5 specialists to consult to maximize your user experience
In user experience, we like to test the waters. We seek to understand Madame M., so we observe her in her natural habitat, we question her, we put her to the test...
This is the territory of usability and ergonomics: we want to offer effective, efficient, satisfying and convincing products. This is achieved using a variety of techniques ranging from polling to card sorting to user testing in the lab. It's sometimes messy, and it works.
But we can go further.
By integrating other disciplines into UX mandates, we can go beyond usability and think in terms of the overall user experience.
In this article, we roll our chair over to our co-workers and explore smart, profitable collaborations that maximize your UX investment.
UX + DIGITAL MEASUREMENT = RELEVANCE AND TRUST
Digital Measurement is the world of performance analysis. Having traffic data for your site is good, but knowing how to interpret it correctly is them. In an increasingly multi -platform and multi-channel world where the same user has multiple points of contact with a brand, continuous and (near) real-time quantitative data on the behaviors of your visitors helps us paint the picture of the client experience.
As part of a UX mandate, visiting the digital measurement team has several advantages. One of them is to ensure the relevance of future tests. A recent example:
Mandate entrusted to the UX team : Carry out an expert evaluation of the website as seen on a smartphone.
Our client 's premise : The branch locator is one of the most used site features on mobile.
Preparation of the analysis : The team will focus a good part of its efforts on the ergonomic performance of the branch locator.
Verification made with Measurement : Less than 2% of visitors go through the locator. That's not much for this site. And that's not much!
Impact on the UX mandate : This simple verification raises many questions. Why is the locator so little used? How do visitors find branches? How important is this function/information to them? Why does our client, who is one of our most advanced in understanding his traffic data, think that the locator is a very used feature? Hmm…
Certainly, if improving the ergonomics of the locator could not harm, it would not change much to the fact that few people use this feature. The scope of the UX analysis will therefore be adjusted to try to identify leads as to the context of the visits and the tasks that the users seek to accomplish. In the end, the evaluation will be much more relevant.
In addition to allowing us to test better hypotheses, collaborating with the Digital Measurement team makes it possible to continuously improve your sites and applications. Using A/B testing, we can smoothly and inexpensively test various improvements to your pages and draw statistically significant conclusions. This iterative process then allows you to focus design and development efforts on avenues that have demonstrated their positive impact on your conversion rates.
UX + SEO = PERFORMANCE AND UNDERSTANDING
Second chair push: let's roll over to the pack of search engines (aka the team-that-gets-Google-to-love-your-site-as-as-you!).
In addition to SEO and findability , search engine optimization specialists contribute to the information architecture and content strategy of your digital properties. They know the search intentions of visitors and highlight their usual language. Coupled with UX, SEO expertise therefore makes it possible to develop a navigation system, a page structure, content and titles that are more efficient for humans and for the machine. Just that! We continue.
UX + DIGITAL MARKETING = TARGETING AND CONVERSIONS
From now on, in user experience, questions of persuasion and perceived value of content are as important as notions of ergonomics. With digital marketing, UX wants to successfully mediate between the expectations created by a good media campaign and your ultimate conversion goal. This translates above all into the work of optimizing the landing pages according to the market segments targeted. This collaboration is good for engagement, good for your brand image, good for achieving your goals and as a bonus, good landing pages contribute positively to your quality score , which will give you more mbetter chances of positioning your ads advantageously at a reasonable cost per click . Tcha-tching.
UX + SOCIAL MEDIA = CONTENT AND ENGAGEMENT
We will not play to optimize Facebook, Snapchat, LinkedIn and company. Not today. In the meantime, the Social Media and UX team share a passion for content: the subject, the tone, the format, the timing . You need to be relevant across all channels. The snapchat passes. The customer experience remains.
Social media pros formulate attractive and well-targeted campaigns, social rewards or contests that generate leads and notoriety… as long as the visitor understands how to participate! By optimizing the journey of participants, UX can help multiply the performance of actions on social media. In other words, it pays to play together. We are going forward.
UX + STRATEGY = THE WHOLE IS GREATER THAN THE SUM OF THE PARTS
Are you dizzy? To keep things clear, let's roll over to a strategist.
She analyzed everything, macro and micro. She has a plan. She hates making things that speak to everyone without pleasing anyone. Music to our ears, what! And as a bonus, at Adviso, strategy and UX are part of the same team, which ensures permanent collaboration and concerted efforts.
In short, collaborating with experts in digital measurement, SEO, marketing, social media and strategy allows your UX efforts to go beyond the strictly ergonomic component. Talking about user experience then takes on its full meaning. You are winners and your client too.
With these collaborations (and since we have the wheels in fusion), the UX goes down to the lab, on foot. It's time to watch users shamelessly smash a brand new mobile app prototype.
Mrs. M., how are you?