Here is something that is almost certainly a universal truth: Organizations want customers to feel good about the products they offer. No-brainer, right? But what makes customers feel good, or feel bad for that matter, when they use something? Chances are it is not any one single thing. The User Experience (UX), or how someone feels when they use a technology product, involves all kinds of tangibles and intangibles that make or break a design.
“There are significant benefits to keeping User Experience front and center in the design process,” said TDK Technologies Senior UX Designer Heather Fricke. “Improved engagement, adoption, customer satisfaction, client approval and more comes from positive User Experience.”
Connecting User Experience with Positive Emotion
UX designers ultimately try to empathize with end users to provide the best possible experience. The process utilizes research to understand precisely what end-users require from web sites and applications. The thought process involves both critical and creative thinking to visualize the scenarios and task flows the end-user may encounter.
User Experience design also considers User Interface (UI) ‘look and feel’ elements that clients require for their sites or applications. The UI component is tied together with UX research to produce wireframes, prototypes, mock-ups, graphics and layouts for clients to consider. The approach to UI/UX design at TDK Technologies is to make all interactions with the software positive. From definition to delivery, designers work hand in hand with team members to ensure the best possible user experience.
“UX involves roles like Information Architect, Program Manager, Content Strategist and Functional Analyst,” Fricke said. “UI involves the roles of Graphic Designer, Brand Designer, Web Designer and Frontend Developer.”
Fricke said a good design outcome doesn’t make people think about what they need to do. It’s simple, clear and produces positive emotions. Effective UX design increases how quickly sites or applications will be adopted by the intended end-user. Ease of use is a key driver. Good UX design also enhances customer satisfaction, which tends to increase both repeat and referral business.
Benefits of User Experience Design
- Increased Engagements
- Increased Adoption
- Enhanced Customer Satisfaction
- Client Approvals
- Developer Direction
Identifying UX needs is important on all projects. But projects which can gain the most involve complex flows; generally anything that takes more than five screens to execute. Fricke said such projects can often benefit from a rapid prototype to solicit client input early.
“Generally, any site that involves online sales should include UX design. Potential customers will leave very quickly if the user experience is not good,” Fricke said. “This is also true for startup sites. Research can figure out what the user is thinking and help determine the best flow possible. Then user testing can help validate the design.”
Determining what users need first, before developers go down a complex development path, is beneficial to all involved. It removes guesswork and stress for developers, since they will have a greater understanding of the desired outcome. Clients define their vision for the product early, then provide feedback as the process unfolds. And perhaps most importantly, the end-user will have an enhanced opportunity to enjoy a positive experience.
Through excellent listening skills, proven problem solving methodologies, insightful requirement gathering, and user-centered, iterative design and prototyping phases, TDK Technologies creates custom solutions that deliver the best user experience possible. Contact us directly to discover how we can help your organization.