Customers, Digital transformation

The eXperience as business strategy

September 9, 2017

This article is a free translation, with some updates, from this original one that was wrote by me and Felipe Santos.

 

UX aggregated value has changed software development market

The companies that produce software and don’t care about the end-user experience have their days counting down. The user is becoming more demanding (picky, why not?) and, because of that, tolerates just a few number of failures of systems and processes. Once they can’t complete a purchase, signature of something, or any activity that depends on a system, there’s a high chance that they will give up and start looking for a competitor. According to a Harvard research, brazilian retail executives are the biggest foreign crew attending to international events about UX (User eXperience), looking for innovation on their market. This information defines very well the business strategy that have been pushing our country, and tells us that it is very important to guarantee the best customer experience.

Once we think about user experience, we have already seen extremely complex applications, that used to require training for people to learn how to operate them. Those applications are very rare right now. Processes that used to be very detailed and manual, forcing the user to repeat information in different areas of the system, are being automated. The UX increasing value transformed our market, from one complex view to one simple look. Everybody have been discussing about a positive experience as part of business strategy.

 

Relationship is the answer

The transformation on software development, to offer a better user experience, is a result of an evolution on the user relationship to the technology and on the level of consumer demands. The idea is common once we analyse the evolution of some startups, that managed to transform a whole area of their market. We can find good examples of that on banking and transport areas, such as Nubank, Neon, 99 and Uber. What do they have in common? They started offering exactly the SAME products and services that were already available on the market, but with one big difference: the experience. The focus on the best ever possible relationship to their consumers.

Keeping a good user experience, from the very first moment, when they get to know your company, until they finish a transaction, is very complex. According to a research, conducted by Compuware, only 16% of users will try to use an app for the third time, if they fail for the first two times.

The user sees all the steps where he interacts with a product or service as just one entity, and the company absorbs this experience results directly. Some good examples of that bad interactions are the call centers, that redirects the user many times before solving the problem and create differences between the company’s areas, like the “new business area”, “payments”, “operations” or “complaints”. But for the user, there’s just one single experience being lived across the whole interaction. And as a result, it may happen that they think twice about a new interaction with that company, or even get a bad feeling about the brand.

Because of that, all the steps must be integrated and the process must be simple. At ilegra, our projects are planned and conducted in an iterative and incremental way, including research and constant validations until the adoption of the best market practices and technologies. A good example of those technologies are, the just released, Angular 4, and React web or Native, with which we have been working on MVPs with the internal teams. It all focuses on the best possible experience with our users, during all the process parts.

 

On and Off: one single experience

The user complete experience goes all the way through online and offline interactions. It’s important to know that there’s no difference between the different communication channels, because the message is received in one single way by the customer: either the legacy is positive or negative. On “online”, the applications or web systems, even if they are brand new, they may present many bad steps, such as repetitions, slow processes, a lot of information requests, etc. On “offline” interactions, physical or by phone, it also may cause frustration, such as not solving a problem or even just spending too much time waiting for attendance.

These examples, on both online and offlice channels, severely impact the user perception and its loyalty to the brand or company. Its not just ilegra that have seen this trend. Its remarkable, on corporations market, to see the user experience excellence as a trend and target for software development on 2017. Because of that, it’s the right time for traditional companies to get on board of this new moment, evolve and innovate. This is the point that will determine the companies that will grow on their markets.

We can guarantee, by the critical view and experience that we apply to all of our projects, that to provide a good user experience is needed dedication and processes. Terms like co-creation, systemic thinking, discovering, immersion, among many others, must get out of paper and be followed by the teams.

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