End user experience essentials
Customers are fickle things, certainly compared to the past.
Once upon a day, you’d be given the benefit of the doubt.
But not anymore.
A consumer has a run-in with a crabby staff member in your store? Sayonara!
Their customer comments and complaints don’t get resolved sufficiently by your customer feedback management team? Adios!
They aren’t satisfied with their visit to your website because of a slow response time? See ya! Wouldn’t wanna be ya!
There is so much competition out there, that end-users – your customers – won’t think twice about taking their business elsewhere if you fail to deliver.
What is it?
The end user experience should be at the forefront of the mind of every Chief Executive, MD and employee.
It’s the thing that makes the punters happy and keeps them coming back for me.
It’s all about speed and simplicity.
Consumers want apps and websites that are easy to use and don’t make navigating to what you want a pain in the butt.
They want easily accessible products and services that are relevant to them.
An engaging experience – whether it be in a store or online – makes customers happy.
And a happy customer is more likely to be a loyal one.
Doing a Disney
But how do you create a fantastic end user experience?
It’s worth taking examples from the giant that offers the most emotive end user experience of all.
That’s right… that giant kids playground that’s Disneyland! (Or Disney World, before anyone comments!)
They have dramatically altered the way people wait.
Anyone that’s ever had the pleasure (or nightmare!) of spending time at Disney knows that, in several instances, they have made queuing fun!
You might pass through a maze. Or a circle. But whatever it is, it makes the wait a lot less tedious.
And it’s definitely preferable to a snaking line that goes on for miles and subjects you to a sweltering sun!
Imagine if you could apply some of that fun logic to your business?!
Supermarket shopping may actually be enjoyable!
Ok, so Aldi, Tesco and the like aren’t going to be installing flashing lights in tunnels to the checkout anytime soon, but it’s still worth giving some thought as to what could be done to change the way that users experience waiting.
The same can be said for website performance.
Don’t just keep a potential buyer waiting and twiddling their thumbs.
Let them know what’s going on. Put an icon on screen that tells them you are ‘processing their request’.
A user will be less likely to go elsewhere if they can see that something is happening.
Without doubt, the end user experience can affect a brand.
Whether you let that effect be positive or negative is up to you. But I imagine I know what sort of impact your do want!
But it’s important to accurately measure end user experience and ensure that any risks are properly handled.
So, plan for all eventualities.
Make sure website performance isn’t poor, or you could lose revenue. And have someone on hand to rectify problems as soon as they appear.
Hire in extra staff members if you are expecting a busy Saturday in your store because you’re having a big sale.
Make sure you have surplus stock to meet seasonal demand (Can you imagine a store running out of beer and bangers when England were playing in the World Cup? There would have been hell to pay!)
If anything goes wrong, it will impact the end user experience.
Know your audience…
If you want to create – and continue to deliver – the best possible end user experience, you need to ensure you keep comprehensive performance metrics.
It’s also extremely important to blend these metrics with a detailed understanding of your customers.
It only takes one bad experience for a customer to walk out of the door and never come back.
Don’t let it happen to you.
And if you have questions about testing the end user experience and understanding your audience, we’re all ears. Get in touch with the experts here at The Monachie Project.
Just like Disney, we can help you offer a magical, emotive end user experience that will keep consumers coming back time and again.