The interface is where your customer and product meet. A user expects, and deserves, a product to work in a way that suits them.
If your product doesn’t do this your customer gets frustrated, requires support or moves to your competitor.
The role of an effective interface is to simplify complex business process (like buying an insurance policy online) into an easy to use, successful customer experience.
How do you get this right? It’s not easy. It requires a skillful combination of user needs, business requirements and understanding of IT infrastructure limitations.
Do you know what the experience is like when a user interacts with your product? Do you deeply understand your users needs, objectives and life context, from a place of empathy?
It’s one thing for your system, product or service to be ‘usable’. Slow internet is usable. It’s also an infuriating hindrance.
You can’t expect a system to be effective if interplay between human and design is not considered.
You can expect success if you design for ease of accomplishing tasks, efficiency and real-world users.
When user experience is executed correctly, you get what you need (an impressed new client or a satisfied returning one). They get a remarkable experience, and, bonus, trust is built.
It’s fortune telling that saves you a fortune.
We build interactive design prototypes that are then evaluated and tested by a controlled segment of your potential target audience.
Validating ideas this way, before your product is built or out in the world, you know what may be hindering customer’s from converting, what every interaction results in, and what is already working well.
These insights (both data and context-driven) go on to inform the user experience design of your system.
In short, the more testing that’s done early on in the design phase, the less rehashing there is later on in a product’s life.