Usability and user experience (UX) are crucial aspects of product development that can make or break your customer satisfaction and retention. But how can you improve them without spending too much time and money? Here are some of the best strategies that you can apply to your product R&D process.
The first step to improving usability and UX is to understand who your users are, what they need, and how they behave. You can use various methods to gather user data, such as surveys, interviews, personas, scenarios, and analytics. These will help you define your user segments, goals, pain points, and preferences. You can also use user feedback to validate your assumptions and identify areas for improvement.
Pro Tip: Don't forget about your internal users! Those who will be auctioning on the insights you gather...it's key to keep them in mind throughout the whole process and frame your findings for them to use later on!
One of the best tools in this pursuit is QFD ( Quality Function Deployment. It's extremely important to understand as many use cases as practically feasible, and consider user needs that they may not be aware of. As a designer of the product you know some of those. Another aspect is going beyond normal use and also think of considerable abuse during the application of your product(s).
The second step is to design your product with simplicity and clarity in mind. You want to make your product easy to learn, use, and remember. You can use design principles such as consistency, hierarchy, alignment, contrast, and whitespace to create a visually appealing and intuitive interface. You can also use design patterns, such as navigation, buttons, forms, and icons, to provide common and familiar elements for your users.
This is easier said than done, people perceive more astetically pleasing interfaces and easier to use (usability-astetic effect) but they still run into issues and make mistakes when using your product!
Other critical factors are considering ease of installation, preventive maintenance and corrective maintenance needs of the users.
The third step is to test your product with real users and iterate based on the results. You can use different types of testing methods, such as usability testing, A/B testing, and beta testing, to evaluate how your product performs in terms of functionality, usability, and UX. You can also use tools such as heatmaps, eye tracking, and click tracking to measure user behavior and engagement. By testing and iterating, you can identify and fix any issues or gaps in your product before launching it to the market.
To significantly increase probability of latent design changes, best is to get feedback on early prototypes by running field trials in real life conditions using friendly customers. I have been involved in many such field trials wherein we gathered a lot of valuable feedback before locking our desings. Most of the loyal and friendly customers are willing to support such installations provided you stand behind your prototypes and a t times offer some small incentives.
The fourth step is to optimize your product for accessibility and inclusivity. You want to make sure that your product can be used by people with different abilities, preferences, and contexts. You can use accessibility guidelines, such as WCAG, to ensure that your product meets the standards for web accessibility. You can also use tools such as screen readers, color contrast checkers, and keyboard navigation to test your product for accessibility issues.
Accessibility guidelines are valuable tools for identifying accessible elements in product development, making design and evaluation more straightforward. However, it's crucial to recognize that accessibility needs extend beyond physical, sensory, and mental requirements; they also encompass situational needs. Situational needs refer to various factors that can hinder individuals from fully experiencing a product, from environmental conditions (e.g., a noisy environment), to personal skills and preferences. While guidelines play a critical role, they can't guarantee accessibility for every individual. It's essential for products to support users in overcoming these challenges to ensure that everyone can access the intended user experience.
The fifth step is to enhance your product with emotion and personality. You want to make your product not only usable but also enjoyable and memorable. You can use techniques such as storytelling, gamification, animation, and microinteractions to create a positive and engaging user experience. You can also use tone, voice, and language to convey your brand identity and values.
It's crucial to start with a clear understanding of your goals and desired outcomes. What are you trying to achieve with these design elements, and how do they tie into your product's overall user experience? This clarity is vital for guiding your efforts and ensuring that the enhancements align with your objectives. Moreover, having a clear plan for measuring the impact of these design elements is equally crucial. You should establish key outcomes or metrics to track and evaluate how these enhancements are affecting user engagement. While it's tempting to include a wide array of design elements, a 'kitchen sink approach' can be counterproductive. It becomes challenging to determine which specific factors are driving the observed outcomes.
The sixth step is to learn from others who have successfully improved their product usability and UX. You can look for examples of best practices, case studies, and trends in your industry or domain. You can also seek feedback and advice from experts, peers, and mentors. By learning from others, you can gain new insights, inspiration, and ideas for your product R&D.