If Apple, Uber and Amazon have one thing in common, it’s the way they have succeeded in changing customer consumption by blurring the distinction between products and services. Not only do these tech giants merge technology and usability to create cutting-edge features, but also they set the standard for user-focused design.
However, UX should not be reduced to a catalogue of best practices for retailers to boost their conversion rate. Rather, UX defines itself as the key point on which customer engagement will be based.
The end of “mass consumption”: when brands have to engage with their customers.
Good pricing, a good product, and investing heavily in customer acquisition no longer yields the same results. Simply relying on mass advertising is not enough. If we consider the cost and the way the customers interact with brands, it’s important to create a customer-focused commitment to the overall brand experience.
This disruptive approach undermines the traditional marketing strategies built in silos. The key lies in the overall understanding of the entire customer journey from the desire to purchase, the discovery, to the checkout.
In the age of engagement, the user is the channel
What do users look for on websites? Why do they visit? Which factors push them to leave or to stay?
In the era of the demanding user, every interaction counts. Half-awake and annoyed during his morning subway commute, he suffers from a faulty connection on his mobile and will be seeking readily available information. In the afternoon, from his computer during a break at work, he will pass the time searching for product information, reviews, and other purchase recommendations. In the evening, at home on his tablet, he will seek to complete his purchase as quickly and simply as possible.
In just one day, this user has triggered three brand interactions with separate needs and very specific intentions. Developing unique user experiences increases customer lifetime value for retailers and a high-quality experience means empowering users to realize their intentions at any time with relevant interfaces and content.
To do so, UX should be constantly challenged to fit the evolution of uses and expectations from customers. More than a concept, UX embodies the spirit of brand!
A special thanks to Kristine Ugalde who contributed to writing this article.