UX Design Doesn't End With Your Website
When we think about user experience we instantly think of a website. However, user experience is much more than that and it includes layers beyond the website itself. The user experience doesn’t just stop after the initial “interaction” on the website. Here is how it usually goes:
You purchase a product
You receive a confirmation email
You receive an email when the package is shipped
You also get either an email or an SMS notification once the package is delivered
You receive the package and open it
Lastly, you proceed to use the product that you ordered
All of these stages are parts of user experience and they are all equally important. Even if only one stage was to be disrupted, the whole customer experience can be affected and you may even lose a customer.
So, let’s take a look at the importance of extending the UX design beyond the business website and 10 different areas in which should be extended into.
Extending UX Design beyond the Website
If you’re a web designer, you may think that this part of the user experience isn’t your responsibility and therefore should be taken care of by somebody else. As a matter of fact, you are right about that.
In order for brands to truly reach their potential and be successful, someone in the company needs to take in the bigger picture and think of all the ways they can improve the overall user experience across all of those above-mentioned stages of purchasing a product. You, as a web designer have a chance to offer your insight by providing the UX research and strategy to make sure the e-Commerce web design from Sydney is top-notch, but everything beyond that needs to be taken care of by the CEO and his team.
When it comes to extending the user experience beyond the limits of web design, here are some areas that should be taken into consideration:
Mobile App
It has actually become common for websites to have mobile app counterparts. Considering the fact that mobile users behave in a different way than those who opt for a desktop, the layout for your mobile app doesn’t have to be the same as the one you used for the website. However, the process of using the app shouldn’t be so different to the point where your users have to spend time learning how to navigate the app. Make sure to use a layout that is easy to understand and navigate so that those transferring from the desktop can adjust easily.
Your website is directly connected to the email in many ways. Your email is the place where customers can contact you. It’s also your means of sending purchase confirmations. If this counterpart of your website is weak, the bridges may easily burn between your customer and your company. So, to make sure everything runs smoothly, your emails should come with:
The same visual style and branding of the website
A personalized greeting, offer, or subject line
Consistent messaging
Also, email is not where you should be using darker themes. For instance, your “Unsubscribe” option should be easily visible so use bright colours.
Social Media
Another important channel that’s connected to your website is social media. This one should definitely not be neglected. Even though you can’t technically control the aesthetic of social media platforms, your social media updates still need to be on top of the game. After all, social media is the platform where you will most likely attract the most website traffic.
Nowadays, people get informed about brands and online businesses through social media most frequently. By being consistent on your social media accounts not only are you making yourself available to many new potential customers, but you are also leading them straight to your main website, where they will most likely make a purchase. Apart from that, social media provides you with a platform where you can creatively express yourself and show the world what your brand stands for. Use that platform wisely.
SMS
Even though this approach is a little old school and not many companies need to use it, being connected to your customers via SMS can still be pretty useful if you lead an e-Commerce company, providing personal services, or if you have a new site. These are a few tips you should keep in mind if you opt for this approach:
Send short and concise messages
The messages need to be valuable and relevant
Use branded design and messaging
Don’t send too many text messages
Make it easy for your customers to opt-out
Phone
If you decide to put out your phone number on the website, be ready to receive calls from customers and prospects. Even though there is nothing to design here, the customer experience via the phone call counts in and is also very important.
One way to improve this channel is to create an easy-to-follow routing system. Your callers should find it easy to figure out which number to call. Also, make sure they don’t end up falling into loops. Once they call the number they should be directed to a representative immediately.
Ads
Ads are also very important and there are tons of places where companies can advertise their products and services such as:
Social media platforms
Ad networks
TV
Google search
Radio
Podcasts
Billboards
Blogs
Direct email
When it comes to designing an ad campaign you should pay attention to the aesthetics and ensure that messaging is consistent. Apart from that, CTAs need to be presented.
Packaging
Another important factor that can greatly influence the user experience is the packaging of the products that you sell. It is very simple actually. There are two package types you should pay attention to.
The first one is the packaging of the product itself. You need to make your branding consistent with your website and it should be clear as day. Apart from that, your packaging should be easy to open. You have probably also at one point ordered something online so you know how frustrating it is to finally receive the package only for it to be packed so tightly to the point where it takes you 3 people and 5 different tools to open it.
Also, you need to think about how you package the products that are getting shipped. The packaging should be just the perfect size for the product. If there is too much room, the package will feel wasteful and on top of that you will have to use way too much paper filler and bubble wrap.
Lastly, the package needs to contain a shipping label. You need to offer your customers an easy way to return what they ordered in case they are not satisfied.
Product
Now, let’s discuss the most important factor – the product itself. Your excellent web design, impeccable customer experience, social media presence and all the other factors don’t matter if the customer receives the package that doesn’t align with the expectations that the product was meant to fulfil.
You can build an awesome website and a mobile app to promote your product. The page is fast and efficient and it’s easy to navigate. However, if the product you’re selling is ugly or inefficient in what it’s meant to do, then all the promoting you worked hard to create is just false advertising. That’s why you need to set the expectations and show what the product truly offers right from the beginning.
Business exterior
Business exterior can matter a lot. The first and most important part is the overall aesthetics of the building. Where is it located? Is it in a safe area? Does the building look attractive? Is it easy to find the building? All of these factors matter, but that’s not all there is to it.
Apart from the overall aesthetics of the building, you also need to think about the user experience taking place outside of the company building. For instance, a curb side pickup is getting very important. If the pickup area is hard to find or there are never spots to be found, this can all affect the user experience. So, make sure the exterior sets a great impression and that it’s efficient for your customers and those who deliver the packages.
Business interior
Lastly, there are several factors you need to keep in mind when designing the interior of the building:
Concept
Layout
Décor
Signage
Furnishing
Availability of products
Product discoverability
Checkout process
Quality of customer service
It doesn’t matter if you own a small or large business, making sure that your interior design is of high quality and that your customers are treated nicely is crucial for your business. Your establishment needs to operate flawlessly and provide top-notch customer service to everyone who walks through the entrance door of your company building.
Conclusion
In conclusion, web design may be the beginning of creating an amazing customer experience. However, UX design doesn’t simply stop there. There are tons of other factors you need to consider like social media presence, mobile apps, emails, the exterior and interior of the building, and so on.
Post Your Ad Here
Comments