User experience as a key success factor

6 rules you must abide by.

User experience as a topic is a new competitive area in the current market and as a human resource factor. What does user experience actually mean and what are the key success factors to be successful in the company and on the market?

User Experience (UX) describes all the experiences a user has with all the services and interactions around a product. This is always the entire context of a user.

Customers make around 90% of purchasing decisions unconsciously and emotionally.

Especially as a result of the structural change in the context of digitization, people are increasingly less willing to learn complex digital systems. People have learned that digital products can be operated easily and without complications. Complex products or processes are now only used as a must. All industries have noticed that the tolerance for such systems is decreasing. Instead, the user experience is coming to the fore. This is a positive emotional reaction that occurs when the product achieves the inner desires and goals of the user. This reaction happens unconsciously but leads to a feeling of satisfaction.

The positive emotions that the customer associates with the product or brand form a competitive advantage. For many products, as studies have shown, such a competitive advantage can only be achieved via UX.

Success Factor No. 1: Everyone needs UX

User experience is not limited to end customer products or the large corporations. Every company, from self-employed individuals to large corporations, needs user experience specialists, in one form or another, in order to be successful. Why is that? The UX Professionals combine human psychology & sociology with technology and business.

·???????As soon as you have a flyer, you must be able to make an impact and provide information for your target group

·???????As soon as an APP or software is developed, there are many implementation options for each function. The first is not always the first. This requires specialists.

·???????Each sheet, each digital tool, each user interface can be optimally designed according to human perception or simply designed.

?From the Global UX Trend Report - Get it at - www.worldusabilitycongress.com

Rule No. 1 You need to understand that user experience in our world of information overload is an essential key factor in every company.

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Success Factor No.2: Go full out or give up

Say goodbye to the idea that a designer or a developer or a product manager or even the managing director is involved in UX It can't be done on the side. For a large part, it is common sense, but who that anymore? The topics in the area of user experience are broad. Experts must have experience in analyzing or testing. The choice of methodology and the evaluation options are defined according to specific requirements. Psychological, sociological, design and technical knowledge are the prerequisites for good UX designers. The greatest added value lies in the social component. UX designers can talk, listen and analyze with people without prejudice.

?From the Global UX Trend Report - Get it at - www.worldusabilitycongress.com

Rule No. 2: Hire professional UX designers or work with agencies.

Success Factor No. 3: Measuring instead of eating

You can measure and evaluate everything, you just need to know how. There is a rumor going around that user experience is not measurable, that it can be different depending on the person. This applies to the design, but not to the user experience. There are clear procedures such as the HEART Model from Google, but also the specifications of a good metric. Clearly measurable, on a time basis, etc.

Since the user experience is a topic for which there are 9 million professionals in Austria just like in football, do not let every UX professional eat you up and explain the world anew.

Rule No. 3: Trust only the measurement data and not the opinion of others

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Success Factor No. 4: “Experience” is the key

As the word already tells us, user experience tries to generate an experience. Many only define what has been experienced. Fixing errors, designing a product so that it no longer has any obstacles and stumbling blocks is not enough. Real user experience creates WOW experiences. It exceeds expectation factors as we learned from the KANO model in marketing. The basic needs of the target group, triggers, awards, actions, emotions, history and entire journeys play a major role here. Now the topic is getting complex, but in order to understand it - only a real experience saves a product in the long-term memory, creates loyalty and brings new customers through recommendations.

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Rule No. 4. Create real experiences when you're most valuable.

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Success Factor No. 5: No value, no weapon

In business and in "human-centered design", the added value for the user is at the heart of every development. Without added value, any optimization or development initiative is doomed to failure. UX professionals are usually involved in projects. However, this is the biggest stumbling block. Most requirements are already defined in a project. In order to find added value for the user, successful companies in the UX area work at the business analysis level. This means that UX researchers define the added value and the interactions in the run-up to each project. In a project, there may be a detailed elaboration and then the design comes into play.

Rule No. 5: Use UX Research to define and generate value for a project, not for processing, otherwise you will not have a weapon on the market with which you can fight for success.

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Success factor No. 6: No user, no UX

This success factor is easy to describe. "YOU ARE NOT THE USER" No matter how much experience and years of life you already have behind you, the real user acts differently, sees things differently and moves in a different environment. User experience or customer experience without customer involvement is like Formula 1 without a racing car. It won't work.

Rule No. 6: Engage real users as often as possible.

You will get a deeper insight into the subject matter at the World Usability Congress in October.

www.worldusabilitycongress.com

In the coming episode, we will deal with the topic of UX professionals. When are you a professional, who can you hire, and who would you be better off not touching. As in all industries, there are charlatans but also real experts. However, they are not easy to distinguish. The upcoming post is a must, especially for UX recruiters.