Why do you need to implement "3 Levels" of UX to retain customers?

Everybody’s talking about User Experience (UX) and although it IS a breakthrough in the ‘Design World’; there are basic things we don’t know about UX or let’s say simply IGNORE. UX is not a magic wand that could just turn any design into ‘audience-magnet’. An informed implementation of UX could decide a bright future of your brand image.

Usually, companies take UX for granted. Yes, it happens everywhere whether it’s India or US. UX has become like the “Nemo” character; everybody’s looking for it in the ocean however it is trapped in a jar, constantly searching for its way out. This simple and tiny aspect cannot be found in the big board meetings. It loses its meaning in the big words like “redesigning a complex service or product”, “creating holistic UX strategy” or “redesigning a product to meet business goals”. All these things do count but what we don’t understand is – UX is ‘user experience’ that needs to deal with the users’ end-to-end “experience” and it can only be achieved when we put users ‘first’.

In this article, I am going to talk about its 3 different levels; since practicing UX at different levels churn out different returns.

Thus, take a deep dive and stop implementing UX at surface level.

Level 1: Usability and user interface

Let’s talk about the first and basic level of the UX and it’s no brainer to guess it; that’s right it’s ‘Usability’. Have you ever found yourself asking, “How does this tap work?” (Maybe the first time you attended a function in this high-class chic place?) Or “pushed a door handle when it was supposed to be pulled?” (Don’t embarrass yourself; it was a design mistake) Or “have you wondered how to use a ticket-vending machine in the parking area?” Yes, we all faced such situations, at some point of time, feeling baffled and trust me it wasn’t our mistake. This is where ‘Usability’ comes into the picture and becomes a really important aspect in the design process.

Good usability lays the strong foundation for an amazing user experience and it’s not a rocket science. No matter how much products and digital interfaces change time to time, the underlying usability importance and roles remain unaffected. However, usability is just a small factor that brings nominal business impact and conversion rate. Confused? Let’s break it down a little further.

• First things first Usability only works on the existing website or product however, it doesn’t promise customers’ loyalty. It only makes the product easy to use or as we call it user-friendly.
• Any product or website with better usability but no or little concern about user needs can never retain users nor it can make them attached to it. A great e-Commerce website with high usability but unable to cater users’ needs, for example it showcases the products that no one wants to buy or does a messy delivery, would never create a good user experience.
• Third most important thing is “Usability” has a wider perspective. It is not just about better user interface or execution. Sometimes, the problem lies in the business strategy itself. Ask yourself “Does my user want/need this?” and you will probably save a million bucks from drowning.
• Last but not least, since every company nowadays is chanting “Usability” and “UX”, so standing out or differentiating your product is very challenging. Let’s put it this way, just improving usability does not guarantee better conversion rate.

Level 2: Experience with user scenario

Second level introduces you to the wider perspective of the usability of your product. Think BIG and out loud. Ask questions:

• What does your user want/need?
• Why would they choose your product or website from the sea of other choices?
• What do they think while browsing your website?
• What kind of impression or thoughts you want your users to carry along after they leave the site?
• Why would a user want to come back to your site and how would you make them revisit?

Questions like What, Why and How are very important to create better user experience. Always ask these questions again and again; whether you are adding a feature or a simple button, these 3 magical words would never let you down.

This level also involves user research, where you would like to test real target users and try to understand their point of view about your product or new business idea. Since completing a task doesn’t mean user’s satisfaction; so this level gives you a chance to communicate with your target users and find out what influences their decision. After all, coming to an e-Commerce website and adding items into cart doesn’t guarantee a successful checkout.

Level 3: End-to-End and holistic experience

This level deals with the organizational and holistic approach of user experience, which deals with cross-channel experience. This is where you take UX into serious consideration start including user-centric design, great UX strategy and awesome customer service and together create end-to-end user experience.

In reality, users don’t really care about offline or online; what matters most is overall experience they receive through website/product. Their ‘every level’ experience pushes them one step towards the brand. For example, from the time a customer thought about buying a product (reviews, asking friends, online/offline feedback) until the delivery and after experience (including customer service, etc.), which makes him come back to the same brand, forms a seamless experience. A slight bad experience (delay in delivery, rudeness during customer service inquiry) could form a negative image of the brand and cost you his loyalty.

Basically, third level is the ‘moment of truth’, where you, the product and services are judged on actuality and this is the time where your little bubble could blast or take a full-blown shape of pride and dignity.

These 3 levels could take your company from ‘one-of-the-companies’ to ‘one-and-only-one’ position. This is how you can make the most out of UX by taking care of the users needs and strive hard to differentiate your product while establishing a long-term user satisfaction and loyalty.

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Regards
Rahul Kaul
UX Design Consultant
E: [email protected]