(7 minute read)
In previous blog posts, I have provided a short primer on the mix of Digital Marketing elements, explained the concept of Customer Experience (CX), outlined the building blocks of CX Strategy, and explored the importance of CX Design in building customer-brand relationships. I have also unpacked the interrelationships between the concepts of CX, UX, and UI and explored the differences between UX and UI.
If you are unsure of some of the terms above, please read the linked posts.
In this post I will briefly run through the first part of Design Elements.
What Should Good Design Do?
In the context of Customer Experience it is important to remember that a well-designed digital interface (website, app, portal, e-commerce site, interactive device etc.) is a strategic business tool performing multiple functions. As such the interface is responsible for delivering multiple business, customer, and employee outcomes, internal and external engagement goals. Business outcomes can include things like Online Value Proposition (OVP), brand image, legal compliance, commercial and non-commercial objectives, and strategic business goals.
UI and UX have a purpose in that they serve the broader needs of CX and business strategy. They can never be divorced from their business context.
UI is critical in customer interface touchpoints. UI design has to account for many different types of customers who all arrive at the interface from many different sources of customer traffic, at different entry points, following varied pathways and journeys. Customer audiences carry multiple motivations, personalities, buying intentions, and levels of technological familiarities.
In the case of a website, the UI has to be designed to attract traffic and guide customers along the journey – in the form of a ‘funnel – and help ‘convert’ them into paying customers – Conversion Rate Optimisation.
In summary, good design (and UI for website, app, e-commerce site, portal etc.) must:
- Deliver the right aesthetic feel and brand image.
- Be compliant with legal
- Delivery commercial, operational and strategic business goals.
- Be compatible with multiple technical systems and capabilities.
- Anticipate, meet, and satisfy the needs of many different customers each of whom may have different motivations and personalities in engaging with the digital interface.
To expand on this a little further:
AESTHETICS requirements will cover elements of Visual Design, Brand Identity and Image, easy Navigability, and an overall User-Friendly feel.
LEGAL requirements will include legislated business features such as Usability, Accessibility (e.g. those accessing the website with special software), Compliance (e.g. Data Protection Laws), Trust (for Payment Protection), Security, and Veracity of Information.
COMMERCIAL requirements will have to ensure that the UI communicates the Values of the business, its Brand Identity and Image, Value Proposition and Purpose. It has to deliver results, business outcomes and objectives (e.g. app downloads or email sign-ups) which in turn feed into sales, revenue, profits, and cost efficiency KPIs. Effective UI requirements will also have to deliver KPIs related to Customer Satisfaction, Information service and support. A superior UI delivered customer experience will result in stronger customer loyalty and relationships, repeat purchase and visits, improved SOW and CLV, and advocacy.
More critically good design is indistinguishable from STRATEGIC GOALS which would include specific KPIs and Business Outcomes, Customer Relationship Management Systems, Brand Reach and Voice, Digital Assets and Data Inventory, and Value Monetisation.
A well thought out UI Design will ensure that the interface provides excellent INTEGRATION overall business strategy; brand image; Online Value Proposition; internal systems, operations, support functions; back office systems, data, information, resources; policies and procedures; and an integrated database-CRM system for data capture and processing.
It will also be COMPATIBLE with a range of online and offline marketing communications and offline information sources; multiple types of buyer behaviour, buying modes, decision making contexts, buyer personality types; multiple access systems – browsers, devices, OS; and multiple traffic building initiatives – search engine, social media, affiliates etc.
As we can see, there are numerous demands on good design to ensure that it delivers both customer needs and business goals. In the next post Part II, I will unpack and explain some of the features of the Design Elements so please read on here…
