It’s painful to live surrounded by bad design. Recently I’ve started having an issue with screen sharing on Google Meet: the screen would freeze in the middle of a call when I would try to share it, leaving me no other option than to leave and re-enter the call. This bug is known to Google, and I believe they will fix it soon, but in the meantime it is incredibly frustrating to deal with.
If you think about your own business, whether it’s e-commerce, service- or subscription-based, do you ever wonder how often your customers get frustrated when trying to accomplish their goal, specifically when they’re on your website?
Website visitors don’t tend to talk about the User Experience Design (UX Design), unless it’s bad. Unfortunately, they talk about it to their friends and family and not so often to you, so the negative consequences are quite dreadful, and you sit there pondering why the sales are not going up...
At Wild Digital we have designed and developed a lot of websites, so time and time again we have confirmed that designing a good website starts with understanding your customer’s journey and tailoring the User Experience so that they can transition more smoothly across touchpoints with minimal effort and few barriers.
Besides, a recent study by the Journal of Business Research claims that customer journeys are particularly relevant in B2B settings, and this is further emphasised through the increasing use of digital technologies. So much so that by 2025, studies estimate that 80% of B2B interactions likely will occur digitally.
We normally map out a customer journey in a Discovery phase of a project, but seeing the positive impact of this, we have started offering a Customer Journey Workshop (starting at €2000) as a separate session that any brand can book to improve their User Experience. Recently we have done such sessions with companies like Intro Personeel, TeleTrain and &flux.
A good website starts with understanding your Customer's Journey
As a successful entrepreneur, you probably know that the customer journeys are not always linear, but they tend to go through a number of stages, starting with awareness and on to consideration, action/purchase, after sales experience and loyalty/advocacy.
Our objective with the Customer Journey Workshop is to take on the customer’s perspective and gain a crystal-clear understanding of how they interact with your brand while going through these different stages. Together, we work through a number of exercises, such as creating customer personas, determining their goals, mapping out touchpoints and interactions, as well as identifying key emotions or behaviours at each stage. We're especially on the lookout for pain points, roadblocks, and any other annoying impediments to a seamless experience.
The journey building comes next! Together, we come up with solutions to improve the user experience, from picking the ‘low hanging fruit’ like changing the calls-to-action (CTA buttons), to more structural improvements, like creating better UX flows. In the Intro Personeel case, for example, we have uncovered that a part of the recruitment process can be moved online. This meant that the recruiters saved a lot of time and the users got more control of their recruitment journey, so it’s a win-win!
