July 26, 2017
Did you know that customer-centric companies are 60 percent more profitable than those that fail to focus on customers? It’s true, and considering the many options customers have when choosing between businesses today, user interfaces (UI) are a part of the larger user experience (UX) no company can afford to ignore.
According to our recent study, most businesses feel that they do cater to customers’ needs. Eighty-six percent agree that their organization understands what its different audiences want and expect on different platforms. Another 89 percent agree that their organization adequately evaluates customer behavior data when making decisions about the digital experience.
But if this is the case, why do 50 percent of brands’ highest spending customers still shop with their competitors?
Improving Customer Relationships Through UI
Too often, decision makers think they understand what users want, and feel that they have translated these desires into real improvements across their online and in-store experiences. However, there are good reasons for every company to pursue UI improvements that will not only delight users in the short term but keep them coming back for more.
Need convincing? Here are 3 reasons why every business should improve its UI:
1. Boosted Engagement
Your UI is a window into customers’ worlds and how they perceive your business and interactions taken at this level can make or break your bottom line. An engaging experience through a device or browser can mean the difference between a customer finding what he or she wants on your site, and that same customer taking his or her business elsewhere.
With the average browser spending just 15 seconds on a website, a clunky UI can quickly deter engagement, both now and in the long term. Customers’ expectations for personalization and contextual experiences are rapidly growing in the age of Amazon, and your business must greet them with tailored content (written and video), products, customer support, etc.
Consider ordering a product via Alexa. Would you rather have a simple but stale interaction, or one that’s still simple, but also unique? UI investments make it easy to incorporate personalized experiences into even the most routine interactions. Perhaps Alexa pulls up your interaction history (obtained through analytics) and realizes you often play music before 9 a.m. If you place an order in the morning, Alexa can then start playing/offer to play music to engage and delight you post purchase.
Nothing keeps users coming back like a clear, personalized and easy-to-use interface. Removing barriers in the UI, both online and in store makes customers’ lives easier and can result in exciting boosts in long-term loyalty, or even how much time a customer spends on your website.
2. Smarter Analytics
In addition to helping close business, UI is an opportunity to truly understand how your business is performing. When a customer interacts with your company — no matter the interface — you earn valuable data about what’s working and what’s not. Given enough data, you can begin to spot UI trends and make changes that positively impact the end-user experience.
Although 21 percent of respondents from our survey feel that their organization does not do enough in-person research to understand their audiences, UI analytics can supplement some of this information to help bridge the gap between businesses’ perception of the customers’ desires and the reality of the customers’ desires.
Attention to UI analytics can also inspire a higher level of confidence in your website, even before launching. If you prototype your interfaces prior to writing even a single line of code, using sample groups to determine how well interactions are working, you can eliminate false starts and reduce overall development commitments.
3. More Technologies
A stronger UI (and the expertise that comes from constantly paying attention to user demands) makes it easier to embrace new interfaces, such as chat bots and Zero UI interfaces like Alexa and Google Home.
This is true both in terms of implementation and pleasing users at these interfaces. For example, the same user-testing principles apply to all interfaces, whether they’re traditional screens or emerging technologies. Experiences sourcing feedback and making improvements on one interface translate to future needs.
Likewise, as you welcome new interfaces, you can begin to incorporate the latest and greatest in UI improvements. Embracing technologies such as Zero UI devices allows you to then leverage sophisticated add-ons (like natural language software) that further improve how customers experience your brand. Making use of these emerging solutions is often predicated on the existence of their predecessors.
One key aspect to never forget when implementing these new solutions is how your business and technology teams will manage the solution. You need to focus on internal users that developer and maintain the system as well as the end users interacting with the technology. If every update requires development effort to adjust to your analytics, your solution pipeline will be brittle and unmaintainable in the long term as more and more emerging technologies rise. Focus on all users of the system and keep a keen eye on maintaining it to get the most out of your investment.
Improve Your User Interfaces
Now that you can see the benefits of improving your UI, it’s time to find a solution that can manage your existing interfaces, and that has a scalable architecture to easily make updates for future user desires and interaction channels. Customers are continuously embracing new interfaces and businesses must be equally as adept at matching expectations across these experiences.
Curious what UI improvements are available? Click here to learn what our team of digital-transformation experts has in store for your business.