UX strategy – drivers and priorities

November 7, 2017

According to designer Nick Babich:

“The best products do 2 things well: features and details. Features are what draw people to your product. Details are what keep them there.”

I would argue that one missing point here is good Visual Design that catches their eye’s interest. This is where aesthetics, branding and promotional material (brochures, offline) play an important role. As Don Norman puts it: beautiful products are perceived to be more usable. Especially in competitive markets, the details like resonating typography and imagery help your product stand out from the crowd.

What about after you have caught their eye? What are the main influences or determinants (drivers) of success for that step in terms of product design and other factors? The user’s is a part emotional and part rational decision journey.

UX strategy model

Above I’ve used the AIDA model as a starting point. Translating and thinking it through: what does every step in AIDA mean for your product? This model is draft work in progress.

Speak to the eye, mind and heart to win your audiences’ smiles.

Enablers of prolonged product use

Once you have drawn the users in, even after they have purchased or converted, how to retain them and make them loyal? To reduce the gap to make them proceed to the next phase, remove all barriers and obstacles along the way.

  • Ease of access  (how easy is it to obtain the product?)
  • Ease of use (does low usability hamper the use is the product)
  • Aesthetics (Reduced clutter, for example, to see the forest for the trees)
  • Security/privacy issues
  • Personalisation  – examples: make content relevant to each user; dashboards; so that I don’t have to re-configure and do lots of manual work every time I use the product
  • Learning barriers (with onboarding techniques for example)
  • Provide ‘light’ versions with added advanced functionality as needed
  • Pricing (survive the trial, get the benefit of paying/upgrading)

Further reading

Trust related issues – https://www.nngroup.com/articles/commitment-levels/

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