By James Marsh
Content Source: Forrester
- Before Jumping in With Fixes, companies must determine The Best opportunities
- Great digital experiences don’t happen By accident -- They must be actively designed
- Digital experience improvement projects must support established Business objectives
Top 10 Ways To Improve Digital Experiences
Follow 10 established and emerging digital experience best practices, Best practices for determining what you need to improve:
1: Unify The Overall Customer Experience
- Use recognizable visual design patterns.
- Make it easy for customers to shift from one channel to another.
- Create cross-channel governance practices.
- Begin and end every project with a discussion of business objectives.
- Build ROI models.
- Create a holistic customer experience measurement framework.
- Surface your company’s brand positioning statement.
- Use content, functionality, and design elements that support key attributes.
- Improve usability to reinforce brand value.
- Plan to maintain and improve existing sites and apps.
- Envision how to extend digital products and services to new platforms.
- Create an end-of-life plan before you launch.
- Carry out and analyze ethnographic research.
- Conduct user experience research.
- Deliver large projects related to digital marketing.
- Simplify complex information and transactions.
- Spark new ideas for digital innovations.
- Develop internal skills and processes.
6: Take Advantage Of The Inherent Characteristics Of Digital Touchpoints
7: Adopt Proven User-Centered Design Processes- Create touchpoint-appropriate interfaces.
- Right-size content and functionality.
- Use native device data to deliver a contextualized experience.
- Look for opportunities to make interactions social.
- Conduct and analyze customer research.
- Come up with dozens, if not hundreds, of possible ideas.
- Iteratively prototype and test the possible solutions.
- Co-create with your employees and customers.
- Solicit customer feedback about the current experience.
- Gather and analyze unsolicited customer feedback.
- Uncover hidden customer needs through ethnographic research.
- Test designs with users to uncover specific usability problems.
- Document customer insights in personas and journey maps.
- Try to accomplish relevant customer goals.
- Look for well-known customer experience flaws.
- Examine the actual behavior of customers on your websites.
- Study customers’ mobile and tablet behavior, too.
- Examine customer behavior across channels.
- Target the moments that matter.