Why use UX?

Realising UX for All Channel Benefits

Compelling UX

  • Creates a positive relationship between the user and the business
    User engagement with channels
  • Increases retention and product use and therefore revenues
  • Gives the business a competitive edge

Multichannel and Omnichannel

  • People are increasingly connected with technology so UX matters even more
  • Multichannel – more than one channel in which a user experience occurs – TV, laptop, mobile, in-store


  • Provides information at every place a user interacts with our brand and considers the time, manner, place that the interactions occur
  • Example: magazine highlights a feature story about artisanal cheese, the TV program shows you how to set the table, a cookbook provides recipes
    Omnichannel experience with user tasks
    Omnichannel experience with user tasks
  • Good UX across all channels translates into a seamless experience and places the user at the centre of the engagement and looks at how the user interacts with channels across her entire lifecycle with product.
  • Solid UX strategy looks at the overall customer lifecycle and the channel engagement – then you can derive the best experiences per channel

Understanding how UX benefits your business

Typical business objectives

Generating new customers – providing functionality and info that competitors fail to offer, making task easy, effective SEO
Selling a product or service – either new product or cross-selling
Providing information about the company – investor relations, social responsibility, company news etc via articles, videos, infographics
Retain customers – provide useful experience, support their relationship with the brand (customer support, news on previous purchases, value-added content that suits their current and future needs)

Benefits of robust UX for a business

Impact on product or service

  • Sell more products efficiently and effectively – you understand the user through the sales funnel, creating experiences that make the transition easier and pleasant, you know which features/content directly affect the decisions of a user
    Purchase funnel – decision making
  • Sales process improves if UX is easy, intuitive and enjoyable
  • Understanding the user’s needs means they trust you more, which means more sales (e.g. feels secure in providing personal details)
  • Example – shoe buying process includes a size chart and tips for various types of feet, a colour coordinator tool, recommends complementary items (belts), opts in the emails on future offers, the functionality increases sales and reduces number of returned purchases due to improper fit

Customer satisfaction

  • Happy user is engaged and shares the experience
  • Change brand perception – improved retention and satisfaction
  • Example – amusement park queue for rollercoaster, see QR sign to scan and download an app (Journey from a long line) – 3 versions ‘Adults scan here’, Teens scan here, Kids scan here. Her child interacts with a rollercoaster cartoon. Cartoon ends when at the front of the queue. Additional scan to share experience via twitter and redeem a candy bar. She recommends to friends.

Helps supports the products you sell – reduction in customer support costs

  • Cost savings – fewer errors in applications/interaction experiences
  • Good UX considers post sales process – provide the necessary info to support the product/service within the website
  • Do you provide existing customers with info on future releases/features – do you recognise their birthday/product purchase anniversary
  • Reduce the product returns due to users feeling they can’t use the product effectively
  • Example – airline app prompts with info prior to flight, asks user to check in (baggage etc) and survey at end. Reduces call volume.

Reduction in costs to build or maintain the interface

  • Taking time upfront means less time reworking products
  • Understanding the user needs means you develop the critical features and functionality upfront and don’t have to add them later or undo work if the interface is not meeting user needs.

Understanding how UX impacts your users

Good UX

  • builds confidence, trust and respect for the brand
  • helps with task completion
  • Showcases additional products/services at the same time
  • Provides info at the right time, in the right way, and for the right user (example users may prefer a 30 second features description, others a more detailed description, others a video demo

Seamless information discovery

  • The right info provided at the right time so a user can complete a task /achieve their goal
  • Example: cable and internet service search, user goes to site, prompt asks for geo-location permission, it determines his location and the specific services offered for that area, after being on the site a few minutes a chat box prompt appears (it senses he may not have found what he was looking for)

Ability to accomplish desired tasks

Good UX anticipates the users tasks, journeys and the most likely interactions

Fashions the experience around the user

User-centric design – user is fundamental consideration of the design process so they are satisfied

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