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How User Experience Will Play Big Role In 2019’s Marketing Strategy For Brands

To stay ahead of the curve, UX design is important for a brand because it will help our business by making the best possible first impression, generating ROI, increase in customers retention and market share, money saving in the development phase, and a big-ticket investment for the future

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As an early stage start-up, one of the biggest challenges is to get our names out and cultivating a loyal customer base. In terms of company growth, we need to be creative when we are just starting out, because it’s nearly impossible to compete with established organisation through traditional methods. 

Today, the real need is to find perfect techniques which enable consistent customer acquisition and help in retaining those customers frugally and that is what, growth hacking enables. The self-powered virtual machine is more of a mindset which helps in developing growth by leveraging growth hacking techniques. 

If you are in an early stage and looking for rapid growth of your customer base, utilise growth hacking strategy to entice potential customers to increase your business productivity. Despite the fact, that every company’s approach towards growth hacking is different, there are certain practices that tend to work for most start-ups, regardless of their niche product or services. 

User Experience is a key for small and start-up business because their product is the first impression to their users. The purpose of UX is to meet the customer needs and to create an experience that’s easier and joyful. Users in this world are unpredictable and hard to understand as in just few seconds they can decide whether your product is worth their time as that is the only opportunity you get to turn someone in. 

UX helps you in delivering the flawless experience for the user and marketing is about making them remember your brand. The connect comes when you create memorable experiences that influence user’s overall feeling towards a brand. The perception created through marketing brings customer closer to brand and great experiences result in recurring purchases and loyalty. 

Neglecting user experience during the product design will result in the clumsy product and not bring your users back. Hence thinking about the user experience should be the first step that we should consider before designing any product.

When the company understands the value of design and its impact on the business, then the designers get more involved into product strategy and in the decision-making. 

Product design is the natural augmentation to interface design in a business environment. The Product designers should understand its ecosystem from a product’s conception to its launch, to scaling, to its maintenance, where they are involved into every aspect of the product development process. 

It becomes imperative for the design team to work closely with product management and the user research team to craft product vision and strategy that can make a difference in terms of outcome. The team also contributes to high-level strategic decisions based on user insights and valid facts. The key to a successful product will highly depend on design team working conjointly with marketing, growth potential, product management. 

Some of the key step’s companies should adopt during Product Design includes Context of use Analysis, Ethnographic Research, Think Aloud, Qualitative Research and Quantitative Research, Micro Interactions, MGM (Member Get Member) which helps in the study of the human behaviour and to collect fruitful User’s data.

The Context of use analysis involves collecting and analysing information about the intended users, their tasks, the tools to support their goals, the physical environment that the product will be used in, the technical constraints and other factors that’ll effect the user experience.

The data for a context of use analysis can be gathered using interviews, workshops, surveys, site visits, focus groups, observational studies and will be used further in the designing of the product. 

Micro Interaction (app-based push such as mass push, target push, event-based push and others) is a message that users get on a mobile device. Micro Interactions are widely used on all mobile devices to share updated information or events while the user is not actively using the application. A good micro interaction takes the interaction between brand and the consumer a step further, with more information. Using such interactions correctly will help enhance the UX and push your app even further into a user-centric state. The content of these micro interactions can be a mix of short and direct messaging targeted at engaging customers. A good micro interaction should convey interesting content in a concise manner as many users hardly look past the original notification. At a time where delighting your users has never been more important, these app-based notifications will be a key to a great user experience. 

Organisations should look at focussing their MGM offers on the most engaged customers base which will help increase the effectiveness of the offer significantly. The communication should be on the same lines across all platforms. The use of standardised links and footers in e-mails, push notifications through app, will help engaging more customers.   

These strategies generally aim to increase the user base as quickly as possible while keeping the spend to a minimum.  Researched products give designers the advantage of building the right features for the right people. It helps in understanding the user experience of a product as a whole; not purely as Interaction- and Visual- Design of features. It makes sure designers tackle real user problems and herewith reduce the risk of building something nobody wants. 

To stay ahead of the curve, UX design is important for a brand because it will help our business by making the best possible first impression, generating ROI, increase in customers retention and market share, money saving in the development phase, and a big-ticket investment for the future.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.


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Charlie Lee

Charlie Lee is the founder and CEO of Balance Hero which promotes True balance- a digital wallet on playstore incorporating mobile balance checks and prepaid recharges. Prior to this, Lee was the president and CEO of Access mobile, a provider of customized mobile solutions that address business and social needs.

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