The world is quickly becoming a place where brands differentiate themselves not on product, or price, but on the quality of the experience they provide.
Obviously, you can keep (or lose) customers with a good (or bad) experience. But the impact of experience goes far beyond retention.
Your audience is weighing up customer experience when they choose whether to become your customers, how often or how much to buy from you, and whether to provide the reviews and advocacy that convert your next set of loyal fans or product purchasers.
Whether in-store, on the phone, or online, customer expectations are high. But on digital channels where you can’t offer personal service, how do you ensure the platform you build isn’t just functional, but experiential?
I have over 20 years experience planning for human-centric experiences that is at the core of every digital strategy my team and I create, and guides each individual deliverable that comes from our skill sets. We’re emboldened by the challenge of turning designs ,cinematography and code into interactions and emotions – it’s by delivering these experiences that we help our clients and our own product lines grow and stay relevant year after year.
When people interact with your brand digitally, impressions form quickly and stick for a long time. And people don’t keep their opinions to themselves – their point of view gets shared with friends, families, and total strangers. So when you’re creating digital experiences for people, the stakes are high.
My skills as a Chief Digital media Scientist were born in the digital era, so my team & I are no strangers to shifting UX ,cinema and design trends – we’ve seen more than a few fads come and go. We evolve and innovate, drawing on the expertise of cross-disciplinary teams, but we have one touchstone: giving the best possible experience to the people wanting what you sell.
Creating human-centric experiences for your audience is about giving users exactly what they need, eliminating friction, and injecting a bit of brand personality into the process. To do all that effectively, requires a strategy.
Strategizing for Success
I look at your brand’s entire ecosystem in order to create a digital strategy. This means getting a deep understanding of your business goals, how your goods will serve your business, and what it will need to do for you. My team & I want to understand how the experience we’re creating will fit into your existing workflows, collaborating with you to digitize or manufacture those workflows where necessary.
It’s also important for us to really get to know your competitors. We want to understand who’s out there, how they set customer expectations, and where there may be opportunities to differentiate your brand or outperform the competition.
Most important of all, we go deep into the data and analytics to discover the behavior, motivations, and needs of your audience. This involves qualitative and quantitative research, surveys, and interviews – any information we can lay our hands on.
Building an experience is not just about following best practices. A strong digital strategy ensures that the most important audiences, functionality, design direction, and business goals are surfaced at the very beginning of the process, laying the foundations for everything else.
Thinking of the User
You know what they say about failing to plan. And planning is absolutely essential to everything we do in experience design – ensuring our strategy is implemented, and that design and development are set up for success.
Once we get a sense for what makes your audience tick, our information architecture ,cad design,pattern making and userexperience team uses that information to build out personas – representative examples of your different customer groups,size needs,storyline preferences with context and background about the targeted demographic.
Personas are essential to our planning process, because they ensure each and every feature or created solution we recommend helps your audience accomplish a task they need to do. And when we define the tasks each persona will need to complete as tehy interact with your environment in retail , tradeshow or in the marketplace. I personally ensure each task is broken into subtasks so that scope is clearly defined during planning.
But the real test isn’t what we think of our planning – or even what you think of our planning. It’s what your users think.
That’s why we my team & I are passionate about putting our prototypes and samples in front of users and getting honest feedback about them. Do they work? Des it fit, Are they confusing? Can users perform the required tasks quickly and easily? User testing is the simplest and best way to cut through opinions and get to real answers – ensuring your stunning products we make with you are built on a solid foundation of outstanding user experience.