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How can you design a user experience that keeps users engaged and coming back?

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User experience (UX) is the overall impression and feeling that a user has when interacting with a product, service, or website. UX design is the process of creating and improving the UX to meet the user's needs, goals, and expectations. A good UX design can increase user satisfaction, loyalty, and retention, while a bad UX design can frustrate, confuse, and drive away users. In this article, you will learn how to design a UX that keeps users engaged and coming back.

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1 Understand your users

The first step to design a UX that keeps users engaged and coming back is to understand your users. Who are they? What are their problems, needs, desires, and motivations? How do they behave, think, and feel? What are their goals and expectations? To answer these questions, you need to conduct user research, such as interviews, surveys, observations, and analytics. User research will help you create user personas, user journeys, and user scenarios that represent your target audience and their context.

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2 Define your value proposition

The second step to design a UX that keeps users engaged and coming back is to define your value proposition. What is the unique benefit or solution that your product, service, or website offers to your users? How does it solve their problems, meet their needs, or fulfill their desires? How does it differ from your competitors or alternatives? To answer these questions, you need to craft a value proposition statement that summarizes your value proposition in a clear, concise, and compelling way. A value proposition statement will help you communicate your value proposition to your users and stakeholders.

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3 Design your user interface

The third step to design a UX that keeps users engaged and coming back is to design your user interface (UI). UI is the visual and interactive elements of your product, service, or website, such as layout, colors, fonts, icons, buttons, menus, forms, and animations. UI design is the process of creating and improving the UI to make it easy, intuitive, and enjoyable for your users to use. To design your UI, you need to follow the principles of UI design, such as clarity, consistency, feedback, affordance, and aesthetics. You also need to create UI sketches, wireframes, mockups, and prototypes to test and refine your UI design.

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Div Khetia, PharmD, MBA

Vice President, Global Medical Affairs | Executive Leadership | Digital Transformation | Scientific Communications | Business Development
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From the perspective of someone who has helped design and launch several Med Affairs websites geared to serve the healthcare community, a well-designed UI should ensure a seamless experience for the user where they are able to retrieve the information they seek quickly. For example, it’s ideal to offer a streamlined interface with easy navigation, zero clutter or distracting colors, have intuitive iconography with clear/concise typography. Consistency in layout across pages, coupled with responsive design, optimizes accessibility across devices. Detailed UI sketches, wireframes, and prototypes, so refining the interface becomes an iterative process aimed at delivering an intuitive and visually appealing platform for medical professionals.

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4 Optimize your user flow

The fourth step to design a UX that keeps users engaged and coming back is to optimize your user flow. User flow is the sequence of steps or actions that a user takes to complete a task or achieve a goal on your product, service, or website. User flow optimization is the process of simplifying and streamlining your user flow to make it easy, fast, and smooth for your users to accomplish their goals. To optimize your user flow, you need to identify and eliminate any unnecessary, confusing, or frustrating steps or barriers that might hinder your user flow. You also need to provide clear and consistent navigation, cues, and guidance to help your users move through your user flow.

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5 Incorporate user feedback

The fifth step to design a UX that keeps users engaged and coming back is to incorporate user feedback. User feedback is the input and opinions that your users provide about your product, service, or website, such as comments, ratings, reviews, suggestions, and complaints. User feedback is valuable for improving your UX design, as it reveals the strengths, weaknesses, opportunities, and threats of your UX design. To incorporate user feedback, you need to collect, analyze, and act on user feedback, such as by conducting user testing, surveys, interviews, and reviews. You also need to acknowledge, respond, and thank your users for their feedback, and show them how you have implemented their feedback.

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Sean Morham

Chief Product Officer | Driving B2B and B2C results from inception through scale | Co-Founder @ Applied Silver, Inc.
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Get the most critical feedback earliest. Find the toughest users and critics first. Go deep before going wide. Then go wide and be willing and able to adjust as you scale. Operate with the wisdom that any assumption can be wrong and also that facts can change.

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6 Update and iterate your UX design

The sixth and final step to design a UX that keeps users engaged and coming back is to update and iterate your UX design. UX design is not a one-time project, but an ongoing process that requires constant monitoring, evaluation, and improvement. As your users, market, technology, and competitors change, so should your UX design. To update and iterate your UX design, you need to measure and track your UX performance, such as by using metrics, indicators, and analytics. You also need to identify and prioritize your UX improvement areas, and implement and test your UX changes.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Muhammad Faizan Abdullah

Director | eCommerce Specialist | LinkedIn Personal Branding Expert | Digital Product & Digital Branding Consultant | Content Architect
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Design subtle animations, playful feedback systems, and hidden surprises that can make users happy and evoke positive emotions. Develop user narratives that explore their aspirations, frustrations, and emotional journeys to understand how your product can fit into their personal stories. Incorporate game-like elements, such as challenges, rewards, and progress bars to motivate users and encourage them to explore more. Create hidden features and personalized content that can encourage users to dig deeper and discover hidden gems. Provide platforms for users to share their stories, creations, and experiences with each other. Facilitate discussions, group activities and collaborative features to create a sense of belonging and community.

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Dr. Agustín Amate Bonachera

Profesor e Investigador | PhD Internacional en Comunicación Audiovisual y Publicidad | Autor y Orador | Educación, Branding, Visual Marketing y Estrategia | ?? Newsletter IA, Creatividad e Innovación
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To design a user experience that keeps users engaged and returning, consider personalizing the experience based on user behavior and preferences. Implement gamification elements, like rewards or challenges, to increase engagement. Ensure your design is responsive and accessible, catering to a wide range of devices and users with different abilities. Use clear and compelling calls-to-action to guide users. Provide helpful and timely customer support within the UX. Leverage analytics to understand user behavior and identify areas for improvement. Create a visually appealing design that aligns with your brand identity. Offer exclusive content or features for returning users.

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How can you design a user experience that keeps users engaged and coming back?

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3

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5

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1 Understand your users

2 Define your value proposition

3 Design your user interface

4 Optimize your user flow

5 Incorporate user feedback

6 Update and iterate your UX design

7 Here’s what else to consider

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How can you design a user experience that keeps users engaged and coming back?

1

2

3

4

5

6

7

1 Understand your users

2 Define your value proposition

3 Design your user interface

4 Optimize your user flow

5 Incorporate user feedback

6 Update and iterate your UX design

7 Here’s what else to consider

Creativity Skills

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