As one of the established digital agencies in Leeds—the UK’s thriving digital capital as we like to call it—we know that the success of your digital product greatly depends on having great user experience and design. And that applies whether it’s a website, app, dashboard or anything a user has to … well … use.
User experience (UX) is defined as all those moments a user engages with your digital product to the moment they leave and everything in between that is vital for your business. UX is about guiding the user to their goals as frictionless as possible whilst also having a positive impact on the financial success of your business.
During this process you will also be exposing the user to your brand and what you stand for. You must ensure that the user leaves with a great impression of your brand and product so they return and become an advocate for your services.
In our Digital Agency we use a tried and tested process that moves through 3 key stages; Discover, Strategy and Design, Roll out.
The UX process
The first stage of the UX process is business immersion and research. Business immersion gives us business context, the ‘why’ this product or service exists. The research then explores the target audience, their needs, behaviours and any external factors that may affect their use of the product. External factors can be anything specific situation use cases to your competitor set.
This is where we will also include your business goals, KPIs and other success metrics and review any existing analytics and data.
Strategy and Design
The strategy is insight driven and formed out of the previous discovery phase. It is mapped out against your KPIs and your ambitions for the product. This gives us a roadmap that we can all gather round and work with.
The user interface (UI) comes with many small micro feedbacks and experiences and this must be designed from a user centric perspective. We like to form a small beta group from the target audience that we can test ideas and prototype with. This gives us valuable insights from the very beginning through the whole process.
Blended into all this is your brand. Every piece of messaging, design and user interaction is a projection of your brand and users will be absorbing this throughout their experience with your product. Your UX strategy will be intrinsically linked to your brand and it is vital that the two are considered together.
It is crucial to take all of our learnings, strategies and design into a successful roll out where we test, test and test again. This is typically broken down into sprints of smaller phases with user acceptance testing at the end of each sprint. The huge benefit of this is that it helps us to remain true to what has been defined earlier in the roadmap.
Sometimes this can take the form of working to an MVP (Minimal Viable Product) and using a soft roll out to gather valuable real world feedback. This is then fed back into the roadmap ready for the next release.
Of course, we are doing all of this to bring a positive impact to your business and generally this is measured in financial impact (though not always, we have worked with many public bodies where the goals were simply to make a product or service more accessible and easy to use).
We will have set the measurements of success in place from the offset and we can now begin to measure the impact of the newly launched product.
Why UX really does align with the business strategy
As you can see there is a very real positive impact to be gained from a well thought out UX strategy and these days no business should be without one. It is critical.
If you would like to speak with us about your UX strategy and how we can bring measured, positive impact to your business then please get in touch. And as many of our existing clients will tell you, it matters not a jot that we’re a digital agency in Leeds, because just about everything is going digital right now, including first-time introductions.