How to use UX design to market your product

UX design

User interface (UI) involves creating elements that will be used in your digital product in a way that makes it easier for people to use that digital product. It impacts visual aspects, as well as the reaction and interaction when a user gives an input. It also helps people with navigation, so they can get the information they want, and use the product to their maximum benefit. It involves the strategic use of graphic design, color, layout, logo, buttons, icons, and interface structure among others elements.

User experience (UX), on the other hand, involves conducting research and tests on the product with the aim of improving customer satisfaction. The focus is on how the product feels when someone is using it. It looks at things from the user’s perspective (mindset, attitude, behavior). For example, it will look at the perceived time of downloading a document from your website, as opposed to the actual time taken.

To sum up, UI focuses on people’s micro-interaction (layout, visuals, and buttons) with the product, while UX looks at the macro-interaction (the users’ overall experience and perception).

UX design places emphasis on the target group’s perspective. The aim is to make the user’s experience of your digital product better. When the interaction with your product is pleasant, people will want to continue on as customers of your brand. If their experience is good, they are also more likely to tell other people about your products or services with confidence.

Here’s how using UX design can change the way you market your product:

1. Improved website visibility

The aim of search engine optimization is to reduce the amount of time taken by people to reach the information they are looking for. Achieve this for your website by incorporating relevant keywords based on what people search for when they look for your products. After coming to your website, people are likely to stay on and explore it further if their general experience is positive. For this to happen, accessing information should be easy, and usability of your platform good. Regardless of the actual time taken, perceived download times should be short. This will increase people’s satisfaction. Data collected from usability tests can inform UX design, with the aim of improving factors such as website navigation and bounce rate. In this way, people will stay on your website for longer, a measure that search engines such as Google use to determine your site’s ranking. Thus, UX can help increase the visibility of your website, and contribute to your marketing efforts.

2. Increased business revenue

Since UX is customer-centric and aims to improve customer experience, it can have a strong positive impact on your business revenue. Responding to your customer’s needs and making improvements can help retain your customers. If you design your product while taking the target group’s perspective into consideration, they will also recommend your work to other untapped groups. Online purchases can increase if your website speed is increased (as recommended by users), and people can find the products that they are looking for easily (along with all the information related to it). A great user experience will differentiate you from your competitors and may help you charge a higher price. In the customer report of Oracle, it was found that 86 % of buyers pay more when they have a good customer experience.

3. Increased positive sentiment and conversion rate

UX involves giving the user information in a simple, clear, and concise manner. People can then understand the information they need easily. This will make the person visiting your platform view your brand positively. People may also feel more in control of the platform when information is given clearly. Features such as autoplay should be used with caution, as they cause annoyance and cause people to feel a loss of control over their experience.

The same content on different platforms can be modified to suit the context and the people on that platform. Instead of copy-pasting from one site to another, which leads to feelings of monotony, create a holistic experience that will maximize your conversion rate.

4. Customized content that is better received

Data regarding the values of specific segments of customers can be obtained using UX. This can show you which products (and specific features) a given target group is looking for. Once the user persona (mindset, attitude, behavior) has been recognized, you can meet their customized needs efficiently, and give a better experience. Products can be made and designed with precision to meet the needs. Other potential customers with the same requirements as your current customers can then be found using Google Analytics and other such platforms. UX especially helps with efficient marketing in the long run because manufacturing a product that doesn’t meet the needs and wants of your particular target group doesn’t work.

A problem area for a certain target group can be found, and this can be used as an opportunity to bring in a new product. Thus, you can put forward the right product at the right time. People who pay to read online magazines can be shown similar content in line with their interests. It helps if you know the right time to tell people about products. For example, it may be best to explain the working of your app while people are using it, as opposed to sending them emails about it when they aren’t.

5. Better and more usable feedback on your products

With the use of pop-ups, newsletter signups and other ways that are preferred by the target group, UX can help collect information from the target group. You can get information from power users. Live user recording services are helpful. You can track the user on your website using heat map technology or eye tracking software. Feedback for a product can be taken into consideration, and the product updated. You can use live chat to get feedback and answer questions. The problems that people are facing can be corrected. When ESPN acted on the feedback of its fans and redesigned its webpage,
their revenue increased by 35%.

6. Improved chance of standing out through product differentiation and innovation

The key is to know what innovation the target group is looking for.

UX can make your product more innovative. People should be able to get to the page that they want to on your website with just a few clicks. Apple’s iCloud is an example of a feature that helps you access all your data from anywhere. Voice and image-based features are other examples of innovative features that can be brought through the use of a good user experience. AirPods are wireless headphones that use sensors to work only when they are in your ears, and help prolong battery life. The use of this tool has helped Apple charge a higher price and stand out in the market.

7. Better access to information for your customers

The use of the UX tool ensures that people can reach that content which they are looking for on your website. There can be a logical sequence created for the positioning of various pages on your website. Labeling, organizing and formatting content can be done for this. This helps bring people to the call to action easily, and gives them information about the work you are doing at the right time. ESPN’s website originally had 36 links, which was reduced to 19. This has made it easier for customers to access information they want.

8. Increased trust in your company

Your website or other digital platforms will contribute to how an impression about your brand is formed. Good UX design makes your digital platform easy to find and access. If people are impressed by this, they will view your brand positively. If valuable information that is otherwise hard to find is provided on your website, people will trust your firm as an expert in the field. Navigation should be easy, and quality should be prioritised. Great attention to detail should be demonstrated to convey to people that you know their needs. Good UX design sets the tone for future interaction.

UX helps increase the accessibility of information by considering the perspective of your target group, which can improve the visibility of your website. If you make improvements by listening to customer feedback, you can retain their business, and even be recommended to people in other segments. UX can help collect information key to product improvement. By paying close attention to user inputs, addressing concerns, and answering questions, you can provide people with information at the right time. Overall, a good experience of your website helps establish trust, and turn more leads into customers and brand ambassadors.

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