What the User Wants

Wake any UX specialist up in the middle of the night and they will tell you to place an emphasis on creating a simple and friendly user experience.

That is a rule of thumb that is the foundation of any new project.

Resources for defining the user experience are not always readily available, and the user experience may differ from place to place or from platform to platform (desktop at work vs. mobile phone at home, for example). However, there are some basic guidlines that should be addressed no matter the platform, the location or the budget – in order to creative a positive relationship with the customer.

What are users actually looking for during their “digital experience”?

The answer is complex and depends on many factors, including the user and the platform. There is no one correct answer.

We will, however, present 2 main points to consider:

  1. Dialog

Comfort: The user wants to feel comfortable, not threatened. A good user experience means that the users know where they are at any given moment, and where they need to progress to.

Therefore, you need who to know who your users are to ensure that the interface is in a language they can understand.

Keep the language clear and simple, and encourage users to purchase your product by minimizing resistance.

Make sure users know how to contact you. Contact details must stand out, and your website must convey trust, transparency and security.

Constantly display updated relevant data.

Be aware of customers’ changing needs – this conveys a feeling that you care about the customers and are thinking about them.

  1. Continuity and flow

Keep it simple: Make sure it’s easy for customers to place an order, or request information and support. This should flow naturally.

Retain personal data: If necessary, save the users’ account details and previous activities, in order to make things easier for them the next time they visit your site.

Keep it consistant: Consistancy throughout the website will make finding information so much easier and will increase accessibility.

Flow of data: Content categories and additional logical suggestions will enhance the user experience and create a flow of activity.

Complementary platform: A smooth transition between platforms and points-of-contact will contribute to a positive and comprehensive brand experience.

For example, ensuring fast responses to queries, phone calls and emails made via the website.

Keeping these issues in mind when planning your digital interface places the focus on the users and creates real added value for each visitor. Although users differ from one another in their way of thinking and level of frustration – it is important to create as unique an interface as possible, but one that is user-friendly and efficient – for the customer and for you.

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