The new holy grail for companies is the user experience. Hyperconnectivity has made us impatient, demanding consumers. We want to have remarkable and memorable experiences at all costs. We have even entered what we call the experience economy. So how can you ensure your customers have a successful experience?
Did you say successful? Basically, the user must achieve his/her goal quickly and easily but that is not all. The experience must also be enriching. It must make the act of consuming more appealing. It is the first step towards ensuring customer loyalty. To achieve this goal, you need to be vigilant throughout the process, from designing the product or service through to its digital transformation. In fact, this will allow your products or services to be presented, distributed, sold and monitored. The quality of the digital ecosystem will influence the user experience with the website, applications and software.
Careful design focusing on the user experience
Let’s start at the beginning. The customer first needs to be studied in order to design a successful experience: surveys, workshops, environment observation, journey mapping, obstacle identification, etc. The data gathered is used to draw up functional specifications for designing the project architecture and its related interfaces. This methodology, called UX Design, focuses on technical, ergonomic and emotional aspects: ease-of-use, accessibility (technological), desirability (emotional impact), reassurance and usefulness. Once this work has been completed, it is time for digital transformation. IS departments are therefore responsible for assessing the user experience.
How can the user experience be assessed?
Businesses’ revenues can be significantly affected by information system faults. That is why application performance analysis checks all the aspects affecting the user experience: response time, network fluidity, cloud availability, analysis of interactions with the customer (CRM), etc.
The smooth flow of the experience is essential in e-commerce… but it is not the only requirement. There are also “internal customers”, who are the company’s employees. Application performance has a direct impact on employee productivity and well-being. For example, if 100 or 200 people connect to an application at the same time (depending on the layers of security relating to authentication, the network, etc.), its reliability needs to be assessed. In short, customers and employees are the key to good development. Business scripts browse applications according to a pre-established visit scenario tailored to the identified use, i.e. based on knowledge of the user (who was defined when it was designed).
Through to the pinnacle of the customer experience?
The user is sometimes so well defined that their desires can be anticipated. Thanks to digital ubiquity (permanent access to the information system via smartphone), we can constantly entice the user. They start typing a word on their smartphone and their secret desires are expressed by the digital tool in the form of answers, products, services, different types of suggestions, etc. as artificial intelligence can link a desire to a whole ecosystem of underlying needs that your products and services belong to. And that is where the real pleasure lies!
A highly proactive information system needs smooth flow. All this intelligence must be allowed to circulate from the digital heart of your system to your users, wherever they are, in order to satisfy them. Your tools, applications, software and websites need to be constantly assessed to create the ultimate, heavenly user experience in which all desires (even unconscious ones!) are satisfied.