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August 18, 2017

Why We Make Our UX Belong To The User.

Written By Natalie Moores
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The experience tells the story … Why we make our UX design belong to the user.

The user experience is made up of all the interactions a person has with your brand, company, or business. This may include interactions with software, the website, a social strategy, mobile app, email marketing campaigns and even in the physical space. The convergence of all of these interactions is the user experience. The ‘dark horse’ of UX design allows for the cohesion that sets your brand apart from the others. The interaction designer becomes your storyteller by visually creating a seamless experience for your user.

The move into user experience is a permanent shift and not a passing trend. A brand must deliver value while telling engaging stories through a variety of digital devices within a network of multiple services and platforms. This has put more of an emphasis on brands collaborating user experience and marketing to bring together interaction and interface, with usability and storytelling. The power of this integration is fundamental to businesses remaining relevant, especially in this increasing digital age.

At Roller we believe that what you provide is more important than how provide it, people don’t use a digital product or service because it is visually pleasing, they use it because it provides tangible value, real utility, and great content combined – the experience.

We recently listened to Alex Dunsdon ‘Head of Investments at Saatchi & Saatchi’ and whilst we took many of his snippets of advice away with us, one that stuck was ‘learn your audience inside out and make it relevant to that person in question’. Granted this was directed towards gaining investment, but it translates to how we approach our UX at Roller.

‘Tell the story but make that story personal to the user – this is the key to standing out.’ – Roller

We make the experience belong to the user by understanding the user in question. In our globalised, multi-platform, IP-based and micro-demographic world, our audiences are becoming more eclectic, with increasingly varied demands and expectations. At Roller our UX design strategy is based on seeing the change before it happens by consistently improving and reinventing the way consumers interact with a product or service. Our UX success is built on being virtual storytellers, by combining the forces between design and marketing to build brands, products and services that are meaningful, purposeful and connect with the right consumer.

Why is UX so vital?

UX (user experience) determines a user’s behaviour, feelings and actions when interacting with a brand, product or service across platforms. It involves profiling, architecture, usability testing and visual engagement from the outset.

The truth is UX design is everywhere. From your Facebook, phone or even Fitbit, if you engage with a device that uses technology then someone has considered how to sort and decipher the information you access within it – these are the UX designers. Its importance is becoming more and more paramount as technology revolutionises once again. Negative consumer experiences now account for more business failures and bad press than ever before. User experiences that capture your audience from the outset give your brand a much higher conversion and ROI, plus loyalty is the most valuable acquisition asset a company can attain.

The scary thing is that 45% of consumers will abandon an online transaction if their experience is not a positive one – it’s not worth thinking about. Here, our vital UX designers have their say, they are advocates for the consumer and they make sure that your product or service is presented and understood with them in mind.

UX is now becoming a key benchmark for the successful brands and business who engage with a digital product. It’s important to remember that users decide in the first few seconds whether your site or app is worth their time, so you need to make sure that disengaging from your product/service is simply not an option.

It’s also key to remember that ‘responsiveness matters’. Mobiles, tablets and wearables are now the most popular devices in which users interacts with brands. This is where UX takes standard design to a new height. By optimising your design from every angle, you become accessible from anywhere by anyone in the world.

Our final vital note calls to all those small start ups and minor budget businesses: make sure you create a interaction-rich experience that drives people back to your site or app, remember user experience is just as important as visual identity.

Artboard 2 - Why We Make Our UX Belong To The User.