The laser does not lie.
Track those eyes! Test that experience now like a UX Jedi and make sure your customers are gazing (and interacting) where they should. And it’s across ALL devices, because users’ expectations and behaviors are dependent on what’s in their hand, and each experience needs to take that into account.
It’s actually infrared technology, not lasers, but it takes the guess work out of where your users are spending their time, or getting tripped up in your digital experiences. And it measures these UX rough patches in nanoseconds. Substandard user acceptance testing that only involves focus group style conversations and a stopwatch is ineffective and does not really reveal where the friction may lie. This is especially critical for sites focused on transaction. Companies like Sweden’s Tobii empower enterprises with groundbreaking technologies and processes that give actionable scientific insight into customer behavior, often in real time. It’s not cheap, but with Dr. Jakob Nielsen noting that improvements in usability increases KPI’s by 83%, and on average every $1 spent on UX returns $100, skip Vegas and hire a firm that knows the technology and how to use it and you’ll have a solid list of immediate areas for improvement.
Nail that mobile experience.
Here are some quick facts to help you prioritize where you need to focus those recently tracked eyes. For ecommerce sites, the native mobile app is preferred by users 84% over the optimized site (Restive LLC, State of Mobile Report). So set aside some budget to make that app, or improve its UX that everyone’s complaining about. But don’t discount the mobile optimized investment, until your customers download your app, a mobile optimized experience, for product pages as an example, will see a 30% increase in sales, 50% decrease in bounce rate and a 70% increase in quantity of products sold (Soussan Djamasbi, Designing for Success, Creating Business Value with Mobile User Experience).
Make it Rapid, and make it fast.
There’s not a ton of time left in 2017, and you want to be on track with what your building, fixing or expanding. Then get into the habit of rapid prototyping. And do it yesterday. With User Centered Design now the ISO standard for application improvements, getting accurate data fast improves more than just the project’s delivery date. Rapid prototyping has benefits like providing 50% more accurate estimates for build time and costs, an 80% reduction in clarification requests from the development team, and 25% reduced rework and bug fixes post-launch. Couple this with the sheer joy of watching management smile as they live vicariously through the sweet demo you’ve created, and tested, in a matter of weeks, if not days.
Implement even just one of these now and you can be certain 2018 will be a banner year for improvements that will have a significant impact on your company’s bottom line. The clock is ticking. For more information on how to get started right away on these, or any other late 2017 improvement in your efforts around User Experience, give us a call. Zemoga has spent 16 years building better user experiences for clients like Novartis, Toyota, William Sonoma, Morningstar and Gulfstream. We have the award winning design and development talent and the latest tools (and yes, our own Tobbi UAT lab) to put to work for you, yesterday. Give us a shout or click here to schedule a Free UX Improvement Strategy Assessment.