Depending on the main focus of your business, technology may or may not play a significant role in how you operate. Over the last several years, advances in technology have changed the way that companies can view customer experience. While we all strive to serve customers to their satisfaction, there’s a relatively new term in play: UX/UI. In today’s blog, we’ll take a deep dive into the relationship between customer experience and UX/UI.
What Is UX/UI?
Before we get in too deep, it’s important to better explain UX/UI. UX (User Experience) and UI (User Interface) refer to the two ways that your web-based content generates response by content viewers. Customers want to have a positive response to your content and they want to be able to reach it easily. UX/UI is rooted in the idea that good content is worthless if it’s difficult to find. As a company interested in effectively using the web, having a strong understanding of how UX/UI impacts customer experience is key to continued growth and success.
How Does UX/UI Impact Customer Experience?
It might sound shallow but appearance matters more than ever. In an era of instant gratification, customers want it now or not at all. According to EngageHub, you only have 8 seconds to engage a customer with your website before they move on. Additionally, they also suggest that 66% of viewers would rather read something visually appealing than plain text. Meeting the needs of your customers through engaging and nuanced design has never been so important. Understanding how to best meet the needs of your audience is what brings UX/UI and customer experience together at a key crossroads.
Engagement and Experience Go Beyond One Platform
As we’ve already established, customer experience is an immensely important aspect of a successful business. It’s the trick of becoming successful in building a strong customer base. UX/UI assists with brand recognition by finding new ways to engage with customers. To put it bluntly, if you’re only using one means of communicating, you are using a recipe for failure. The recipe for success? Diversify! But how?
To put it simply: your company needs to explore as many different avenues as possible to reach an audience that crosses boundaries such as age, gender, socio-political, and economic divisions. When you’re using multiple platforms to communicate, taking the UX/UI part of the equation into consideration is immensely important. Let’s look at a marketing example.
Imagine that your company sells athletic shoes and the marketing team is in the process of planning a large campaign around a new line. Every aspect of the campaign materials should be consistent–from the color scheme to the written content, all the way down to the links that lead back to your website. This is important because every user should be able to participate in the same “buy-in” or promotional content–no matter if they’re following your company on Facebook, Instagram, Twitter, Snapchat, or any other social media platform. Understanding that customer experience is incredibly important on social media because each platform functions differently. Images that are formatted for Twitter will be too large for Instagram. Text that has been written for Instagram is too large for the text limits on Twitter. Vigorous testing and a willingness to evolve is essential for a successful UX/UI integration across platforms.
UX/UI Should Still Happen Offline
By this point, we’ve spent a lot of time discussing the use of technology to enhance customer engagement and experiences. It’s important to pause here and remember that some human interactions are still necessary and should remain sacred to your brand. Creating smart content with sleek user-friendly navigation is great but what happens if something has gone wrong with the product? No automated response will be good enough to fix an error without human actions to complete the circle.
For this next example, let’s go back to your shoe company for a moment. Your company has been promoting a highly anticipated line of sneakers in partnership with a pro athlete. During the initial launch, a shipment of shoes leaves the warehouse with defective soles. Unhappy customers begin to post images of the damaged shoes across social media, drawing attention to the flaws. Upon seeing them, your customer experience team should spring into action honestly. While instinct might be to delete the messages, this can be poisonous.
This is where customer service comes in full force. While the company needs to proactively address the defective materials, reaching out to the impacted customers directly is also essential. Offering expedited exchanges and inserting promotional gifts in the new packages can save reputations. Additionally, active social media users will be keener to sing your praises for acting decisively and in their best interest.
Solar VPS: Helping Your Company Bring UX/UI Alive
Now that you’ve seen some of the reasons for using user interface and user experience to grow your company, it’s time to take a closer look at how to use it. The professionals at Solar VPS are experts at optimizing websites to improve customer experience. As you’ve seen, it goes beyond merely building an online presence. It’s all about continually enhancing the content and delivery of that content in new and innovative ways.
If you’re in the market to improve your usage of UX/UI principles or enhance the performance of your network resources, think Solar VPS. Whether you’re using iOS, Windows, or Linux products to support your day-to-day functions, we are ready to find a unique way to improve your business. Don’t let social media overwhelm you and underserve your customers. Contact us today!