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If you’re a savvy digital marketer, you know that user experience (UX) has a huge impact on the success or failure of your website, app, or other digital marketing initiatives. UX is a critical part of the user-centered design process. In fact, great user experiences are essential to successful products because they influence how users feel and what they think about your company, brand, and products. To create an excellent user experience, you need to understand your users — their motivations and pains points — better than you do now. User interviews can help you get this information and drive strategy by revealing insights you can use in other UX activities such as personas, scenarios, and usability testing. Here are 4 questions that will help you assess your current user experience and measure its effectiveness:
What are users trying to achieve?
The first and most important thing you need to know is why your users are using your products or services. You may already know some of the reasons, but it’s important to dig deeper and understand the “whys” behind the reasons: Why do your users want to shop with your company? Why do they choose your product over others? Why do they use the features you’ve built into your website or app? This information will help you drive strategy across your entire organization by providing greater insight into your customers’ needs, wants, and expectations. It will also help you prioritize which features and functionality to build into your digital products.
How easily can users find what they’re looking for?
Next, you’ll want to assess how easy it is for users to find what they’re looking for on your website or app. If you’re selling products, is it easy for customers to find what they want? If you’re providing services, do users know how you can help them? How easy is it to navigate your digital properties and find the information they need? If you’re using a digital product, are you able to complete the task you set out to do? If you’re using your website or app, do you feel like you know how to use it? These are a few questions you can ask yourself when evaluating the usability of your digital products.
Are there any roadblocks preventing users from completing their goal?
If you’re conducting user interviews, you’ll want to evaluate if any roadblocks are preventing users from achieving their goals. Is there a problem with one of your features? Is there a lack of information that is keeping users from purchasing your product? Is it difficult for customers to find the “buy” button on your website? If you’re experiencing significant roadblocks, you may want to consider usability testing to identify problems and drive strategy with user feedback. For example, you could create a usability testing plan and recruit people to test your digital properties. You can then use the feedback to improve your user experience and increase satisfaction.
Is there anything that would surprise you?
Last, but definitely not least, you’ll want to evaluate if there is anything that would surprise you when interviewing your users. This is helpful because it could lead to insights that may not have been obvious to you before. For example, it might be surprising if the number one problem your users are experiencing is something you thought didn’t matter to them. You can use this information to influence your strategy with new insights. They may inform other UX activities, like personas, scenarios, or usability testing.
Recap
What are the 4 questions that will help you assess your current user experience?
What are users trying to achieve?
How easily can users find what they’re looking for?
Are there any roadblocks preventing users from completing their goal?
Is there anything that would surprise you?
Why is UX so important?
It influences how users feel and what they think about your company, brand, and products.
It’s driven by your customers’ needs and expectations — not yours.
It also influences your customers’ satisfaction, loyalty, and willingness to recommend your products or services.
How can you improve your UX?
Start with better insights into your users’ needs and expectations.
Conduct user interviews to understand your users better.
Use these 4 questions to evaluate your current user experience: What are users trying to achieve? How easily can users find what they’re looking for? Are there any roadblocks preventing users from completing their goal? Is there anything that would surprise you?
Get the most out of user interviews
Hone your interviewing skills.
Ask open-ended questions.
Use a user interview checklist.
Conduct the interviews in-person or online.
Get ready to get more done
The insights you gain from user interviews can help you make critical business decisions.
They’ll also help you create more effective marketing strategies, feature prioritization, and website design.
With this information, you can create better digital products that your users love.
Get rewarded for the work you do
User interviews can help you measure your current user experience.
They can also help you create better digital products that your users love.
In fact, you can use these interviews to get rewarded for the work you do as a digital marketer.
In conclusion
User experience is critical to the success of your digital marketing initiatives.
Conducting user interviews can help you improve your UX and get rewarded for the work you do.
Start by evaluating what users are trying to achieve, how easily they can find what they’re looking for, whether there are any roadblocks preventing them from completing their goals, and if there is anything that would surprise you.
Ready, set, go!
User interviews can help you get the insights you need to make critical decisions.
They can also help you create better digital products that your users love.
Ready, set, go! Get started with user interviews to improve your UX.