How UX professionals solve fundamental business and consumer problems ?

4 Aug 2010 - 5:34am
5 years ago
1 reply
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How UX professionals  solve fundamental business and consumer problems


4 Aug 2010 - 7:46am
Paul Bryan

UX professionals can help solve business and consumer problems by focusing more on the context of design usage and avoiding cookie cutter interaction design solutions. The question shouldn't be: "Which of these popular/new/cool patterns should we include in our design?" but "When customers or employees arrive at our site, what are they trying to accomplish, what stage are they in, and how can we support their goals and decision-making process?"

As an example, to solve business and consumer problems in an e-commerce project, our UX team first takes steps to understand the business context, which is indicated by market data, usage data, competitive benchmark, etc. Then we set out to develop two models: a customer model and a purchase model. The customer model is a usage-based behavioral segmentation (based on quantitative data if available or qualitative data if not) that gives us a broad concept of our target audiences. The purchase model is a representation of the overall context, stages, and decision factors involved in the purchase. The purchase model is very simple for consumer products like shoes or a digital camera; it is more complex for extended purchases like a home or long-term financial products. If we need to create the purchase model from scratch, then we typically propose and conduct an ethnographic field study to understand the key dimensions of the consumer experience.

By the time we arrive at conceptual UX designs we have a very clear understanding of the business goals and corresponding consumer behavioral dynamics that the design needs to address. Our UX design strategy process has also uncovered the parameters (conversion, loyalty, social, RFM) we need to measure how successful we were.

Paul Bryan

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