UX is on everyone’s lips. Fashion phenomenon or profound sign of change? Experience is the buzz word of the decade. UX is the visible media Svalbard and Jan Mayen Islands Email List face. Because marketers have finally understood that in digital, the customer is first and foremost a user. That is to say that access to the brand’s messages and offers are accessible in the background. In the foreground is the user in contact with an interface that he manipulates, he is active. He has to pass this filter to access the brand, and that changes everything. It is not an “available brain”, on the contrary. This is also true in other areas; for example a driver is a user of a vehicle. ISM Team Share on Facebook Share on Twitter Share on Linkedin Christophe Cotin Valois is a user experience design consultant and founder of Welcome Max.

He acts as a creative and strategic lead on large-scale UX projects. An ergonomist by training and ESCP-EAP graduate, Christophe is a member of the Information Architect Institute. UX is on everyone’s lips. Fashion phenomenon or profound sign of change? Experience is the buzz word of the decade. UX is the visible media face. Why ? Because marketers have finally understood that in digital, the customer is first and foremost a user. That is to say that access to the brand’s messages and offers are accessible in the background. In the foreground is the user in contact with an interface that he manipulates, he is active. He has to pass this filter to access the brand, and that changes everything. It is not an “available brain”, on the contrary. This is also true in other areas;

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for example a driver is a user of a vehicle. But then, what changes? What changes is the context that influences the user’s level of engagement. Or rather his freedom of disengagement. The driver of the vehicle has little possibility of disengaging. He is the user of an object (more and more digital for the rest). Most often he is already the owner. The prospect is not going to stop the test drive in the middle of the highway, he does not always dare to say what he thinks in front of the salesman who overwhelms him with arguments. It cannot go to a competing seller in 1 click. In the same way, the customer of a store will rarely abandon his cart in the middle of the store,

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it happens but it is much less frequent than on the web. 69.23% dropout rate would be relatively reliable data based on more than 10 years of studies analyzed by an independent Anglo-Saxon firm The user is always a few centimeters away, a swipe or a few clicks from a digital distraction , notification, another tab, sms or messenger … This context of use explains the difficulty for advertisers to increase their conversion rate. Despite the great promises of AB Test / Conversion tools, they are making little progress … Why ? Customer engagement varies according to many criteria and evolves according to several dimensions: emotional and temporal. Cognitive science teaches us a lot about how to deal with these dimensions to maintain attention, gain interest and finally tend towards a first level of engagement.

But Then, What Changes?

The design experience is the combination of these dimensions in a “human-centered” design process. UX design will apply this philosophy in the context of using a service or a product in order to improve the perceived experience. To ensure the relevance of his analysis, the UX designer will study the user, to collect insights, test his hypotheses and optimize the service. Doing UX without contact with users is not a user-centric endeavor, so it is not UX. The UX methods are a continuation of the “user-centered design” methods standard ISO 9001. This is the essence of UX design: to observe, measure and understand the customer’s need, the user’s context and market trends. Facilitate access and connection with the brand, explain the products and services with regard to the needs (conscious or not) of the customer in order to generate preference.

Applied to marketing, UX becomes very useful at the three main stages of marketing strategy. But only if we take the entire experience in order to better understand the uses and therefore the data that can be explained: 50% of millennials leave products in their cart hoping to receive discount promo codes. 55% of re-shredded carts generate higher sales than the abandoned cart. 70% of users use the carts as favorites for later purchase. The 3 stages of the marketing strategy: Bring in : through a good understanding of needs, SEO queries and a good analysis of the paths that lead to the target content. Transform : by simplifying and accelerating the experience at the point of contact, “insite” journeys and “good” ergonomics in general to generate commitment until transformation.

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