Consider the following statistics from a recent survey highlighting the importance of a solid UX strategy :
• 95 percent of users said they agree with the following statement: "Good user experience just makes sense."
• 83 percent described a seamless UX across all devices as "somewhat or very important."
• 52 percent pointed out they were less likely to engage with a company that provided a poor mobile UX.
Good UX results in happier users, which leads to more downloads, more return users, and more sales, and every company has some version of those goals. Bad UX means the Springfield Police Department is coming to arrest you for a crime you didn't commit and while you wait for them to show up, you can buy clothes at 80% off.
Personalization is one of the biggest current trends in user experience. It takes the system or product and tailors it to each individual user or group of users. When companies implement personalization, they seek to give users the specific things they need without the customers having to put in any effort - increasing perceived value and the likelihood the customer will return and/or refer.
As we've discussed, market research, developing the customer persona, mapping the buyer journey, etc. are all incredibly important aspects in planning a campaign. Personalization is also critical for marketers. By designing campaigns with personalization in mind, marketers can help UX designers incorporate it more smoothly into end products.
This information helps marketers inform, clarify and refine their objectives. In data-driven organizations, the objectives are used as measures of success and should be attached to something.
UX is no exception - collecting feedback provides marketers and design teams a deeper understanding of the customer and what that customer values, affording both the opportunity to create joint campaigns that really serve the touchpoint aspects. Feedback can come from a variety of sources - everything from end-user surveys to social media. Businesses that explore end-user reviews can use this feedback to build digital assets that deliver great UX day after day.
For this discussion, use your readings, the Simpsons clip, this website usability checklist and some creativity so you can practice giving feedback on UX:
1. Visit a few websites of your choosing, and select a site that you think provides a really great UX or a really poor UX. (provide links to your sources)
2. Does the UX provide a consistent, quality experience? In what ways?
3. What about the mobile experience? Is it better or worse than desktop?
4. Do you think this company's UX choices reflect the core principles of the business? Why or why not?
5. Overall, do you believe that this website meets the needs of both the customer and the business? Why or why not?
6. Does the UX reflect some kind of personalization from your observations? Why or why not?
7. Comment on two other classmate's posts after visiting the sites they analyzed.
You will be responsible for reading the following chapters for this assignment (I've broken the chapters into individual PDF's for your convenience).
Stokes, R. with Red & Yellow Creative School of Business. (2018). eMarketing: The essential guide to marketing in a digital world. Cape Town, South Africa: The Red & Yellow Creative School of Business.