The key to every successful enterprise is satisfied customers.
In the digital era, the majority of customers are interacting with businesses and making purchases online. This trend brings with it new challenges with regards analyzing and meeting your customer’s needs.
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A customer eye tracking study showed that people spend 57% of the time looking “above the fold”. That means the majority of your customers’ attention is focused on the top portion of your website. When they scroll, their attention disperses.
Understanding this, many enterprises are now adopting design elements that highlight crucial parts of the website. This provides users with a better understanding of the website, app, or system’s functionality.
This is one small but important example of the complex intersecting elements that come together to form the “user journey” or user experience.
Walking in your customer’s shoes on their user journey
User journey can be described as a step-by-step scenario of a person interacting with your product. This process includes not only the physical usage of your digital tools, but also the user’s emotions and thoughts regarding that interaction.
To have a better understanding of what the user journey is, let’s look at how you purchase running shoes.
Your journey as a user and — by extension — a customer, begins when you think to yourself, it’s time to get new running shoes. You’ve mentally entered the marketplace.
Next, you might search the web for information about what shoes are good, and which ones will suit your needs. You might want to find like-minded people to pick their brain and compare notes on running shoes.
You might also head to your nearest sportswear store to check out what’s on the shelves. These days, a significant portion of consumers will then buy their new running shoes online.
Once they’re delivered, your user journey continues.
How do they feel when they’re brand new? How long does it take to break them in? What information by the brand is provided with them? How long do they last before you need to get new ones? How do you feel when you wear them?
User journey vs. user flow
It’s very easy to get user flow and user journey confused. These two concepts are related but not the same. User journey describes all the possible ways a user might interact with a product.
User flow, on the other hand, is limited to the actual steps that users take and how they accomplish their goals using the product.
Therefore, it refers only to actual user-product interaction rather than potential interaction.
A better understanding of customers leads to higher profits
Every enterprise should aim to deliver a good user journey.
In other words, if you design your digital experience with the user’s point of view in mind, you can not only attract more customers but cultivate more revenue too.
You also generate more trust between you and your customers when you facilitate their online user journey. When you make things easy for your users, they are more likely to stay with you. They’re also more likely to share their experience with others.
One way to make the user journey for your digital tools better is through a Digital Adoption Platform (DAP).
The DAP is a software layer that helps people understand digital tools. At its core, DAP is an instrument for data collection and subsequent user behavior analysis. But it also uses AI to guide your users where they need to go and optimize their interaction with your product.
A study by the Institute for Infocomm Research in Singapore found that one of the crucial features of user satisfaction from digital interaction is a customized user interface (UI) — especially when it comes to millennials and generation Z.
Since these audience groups are more digitally literate and embrace independence as a core value, they want to feel more in control when it comes to technology.
The DAP provides this customized experience by understanding exactly who is using the system, determining their needs, and pointing them in the right direction so they can achieve their goal.
An immaculate user journey leads to satisfied and new customers. When it comes to dealing with your enterprise’s digital platforms, users want customization and in-app guidance so they can be self-sufficient.
Detailed understanding of your user’s journey will allow you to offer them the best solutions. That level of understanding can come from using a DAP, which tracks and learns from user behavior while providing customized guidance to users in-app.
By providing support within the digital system itself, the DAP gives users no opportunity to leave. They remain engaged and nurtured, and are more likely to stay loyal to your brand.