October 24, 2019
Article by neffdev_admin

Design Validation for Customer Experiences

Experience Matters

As businesses strive for innovative solutions in an evolving marketplace, it becomes increasingly important to provide the best customer experience (CX). It’s about how the audience experiences your brand, which is often different from internal assumptions. This isn’t something to be sprinkled on top as an after-thought. Engaging and effective CX comes baked in, throughout an integrated process.

Misconceptions

User experience (UX) design is commonly misunderstood. Some people believe it is only involved in websites and apps. Others believe it means wireframes, the visual content structure of interactive projects. Wireframes are a tool for UX Designers. And of course, a UX process should be part of an interactive project, user experience design is more than this.

How do we know that our solution is right for you?

Yes, your creative team went to school, and have plenty of prior experience, but every situation is unique. There are plenty of traditional marketing techniques, which we can combine with new ideas. The trick to finding the right approach often lies in testing the user experience. This is done with consumer research and design validation strategies. Digital products, for example websites and apps, benefit from user testing. However, these techniques can be just as useful for other marketing strategies, such as print and video advertising. We adopt a human-centered design approach to frame our thinking and achieve the most valuable results.

An Objective Approach

Your campaign or product has to look and feel good, but it requires more than these subjective qualifications to verify a design will be successful. Our design process begins with defining a measurable goal for each project. Research is gathered for the implementation of a strategic project plan. By collecting a wealth of information, we are able to tailor creative services to the unique details of your project.

Additionally, we seek to validate our choices through research both during, and at the completion, of the creative process. This allows for iteration and refinement of the experience to achieve your marketing goals.

Design Thinking Process

Validation Strategies

There are a variety of research methods for validation that can be used to measure success at many points. Surveys and focus groups can inform the creative team about the customer experience. Moderated and unmoderated user tests, as well as beta testing, can drive refinement of products and experiences. In some situations, A/B testing is appropriate to compare two possible concepts.

Who Can Benefit?

Businesses across many industries can use these approaches for integrated marketing campaigns and experiences. For example, conversions initiated from separate billboard designs could be compared in an A/B test to maximize leads. Websites can benefit from several types of user tests to verify that people were able to efficiently locate desired information. These are just a couple of the many scenarios that can benefit from a research driven approach. Ultimately, all of this work helps businesses, as well as the customer, or end user. Validation in creative marketing has the potential to not only drive profits, but to create a more useful product.