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Winning in the Marketplace: How Much User Experience Effort Does It Take?

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User experience encompasses all aspects of users’ interactions with a company, its services, and its products. Prioritizing user advocacy from the beginning of a product design process puts users at the center of the process and ensures their needs are foremost in all UX design decisions.

To meet your customers’ real needs and deliver simple, elegant solutions that are a joy to use, you must do much more than merely giving them what they say they want or fulfilling a checklist of features. You must have a deep understanding of your product’s market and the needs of its target users. Plus, your business objectives should provide clear metrics for the success of your product’s user experience design. You must develop an understanding of what motivates your users and manage their expectations, while consistently representing your organization’s brand and message.

In today’s marketplace, solutions need to be easy to use. Customers have come to expect this. Good technology is ubiquitous or invisible. Easy-to-use solutions increase customer effectiveness and efficiency and reduce the need for training and support. Ultimately, they increase customer adoption and retention and, thus, result in increased market share and revenue.

But how much market and user research, UX design, prototyping, and usability testing does it take to ensure your product wins in the marketplace and meets your business objectives? Every company has different needs, depending on its size, the maturity of its market, and the lifecycles of particular products.

This blog series is based on the article Winning in the Marketplace: How Much User Experience Effort Does It Take?

One Comment

  1. I just read your whole article on UXMatters. Just had an article published there for the first time and was looking for others of interest. Yours had impact. Very insightful and interesting, and the most well written article not already archived.

    I work mostly in the small to medium market, and mostly with service providers, so your comments on need and budget were spot-on. Unfortunately for them, these are the very questions that they do not understand nor know to ask. They build the house, then wonder why no one will buy it.

    There are parallels to large company models in market and user research and this is where most small to medium companies err. They make faulty assumptions because they neglect to ask what the client is looking for and more importantly, why. Even though not always rational, understanding what their clients want is far more important than knowing what they might need. Emotion trumps facts nearly 100% of the time.

    They usually do not have any budget for user experience studies or massive market research. But they could do a much better job if they would let someone tell their story after doing some internal and external research.

    I did run into an interesting scenario the other day that gets past a great many people. If interested, take a look at the article on my blog dated today. You can find it at http://www.chandlerturner.com

    Regards, Chandler Turner

    November 29, 2010

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