One of the main concerns of any online portal and product would be acquiring new customers and users aka Acquisition.
More often than not i see businesses take this crucial aspect for granted by designing complicated user journeys and more complexed user onboarding process.
However this is not done deliberately but its the lack of understanding their users and gap between what the business goals are and what the user/consumer goals are.
And when there is a wide gap between goals of the business and goals of the user, the result is going no where but south.
Designing a User Experience Strategy is a matter of logic and empathy.
Couple of things required to do this is:
- User Study / Research : Studying what the end goal of the user is. For eg in this form the form the user wants to simply book a test ride. By adding hurdles like extra and irrelevant input boxes its making the journey long, tiring, confusing and boring.
- Communication: Give users what they need. I donot want to do product enquiry. Don’t force me to. By writing irrelevant information and content you are expecting the user to be a super user. It does not work that way. Be simple and minimalistic unless you are adding value by clutter just declutter.
- Time : Its the fast age. Dont expect users to sit and work for you. They would rather leave than get bored filling your forms unless you have a monopoly say you are the central govt and filling that form is a matter of your life and citizenship it is highly unlikely the user would choose to do it.
Product Designing can be confusing but if applied common sense its easier than what you think.
And if you see no savior and have no clue “baby just eat the data”
Data Analysis is the God’s word. It will always speak the truth. Never ignore it. It will tell you your demons and what should be your next step and incase of a disaster your SOS plan.
Cheers,
Shaheena Attarwala
