I think most would agree that an excellent user experience has never been as warmly appreciated or as highly demanded as it is today. In the world of software design it is no longer enough to create an interface that simply accounts for different sized monitor resolutions or web browsers, or is optimized for Mac’s or PC’s. Now designers need to think about how their design will look and work on all sorts of devices and mediums, like smartphone screens, tablets, touchscreen monitors, televisions, even in an augmented reality environment.
Certain app developers stand out to me for the great job they’re doing with this. I’m a little late to the game, but I recently purchased an iPad. While I was immediately impressed by the beautiful display and appreciated the extra speed and space in comparison to my iPhone, I struggled for a while with finding a practical use for the thing. I’ve recently been introduced to a few delightful little apps like Tripit, Evernote, and Springpad. They are apps that help with rather mundane activities like managing to do-lists, storing notes, and organizing travel itineraries. And yet, their clean and smart interface, combined with their ability to sync my work between all my devices has turned my ipad into a real (and enjoyable) tool. Now, when I am at a meeting or at home I’ll use my iPad to surf or work, and if I’m walking or commuting I’ll use my phone, and both devices can pull up, edit and save the same content seamlessly.
The creators of these apps did not ignore the fact that people may be using their products on multiple devices. They didn’t claim that it would be too complicated or expensive to account for these variables. They did not take the easy way out by warning users that the tool was only optimized for a certain device. Rather they encouraged and planned for it to be used on various mediums and created a unique experience on each device. Not only did they alter the interface design, they understood that the mindset of someone on their smartphone was likely different (aka – more hurried) than someone on a tablet or a traditional computer, and so they allowed for different levels of functionality to be accessible with each medium.
Sure it took extra time and work, but the results are excellent. These apps are satisfying to use, and because of that I’ve encouraged others to use them too. That’s the benefit to companies who put that extra time and money into a project – referrals and positive word of mouth follow.
These are just a few examples of some really well thought out and cleverly designed tools; there are many others like them. The bar has been raised on intuitive user centered experiences. The most successful experiences are created by folks who embrace the challenge of creating a tool that to the user, feels like they’re unwrapping a little gift layer by layer.
Category: User Experience
Through the rapidly increasing amount of information, messaging, reviews and data online, we know that consumers are presented with more options than ever before. As a result they are becoming more and more savvy and resourceful to research products and services that they’re interested in. Ultimately they’re wiser with how they are making their buying decisions, and more demanding regarding the information they need, and when they need it. What I, as a marketer, try to keep in mind, is transitioning consumers from inquiry to purchase by focusing what they need, and only what they need, at every step of the process.
Know More, No Less
When considering what we’re delivering to customers and when, we need to keep in mind that most consumers are now doing their research through multiple platforms. Whether it’s through their laptop browser, iPad, Blackberry or iPhone, the need to develop smart user experiences and intuitive interfaces on every platform is greater than ever.
How do you ensure you’re providing this to your customers?
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Category: Location Based Marketing, Mobile Marketing, User Experience
Sometimes it takes society a bit of time to catch up with the real meaning of new things. At the turn of the last century radio was like the newspaper being read to you; television was radio with pictures; computers were electronic filing cabinets (hello folder icons); the Internet was TV that you controlled etc. You can probably add to the pile of evidence the dearth of banner ads that amounted to little more than print ads that jiggled.
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Category: Location Based Marketing, User Experience
Build a user experience with clear success events for brand measurement purposes.
Would I call myself a user experience expert? Probably not. Do I feel I have some great experience and insight into the matter that may help online marketers? Absolutely!
At Suitcase, we work with a diversity of brands – retail brands, financial brands, telecom brands, travel and tourism brands, the list goes on. The experience of each brand needs to be vastly different, and must deliver an experience appropriate to that brand. With that in mind, marketers must strive to establish clear and specific goals that can be used to measure the effectiveness or success of any digital communication or website. These benchmarks, often called success events, must look beyond site traffic and unique visits to clearly identify a path or set of activities for users to accomplish that, in doing so, will have indicated a successful experience.
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Category: User Experience
