Almost every business struggles with the task of earning and retaining customer loyalty. This is especially true in today’s competitive world, where more businesses are emerging each day and competing for the same customer’s loyalty.
Companies that want to stay ahead of their peers ought to look beyond offering products with enhanced features. Focusing on delivering memorable experiences instead can make customers feel more connected to your brand and thereby improve customer retention. In this article, we shall explore experience design in more detail and see why you should design for experiences rather than product features.
UX design for user experience: what is experience design in web app development?
Experience design prioritizes people’s experiences to create the appearance and features of environments, processes, products, and strategies. Experience designers look to customers’ desires, needs, contexts, and mindsets to produce experiences centering on them. These experiences can range from anything from transactional investments to online support.
For instance, a ride-share company recognized that on their app, people preferred to communicate their pick-up location via text message instead of calling the driver. Consequently, the company designed a map and an address bar on the app where customers could type in their exact location. Not only did this adjustment make it easier for customers to interact with their drivers, but it also improved the entire experience of using the app.
Quality experience design is when every aspect of user interaction with a product is well considered and implemented strategically. It requires a shift in thinking from “what can we make?” to “what do our customers need?”. This shift is possible when you consider the advantages that designing user experiences can have compared to simply creating attractive features for all your products.
Why should you design for experiences?
Many prominent brands have used experience design as a business strategy, as it allowed them to enter a competitive market and establish a strong foothold. If you want to know more about why you should focus on experiences for your brand as well, here are the top reasons:
Delivering experiences enables brands to provide functional products to their customers. Rather than thinking about what features are popular in the market, companies focus more on what their customers have requested. This allows them to design useful products of greater value to clients.
User experience design is one way in which your customers can feel noticed, heard, and understood. Unlike other marketing techniques, experience design considers customers’ emotions to be among the top priorities of product design. This emphasis on users’ emotions allows brands to build long-term relations with customers.
Lower support costs
Research indicates that companies which invest in experience design see lower support expenses and lower customer acquisition costs. There is also evidence that there is a high return on investment in experience design. Such low costs ought to incentivize small businesses, especially, about incorporating experience design in the product ideation process.
As apps and websites are created and marketed for humans, it is only rational for companies to make them appear more human-like. User Experiences enhance the aesthetics of websites and apps, making them more appealing to clients. Since many organizations invest a lot in determining which color schemes and graphics to use, making an app aesthetically pleasing to the eye will motivate customers to keep making virtual visits.
Access to information
The growth of the digital world has transformed the ways in which we consume information about the world around us. Most people will turn to their phones or laptops to find out the latest news instead of picking up a newspaper. That is why including plenty of useful information in apps and websites empowers customers with knowledge that can help them in their daily lives.
Increase in revenue
When users get experiences that are accessible and simple, they will frequently wish to visit your app. Users can also recommend your brand to others, which will lead to more visitors. This translates into more conversions and, ultimately, greater income for your business.
Ultimately, when you offer positive interactions which are of high-value, you will retain more customers as they will enjoy engaging with your business. Deeper levels of customer engagement can turn into customer loyalty which will give your business an edge in the industry. Focusing on experiences then instead of features can go a long way with helping to grow your business.