Getting into the business sector and hitting a high in today’s market is a dream for many, with every rising of the sun. But many know the changing picture of the market every day. In today’s time, consumers and consumer satisfaction have become the heart of the global market.
According to research done by Gartner, 89% of businesses are expected to compete mainly on customer satisfaction. When asked about what impacts their level of trust with a company, consumers ranked offering excellent customer service as the number one factor. For all forward-looking companies, customer experience and high customer satisfaction are now at the top of the list. Customers no longer rely on labels, products, and prices for their loyalty. Their loyalty depends even more on the service that businesses offer, their experiences, and their satisfaction level.
Having understood how successful businesses rule the minds of the people, the natural question should be how to meet customer expectations and satisfaction. The answer to this question lies in the trend that is taking over the best business strategies, and those are User Interface and User Experience Designing.
UI and UX designing is based on providing meaningful and relevant experiences to users. The main focus of designers include user research, creating personas, creating interactive prototypes, branding, improving usability as well as testing designs. Specifically talking about UI and UX designing, it is mainly concerned with the entire process of acquiring and integrating a product until the final reflections, beginning from the initial intentions. It is also important to know that designing in businesses also concentrates on factors of user experience, such as fun, and efficiency. UI and UX designing is a multidisciplinary field involving people working in a variety of backgrounds like visual design, programming, psychology, and interaction design. The involvement of so many sectors of work makes designing a very important changing factor for a company and its product.
UX Design is User-Centric
For designing the best products and for providing the best services to customers, the user-base needs to be considered at the topmost priority by a company. Designers need to be the users’ advocate and put the needs of users at the forefront of any design and development effort. It is at the core of designing for businesses to understand the users and their context as a starting point for designing and product planning.
In the user-centered business market, feedback from the users play a vital role in shaping the future development and improvement of a company’s products and services. Feedbacks are also an advantage for designers as they get valuable and helpful data about the changing demands of users.
While solving a business problem with design, it is more than just contributing to the company’s wellbeing. It is addressing problems faced by users through methods that can improve the working of user interaction and services. According to Microsoft, 52% of people around the world believe that companies need to take action on feedback provided by their customers. This helps companies to know the actual demand of the constantly changing market. In today’s date, markets are highly influenced by works causing social change. Social impact is gaining importance and what a company represents while doing its job has become as important as the quality of the product or service.
The Why, What, and How of UX Designs
As UI and UX designing is fixing its roots in the production and marketing of companies, the process of designing is spreading its reach from preparing just the basic designs of products to working at all stages of a company. In recent times, designers have got an important place at the table of the main jobs of a company. This is happening as a result of the contribution of design teams into product creation right from the beginning of the process of ideating a product design. Designers deal with three major questions during the process of creating a product or providing a service.
The idea behind every product is born with this question, and designers look for the motivations behind designing a product by answering this question. The why of designing deals with the values and views that go into forming the base of a product or service. By analyzing data collected from users and finding the motivation of people to adopt a particular product or the need to make required changes in a product or introduce a new product, designers begin with planning for an appealing design.
Once the designers become aware and get an idea of the reasons to design a product, work is done on the functionality i.e. the actual implementation of the planning and working of the product. While deciding what all needs to be done with a product, what features need to be included in the product or service, there are some basic requirements that designers address. These requirements are that the product should be usable by users of all domains and categories, useful and valuable according to the market. Keeping all these aspects in mind, designers work on product designing.
With how we come to a crucial part of designing. At this stage of product designing, the designers work on the accessibility, desirability, findability, and credibility of the products. This has the maximum relationship with user experience and satisfaction. Designers ensure that to stay at a good position in the business market, users like the aesthetics, features, and also feel the fulfillment of the demands that they have from companies.
Future leap of designing
As technologies develop, markets expand and user demands take a front foot in business competitions, designer brains and teams need to come up with new methods for improving services for better consumer satisfaction. After witnessing a comparatively slow pace in improving design thinking, the coming years will begin to see something new at a faster rate. Design thinking will play a very important role in adding meaning and narrative to a product rather than just providing services. For creating a unique identity, personality, and character of their products, companies are creating better design teams or are readily collaborating with designers. All design companies including ‘Cognilytic’ work on making products, brands, and services faster, more collaborative, and more experience-oriented. As time progresses, companies and businesses are giving more importance to moving from theory to practice, and finally realizing sensible solutions. With the development of UI and UX technologies, the focus of the design is shifting from interaction to automation, both quantitatively and qualitatively. Communication plays a key role in designing. Thus, designers are working on improving communication on voice interaction, Augmented Reality, and Interactive videos. For better consumer experience, there is a demand for multi-device connections to make services more dynamic and expressive. Along with multi-device connections, features like multi-screen usage, voice assistance, and features for personalized use are getting importance in users’ feedback. Going beyond the only interaction with screens, products like Alexa, Google Home, HomePod are gaining popularity.
This was about designing a product till it gets into the market. The real competition to grab consumer attention and to reach people’s hands starts from here on. Designing for the marketing of a product or service for a company is now no more about just advertisements through visuals and prints. People nowadays get more influenced by marketing strategies that create direct impacts on their lives. Real experiences with products or services ensure more trust of consumers in companies. Taking this changing scenario of markets into account, designers are helping companies to provide more enhanced and complete experiences to users. This is done through new emerging techniques like Augmented Reality, Virtual Reality, and new product branding methods like experience and demo centers which focus on branded partnerships and contextual product placement. These methods transform users from passive spectators to active participants that impact product designing. This helps real-life collaboration of consumers’ feedback and improvement of companies’ products and services. There is also more impact on people’s lives leading to more awareness, more attention, and more involvement in the market culture.
Apart from being user-friendly, product designing has also become very useful for companies who have understood that design is taking over the market more rapidly than what was predicted. An important benefit of UI and UX designing is that it provides better experiences to consumers using methods simpler than complex coding. With the growth and increase in popularity of product designing, there is an increase in the number of design tools that minimize the need for coding or even build without coding. This has led companies to explore various elements of software development that go into building design tools and methods. Earlier, designing for a product was confined to just creating graphic designs or the visuals for marketing and advertising. The major chunk of other processes was taken care of by codes. The scenario has changed with development in design thinking and product designing. Now, the maximum processes that go into creating a product come under designing.
“A decade ago, function over presentation was the rule, so you needed a workflow manual just to follow the user interface! But now — in the decade of design — the interface no longer reflects the code; rather, the code reflects the design.”
This in itself speaks volumes about the difference that design is bringing into businesses and the market. Even after so much difference that can be seen created by design, the spectrum of design will continue to spread to find many more solutions. Companies will invest more in design and the need for more tools and methods for product designing will be felt to fill the gaps.