UX, that is, user experience, is all about serving your prospects and customers in the best possible way. Create a great ux and you have created a great path toward success for your business.
Here are three questions from User Experience consultant Christopher Murphy of the Belfast School of Art that get to the heart of this:
- What do your users want to get done?
- What are their goals?
- What are they trying to achieve?
This is the essence of good business, right? It’s all about your customers and clients. Let’s dig a bit deeper into each question.
What do your users want to get done?
Here’s a great image that encapsulates what your users want to get done:
Users want an pleasant experience with your product, whether it’s a skateboard or a business course. You can promote your features all day long, the question in their mind is whether or not you can deliver what they want. Charles Revson, founder of Revlon, understood this.
In the factory we make cosmetics; in the drugstore we sell hope. Charles Revson
Revson founded Revlon in 1932, in the middle of the Great Depression. Who needs cosmetics when survival is on everyone’s mind? Revson understood that women needed hope and he delivered a measure of that to them in affordable cosmetics. He understood user experience, and he was able to build a cosmetics empire around the hopes and aspirations of women.
This is what it looks like when you design your user experience according what your customers want to get done:
Steve Jobs asked three questions that helped him create great products for Apple, and his three questions can help you and your business become more successful.
- What’s not working? Prospects have sought you out because something isn’t working for them, and you have given them at least a sense that you have a solution for them. At first, they’re not sold on you or your solution, but if you can convince them that you do indeed have what they need, they will buy from you.
- Why doesn’t it work? Jobs understood the power of “why” questions and he asked them constantly. Why questions are what drive innovation. Jobs was concerned with design, manufacturing, and distribution. What are the concerns that drive your business? Even if you’re an affiliate marketer and not a product creator, the why questions get you to really think about what you’re in business to do for others. Something isn’t working in their lives or businesses and they’ve come to you for help. If you understand their problem and can offer them an attractive solution, you’ve got yourself a great win-win situation.
- Is this the best you can do? Jobs was always concerned with excellence. He wanted the best out of himself, his employees, and Apple products. I own an Apple Mac mini. As the name implies, it’s small, but it delivers what I need from it. I’m using my Dell laptop right now, but I have some things that I use the Apple Mac mini for and it does what I need it to do. Plus, it looks cool. Whoever designed it did a great job. The point is that the quality of your work matters – are you doing the best that you can do?
What are their goals?
Three of the best niches for internet marketing are health, wealth, and relationships. Everyone wants good health, which is why diet and exercise programs are popular. Most people want more income than they currently have, so anything that helps them achieve their goals in this area is something desirable. Relationships are generally difficult, whether it’s marriage, family, dating, work, or whatever. Many people want help with relationships, which makes this a profitable niche.
Whatever you have for sale, if it meets the goals of your prospects and you can give it to them in a way that is satisfactory, you’ve got a winning business strategy. It all starts with their goals. When you can hook into what your prospects want, they’ll listen to you. If you present what you have to offer in a way that seems irrelevant to them, they’re gone.
What are they trying to achieve?
This ties into their goals. If you can understand the range of their goals, you’ll understand what they’re trying to achieve. For example, financial goals can be tied to a number of different motivations. It could be status, recognition, personal advancement, autonomy, security, lifestyle, responsibility, a sense of achievement, or a desire for personal growth. What is it that your customers are truly after?
Here are six more questions that will help you determine every aspect of the user experience that you are designing for your prospects and customers:
- Who are your users?
- What are their behaviors, goals, motivations, and needs?
- What assumptions have you made about them?
- How do they currently use your product?
- What other products do they use?
- Where do they have problems with their workflow?
- Do they like using your product?
Source: Tom Hall, cofounder of ThinkUX
That’s lots of questions, but it all gets down to this: if you’re not maximizing your ux at this moment, now you know how to do so. Any questions?
I invite your comments and questions, and your likes and shares.