So 2013 has arrived and I'm sure you've all come up with a few resolutions - but what about resolutions to improve the experience and satisfaction of your customers? Here are our top 3 user experience resolutions that might help inspire your 2013:
People change and businesses and brands change too, so refreshing your research to make sure you really do understand your current and future customers is a great place to start! Try to make sure you know their habits so you can match your brand to people's underlying tendencies and wants. Analytics are good at showing you what is happening, but not why. We find that looking at the stories behind decisions and interactions can help you spot something key, giving you that extra edge this year! Good qualitative research bolstered by quantitative statistics and analytics will validate the decisions you are making, boost success and encourage innovation. We find diary studies give great insights, and are a good qualitative research method to start with.
Last year, we did a lot of research into the merits of an omni-channel approach to business and customer experience. We found it to be extremely insightful - the things we took away from it in terms of quick wins and innovations is to look past the technology and observe the behaviours behind them is integral to omni-channel success.
For instance, taking the drivers and benefits that customers really appreciate when shopping online at home and bringing similar conveniences and experiences in-store will support your customers needs much better. (Take a look at the Burberry flagship store for some inspiration!) I'm looking forward to seeing how brands continue to move the online experience offline and the offline experience online as the customer experience becomes smoother, easier and ultimately much more satisfying.
Two important approaches to user experience that have been gaining traction in recent years are agile and lean UX. Essentially, agile UX speeds up software development whereas Lean UX is an approach which speeds up the design process of new digital products. If you're fighting for a user centered approach in your organisation and it isn't moving as fast as you would like, then maybe adopting parts of these approaches will help - agile and lean UX promise quick sprint development, faster research, and overall less waste to get digital assets to market in a faster, more competitive time frame. There are a few steps to follow to get this going in your organisation:
What are your 2013 UX resolutions? We would love to know so please leave a comment below. If you are looking to give your customer experience new lease of life in 2013 but aren't sure where to start, get in touch and we can help you have a great year!