Top Articles of the Week #14 : User Experience (UX)
Top UX Articles of the week. These articles talk about Facebook’s addictive user experience, Pitney Bowes shows how to boost user confidence right out of the box, Improving customer loyalty through user experience.
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In some ways, 2017 feels like the year people began to realize the harm that seemingly harmless technology can do. Misinformation spread like rapid fire, abetted by platforms like Google and Facebook. Sticky UX tactics, like the constant ping of notifications or “pull to refresh,” were revealed as physiologically manipulative. Ethicists and some designers are calling for a more conscientious way forward. Even tech titans are pausing to ask, “what did we bring to the world?”. Into this environment, Facebook is launching a new app called Messenger Kids. Targeting a new set of users ages 12 and under.
From the minute you start with development, until the product is released, keep the customer at the top of your mind. A great UX will create strong advocates, and drive customer loyalty. The best type of customers to have are advocates. Are you cultivating them with the online experience? There are many ways to drive advocacy with UX, but social engagement and referrals are the most important ones. Social engagement means that when a user has a positive interaction, they’ll share it with the world. If they can’t, your UX is causing you to lose advocates. Create a way for people to be able to share the interactions, such as sharing content, engaging with your brand, and making purchases. The user experience is about much more than design at this point. It is time for the marketers to get familiar with the world of UX when they want to apply it to their campaigns. The more they mesh together the UX and marketing, the better overall experience your customer will have.
In early 2017, releasing the new SendPro C—an all-in-one device for office mailing and package shipping—gave our UX design and research team at Pitney Bowes an opportunity to reevaluate how our clients unpack and install it. With our previous product, users sometimes struggled to install the printhead, but they were still able to eventually complete the installation. So we never really paid much attention to that process. Our goal was to guide users through a complex setup scenario using everything in our designer’s toolbox. But by testing, we learned that regardless of how intuitive and descriptive a set of instructions may seem, our clients need more—they want to know where and when to look at what. And they do best when they’re focused on one thing at a time. A single source of guidance was better than 2. In hindsight, our solution seemed obvious. But it took teamwork—listening to each other and to our users—to reach the ultimate solution. Lessons learned.