How UX (User Expreience) can break or make your business?
Have you spent a lot of money and time to create a visually appealing website or mobile application just to realize that the users never come back? You might be working your brain on the idea of app, but maybe the idea is great, then what went wrong?
Many apps and websites are launched every day, but only some of them grab the attention. Any website or mobile application has three main aspects to work around with Business, Technology, Design.
People usually spent a lot of time to figure out a sustainable business plan and stay updated with the latest technology. However, the design part is forgotten by many. They assume that a fancy logo and a flat User Interface will be enough to launch an app or a website.
“Some people think design means how it looks and feels. But of course, if you dig deeper, it's really how it works.” -Steve Jobs.
For a successful website or application, a user-friendly experience is a must as complexities will push away the online traffic and impact your business. Like Steve Jobs said that one should first work on customer experience and then on technology, not the other way around.
Why design is the core?
At BluBrandz, we take design very seriously. And by design, we don't just mean a creative and cool website or application, but also seamless user experience. No matter how fancy a website or application looks like, if the users don’t enjoy interaction then you may lose customers.
Hiram Barber, Schneider Electric’s global director of partner relationship management, expresses it clearly, “Investing in the digital customer experience of your customers and channel partners is an investment into your long-term business strategy – critical to customer satisfaction, loyalty and market differentiation. It demonstrates your willingness to ‘live a day in the life’ of your most trusted advisers…the individuals interacting with your products every day.”
The ideal approach for a good UX is to understand the targeted users, communicate and share the idea to know if it actually serves the purpose. This called the user research phase. After talking with the potential users, understanding their needs and expectations about the functionality, you may understand the primary features of the application or website.
Creating a smooth user flow around is necessary if you do not want the users to lose their way and escape from the product.
After the user research, then comes UX strategy and testing to know the working of the website or application. Sometimes minor tweaks can either grab more attention or make you lose a customer. Below are a few UX that failed to woo customers.
Instances where UX went wrong:
- Google Wave:
- Google Wave was amongst the most hyped but least understood service Google had ever launched. Google Wave was like a mash-up of features found in instant messaging, e-mail, wikis and online forums. However, it wasn’t a direct replacement for those tools. The over-designed tool suffocated the interface with too many features. It was a complex tool that required users to invest their time to understand the working. While it failed to replace the existing collaboration tools, it lasted only for 15 months.
- When windows removed the start button:
- Sometimes, being conservative is the driving engine of your brand. Apple, a design-led innovative company, is known for making its products flawless inside-out. But they are also conservative in many ways, which makes it their USP. An Apple OSX user from ten years ago can still find his way around the latest Mac, because the core UX remained untouched. On the other hand, Microsoft was a little aggressive with changes in UX, which cost the customers. The ones who used Windows PC were ingrained to use the start menu as the hub. The recent update of Microsoft with Windows 8, which was compatible with click and touch, disappointed many by removing the start menu and default desktop screen. They pulled the rug from the under users who were deep-seated with the feel of the start menu. Even the loyal windows fan opted to downgrade to Windows 7. However, the start button was re-introduced in Windows version 8.1
It was once a hub of social activity before Facebook surfaced. But what made the users jump to Facebook so quickly? It was the UX. It took users just a few seconds to understand the how to's of Facebook and it adapts as per the user's social network and interests. However, MySpace broke the UX golden rule of keeping it simple. The users on MySpace were compelled to hunt for information on various screens which led to the frustrating user experience. The over-personalization and lagging consistency also hampered the performance of the site.
Foursquare was a fun mobile app. Besides letting a user ‘check-in' to places, it also awarded points, badges, and coupons. However, the redesigned Foursquare later aimed to become a location recommendation tool. Foursquare made a bold attempt to rebrand itself as Swarm. The core feature of earning ‘mayorship’ of a place owing to highest number of check-ins, which made the application fun to use, was removed. As the playfulness of the app was removed, the usage and downloads of the app also saw sharp decline.
Get your UI/UX designed now
BluBrandz has experience in designing Apps for Windows, Mac, Android, Web Apps and Handheld devices. We understand the difference between a click and tap. The user needs simplicity and we have been delivering right UI/UX for brands for two decades.
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