“Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity.” Charles Mingus
Designing for Great Customer Experience
So now we understand why we need a mobile strategy that is unified, future proofed and aligned with our overall omnichannel strategy. We also understand why our users would want to download our mobile app and use it recurringly. We want our shoppers intrigued and motivated to become active users of our app. We want to get onto their phone home screen and into their pockets. Armed now with a clear strategy the starting point is to create a great use user experience.
We would be naive to think that creating a great mobile customer experience is easy. It is a little like drafting a great after dinner speech. What gives you your best chance of success? Grab attention early, be provocative, be entertaining, know your audience, be brief, deliver good content clearly, leave a lasting impression, give them a laugh and know when to get off the stage.
Onboarding for Success
Onboarding is probably the most critical initial user experience. Users are expensive to acquire and 95% are lost through the onboarding funnel. This is usually down to a poorly designed flow that inter alia is too slow, seeks unnecessary information, creates privacy doubts, is just too complicated or boring. A good UX design process that understands your customers must be patient and iterative. Onboarding should be as short and simple as possible and seek no more than what is absolutely necessary. It should not feel dreary like a formal registration. This is where most sign ups fail. The new user should feel fuelled with excitement as they breeze through a welcoming and rewarding onboarding experience in anticipation of the main event. It should feel painless and fun. Give it time, iterate and iterate again, it is critically important to get it right.
UX / UI Design approach – useful, easy to use and delightful to interact with.
These days UX design needs to go way beyond look and feel. It’s about enhancing the experience that people have while interacting with your app, and making sure they find value in what you’re providing. Unfortunately, there is no relaxing because your competitors continue to raise the bar.
Every single feature of the functional specification must fight to be there. For every yes there must be ten rejections. Setting out to the design for even the most rigorous specification there is no single right answer. Advokit deploys classic gamification and social networking features in its core technology to ensure a rich and engaging customer experience. This is interwoven with precise UI design to ensure each screen the customer interacts with, visually communicates the good stuff you know is relevant to them.
Fast & Agile Technology
If the technical delivery is slow or non responsive all the good design is lost. The technology must be kept human and used to build trust, demonstrate commitment, deliver reciprocity and foster advocacy. The direct human interface brings to the forefront critical questions regarding features, functionality, design, native, social, gamification and privacy.
There is no doubt customer adoption of technology is growing exponentially. Therefore technology must be deployed for the benefit of customers. The user experience must be placed at the heart of the technology strategy to build long term value in customer relationships. The integration of technology with the customer experience has reached a critical tipping point. It can be leveraged either for short-term gain, or to deliver long-term loyalty. Technology can make relationships, or it can break them.
Getting into your customer’s pocket and onto their home screen will only be achieved at the outset with a delightful customer experience. This must pervade all aspects of your mobile strategy.