to take your own customer insights, and combine these with data from analytics, interviews and other research methods, to create one or more key personas (typical customers).
You remain close to the project
The traditional method of marketing was to brief the agency and off they’d go and create something wonderful. How often though were those wonderful campaigns or designs what the client actually expected?
It’s all about customer collaboration, which ensures you know what is happening with the project every step of the way, can offer feedback and not be presented with something that doesn’t do what you expected.
Cost and time effective product refinement
By remaining close to the project you can be part of the testing process. You can also bring in your own customers or suppliers and ask them to help with testing.
Having a site map helps set out the parameters of the project, although being agile is important as sometimes pages can be lost, while others can be factored in.
This means that you can iron out all the user experience issues before the website is designed and built. Making changes once that is done can be costly.
This means you will better understand the reasoning behind the structural and functional decisions that have been made during the UX process.
From low fidelity sketches at the beginning of the wireframing process, to high fidelity working prototypes, you will have a deep insight into how the website will work before a single line of code has been produced.
This means there will be no surprises for you and the designers can do their job knowing the boundaries to work within.
You get a website your users want and will engage with
Whatever your aims for the site, this can mean more profitability for you. Your customers will get to the information they want quickly and easily, which makes the buying decision much easier and increases the likelihood of conversion from browser to customer.
** This post was written in collaboration with UX expert, Mike Reed **