UX design is all about making life easier and more fun for people. Developing services and products that users love and talk about also boosts benefits for the company.
What is UX design?
UX stands for user experience. UX design is design that improves the user experience of a service or product. It leads to more satisfied customers, sure-fire services and increased profitability for the company.
The expansion of the internet in the business world has led to power over information and communication shifting from the company to the customer. There will always be a cheaper, faster or more visible competitor. Companies that don’t put the customer experience first will fall behind.
You need UX design when:
- Inventing new digital services that offer customer and business benefit
- Improving the usability of a digital service
- Developing new features in your existing environments for customer interactions
- Figuring out where you have potential to meet needs and knowing your priorities
- Understanding your target groups better in order to prioritize and optimize properly
- Relevant for all industries and solutions
- UX design is used in all industries and for all kinds of solutions and user experiences. You can design experiences for the internet, e-commerce solutions, apps, AI, VR, e-services, payment systems, intranet or physical products.
The list of areas of application is basically endless. What they all share is the goal of uniting the company’s business objectives with customer benefit by designing solutions that truly match people’s needs, behaviors and motivations.
Start by understanding customer goals
To understand the difference between good and bad UX, you need to define the goals of the organization and the customers. What do you want your UX work to achieve? Increased sales? A stronger brand? Ideas for a better customer encounter should support this overarching goal. You need a similar understanding of your customers’ goals. Why do they want to interact with the organization? What kind of information are they looking for and what needs haven't been met yet?
When we know what works and what doesn't in the customer encounter, it's easier to come up with new services and functions that meet the goals. After that, the new services can be prioritized, designed, detailed, developed – and rolled out.
Recipe for UX success
UX design might include several different components, like visual design, interaction design, usability, user-friendliness, ergonomics, accessibility or information architecture.
At Antrop, we always emphasize user research in our assignments. We know it pays off.
This often means rolling up our sleeves and going out to see the user situation first hand, for example through field studies where we observe, interview and then analyze the findings to identify patterns. We also use a combination of qualitative and quantitative methods, also known as mixed methods, to acquire deeper insights.
Consider reality for the customer
Customers don’t think in channels. Every interaction your customers have with your company influences their experience of it. That’s why it’s rarely enough to optimize one channel at a time. Instead, consider your customer’s reality. The customer journey is an incredible tool for doing that. The term service design is frequently used to describe this broader perspective.
Our expertise is to find out what people need and what drives them. From these valuable insights we innovate and design services that users easily understand and fall in love with.