The day I realized I am a UX designer
As I write this down I am starting laughing at myself already. But I remember that conversation with my sister, a culture and talent manager in a tech company, when I was explaining what was my method for building a website, organising an event or write an article on my blog.
I told her that even though I had strong intuition of what my clients needs were, I never started a project based on that intuition. I had to ask my clients, readers or whoever my service was destined to what their needs were FIRST. Where their frustration was coming from. What in the shopping or reading experience they usually have was not satisfying them.
I told her about how I integrated customers voice in every aspect of my business, my eshop, store, events, social media. That I considered every point of contact with the client whether it was a Facebook post, an article in the press, a visit to the store of an instagram post as a part of the brand experience.
Now that I don’t run the website anymore and work for companies in the cosmetics industry as a consultant , I am really surprised to see that my professional clients are not doing the same.
And then my sister looked at me and said to me : well you know Clarisse, that’s a JOB, it’s called UX Designer. And you know that’s a culture. Not everybody has that culture. We are trying to hire UX designers here and it’s a pain in the ass. You can’t imagine how many people start businesses or projects without being sure they are actually answering to someone’s problem and offering them the best experience.
My eyes got wide opened and I suddenly realised what was the key success factor of my business. Why people felt so comfortable buying products from me and not the others. The others actually thought they knew about what women were aspiring for, what problems they had. They were sure they knew better. They never took the time to ask. As a result, they didn’t create a good experience around their services, lost time, customers trust, energy and money.
One of the good example that I give to everyone who is still reluctant to use UX design technics to develop a project is SEO. How in the world can you figure out what words to use to write the good product descriptions if you don’t know what words your clients are using to describe the way they use your products. I never took a SEO class or payed for a SEO specialist to analyse my website. We were always 1st or 2nd on the page results for the words that transformed.
Another one is how to handle your social media. Between personnal branding and hashtags, posting at best time, brands never know what to post when to post and what platform to use? Should you go on instagram or snapchat? Everybody will tell you you have to go there and use the same hashtags as your competitors to get “engagement”. Well, do you even know what does the day of your target client look like? Is she a busy mum trying to balance her 3 kids and her career in engeniering? Does she even have to time to open a snapchat account? Is she a college student typing on her phone 600 a day? If you took the time to ask your customers what they do for a living, maybe you could have a clear idea of what message what time and what platform to use.
All of that to say that I am really happy to discover this #UXdesign community but sorry to realise, once again, how my French peeps are a bit late on the theory.
I just want as a conclusion, because I am anti French bashing, talk about what I consider the best case studies the fashion industry and cosmetics in terms of UX design. To me it means the best combination of communication product design ecommerce features and zoning and in store experience.
Paris based men apparel company
Eshop/ stores / magazine
Paris based shoes company
Eshop / pop up events
Check their social media