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:
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)
Does the UX provide a
consistent, quality experience? In what ways?
What about the mobile
experience? Is it better or worse than desktop?
Do you think this
company’s UX choices reflect the core principles of the business? Why or why
not?
Overall, do you
believe that this website meets the needs of both the customer and the
business? Why or why not?
Does the UX reflect
some kind of personalization from your observations? Why or why not?
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.
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