How To Use UX To Create Experiences that Matter

Apr 21, 2016 | 3 Minute Read

We have all heard it by now - content is king. But you know what content cannot do without? A new business paradigm is evolving today where companies are beginning to understand the importance looking past selling and creating experiences around their brand(s); experiences which tell a story - their story. These experiences forge deeper connections between brands and their audiences than any single piece of content ever could accomplish.

User experience - Turning brands into rock bands

Yes, that's the sort of experience I am talking about, where an audience literally waits for your next move, your next blog post, video, article, infographic etc. Welcome to a UX or User Experience driven world!

Regardless of whether you are selling a product or service, its success is predicated on how positive a response it can garner from the people it is shown to. The better their experience with your product/service is, the better you have mastered UX.

Designing a stellar UX for your audience online...

While UX covers all the aspects through which your customers and prospects will interact with your brand, for the purposes of this article, we shall be looking at how it works out online.

There are a few things that need to be kept in perspective at all times if you wish to give your audience a great time...

Be useful first: Form will always follow function. But function itself needs to be properly understood and implemented. Your website's user-interface should reflect what you do in the simplest manner possible. Work on adding personality to it later.

At the core of great UX is value, lots of it! Brainstorm on what your audience might be looking for. When you are crafting content, make sure it offers valuable information to the reader and does not keep telling them how great your product is all the time.

Focus on usability: Or how easy your website is to operate. Usability in UX is about helping someone perform a task intuitively and easily. The challenge here is to help a user find what they are looking for in the fewest clicks possible, while keeping the layout clean and elegant. Indeed, the quicker someone can find something that interests them, the better their experience will be.

Important - usefulness and usability while seeming similar are quite different, also the former trumps the latter. In other words, your website needs to answer a user's queries and provide them with value first; how easy it is to use follows later. Usability can contribute to your site's usefulness though.

Make it enjoyable: The idea behind great user experience is to provide a solution with a creative twist. While usefulness and usability are concepts which are easier to chalk out, how enjoyable your site is more subjective and abstract.

Despite how we humans like to think of ourselves as cerebral, thinking creatures, studies have consistently proven that our emotional side has far greater say in decision making. In other words, your site's success is predicated to a large extent on how you can delight your audience!

Your website's design should portray what your company stands for, its belief and its mission. Make sure you are keeping your audience in perspective though. Even if you are a new startup with a flat organizational structure and hip millennial workforce, you will still want to steer clear of quirky animations, flashy designs and goofy one-liners in your website if you are targeting corporate lawyers.

Aesthetics are not the only way to add delight to your UX though. You can use free giveaways, discoverable items and reward systems as well.

These cover some of the basics of how UX can help you turn your website into a better, more engaging tool. If you are interested in finding out more on creating great user experiences, then feel free to contact me, I will be happy to help!