Closing the Experience Gap 1% at a Time
Designing with Small, Incremental UX wins
As UX Designers, design impacts everything we do, and design thinking is actually only part of the process that we apply to any goal or solution we are heading towards. Continuously learning about the reasons behind every goal and limitations we encounter helps drive our design workflow and owning and evolving a holistic design process.
Understanding Customers’ Pain Points
We understand that customers switch brands when they have been through poor customer experience. Around 80% of companies think that their brand or products deliver a superior experience, whilst only 8% of their users agree. That’s where the experience gap is, which is why we are actively working on building better experiences for our customers at MyRepublic.
MyRepublic User Experience Design was brought from being absent to structured within a year. Putting together an in-house team has allowed us to work towards addressing the pain points of our customers and internal stakeholders.
Structured Research Plan
Our UX Research is done is such a way where we actively test our concepts or prototypes in the exploratory phase and analysing these results. We also find out if features that we are trying to implement are at the intersection of Desirability, Feasibility and Viability.
This will allow us to test the feature or product that we’re trying to build for our customers if it has value to them. In terms of feasibility and viability, we have to also ensure that these products can be built by our engineers, and that it helps bring in revenue for the company.
Our different tests come at different phases of the product phase, which we allocate the proper research process to help us get the most out of what we might be trying to find out.
Translating the Data from Research into User Interfaces
In different product phases, we could be working towards finding out if the product we’re trying to build is desirable, or we could be working to put the pieces together to form a mental map, which is a person’s point-of-view perception of their area of interaction, or even studies to find out on the usability of the product or feature.
We look at the information to synthesize and make sense of things and start to see patterns that could help us create actionables or be reflected upon to understand behaviours around a certain product or feature, and see where it might fit in the mental map.
This will then help us form designs plans and even things like information architecture and and interaction points which would become the UI that our customers see after reviewing, updating and lauching.
Doing it Again… and Again to Ensure Our Customers Get the Best Experience
Our work doesn’t stop there when we push these products and features into the market. Their feedback and usage data helps us understand our users and even discover unexpected behaviour, to improve these experiences for our customers.
Our team’s just getting started. And we’re hoping to push the boundaries for our customers n the best way possible.
