Beyond the 'Seamless' and ' Delightful' This article in HBR shared a useful approach to target the experience for your brand that's much more meaningful than generic run of the mil way. When I read it I felt it does made sense, considering no one experience with a service or brand is somewhat the same all the time its imperative we aim our goals and solutions more tactically. Which one align more to your needs?
The article suggests Mass-Market, Convenience, Gravity and Boutique as the categories of tactical brand experiences. Each of there warrant different approach, ideas and outcomes and can help your teams be more specific and narrow those pain points to a tee. Check out the details of the four matrix from the article in the link below. HBR - What's The Right Customer Experience For Your Brand?
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What is consumer grade user experience? Whether we call them customer, consumer or users, ultimately these are the people that use or consume the products, services sold or provided to them. Whether it’s the endless online purchases or checking into a holiday resort the experiences that we deliver to consumers has always been a more pleasant one versus software solutions and business bureaucracy that many corporations faces. Today we as consumers have a much more discerning expectations of the experiences we face when interfacing with our software applications whether its ordering your pizza, all the way to trying to buy a product at a vending machine. Yet many corporations put a blind eye in how they expect the experiences within their organisation should be like, but that’s rapidly changing. Bring consumer grade experience into your enterprise with these three efforts to start. User requirements and user experience comes together. Corporations today cannot run away from deploying various off-the-shelf products. From the likes of SAP, Oracle, Microsoft, Amazon, and various other solutions that runs global corporations and small business owners. The best opportunity for you to ensure that considered decision on good user experience is factored is key during the tender process. Putting down user requirements, commercial, features and functions as the main driver of selections of which technologies you want to use isn’t enough today. Most of these products and solutions still lags behind when it comes to user experience for the corporate front. It is vital that when you are in the process of procuring a solution a big part of the evaluation puts in a considered review of usability satisfaction and ease on usage of whatever solution that you are looking for. If not for you at least for the employees on the grounds that somewhat has to use these solutions on a daily basis. The user is the decision maker One of the things that makes consuming consumer products and services experiences often better versus enterprise is the ability to put the user needs first. Your customers at the end of the day will somewhat make most of the decisions overtime. Hence listening to them and intentionally eliciting their opinions helps close the gap between product owner's intentions closer to the consumers need. Whether it’s net promoter scores, focus groups, observational analysis or a peek into analytics data for insights and ideas to make the experience better. This same approach applies when organisations are looking for solutions for their own employees and partners. Your employees and business partners are just as important and discerning, they are after all every day consumers first. Invest in integration If your organisation runs on software solutions that is built internally well then you’re a little bit more lucky. You get to have a say in how you want the experience to be. But for most organisations you will rely on third-party solutions. It’s vital that you demand solutions that is nimble to integrate, whether in a form of API or simply sharing a data lake. Great user experience at both the consumer and enterprise level requires seamless access to shared data, ID access and rights management in order to deliver delightful and personalised experiences for your employees as well as business partners. In your selection ensure this ability to integrate is an option that you can go for because trust me you will most likely need it along the way. These three areas are a great starter and how are you can begin to bring in consumer grade experiences into your enterprise. Obviously it is even better if you have invested in an internal experience design team that will ensure that there is an internal champion that will drive this priority. Below are some content that you can go through to understand the value great experiences can have at the an enterprise, elevating it beyond your customers. The Business Value of Design The Value of User Experience The Value of UX Design |