UX WITHOUT LIMITS

Some of the first human computer interfaces available to consumers had no screen at all. 

They were voice user interfaces known as VUIs. In 1984, the first telephone banking service became available in the UK. Telephone banking was the future. Once upon a time, no one could even imagine depositing checks by taking a photo with a hand-held supercomputer. But banking was centered on delivering a customer experience unlike any other, an experience without limits.

UX COMES FULL CIRCLE

The introduction of the screen and the mouse was revolutionary for User Experience Design.

orbits

It opened up an entirely new way to communicate, control and create experiences.The field of User Experience Design has been in a constant state of evolution ever since, evolving its tools and resources in parallel with technology as it changes. 

In the beginning, creating a web experience required a lot of technical skill. Now, someone with little or no specific skills in design or technology can pick out a template and “design” a website for the business idea they came up with this morning. It’s noisy out there.

PRODUCT HIERARCHY OF NEEDS

chart mobile
chart desktop

Having a website, a mobile experience, an app, isn’t enough. Our expectations as human beings using technology are just too high for such a narrow focus. We live in a connected world, where our services can recommend meals for us based on how much exercise we had today, and we expect it to do so, and quickly, with just enough personality. While we want more, we also want less. Less screen time. Less noise, and more personalization with less work. We’ve come full circle. 

So what does all of this mean and what do we do? With endless tools and a ton of efficiency, we have the opportunity to return the core, our customers. Our ability to listen deeply, ask questions and execute decisions based on data from our customers has never been more essential to keeping existing customers and engaging new ones.

SET BENCHMARKS BASED ON USER NEEDS

Do your homework. Better yet, let us do it for you.

It’s easy to be bias toward our own ideas or wishes for our product or service. For this reason, it’s always better to have an outside resource run your user study or usability test. They are unbiased, know less than you about your product which makes them more open, inquisitive and trustworthy to your customers.

Set your benchmarks using metrics that matter most: the ones straight from the mouths of your customers. 

Define the Unknown

  • Aren’t sure why customers can’t find something on your site? 
  • Is your messaging working? 
  • Need to know what feature you should be pursuing next? 
  • Curious as to what the next big thing should be in your space? 

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USER RESEARCH PRIMER

Get to know the whole user experience

QUALITATIVE RESEARCH

The softer side of user research, use qualitative research to go deeper, listen astutely and test your newly formed hypothesis. Here we ask, “why”. Why do your users feel that way, what are they trying to accomplish, and why are they trying to accomplish it? What is the true pain point they are having and what would help relieve it?

QUANTITATIVE RESEARCH

Get the big picture using quantitative research methods such a user experience surveys and in-depth analysis of your analytics. Here we ask, “what is wrong?” What does the hard data tell us? Starting with quantitative research helps us develop hypothesis as to what issues our users are experiencing and why. Think of it as the first pins on a map of the places you want to go, how you get there needs further evaluation.

USER STUDY

The most intimate of the qualitative research methods, a user study gives you the deepest level of understanding about your users’ mental models. Often done in the form of a one-on-one user interview, or shadowing, it’s the most direct method of testing. Interviewing just five users per audience segment will give you about 80% of the answers you’re looking for. After a user study, we often have a new set of hypotheses that includes what solutions we think will solve our users’ true needs and pain points.

USABILITY TESTING

Usability tests can be used to diagnose issues on things that already exist and can be both quantitative and qualitative. You can also test your hypothesis on new concepts and experiences. Have more than one path you could go? Test them both to reveal what path to take and learn of any issues before you commit. Confirm great experiences with your users through testing and eliminate code debt.

COMPLEXITY SIMPLIFIED

Guidance through every step

As our human behaviors around technology shift, we demand more and more simplicity against the backdrop of more and more complexity. We have developed an expectation as consumers, that businesses have all of the data about us, and should be smart enough to use, and responsibly so. We expect a nuanced experience, tailored specifically to us. 

Now you have all of your data, and you know most everything about your users. It’s time to deliver your experience where and when it makes sense for your customers and business needs. 

Duo recommends mapping your customers’ journey, and owning their experience, step by step. 

CREATE A CUSTOMER JOURNEY MAP

What is it?

A customer journey map tells the story of the customer's experience with your brand/product/service. Journey maps layout the customers process against how they interact with your company at each key stage. It includes channels like the Internet of Things, features like Instant Search, and feelings the user has as they move through their journey. A site’s UX needs to be device agnostic, personal and accessible. UX isn’t just design– it’s a journey. 

WORLD VIEW

WORLD VIEW
Environment
Ethnographics
Influences

CATALYST

CATALYST
Marketing
Touch Points
Social Media

RESEARCH

RESEARCH
Competitors
Marketplace

EXPLORATION

EXPLORATION
Positioning
First Use Experience

LANDING

LANDING
Converted
Known User

ALIENS

ALIENS
You’ll never know what your missing if don’t explore your audience journey

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