Back in the good old days, the process of ensuring quality user experience was mostly focused on optimizing page loading speed. But with over 1 billion active websites globally, it’s safe to say those days are long gone. So how do you maximize website efficiency and keep users hooked today? You plan for it. And in this article, we’ll show you how to do that step by step.
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What is a UX strategy?
Put simply, a UX strategy is the best way to maintain a balance between the needs and wants of your users and your business objectives. Crafting such a strategy can be a challenge (especially for newbies), as users tend to have different priorities and naturally, you can’t cater to them all at the same time. A UX strategy can solve this problem by identifying your users’ top needs and ensuring you’re addressing them with the right resources. Let’s see how you can achieve that, starting with deconstructing its fundamental elements.
Key components of a UX strategy
Crafting a UX strategy is a complex process which entails numerous steps and a whole lot of trial and error. But don’t let that scare you off – once you understand its components better, it becomes a simpler task.
Gather feedback from top customers
Addressing your users’ demands starts with finding out what they actually are. And how do you achieve that? Well, by asking directly. Every UX strategy starts with a substantial amount of research which could take many different forms – interviews, surveys, usability tests, etc. Without the foundational knowledge you receive through such research, even the best interface designs will fall flat, as they won’t meet actual user needs.
Outline the basic design principles of your product
The idea that good design equals aesthetics is now a thing of the past. Nowadays, you don’t have to be a professional to know that usability, efficiency and accessibility are just as – if not more – important in comparison. One of the aims of a UX strategy is to outline clear design principles that guide how your product looks and functions.
Create mock-ups for users to test
In this component, theory is put to practice through the creation of mock-ups that real users can test and interact with. In the UX field, mock-ups are detailed visual models of what your final product would look like. It’s always best to do a trial run of your product or service before you commit to full development. That way, you can catch potential issues early and save yourself some time and money in the long run.
Optimize and improve
UX strategies are like a party that never really ends. Nowadays, user demands and expectations, as well as mainstream technology evolve rapidly and your approach to UX should reflect that if you want to stay relevant. Research by SalesForce reveals that 57% of customers are likely to stop using a company’s services if a competitor provides them with a better experience. Regular updates in accordance with user feedback are how you make sure that your awesome UX stays awesome for longer.
Benefits of a UX strategy for businesses
Investing time and resources into maximizing your website efficiency is guaranteed to pay off in the long run. Here’s how:
- Improved customer loyalty: Good and consistent UX essentially makes your customers’ lives easier which often leads to the development of long-term relationships with them. Apple’s approach vividly illustrates this. By emphasizing coherence of UX across their entire product line, they’ve successfully built an integrated ecosystem which motivates users to choose Apple over its competitors.
- Higher conversion rates: Easy to navigate websites with clear CTAs are the best way to get your customers to do what you want them to do (booking or subscribing for a service, purchasing a product, etc.). Statistically, a meticulously crafted UX design can give your conversion rates a boost of 400%.
- Lower support costs: A smooth and intuitive UX decreases the chances of your customers running into problems which in turn could spare you some customer support resources.
How to build a successful UX strategy
Creating a UX strategy is a thorough process but that doesn’t necessarily make it a difficult one. We’ve prepared a simple roadmap to get you started on your journey:
Define business goals and user objectives
Step one is to align your business goals with the needs of your users. Think about what you want to achieve most – is it increasing sales rates, obtaining more subscribers or something entirely different? Then focus on your customer – what are their priorities? Understanding this balance is essential to the success of your strategy.
Create user personas
User personas are a great tool, especially for businesses that work with different customer segments. They provide a detailed illustration of your customers’ background, behavior patterns, goals, problems, etc. Creating these fictional profiles will help you design with specific audiences in mind.
Map the customer journey
This step is crucial for the development of your UX strategy. A customer journey map illustrates the ways in which users interact with your product. You can use ready-made templates from tools like Canva or Lucidchart or create your very own.
Think about the entire customer journey for your users – from the moment they discover your brand to the moment they seek support post-purchase. Identify pain points and potential opportunities for improvement at each stage to ensure a smooth user experience from start to finish.
Focus on UX metrics
Measuring the success of your strategy is essential for the process of continuous optimization. Focus on key metrics such as task success rate, time on task or error rates. This will provide insight into UX areas that can be improved.
Cross-department collaboration
Don’t forget that UX isn’t a one-person job. To ensure all key aspects of UX have been considered, you will need input from various departments including marketing, IT and design.
Addressing common challenges throughout the UX journey
Whether you are a UX newbie and lack expertise or you run a small business and are facing budget constraints, you’re bound to hit an obstacle on your way to the successful strategy. Luckily, we’ve piled up some useful tips on building the right approach to this challenging task:
- Start small: In the era of free and affordable tools, tight budgets are not that scary. If you have limited resources, use tools like Google Forms to conduct surveys, Maze for user testing and InVision for prototyping.
- Learn on the go: Implement tools like Hotjar for heatmaps and Lyssna for testing user preferences. They require minimal expertise and are a great way to learn through experience.
- Educate your team: At some point you will need a deeper understanding of the UX world in order to stay relevant among competitors. Bringing an external expert to host a workshop or a training session could be a great way to integrate UX thinking across teams.
And finally, remember that a UX strategy isn’t a quick fix – it’s a long term investment in your business. If building lasting relationships with customers and adapting to meet new demands aligns with your goals, let’s connect. Our team is packed with strategic thinkers and expert creatives ready to combine efforts and help you stay ahead of the curve.
