Transforming User Journeys Through UX
Photo by Ben Kolde / Unsplash

Transforming User Journeys Through UX

In today's cut-throat business world, it is important to provide an exceptional user experience (UX) to your customers. The UX is a crucial aspect that can help you grow your business, and if you fail to provide a seamless experience to your customers, you may lose them to your competitors.

To understand the importance of UX, let's take an example of a remote control. Have you ever looked at your remote and wondered why there are so many buttons on it that you have never used? The same goes for your business. You must ask yourself if you have included any unnecessary features in your products or services that don't add value to your customers.

Companies like Amazon, Urban Company, and Uber have understood the significance of UX and are using it to their advantage. Amazon's Fire Stick Remote has fewer buttons, making it easy for users to navigate. Similarly, Urban Company and Uber provide a user-friendly interface that allows customers to easily book their services.

Creating an easy-to-use UX is the most challenging part of any business, but it is not impossible. It requires careful planning and execution. Let's take a look at some examples of companies that have mastered the art of UX.

Zappos, a renowned company worldwide, is known for its excellent customer service. If you tweet to them that you're not interested in buying their product but need an address, they will search for it for you. This shows their dedication towards providing excellent customer experience.

Starbucks is another example of a company that provides a unique user experience. Have you ever noticed that the barista always writes your name incorrectly on the cup? This is done intentionally to start a conversation with you and suggest more coffee types.

Newspapers used to be large, but with time, the size has been reduced to provide a better experience to readers. These examples show that UX is not just about the design of a product or service but also about the overall experience that a customer has with your brand.

In finding, providing an exceptional user experience is crucial for the success of any business, and it requires a lot of effort and dedication. By following the examples of successful companies, you can create a UX that is easy to use and provides value to your customers.

Offline Business

If you own an offline business such as a retail store or a shop, it's important to create a seamless and easy user experience for your customers. For instance, during the COVID-19 pandemic, it's crucial to minimize physical contact to prevent the spread of the virus. In this context, Amazon has introduced its first no-touch store in the US. In this store, there is no salesperson, and customers can pick a product, scan its barcode, and complete the payment process through their Amazon account. 

As a business owner, you can also design your shop to create a better in-shop user experience. By keeping the entry and exit points in mind, you can ensure that your customers have a smooth and easy shopping experience. For example, in India, people typically go to buy ration with a checklist, and they hand it over to the shopkeeper. Then, one of the helpers fills their bags with the products. However, if you want to improve this experience, you can ask your customers to WhatsApp their checklist to your number before they come to the store. Then, you can pack the items in a box and give it to them when the payment process is complete. This will create a more seamless and easy user experience for your customers.

The key fundamentals of user experience are that it should be seamless, easy, and repeatable. If the user experience is easy, people will get used to it and it will become repeatable. 

If you have a call center, you can also take care of the user experience for your customers through your representatives. For example, Indane is a gas service of Indian Oil that has introduced an automated IVR system to book a new cylinder in just 10 seconds by pressing a key through their registered mobile number. The cylinder is then delivered a few days later. They have even automated the payment process, so customers can pay directly through a link that Indane sends them before the cylinder arrives at their doorstep. By automating these processes, Indane has created a more seamless and easy user experience for their customers.

Online Business

The process of creating a seamless user experience for an online business can be quite challenging, as customers expect fast and efficient service in every aspect, from quick deliveries to fast payment and response times. In today's digital age, people prefer online business platforms that offer a seamless and effortless experience, just like Swiggy, which has gained immense popularity due to its fast ordering process.

To create a seamless user experience for your online business, there are two primary points that you need to focus on. First, it is essential to base your user experience design on research rather than opinions. For instance, let's consider the example of a Swiss Knife. If you rely on opinions, then different stakeholders will have varying demands and requirements, making it challenging to design a Swiss Knife that satisfies everyone's needs. However, the demands and opinions of stakeholders may not always align with the user's actual needs. Therefore, it is crucial to conduct thorough research to understand your users' needs and preferences. You cannot rely on opinions alone to design a user experience that resonates with your target audience.

Secondly, offering a trial mode is critical for any online product or service. It allows customers to try the free product or service before committing to a purchase. The trial mode is also widely used in offline businesses, where customers can try out clothes or other products before making a purchase. This method is known as Trial VS Triumph, where a trial refers to giving the product for trying, and triumph signifies victory. By allowing customers to try out your product or service before making a purchase, you are providing them with a risk-free experience, which can significantly enhance the chances of converting them into paying customers.

By creating a seamless user experience for your online business requires you to focus on research-based design and offering a trial mode to your customers. By following these two points, you can create a user experience that resonates with your target audience and drives conversions for your online business.

Levels of User Experience

User experience is a crucial aspect of any product or service, and it is based on two levels: software and hardware. The hardware level pertains to the physical device or product that the user interacts with, while the software level refers to the programs, applications, or systems that govern the device's functionality.

For instance, in a mobile phone, the hardware level would be the device that the user holds in their hand, while the software level would be the operating system that governs the phone's functioning. If the hardware is of high quality but the software is tiresome to use, the user is likely to get frustrated easily, leading to a poor user experience.

It is worth noting that investing in user experience can be a significant competitive advantage for businesses. For instance, Apple is often considered the best phone brand because it invests heavily in creating a seamless and enjoyable user experience. The company designs its products in such a way as to create more value for its customers, which helps to foster brand loyalty.

In one of his presentations, Steve Jobs explained the purpose of the smallest pocket in a pair of denim jeans. While most people assume that the pocket was designed to hold coins or other small valuables, Jobs revealed that it was actually created to store a nano music player that could hold thousands of songs. This is an example of how companies can create unexpected and delightful experiences for their customers, which can help to foster loyalty and repeat business.

In conclusion, creating a positive user experience is crucial for any product or service. By investing in high-quality hardware and software, designing products with user needs in mind, and creating unexpected and delightful experiences, businesses can foster customer loyalty and create a competitive advantage.