What does a user experience designer do all day and what does user experience design for the web and web apps mean in 2016 and beyond? In it’s simplest form, user experience and user interface design is concerned with designing and implementing a way for end users to view and navigate their way through a website. User experience design is a concept which covers many dimensions and aspects of website design. It incorporates disciplines such as interactive design, information architecture, visual/ creative design and website usability. It covers all the aspects you could think of which go into designing how customers or users interact with and view your businesses website.
So, what does a user experience designer do? The short answer to that is there is no typical day. Their job description could be set out as improving customer satisfaction and product/ brand loyalty through the utility and ease of use of interaction with a product.
Guide to design strategy methods
One design strategy method used by UX/UI experience designers is through a service blueprint. This is a map which quickly and easily shows all the touchpoints a customer will have with your brand as well as the internal business processes associated with those points. You could think of it as a way to convey what can be a massive amount of customer data in a very simple way. It allows you to see the wood and the trees at once.!
Your service blueprint is a handy way to quickly visualize the path which your consumers follow across multiple digital marketing channels and how to identify ways to improve that flow. When you are designing a service, such as a website, with multiple touchpoints, multiple users and user types with an expectation that your service or product will grow and change over time, it can be very hard to relate all that data efficiently and in a way which colleagues can easily understand.
User experience design happens for any website, whether it is intentional or not. Someone makes decisions about how your users or customers will interact with the product or website / application. Good experience design happens when decisions are taken in a way which understand the needs of both the business and end user and takes steps to answer these in a balanced way.
A guide to the consumer journey map
The consumer journey map is a diagram which designers use to explore each individual step taken by consumers as they engage with your product or services. Sometimes these steps can be invisible but designers still need to try and identify them. The consumer or customer journey map helps designers to frame the customer’s motivation and needs (which need to be addressed) at each stage of the journey. Designers can then create design solutions which are appropriate for each stage of the customer’s journey through the sales funnel.
A key point to understanding a successful customer journey map (or sales funnel) is that is needs to document the journey from the customer’s perspective, rather than from the businesses. This better helps designers, marketers and other stakeholders understand how their customers are interacting with your touch points. You can also identify areas for improvement going forward. A good customer customer journey helps you find areas for improvement going forward. You should aim to ground your map in as much data-driven research as possible. You should then aim to visually represent the different stages of your customer experience based on goals, customer sentiment and touch points.
The ecosystem map
A digital ecosystem is how we often describe a set of complimentary products, services and people which function together in a symbiotic way. A great example of this are the ecosystems developed by Google and Apple for the mobile devices. Rather than simply integrating every digital channel into a single family of products and services, UX designers need to determine ways an ecosystem can act together to serve a client’s goal.
Your ecosystem map is a visual representation of all your businesses digital products, services and platforms. It helps stakeholders to understand the connections between the properties and their overall purpose within your digital marketing strategy. A properly constructed ecosystem map gives you insight into how to leverage both new and existing assets to achieve your brand’s business goals.
You can find more information on ecosystem design here.
These are some of the user experience and user interface design methods and techniques used by web designers today.
September 1, 2016
September 1, 2016
February 4, 2016