How do we use UX?
We use personas to understand the user’s needs, ambitions, wishes, preferences and goals. To make Personas, we collect information from real users of the desired target group through interviews and observations. Here it is important to point out that personas are created from users who are already out there or who you already have, not users you want to get. We personify different trends, behaviors and patterns through different personas that we have created through these users. With personas ranging from typical to atypical users (with extreme behavior).
Customer's journey map
The customer journey map helps us to understand every single point of contact or interaction made with the service or product. By using the map as a timeline, we create a synthesis of all the information we have collected from users through interviews, conversations and observations. We look for valuable insights (which can be hidden in the smallest details), identify patterns and surprising behaviors. Our goal is to make each step as smooth as possible for users.
We use Google Analytics to analyze the user experience. When we analyze user behavior, we can identify pain points and each touch point they go through.
Wireframes, prototypes and testing.
We use wireframes to draw the website and share ideas between the team. This is a good way to brainstorm how we want the website to look in the first phase of the prototype. We use the information from the user survey, which was conducted earlier, to help us in this process. This allows us to put together visual design with information architecture. The prototype comes after wireframing and gives us a first draft of what the website will look like before the actual coding is done.
We prototype and test ideas often and at an early stage to detect design flaws and problems before launch. Even when conducting thorough user surveys, new insights can be revealed in the test phase. It is important to gain this insight and get users’ first impressions early in the process. We collect feedback and further develop the design accordingly. By putting users first and maintaining interaction with them, we make better informed design decisions and keep users happy over time.
In user testing, we follow the path of a prototypical user from an entry point to the last action. This helps us to clarify where we can make improvements. Once we have discovered an area that can be improved, we use A / B testing that compares two versions of the website to validate our hypothesis. Metrics analysis, which we carry out through Google Analytics together with user testing, allows us to notice unexpected behavior in an optimal way. The feedback we receive from users through user testing confirms the users’ actions we see through Google Analytics. This part of the user testing is good when it comes to feedback on the technical aspect, but it is more difficult to get feedback regarding the creative part. Therefore, we also conduct surveys to get feedback on this.