In our experience, this is one of the most under-considered areas of digital development. More often than not, the way something works is constrained by how it was originally developed.
But that’s backwards.
How it works should be based on what your design requirements are…
Many time, we’ve identified a lack of self-service or sales uptake on digital customer propositions wholly because of the poor User Experience.
The reason this is so poor is often the same.
“We didn’t really design the User Experience, we left it to the back end developers”.
When initiating a project to develop an app, organisations tend to focus on the back end development. Questions like:
- How will connect to our system?
- How will it display the right information?
- How will the API work?
- What will the app do?
But few companies take the time to understand what your customers want and how they will want to interact with your digital solution.
A well designed application can increase sales, customer satisfaction and retention, simply by considering how the user(s) will interact with the application.