10 things still need to be fixed in Web Design for Customers

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Now we remember all the work done over the last decade. We would also like to draw attention to the current state of affairs. There are many reasons for optimism. User experience (hereinafter UX) and the basic design principles “for people” were formed quickly - especially in the last five years.

But there are problems that still have to face. Some of them have emerged throughout the ten years, others have appeared recently. Here are some goals that need to be achieved in the UX so that it can be used de facto everywhere.

1 Objectives and incentives in business should be shaped as long-term values.
While managers are focused on short-term planning, companies are trying to achieve more and more significant improvements in relations with their clients.

By giving people bad tasks, you get bad decisions. A good example is the current situation with PPI (monthly payment insurance). Currently, in the UK, the financial services industry is forced to allocate huge sums due to the focus of managers on the sale of integrated PPI services together with credit cards and loans in the  90s and the first decade of the 21st century. While the authorities did not do this, people buying something on credit actually bought PPI.

If companies want to create a positive user experience (UX), then their marketing, sales, support department should be focused on how they would like to be perceived by the client. And this work involves measuring and studying the results for a long time.

2 Stop making design for business, not for its customers.
Early generation corporate sites were often criticized for telling only about the internal structure of the company. They were not focused on the potential client or the purpose with which the visitor comes to their site. Every business area needed a website that would be customer-focused. Instead, the main page was a political battlefield, where the emphasis was only on the importance of one or another business area.

Much time has passed since then, but even now companies must not forget that it is important to take care of their potential customers so as not to fall into such a trap again.

Now we are seeing a great desire of some representatives of large organizations to launch their individual mobile application without regard for the overall impression and long-term goals. Since over time, users begin to use different channels of information, the winners will come out only those companies that use a holistic approach and think through the project from the point of view of the client.

3 More attention to the UX
The UX community is not shy and ready to openly share information. But the question is with whom to share? Do their conclusions reach anyone else? Currently, there is a community of experienced speakers who attend annual conferences on the UX of a particular product. Participants get insightful and provocative questions and suggestions. The problem is that these ideas remain within the community and do not reach politicians, business owners, managers and managers who can really influence what the community is talking about.

If a community seeks to be heard by influential people, they need to speak with them in the same language, explain the terms and concepts of their field, such as linking to customer experiences and social benefits, increasing business productivity and new marketing opportunities.

When my colleague Tom Wood spoke at a conference on UX from the product, he led to the fact that an important community had been in the shadow for a long time. But now it's time to put on a suit and go openly discuss acute problems with top managers - this will be the first step for a change for the better.

4 Upgrade your UX with quality boxed products.
The quality and capabilities of software products purchased from third-party vendors have a huge impact on the performance of companies. On this depends the reputation of the company, the possibility of marketing promotion, the success of product sales, the quality of self-service and customer support. Very often, third-party non-box offers are not flexible enough and this spoils the impression.

There are two things to change. First, suppliers of third-party products need to pay more attention to design processes, and also to make user interfaces more accessible, understandable, and easy for corporate customers.

Secondly, in the competitive selection for evaluation, it is necessary to put user opinion about the product in the first place. Ultimately, this means that contests should not be launched for professionals in the field of Internet technologies, but for end users.

5 Most interactive agencies are charlatans.
Ten years ago, only a few agencies took into account the wishes of users in their work. While today for professionals it is very important to know the opinion of buyers. They work according to customer requirements.

Or not? Companies are increasingly talking about UX, relying on the results of completed briefs. Thus, agencies will learn about the interests of users and focus on them. Buyer is involved in the development process and talk about employees, demonstrate design tools. In short, they do their work as transparent as possible. But, in our experience, they still neglect the opportunity to learn from users and are skeptical about it.

In fact, the design process is led by a creative director. Users are involved during usability testing, but no one will ask them when forming a development strategy. It is time for users to become more cautious and look for evidence of real cooperation with the actual contractor in the design process.

Design decisions based on conjectures are fraught with risks in the creative process. Then customers have to be responsible for the wrong assumptions.

6 Tenders are definitely a bad way to find a good agency ...
... but this is a good way to find a bad agency. The tender process is initially erroneous, because it requires the participants to begin the decision-making process about creative ideas and complex interaction without much insight and understanding.

The agency is forced to come up with ideas for visualization, which are focused on impressing the client and attracting his desire to increase the developer rating. As a result, the process started, but without the participation of the main actor - the end user even for bespoke affiliate customers revglue(.)com/bespoke.

The client and the performer often develop an individual strategy or creative direction before they gather real ideas or set specific tasks. The forced change of the budget and deadlines during the work shows that everything was organized exactly as it should not.

7 NPS is too rough assessment tool
At first glance, the NPS loyalty index is a good way to show customer attitudes towards a brand. Demonstrate how well you can position yourself and cause a positive impression among customers. This is a simple and harmless method.

NPS shows what happened, but does not tell companies why it happened. In this case, there is not enough subtlety to get the full amount of information about the experiments and the optimization of the UX. The concept of NPS is widely used in companies. Because of this, it is open to a large number of managers who interpret the results each in its own way. Conclusion? Decoding and making recommendations for change becomes a guessing game.

The technology of measuring customer loyalty can be one of the tools for assessing user interest in a product or service. For an accurate picture, more complex tools are needed that point out weak points and help eliminate them.

8 data cult
For ten years, the quality of analytical data has improved dramatically. But their interpretation still leaves much to be desired.

Obtaining analytical data and information about the digital company's redleos.com performance allows you to identify advantages in the field of marketing, business planning, optimization of business processes, and also helps to avoid inefficient development methods. Data is facts, numbers do not lie. Rational and properly developing companies turn all data into numbers that show what the user experience of a product or service should be.

But there is one problem. Almost in every company, data is collected, analyzed, and then guessed or thought out their meaning. These conjectures sometimes reach the level of the board of directors and continue to exist under the cover of the incontestability of numbers.

All these data can indicate the direction, highlight areas where it makes sense to put more effort, but they cannot tell you exactly how to modernize or help the company find the right planning strategy. Companies that take into account not only quantitative but also qualitative indicators are more successful. It is always important to ask the question “why?” - this will reduce the likelihood of risk associated with incorrect interpretation of analytical data.

9 Lack of investment to solve product usability problems
While companies are increasingly using usability testing to improve their sales and service processes, there is a clear tendency to solve only those issues that are easiest to fix.

Over the years we have noticed that convenience problems remain relevant and bring more long-term harm than they are remembered. Over time, customers simply forget about the drawbacks of ease of use of its product. But it does not save them from problems.

For example, a large number of UK insurance companies are tirelessly struggling with user complaints that their systems are outdated (some of them were installed back in  the 1980s ). To improve usability, you need to invest a lot of money, time and effort. Therefore, we found that it is much easier for organizations to neglect the possibility of updating and convince themselves that convenience issues are not so critical as to change anything.

At some point, companies will still have to make a strategic decision to invest in problems that are not so easy to solve. Users want to witness product improvements. Great returns can be obtained not through the procurement of new and brilliant, but by improving the old and boring.

10 Disrespect to customers
Henry Ford's words "If I asked people what they want, they would answer - a faster horse" is still quoted by those who neglect the opinions of customers. In other words, customers do not know what they want or what is good for them. There is no exact proof that it was Henry Ford who said this, or, if he said so, is his words understood correctly now? However, few people agree that the study of consumer opinions is completely useless.

We did research with thousands of consumers and found out that people are not so stupid. In fact, they are able to competently and reasonably criticize products and services. We found that they are willing to spend time generously sharing their ideas. Their opinion can change the minds of managers and improve the organization of companies. We believe that they deserve more respect than they currently receive from their performers in the design and marketing industry.

This is the main idea that brought us back to the specifics of the business a decade ago. Clients should be involved in the work process not only as subjects, but as co-authors and participants.

The depreciation of their contribution, efforts shows designers and managers from the worst side. Getting customer appreciation continues to be the main goal and one of the most serious problems for the next ten years. Hopefully, these issues will be resolved in a shorter period.

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Evan Murray

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Posted 5 months ago

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