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How User Experience Can Make or Break Your Brand

In today’s world, blending in won’t win you business. So, what does it take for a company to stand out from the crowd in a saturated online marketplace? It often boils down to user experience. With consumers in the driver’s seat, the internet provides countless options and results – but only the companies who can set themselves apart from the competition have a chance to bring home the win.

Revolution Digital  |  May 16, 2018
How User Experience Can Make or Break Your Brand

In today’s world, blending in won’t win you business. So, what does it take for a company to stand out from the crowd in a saturated online marketplace? It often boils down to user experience. With consumers in the driver’s seat, the internet provides countless options and results – but only the companies who can set themselves apart from the competition have a chance to bring home the win.

Creating a great consumer experience means understanding their behavior. What may seem effective to you could fall flat with your ideal clients, causing your business or brand to suffer as a result. The solution? Human-centered design. In layman’s terms, when you draw people to your website, it needs to be designed in a way that is accessible and easy to understand. From there, business follows.

The Human-Centered Design Approach

No matter the business you’re in, your company’s core user should be kept top of mind at every point of communication and used as a yardstick for success. Many companies make the mistake of determining what’s good for business solely based on measures of internal success, like meeting objectives and goals that show value to investors and executives. But what about the users? You know, the people who actually seek and provide the business. What does a win look like to your customer?

A human-centered design approach keeps your customers and their experience at the center of all you do, for greater long-term success. It’s relationship building, rather than a transaction. The consumer friendliness of your website reflects how conscious you are of your audience, which can make or break someone’s decision to work with you. If you can’t identify or prioritize their needs online, you likely can’t do the same in a working relationship.

Your own human-centered design approach should be tailored to your company, your customer profile and your goals, but there are some common themes found in customer-centric strategies to consider when developing yours.

  1. Don’t Be Pushy: Pull marketing is human-centered, drawing customers to your brand based on your offerings and how they’re being presented. Lure clients in with your services and hook them with the ease of navigation. Opt for language that’s digestible and thoughtful, served in an easy-to-comprehend format. In-your-face and interruptive messaging may turn away potential clients.
  2. Simplicity is Key: Forgo the fancy web design that takes up time and resources, and trade it for something attractive, quick to load and easy to navigate. Make it as simple as possible for consumers to find what they need. No bells and whistles necessary.
  3. Size Matters: Think about the ways your customers will access your site and meet them there. Since many web users are accessing company sites on their mobile phones and other smart devices, it’s important to have a site that responds to the sizes of those interfaces. There’s nothing worse than forcing customers to navigate a full-sized desktop site on their cell phones.
  4. Always Provide Feedback: Reassure your customers that the actions they’re taking are working. Whether it’s a quick “thank you” message after an email has been sent, or a “success” alert confirming a button has been clicked, everybody wants to feel acknowledged.

Yes, these strategies are helpful to consider when developing your human-centered approach, but what is it all worth? Good user experience equals better (and possibly more!) business.

Why Good UX Matters

UX first-impressions are a lot like dating. People won’t necessarily tell you when things are bad. Instead, unhappy customers will just leave and abandon the offending company without saying a word. Site ghosting, if you will.

Also, money talks. According to The Huffington Post, more than half of consumers are willing to pay more for a guaranteed good experience, and on top of that, 86% of consumers are willing to pay more for an upgraded experience such as travel perks or, for a tech company, preferred access to support. Basically, people want ease and appreciation. If you can provide that, you’re halfway there. If you need help, we’ve got you covered.

Revolution Digital’s marketing and social media experts know human-centered design inside and out. Our team specializes in creating custom strategies for your brand, catering to your target clientele and optimizing your presence to create the best user experience possible. For creative consultation, up-to-date knowledge and expert action that will make a difference to your business, get in touch today. Let us know what we can do for you and we will deliver measurable results that increase your reach and profitability.

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