The Atoms of User Experience
“Nothing Ever Becomes Real Till It Is Experienced.”-John Keats
Despite millions of years of evolution of abstract thought and critical thinking development, we, humans still rely heavily on our emotions and base our decisions on the emotional thought process, which often results in emotional or irrational decisions.
There is no denying the fact that our emotions are built around things/beliefs that we feel convinced or satisfied about and that’s totally fine, its natural. However, if we analyze the bigger picture, we would get to know that our decisions today are largely influenced by marketers, promoters, influencers, designers who look forward to broadening their network reach. This indicates that our emotions and perceived thoughts play an important role in making the right decisions in our lives.
“The Only Source of Knowledge and Awareness Is an Experience” - Albert Einstein
After all, it’s all about experiences; some people learn from them, others ignore them. Those who learn have more control over themselves and can make wise decisions in every walk of life. On the contrary, those who ignore and don’t learn from their experiences make inconsistent or illogical decisions.
“Simplicity and common sense should characterize planning and strategic direction.”- Ingvar Kampard, founder of Ikea
The atoms of user experience are the concept that highlights the significance of tiny particles that helps build a complete yet effective user-interface. The seamless navigation and functionality that any online platform provides actually enhances the user experience of clients, which stimulate their emotions and create a desire to buy something of value. However, this value or satisfaction level depends from person to person as we all perceive the product/service utility and benefits attached to it differently. This all indicates that an emotional connection greatly influences our decisions in the buying process. The emotional touch, coupled with a human element is what creates a positive demand for anything of value.
When we specifically talk about user experience, it plays a decisive role in turning or converting a sales lead into actual sales. As it is said that an effective website design and the right content make decisions easier for the potential clients, which ultimately boosts sales productivity. Without a doubt, a good design or website layout/user-experience is what businesses strive for and those who are able to create a great visual experience can make things more interesting for their potential clients.
“If You Think Good Designs Is Expensive, You Should Look At The Cost Of Bad Designs” — Dr. Ralf Speth, CEO JAGUAR
When this famous saying is evaluated in terms of digital design and experience, it reveals an exciting story about why we should always spend a little extra on creating the right user experience that matters and perhaps for spicing things up for our clients, especially the first-timers.
Having Said That, We Can Conclude That Emotion Is the Secret Key That Helps Grab the User’s Heart!
Breaking Down Atoms of Experience
The Maslow hierarchy of needs reveals that we, humans have basic level needs, psychological needs, and self-fulfillment needs. We can’t survive without food and water, which means we all need to contribute to an economic activity that would earn us money and fulfill our basic needs. However, the other two needs make us feel complete, better and accomplished and that’s when we try to explore more opportunities and look around for more options to improve our health and living standards.
The point is, consumer, evaluate a product on its face value, worth and how much value it would provide to the end user. So, when the emotions are strong and demand for products is high, people usually don’t care much about how much they are spending on a specific product. Cutting the long story short, when people buy basic level needs/products, they will be more cost-effective and care less about the experience. On the contrary, all the things other than basic needs/products would be bought at any costs, which means customers will care more about the product experience and would love to pay the premium price if they feel happy or satisfied.
When we evaluate the behavioral aspects of user experience, we will get to know that people generally compare and contrast the prices when it comes to buying a similar product with the same perceived benefits. This is where emotions come into the action, and we will preferably buy those products that offer a unique value to us. Marketing campaigns lead a different level of impact on people belonging to different backgrounds, age, gender, job and income level of the consumers.
Since elderly people can make less productive use of dynamic e-commerce platforms, so they usually don’t care about the small variation in prices and often end up paying more on different commodities. For instance, in a retail brick and mortar setting, they would care more about the experiences or familiar stores and restaurants, in which they would feel relaxed and comforted.
Like mentioned earlier in this article, the buying decision largely depends on user buying experience. The right decision can make people feel relaxed and satisfied with the product they bought for consumption. When buying decision is evaluated against a couple of aforementioned processes, it reveals that today’s young generation is more informed and can make better and can make quick decisions. Moreover, they are brand loyal and only consume those specific products, which they feel emotionally connected to.
On the contrary, elderly people can only make better buying decisions, if they feel good about the brand that promises to deliver desired utility, even at a fairly higher price. It doesn’t really matter to them whether they buying products over the internet or elsewhere. Also, their brand loyalty cannot be challenged as they loyal to products that offer high value.
A happy or satisfied customer will always bring more business to the company. Besides that, it will also bring new customers to the business via strong and effective word of mouth (WOM) marketing. Obviously, when customers feel good about any specific brand, they talk about it in their social circle; family and friends, which will ultimately create more demand for the product/service.
Trust me! An effective WOM marketing is the best cost-effective alternative to multi-million dollar marketing campaigns, which will bring a lot more customers towards a brand. This is the reason why brand encourages people to refer them to others and be a part of the referral-based perks. Through recommendation and referrals, brands can increase their number of their loyal customers.
Takeaway: The data that we have just analyzed reveals an exciting story about the atoms of user experience and HOW things have evolved over time based on WHAT, WHY and HOW modules of user research, including interviews, focus group or usability testing. The point is we still need user experience data in order to grab the better understanding of the market and customers and what turns them into a loyal customer.
User experience UXTesting.io is a user-behavior analysis platform to help you collect the atoms of experiences. Pre-survey helps you understand the purpose and filter the different group users belonging to different backgrounds by age, gender, job and income level of the consumers. The live tutorial and/or user video shows how the user interacts with the app and the website. It helps you understand user emotions, behaviors, touch points that will ultimately make your decision easier. About Post-surveys, they are combined with SUS model, which helps you understand how we value and satisfy our users.
Let’s collect the atoms of experience together! If you have any feedback or any collaboration opportunities, please feel free to contact me via any my personal social media or UXTesting.io official social media accounts.