Could better digital design improve your customers' experience?

Six ways a digital refresh can give you happier customers and a healthier business

Do you ever wonder if your customers are as happy with your digital product as they could be? A poor user experience can quickly frustrate people or lose them – maybe sending them off to a competitor or blocking a transaction.

Metrics dashboards can tell us a lot, but when was the last time you fully reviewed your platform and products? How recently did you speak, and listen, to customers about what they think is working well and where they’re frustrated?

Your digital experiences may have worked brilliantly at first – but they may not have kept pace with what customers want or with the market. We can conduct an expert, comprehensive UI/UX review, make recommendations, and carry out a refresh or redesign that’s tested on real users. Review, recommend, refresh.

Six good reasons for a review:

1. Improve customer experience and retention. Uncover and address customers' pain points, to create an experience where people feel valued and understood – leading to improved satisfaction, loyalty and repeat usage.
2. Drive business growth. Reveal opportunities to optimise and refine, in turn leading to increased conversions, lower bounce rates and increased engagement. This can directly impact your performance metrics and revenue growth.
3. Make informed decisions. Often, internal teams lead on function expansion and product development. But we see time and again that making decisions backed by real user testimony and data validates the design decisions and reasons for change, and helps all areas of the business progress towards their common goals and vision. This is particularly helpful when you’re communicating product investment and resource allocation to C-suite stakeholders.
4. Stay ahead of competitors. Relevance is everything in rapidly evolving industries such as healthcare and finance. Respond to emerging trends, incorporate new and innovative technology, and keep your products fresh and engaging.
5. Improve your brand's perception. Do people associate you with exceptional digital experiences? A frictionless and enjoyable experience reflects positively on your brand as a whole and leads to customer loyalty.
6. See opportunities for innovation. Listening to users can uncover unmet needs and opportunities for innovation and differentiation. You can create new product features or variants that resonate with your audience and attract greater engagement.

How an expert digital review works

1. Digital product audit

We start with an audit, to identify the pinch points, opportunities and reason for change. We review your analytics, to understand customer behaviour and areas of friction. This includes structure and customer journey, to see if it's meeting core needs and requirements. And we kick the tyres and ask questions such as: How does this sit within your product suite and existing ecosystem, and could that be optimised? What are your vision, values and goals, for the company and product, and does this align with them?

2. User testing

We define the audience personas to test against, then either work with existing cohorts, conducting one-to-one live interviews, or a third-party platform such as usertesting.com, where we can select a precise audience. We can test language, UI/UX, accessibility, structure, content and more, setting up questions that don’t lead the users. This insight gives us fast, qualitative data reporting that informs and validates our design choices. People are always surprising, and testing is the only true way to be confident in your approach.

3. UI & UX expertise and design

After the initial audit, we present the findings with our recommendations and strategy for positive changes that will improve customer experience and commercial performance. We agree the scope of this phase and work on UI and UX refinements. This usually includes a revised structure and user flow, and designing for accessibility in line with WC3A guidelines and best practice. We continue user testing at agreed stages, validating and iterating on our design choices based on evidence.

4. Development partner

Our expert digital team either undertake the UI and UX changes or we support your internal dev team to successfully implement them. We're very experienced at building digital products so we understand how developers require assets and designs in order to implement them. This includes a downloadable component library in Figma and a final review to confirm that the designs have been implemented accurately and as intended.

5. Team collaboration

We have an agile team that works openly, collaboratively and at pace with your team. Our ways of working include user testing, agile thinking, A/B testing and reviewing performance analytics. As well as steering your internal product team, our process often creates excitement (especially in teams that usually move more slowly), shows what’s possible and even leads to internal change – creating a more agile and iterative product culture.

In today's dynamic digital landscape, having the best-performing UI/UX experience you can is essential. Are you ready to enhance your digital presence, respond to customers’ needs and move your business forward?

Email our Founder and Strategic Director, Phil Reid, on [email protected] to schedule a call and explore how our expert review could work for you.