Why User Experience Plays a Key Role in Today's Digital World?
Published on 02 October 15
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User experience or just UX for short, is the continuously evolving field. In case of web or mobile apps UX becomes a crucial player. UX strategy - a subarea of overall UX design is also growing at a very fast pace. People with UX Strategist profile are in demand in the industry. These people are mostly UX designers being in the field for longer duration. Now companies are understanding the benefits of hiring UX strategists and designing user experience to the most intuitive and fruitful level. In this article, let us discuss some of the key aspects of the UX strategy design with the help of few examples.
Digital world is virtual and so measuring performance of your website or app becomes tough task. UX plays major role in the performance and hence we must be able to measure it in order to improve it to next level. First let us understand what UX Maturity model is and how it is used to assess and improve the process.
Term UX is very complex and hence hard to describe. This model can be explained with an example of starlings flying in total synchronicity. It does not matter if there are two or hundreds of starlings in the sky, their movements are totally synchronized.
- Importance of UX - UX strategy should support rules at higher and lower level and it actually does. This feature makes it more complex and we can view it as synchronization in movement or experience in people. The main challenge is that people should look at UX from a holistic approach for the design activity. Digital revolution is the catalyst of rapid development and the change in our lives. It blends with our real life scenarios easily. We are now thinking in completely different direction.
- Measuring UX - Measuring UX factor is critical. To understand UX, we must first look at its base which is digital world. In the current scenario companies at first are changing their approach towards digital. This way they can think of making digital presence stronger and go beyond the limitations for their IT department. In this process UX becomes much clearer. It aims at making the overall experience great for customers. Communicating with customers and listening to their needs can help up create better UX at every stage and make it more customer centric.
- UX Application Strategies - UX is seen as a business solution which helps the corporates to create customer-centric products. It supports their commercial plans, branding and of course marketing. As a UX strategist you must remember the importance of a company’s brand image while strategizing for any product. This adds to the value of the UX strategy. Some companies entering the digital world then the UX plays a crucial role in this phase. Putting strategy on paper and implementing it are two different things. Implementation of UX strategy is similar to understanding design requirements in digital industry. It’s main aim is to address business problems and elevate it to higher level. The process is continuous and works in sync with the business strategy. Digital first approach in UX strategy can influence customer lifetime value - crucial metrics used by businesses to measure their performance.
There is basic difference between UX and UX Strategy is that strategy directs ways to improve UX in practice. For example, ‘Customer First’ strategy suggests methods supporting customer experience such as creating maps and personas to identify customer’s nature, culture and exact requirements.
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