How to Make Digital UX Intuitive and Effective
Digital user experience (UX) is the experience a customer or user has with a specific digital touchpoint. This includes interactions with mobile apps, websites, digital tools like kiosks, and more.
There are four key elements that all brands must apply to their digital UX program to satisfy their customers:
- Intuitiveness: The experience should be intuitive.
- Ease of use: Users should complete their task effectively.
- Seamless journey: The experience should be integrated with the rest of the user’s digital experience.
- Feedback channels: Users can let you know what they think at many points on their digital journey.
In this article, we’ll cover how to measure the first two elements—intuitiveness and ease of use—and optimize their performance.
Element 1: intuitive user experiences
The more brainpower a customer has to use to figure out how to use an app or navigate a site, the less likely they will return to it. That’s why it’s so important that your digital platform is intuitive from the get-go.
You should strive for an intuitive UX design that creates less effort for the user as they move through the interface of the digital touchpoint. There is an array of ways you can do this, from the typography and colors to the information that the designer is required to fill in before they can achieve their goal(s).
For instance, online reading and publishing platform, Medium, has minimal use of color, and a well-selected combination of typography that makes it easy to navigate and read content on the site.
Another great example is Airbnb. The company’s search functionality makes it easy for website visitors to start booking a stay right from the homepage. And its pairing with conversational copy, such as “Where are you going?” makes the experience even more intuitive and inviting.
So how do you know if your UX design is intuitive enough? You run tests: collect data, analyze it, and make improvements as needed.
There are three popular methods to evaluate your website and/or application:
- Behavioral analytics
- Customer support data
Behavioral analytics looks at insight like, how long customers are taking to achieve their goal(s) on the app or site, and whether they moving off the path to look for help or support. A common metric is the users’ Goal Completion Rate (GCR) for specific journeys. It’s calculated by taking the number of users who complete the stated goal and dividing that by the total number of users who started the steps to achieve that goal. It clues you in on issues or frustrating areas in the digital journey that users might run into.
Another source of knowledge is customer support data. This is especially important if you’re launching a new digital channel that might have unknown bugs or counterintuitive components. If users are giving up and calling your contact call centers, it means something is wrong. Check with customer support to identify these trends.
Collecting real-time customer feedback via surveys is another effective method. Using surveys to gather Goal Completion Rate (GCR) is a great way to both gather feedback at the right moment and show the customer you’re listening.
There are many ways to approach surveys, from simply asking, “Did you reach your goal today?” and offering an open-ended field, to a multiple-choice of Yes/No/Partially (or Not Quite!).
Usabilla Goal Completion Rate (GCR) survey with open-ended field
Customer feedback that includes expressions like “I couldn’t find” or “I can’t figure out” tell you there’s work to be done on creating a more intuitive digital UX.
For more on intuitive design, check out the video below.
Element 2: effective task completion
If your website’s design is intuitive, then it’ll also be effective, right? Not necessarily. Though these two elements often go hand in hand, effectiveness comes with its own ingredients and challenges.
An effective digital UX reduces the effort for the user or customer to achieve their goal. To get to this ideal state, you must understand the user’s goal and the actual journey.
Here are three steps you should follow:
- Define the customer’s goal
- Lean on online traffic data for answers
- Measure the customer’s success
Defining a customer’s goal at a select touchpoint should be at the beginning stages of any customer journey mapping program. Two customers that travel through your website could either have the same goal in mind or two completely different ones. However, each customer will believe that their goal is the obvious one. Which journey should you design for? The short is, of course, both. However, you should prioritize these goals and start with the most prominent ones. From there, continue to measure and improve the user experience.
In addition to leveraging structured data to collect user feedback from your digital touchpoints, you should pull insight from unstructured data like search analytics and social media. What are the queries that are leading users and customers to your site or app? What are people saying about your brand on social? User group discussions are also good resources for understanding what customers are trying to accomplish. Brands who track this data can often see patterns to help even further.
Lastly, you need to understand how customers define success in achieving their goals. A survey focused on Goal Completion Rate (GCR) could help a frustrated customer describe what is bothering them with your digital platforms. Be sure to allow the customer the option to say they “partially” completed the goal, along with an open-ended field to share the details.
Usabilla Goal Completion Rate (GCR) survey
Another way to measure whether you’ve succeeded in providing an effortless UX is via the Customer Effort Score, or CES. This metric is used to determine if customers feel they are putting in too much effort to achieve their goal.
Usabilla Customer Effort Score (CES) slide-out survey
The Goal Completion Rate and the Customer Effort Score can tell a story of where your customers are achieving what they need, but at the cost of their effort and frustration. Understanding and reviewing both metrics paint a more comprehensive picture of the digital UX and how customers are being served.