— September 20, 2017
Does your design team concern themselves about evoking positive emotion for the customer? Do they go beyond customer expectations in delivering awesome experiences? if they do, then those people will want to tell the world about you. If they design for themselves, then customers will tell the world nothing.
This is part one, in our upcoming 5 part series for September.
Design is not about you
It’s about the consumer. They are the ones that make the decision to buy and interact with your product. So why not study them to make better designs? Then create engaging experiences that encourage word-of-mouth referrals.
UX Design is short for “User Experience Design.” But I’ve never liked that because it doesn’t capture the reaction to design that I’ve seen people have. There’s an emotional response you are looking for that changes behavior. Then that change is a catalyst for them to react then act. I like to lean toward calling it “Emotional Responsive Design.”
Memorable experiences can be positive and negative. This school of design has a goal to enhance the consumer’s user satisfaction. This is done through more than graphics and intuitive interfaces. Graphic designers are pixel focused and specialized. A UX Designer is multi-disciplinary and user focused. Both creative thinking and prototyping. But only one is aware of the emotional responses users have. Thus, shape whatever it is they are designing to evoke positive emotional responses.
Kinda Like A Good Marketer
Marketers want their consumers to love the product they are pitching. It’s what marketing does. IT makes you want to buy, then evangelize others to buy it too. UX Designers understand the marketing behind what they are creating. And are aware that someone has to “want” this. Going beyond looking at it to appreciate it, or assume what a user wants.
User Centered vs User Scented Design
I can’t stress enough that UX Design is more precise than simple design. When a project begins your designer should be user centered. Meaning, thinking about what you need in your project. There’s a process of interviewing, observing and processing data.
User Scented is guessing what a user might want. Then assuming without any discussion or data what is preferred. Such as focusing on a login page design and layout for example. And not where it’s visible on the website to login. User scented is guessing and assuming. It’s something doomed to go wrong and costing a lot of money for both parties.