User experience (UX) optimization is a critical process that enhances the user experience, improves user satisfaction, sustains engagement, improves conversion rates, and so on. It plays a pivotal role in shaping the reputation and success of a product or service.
This guide takes a deep dive into UX optimization, exploring the definition and value and explaining steps for user experience optimization.
What is UX optimization?
UX optimization is the process of gaining insight into users and applying that understanding to the product or service. UX optimization involves many techniques and methodologies, including task analysis, interviews, testing, and evaluation.
In task analysis, a person's actions on an app are traced to highlight opportunities to improve the efficiency of the customer journey.
Stakeholder interviews can be conducted with anyone interested in the app's UX, including users, employees, managers, executives, investors, and community partners. The interviews can consist of focus groups, surveys, and individual interviews to learn how the app can be improved. A script of open-ended questions can be written to guide the interview and welcome feedback that may not have been anticipated.
UX testing consists of moderated and unmoderated tests, 5-second tests to see first impressions, and first-click tests to know where a user clicks first in the app to complete a task. Companies need to find willing users and create a plan for testing, conduct the tests, and present results. Testing can be eye-opening because users may interact with the app unexpectedly. Tests must evaluate accessibility to ensure the app can be used by everyone, including those who are Deaf, blind, and physically or mentally impaired.
A heuristic evaluation is a way to identify design problems in a user interface. It involves finding at least three usability experts to test the app, establishing criteria to judge the UX, recording the test session, and compiling and reviewing evaluation data provided by the experts. Companies can use established heuristics like Nielsen's 10 usability heuristics for user interface design.
The Value of UX Optimization
UX optimization delivers immense value to business, including the following:
- Increase user satisfaction by creating a positive experience, making users more likely to stay engaged and return for additional sessions.
- Reduce user frustration by eliminating pain points and streamlining processes.
Reduce bounce rates because customers enjoy the seamless and engaging experience.
Increase engagement and conversion rates because users are encouraged to spend more time on the app and explore more features.
- Streamline the customer journey to complete desired actions like subscriptions, purchases, and more.
Lower support costs as there are fewer user inquiries and support requests when users can easily navigate the app.
- Deliver long-term savings because the investment in UX optimization typically pays off in the long term as companies can avoid costly redesigns and development overhauls.
- Establish a competitive advantage in a crowded marketplace where users will not waste time with a glitchy experience.
- Improve the brand reputation and trustworthiness. When users feel confident and comfortable with the app, the brand is perceived as better and more trustworthy.
- Increase accessibility and inclusivity by adhering to the Americans for Disability Act digital accessibility guidelines.
- Gather and take action on user insights and feedback to further improve the product, give competitive advantage, and make the product more user-focused.
Steps for Optimizing User Experience
There are four core steps in building optimal UX:
1. Identify Core Tasks
What must the user do to use the app and achieve their goals? The goals revolve around entertainment or task accomplishment or be unclear. Look at behavioral data and create and test a hypothesis. Conduct task analysis to study how info flows in the app and break down tasks into subtasks. For example, suppose the main task is purchasing a product. In that case, the subtasks are to browse the catalog, read product details, add the product to the cart, click checkout, enter shipping and payment info, and receive confirmation. Determine how subtasks fit together and restructure and streamline the flows for more efficient experiences.
2. Analyze Behavioral Data
Look at existing data like web and app performance data to understand how long people use the app, the frequency the app is used over a given time period, the conversion time and rate, and the churn rate. This information can help hypothesize why the UX features work or need improvement.
3. Test the Hypothesis
This is essential for optimizing the user experience. The tests must be effective to get data-driven insights. Consider A/B testing, multivariate tests, control groups, random sampling, and more to confirm or reject the hypothesis.
Implement the results of tests into the apps.
Continue the cycles of continuous improvement. After all, apps are living entities that must be constantly updated to sustain and boost retention rates.
UX Optimization with Encora
Fast-growing tech companies partner with Encora to outsource product development and drive growth. We are deeply expert in the various disciplines, tools, and technologies that power the emerging economy, and this is one of the primary reasons that clients choose Encora over the many strategic alternatives that they have.
Contact us to learn more about UX optimization.