How a user perceives or reacts to a digital product when interacting with it is becoming increasingly important for brands in the age of constant digital innovation. Regardless of whether it’s an established bank or an up-and-coming start-up – every company wants to acquire users and, above all, retain them, because the competition is fierce.
But retaining users no longer works through good looks alone. The first impression is still decisive. However, for a sustainable relationship between user and product. It is necessary to take into account other factors that play an important role in the design of digital products and services.
So how can brands put their users at the center and at the same time make their corporate personality with values and culture visible as widely as possible? Because that’s exactly what it’s all about: the user needs to feel the connection to “his” brand while using a product. Ideally, a three-way relationship is created: a sustainable emotional relationship between the user. The digital product they use, and the brand behind it.
If this succeeds, users will really accept the product and use it frequently and over the long term. The formula for success is to “bake” a brand into a company’s digital products and services. For example, even if the user initially finds a brand’s app appealing. If the experience of the app deviates completely from the positioning of the brand, there is no identification. When designing digital touchpoints, it is therefore important to consider the following points:
1. Quality of experience
User experience is key. Have you ever heard of the hedonic quality? In most cases, the quality of a product is measured solely by its functionality and practicality – but how does the user feel when using the application? Does the product have a “soul” and can also inspire by offering the user a real (brand) experience?
To better understand how this can be used to improve the user experience, it is important to note that every product communicates. Ideally, it tells stories and triggers emotions in the user. This triggering of emotions as well as the association with certain feelings or things happens subconsciously in the user. Which is why brain researchers also speak of a “user illusion”. A large part of our decisions is made subconsciously, this must be kept in mind again and again – and ultimately used.
2. Design language
Interface design is more important than ever. It is directly related to the perception of the user and can therefore influence how an application is perceived. The design can be used to express different brand values – from playfulness to dynamism to exclusivity.
The latter is essential for the Apple brand, among other things, and is “baked” into their website, for example, through the generous use of white space. For companies with a positioning in the premium segment. The challenge is sometimes to express their personality to the maximum with minimal means.
3. User integration
The involvement of the user pays off. Interface design also means design thinking. The user is at the center of all considerations, and product development is geared to his needs from the very beginning. Prototyping plays an important role in finding out which is the ideal product for the user.
First of all, it is about obtaining ideas and wishes from users. With the help of translating the identified user needs into prototypes and checking assumptions in user testing. Quick and comparatively inexpensive feedback can then be obtained. Because even if the advance interaction with users initially seems to consume more resources – compared to a later product that is not accepted by the target group and disappears into oblivion, you save enormously.
Especially through remote user testing, which can be carried out by users directly at home. It is now possible to include all conceivable target groups – even if they are spread all over the world or come from different age groups.
4. Effective user guidance
The time factor is highly valued. This purely pragmatic aspect drives a large number of users to discard an application even before they actually get to know it. Fast-paced life runs through the entire society – and does not stop at digital products and services.
If you can’t convince yourself immediately, you’re out of the game. Pragmatic, intuitive operation is therefore a basic prerequisite. For example, too many nested subpages have a deterrent effect, because no one wants to fight their way through a labyrinth of texts in confusion anymore. Keep it short and simple!
The aspects mentioned show that there are many ways to improve the user experience of its users. Not all of them are recognizable at first glance. But if you get to grips with the application at all levels. Some hidden tricks can be discovered. If you can guarantee a uniform brand presence across all touchpoints and also inspire and win over the user, nothing stands in the way of successful customer loyalty.