We understand the significance of UX strategies in an organization but it is equally critical to learn how to not make blunders while developing these strategies.
A poor user experience (UX) can not only lead to high churn rate and returns, it can also dent the brand value of an organization. Your UX strategy should lead to a better user experience and enhance your consumer satisfaction rate substantially.
Here are some common pitfalls in UX strategy to avoid:
1: Focusing too much on visual experience
UX is not as much about visuals and graphics as it is about responsiveness; Google’s changing interface being a top example.
Designers and developers are two parallels who have a significant role in user experience product development. Be it a website or a mobile application or delivering a UX strategy for multiple devices using internet of things (IoT), the common denominator is user experience.
Many times the user experience takes a back seat while visual experience becomes the focus of attention. Focusing too much on visual experience may not always be a winning UX strategy as supported by Google’s changing UX interface. Having a minimalistic design which is more responsive and user friendly is a better UX strategy than building a heavy on graphics and design UX platform.
This means use of minimal layouts, easier navigation and clear visual communications- the three pillars to base UX strategy for an enterprise. While use of artificial intelligence based bots, videos and tailored illustrations etc have found increasing use in UX interfaces, a minimalistic design ensures each component is used aptly. A smarter approach to bypass such a dilemma is when organizations conduct usability tests subtly.
2: Big changes are not always good
Complete overhaul brought to UX design in a very small time can make users uncomfortable. It is wise to bring small-small changes one at a time.
UX designers can be an enthusiastic lot and may want to completely undo the existing user interface. Such an approach may not necessarily lead to an improved user experience.
UX strategy should take into account how the user experience has evolved over time including the number of release cycles and iterations. Overnight changing the traditional UX interface into a completely different and revolutionizing idea is best avoided.
The key for an improved new age UX strategy is to ensure a consistency in design and changes. Each change should be brought about subtly in smaller release cycles instead of one big change in one release cycle.
3: Adopting non agile work environment
Devops is the key to bring agility to the enterprise.
To ensure the user experience interface offers small but rapid release cycles, it is essential that the organization adopts an agile working environment.
The use of Devops where development and operational teams work together in an agile environment holds the key for a seamless UX strategy. The designers, engineering teams and testers all working rapidly on a UX interface at the same time can ensure faster release cycles that almost guarantees no loss from design translation to engineering and final release of the UX and UI interface.
An agile system ensures that everyone in the team is aware of the visual guidelines for an effective UX strategy. The more the design and development team, engineers and testing teams work as a cohesive unit, the better are the chances of an efficient and rapidly improving UX interface.
4: Assuming UX to be a onetime service
User experience keeps evolving; so should be UX development.
Many organizations believe wrongly that UX development is a one off process. Just like other business iterations, user experience needs to be a constantly evolving one. The use of data analytics by taking feedback and collecting data smartly from each user experience has a vital role in improving UX interface with every rapid release.
Organizations that keep track of changing user needs and releasing such changes faster ensure an improved user experience. This can be the difference between increased sales and low customer churning rate. A well oriented UX strategy should ensure user experience and is always a work in progress to ensure the best experience.
5: Designing without keeping user needs in mind
Solutions for users should precede the need for more data.
A user experience in its core is about the users and improving their experience when dealing with the enterprise.
A common pitfall committed by even some of the most experienced businesses is to push for the enterprise’s agenda rather than focusing on solving user needs. For example, if a user experience interface constantly asks a consumer to submit details or seek feedback even prior to helping sort the service complaint, it can lead to a negative user experience.
The use of data analytics is important and every data submitted by the consumer helps but not at the cost of brittle user experience.
Conclusion: As businesses adopt a Digital transformation consulting approach, user experience or the lack of it is a core essential that can be the difference between a successful brand and a not so successful one. UX strategy for a business needs to avoid the common mistakes to ensure a seamless user experience for the consumers.