User Experience Agency
Let’s face it. You don’t own your brand anymore, your customers do. And your brand is defined by the products, services, touch-points, and experiences you craft for those customers. As a user experience agency, that’s where we come in. From idea to in-market, we take a customer/user-first approach to everything we do — and nowhere is it more true than when it comes to user experience (UX). UX is a broadly-applied and far-reaching term, so our user experience agency strives to focus in on some key principles that deliver the most value.
The experience belongs to the USER. Since a user’s experience is subjective, it cannot be directly designed. It can, however, be influenced by designing rock-solid environments within which users experience a product or service. Our job is to be influencers.
Understand your users, and accept that you are not one of them. You undoubtedly know a lot about your product and you’re passionate about it. The moment you begin working on a product or service you form a bias that makes you an “atypical” user. To avoid this bias, you need to learn about your users, challenge long-held beliefs, involve them in the design process, and interact with them. We do this with a mix of user research, stakeholder interviews, market research and informed intuition — all of which allows us to confidently progress down the ideal path.
Provide content that matters, within a context that resonates. By nature we’re hard-wired to see connections and relationships everywhere, which translates to how we consume digital content. In an age when it is easy to create content quickly, the missing piece becomes context — organizing and curating your content in a way that not only informs the user, but also shepherds them along the path most valuable to them.
Consistency fosters authenticity. Given a choice, people will always choose the familiar over the new or changed, and digital experiences are no exception. It’s important to respect the user’s current “mental model” of an existing experience before crafting and introducing a new one. Through user research, experience mapping, and user testing, we are able to identify both pain-points and positive touch points we should retain. Prototyping and user testing allows us to introduce users to changes in a “safe” space.
Empowered users are happy users. Creating great and happy experiences is all about control. For the user, control is knowing and understanding the options and being able to make the “right” decision. For us, control is about refining the experience until the user is always empowered to take the next step.
UX, like marketing, is a conversation. As UX professionals we are creating a dialogue with users, with the goal of discovering how we can best help them do what they want to do. Therefore, UX becomes a service — not a one-off product — that is constantly reacting to the changing needs of the audience. This conversation — which is embodied by the analytics we track, the interviews we conduct, the interfaces we craft, and the living documents we curate — is both how we deliver experiences, and how we find out how to make them better.
Limit choices, provide clear signifiers. Too many choices can breed distraction or confusion, which can lead to abandonment. It’s important when organizing the experience to clearly establish the hierarchy of actions for any touch point, and ensure that the path to the user’s chosen goal consists of as few steps as possible. Along the path, we provide the right feedback at the right time to successfully progress users toward their goal through the use of signifiers and way-finding indicators.
Interested to see how a user experience agency can help you create your most actively engaging digital product yet? Our user experience designers, strategists, and creative teams are at the ready…let’s start the conversation.