UX-Therapy: What you can learn from Lucifer
The Netflix series 'Lucifer' is about the devil who turns to earth like an English playboy who has everything. A beautiful house, a couple of big cars, his own club in LA and hundreds of women lying at his feet. But the most beautiful thing Lucifer has is the power to force him to answer his question, "So tell me... What is it you truly desire?". Although Lucifer enforces the answer, because he is the devil, you can also ask this question yourself. To your customers, for example. Maybe not so flat, but you can work towards getting this question answered. If you give your customers what they yearn for, you'll be the king too rich!
You'd expect the devil to be able to do everything. Yet he has issues. His problems are us, the people. He doesn't get us. And he's wrestling with it all the time. To deal with his issues, he visits a therapist who strangely enough asks him the same question: "What is your deepest desire? And why do you feel that way?".
Why do you have to listen to the target group?
Back to the real world and the digital version in which we operate. The digital world is full of beautiful designs. However, a good website is not only 'beautiful' but also very useful and well thought-out. There is more to it than merging beautiful images and some pixels. This is not yet a user experience (UX) design, because UX is focused on the requirements of the user of the platform. Most marketers will recognize that UX is important if you want to be successful in the digital world. However, many still do not realise how important it really is.
Countless studies have shown that a bad UX will push most users to leave a site. User departures can be as high as 90%. Poor UX results in millions of euros of lost revenue for organizations in all kinds of industries. What you can say is, if you don't listen, you're missing out on money.
Why don't many companies choose UX?
The increased focus of companies on user experience is a step in the right direction, but most organizations do not get UX implemented properly.
This is particularly clear when the budget is allocated to a new website. A new platform should usually be launched on a specific date (and especially as soon as possible). As a result, UX is often sacrificed and a Minimum Viable Product (MVP) version of the site is chosen. Usually with the promise of 'optimising later'. The consequence? An even greater challenge is to rebuild a badly built foundation within the limitations of the system.
The obvious solution is not the best solution
Customers often say: "we want the best solution", but this is quickly followed up: "next week we'd like to receive the wireframes". Yeah, well.
The most obvious solutions are: do what others do' and 'do a number of best practice integrations'. Best practice is a proven method of working effectively and is therefore used by many companies, so there is certainly something to be said for it.
Despite that, it is much more important to be concerned with your specific user experience and not to do what the rest does. This is what we call the discovery phase. A few reasons in a row:
- What works for your competitors may not work for your organization;
- Your personas may be different (and that means different needs);
- You can decide to delete an entire site and start over, while the problem could be solved by modifying a current solution;
- You risk removing certain aspects of your current UX that your users really like.
And most importantly: why limit yourself to being only as good as your competitors, why not better? Look at yourself and learn from your competitors, but don't see it as truth.
So what's the solution?
Good question. Do UX therapy! Let's not cover up problems and make everything look "just a little cool". Discover the underlying problems of the users and explore possible solutions. Because if you don't know what the problem is, you can't solve it either. Immerse yourself in the online digital-1000-piece business puzzle, in other words the user!
Without users, online activities are doomed to fail. They're here and they want to be heard. So we have to listen to them. Let's do some UX group therapy sessions, better known as 'qualitative and quantitative UX research'.
1. Study your users
You think you know who your customers are, but do you really know? Do you know what motivates your end users to purchase your services or products? Do you know their wishes? Do you know why visitors do not purchase products or services? Do you doubt the answer or is the answer no? Then you have to do research! With research, you can better attune your digital solution to the end user because you need to add that one functionality.
A wide range of tools are available to help you collect user engagement. Use Google Analytics to see where your website is struggling. The list is endless but look for example at page templates, funnel problems, device usage and your channels.
As soon as you have an idea of where your users are dropping out, you can find out why. Tools such as Hotjar, SOOQR, Mautic, Optimizely, etc. can help you collect more user engagement data. Data such as mouse clicks, loading times, funnel analyses and user recordings. Insights from these tools will shed light on your UX challenges and can reveal the parts of your digital solution that users find interesting.
2. When in doubt, ask your users
With relatively easy access to different user data, you soon forget to ask the users what they really want. Surveys and polls are fast, cheap and effective for this purpose. This should be part of any UX strategy or conversion optimization strategy. You don't want to bother your visitors too much, so limit the number of questions. Keep your questions short and powerful and only perform polls and surveys when and where you really need them.
The data you get from user testing is invaluable to your platform. This type of research gives you the opportunity to really talk to users about their experiences, challenges, needs and desires.
3. Make room for UX research
It is the mix of qualitative and quantitative insights that will help you to apply the UX-therapy. This allows you to make well-considered decisions, whether it's about optimising an existing platform or developing an entirely new one.
UX research is important. Remember that when you develop a new digital solution or a roadmap. So, put on your lab coats, do research, learn, implement and see your income increase!
Don't become a Lucifer, become his therapist.
If even the devil needs a therapist, so do your clients. Make sure you're the therapist. Because the most deeply rooted feelings can really be revealed by talking to your users, analyzing your current platform and interviewing your target group. Each answer is a little closer to the core. Leave your target group lying on your daybed and pour out their heart to you. You won't regret it.