Come on, let’s do a little more UX

Be it in a vibrant start-up or a long-established major corporation, there’s no getting away from the terms UX (User Experience), HCD (Human Centred Design), CX (Customer Design) and any number of other synonyms. So are they just buzz words or is there more to it than that? Using a simple example, I will show you how UX has had a lasting positive impact on my user behaviour.

“What exactly is UX?” In the past, I have answered this question by saying that “UX primarily deals with the product appearance and what it feels like.” Or in other words, when we design a new product, we need someone who “paints the picture” and we have done UX.

Nevertheless, UX is not an individual discipline or a one-time process carried out in the middle of a project. UX goes beyond “window-dressing”. In addition to the design and the purely functional view of a product, soft factors play a pivotal role in UX. Emotions are a key component in this and can make all the difference between the success or failure of a product.

I can give you a personal example of this: due to the current coronavirus situation, I have recently used a number of different food delivery services. While the functional goal was satisfied and my food was delivered to me at home, there were nevertheless notable differences in the UX and I consequently developed a preference for one provider.

All the apps had a similar format: you could search by menu, restaurant and other criteria, put dishes in your basket and order. There was no difference between the apps in this respect. It all began when you clicked on “Order now”. While most apps displayed an overview of your order which had to be confirmed once again, one app adopted a sort of countdown. This meant that the order would be sent if I didn’t click on “Cancel” within 10 seconds. It was a small thing, but one that gave me a positive feeling on an emotional level, pushing me to continue using this app to place my order. Naturally, there are other functions that appeal to me and in which I see an advantage compared to other providers. I would nevertheless like to make it clear that such a small emotional twist affects my entire user behaviour and that the UX is more than the simple “window-dressing” of an app or website.

UX is not a process that you complete quickly and in passing. UX relates to the complete customer journey – from the first time a problem is explored to the solution, whereby customers and their requirements are always at the heart of the matter. UX endeavours to improve the solution adopted from the company’s standpoint so that customers can take pleasure in using the end product.

Naturally, such UX measures are costly. They are nevertheless an investment in the future, as experience has shown that implementing retrospective improvements is often more complicated and more expensive than making adjustments at the development stage.

This doesn’t mean that I am suggesting systematically implementing the entire UX arsenal for each new solution, but rather simply using a selection of the measures available. UX offers a wide range of tools from which the most appropriate methods can be chosen. Ask your UX expert for more information. They will be happy to help.