10 examples of truly high-quality UX that helps you learn about users
Make development your priority.
You need to expand your customer base, raise revenue per user, and reduce customer losses.
At first, this is possible with careful study. You can get the most out of the early stages by solving current problems and fixing bugs.
But this approach will only lead to optimization within the “local maximum”. This term describes a goal for small opportunities where profits will be minuscule. Behind this small goal is another, higher one – the “total maximum”, which allows you to fully unlock the potential. In order to achieve it, you will need financial injections from your users.
As always, the major achievement of the goal means the expenditure of time and resources. Ideally, you should get into a continuous streak of success and inspiration, spending a minimum of time and resources
Get more details using creative questions
As legendary designers Charles ISM and ray ISM say, ” details are not small things, they create design.” You can get a lot of valuable information by asking your users to specify which details are causing them questions. To achieve this result, you just need to use the right research methods. What methods are correct? We will give you the answer in the first three examples.
1. Patagonian feedback accuracy
Patagonia is a clothing company that leaves no chance for chance. Every detail, from the products on the website to the zippers on their products-everything breathes the values and goals of the company. But in order for everything to remain at the proper level, the company needs to see the site through the eyes of the buyer.
Feedback consisting of common phrases is useless. For example, phrases like “doesn’t work”, “it’s stupid”, “beautiful pictures” lose all meaning in isolation from understanding the real state of things for the buyer.
Patagonia solved this problem by giving customers the opportunity to accompany their comments with a clarification-specifying their region in a single click. Then the report along with the regional information is sent to the database. This allows Patagonia to get the correct interpretation, and to help improve it with full confidence.
2. Top conversational tactics from Topshop
Topshop exists in a highly competitive market for women’s fashion. Therefore, it is very important to provide customers with an impeccable experience of interaction with the site. After all, competitors are nearby – in the next tab.
To survive in the world of online trading, you need to immerse yourself in this race. Usually online store sites use standard design solutions to avoid confusing customers, but this approach makes it difficult to stand out from other sites. That’s why Topshop is doing a deep analysis, figuring out where they can give more weight to their interface.
The slogan ” Hey, Hello! Let’s go shopping together!”, intrigues and attracts customers, allowing Topshop to get the maximum number of buyers.
After that, there is a clear request “We will be happy to call you back while you make online purchases”. If the user confirms the request, they are sent an invitation to Skype, asked to enable two-way image support, and select items with it.
As you may have guessed, this method is not very well suited for a large number of clients. However, the loss in quantity is offset by an increase in quality. Informal communication or even short chats are powerful tools that help your team get to know your target audience better and establish emotional contact with customers.
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3. Checkin with Google tables
Even the world-famous Google company, with its huge data reserves and UX staff, needs to communicate with its users in order to maintain constant optimization. What is the reason?
To answer the question ” what?”, you must first find the answer to the question ” why?”. Trying not to get stuck in a swamp of high-quality data, they very carefully select the appropriate questions to get the answers they need.
Google uses a mix of questions with alternative answers and open questions. This specification allows them to focus on relevant information.
The first and most important thing they do is ask their users why they use their product. This makes it possible to understand the needs of users and find effective solutions.
Another important point for successful statistics is speed combined with efficiency. By asking additional questions, Google looks at this aspect, getting a complete picture of what the user thinks about the product, expects from the product, and wants to get in the future.
Optimal time for collecting information
Because of the human factor, data obtained by reflection is less reliable than cold statistics.
As paradoxical as it may sound: “one of the most characteristic errors is the error report.” This error results in a constant error that occurs when the user avoids details, or when accurate reproduction is not possible. This happens when a report is delayed or new events are added to it.
In order to eliminate the influence of the human factor, you need to collect information from users almost immediately after the event. The following 3 examples will show you how to do this.
4. Best feedback with perfect timing from ClassPass
By providing access to a global network of fitness studios, ClassPass gives its users the opportunity to achieve their goals. There are millions of techniques, methods, and places (from yoga in London to Cycling in Sydney). However, if you have just finished your rehabilitation period, the last thing you want is to get to a snooty coach who will call you a rookie.
Realizing that the first experience can create or destroy a long-term relationship with the client, ClassPass tries to get accurate reports on all classes as quickly as possible. This gives customers confidence that they are working with professionals who can be trusted.
ClassPass will not miss another opportunity to get feedback on the past event as soon as the user logs in to their account. To get the most out of it, ClassPass asks users to fill out a report that lets you know what the user thinks about the session. And most importantly – at what level it was held.
Instead of relying on your own opinion, ClassPass summarizes information received from users, creating an accurate categorization of their activities.
5. Don’t miss the latest opportunity from Mountain Warehouse
Persistent clicks push users through the thickets of ads on your home page. After going through a couple of dozen options, they finally find what attracts their attention. They begin to move, reach a state of readiness to transfer money to your account.
But no…they’re leaving. Ugh!
This error continues to work. In the worst case, you may lose up to half of your customers because of it. But what’s going on? The site is fine. The only way out is to ask yourself ” why?”.
This is exactly what the distributor of equipment for travelers – the Mountain Warehouse company-did. They used widgets with perfect timing. This method allows you to understand the cause of the problem before it ceases to be relevant.
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There is nothing special about this widget. The questions are short, but they are able to show all the thoughts and opinions of the client at the current moment of their journey.
Choosing the right time is key. Mountain Warehouse doesn’t want to lose customers by annoying those who are already in the process of purchasing their services with feedback. It’s like putting sticks in the wheels of a cart with your goods.
The widget will decide when to act. If the cursor hangs longer than usual, the widget fires, trying to figure out what the problem is. If the user’s cursor moves along the path to exit the site, the widget will immediately pop up and make a last attempt to understand what is happening.
6. Clear check-in from Gmail
Who doesn’t like positive reviews? Of course, knowing that your customers are happy is important for confidence in your actions, but it won’t help you get better. Criticism is necessary, but to correct errors, you need to hear what is wrong.
It is another matter to find constructive criticism. The General approach to analyzing the feedback database will only provide a lot of information, complicating the search for a rational grain. To understand everything, it is necessary to highlight those points that are likely to cause criticism. Then you can understand what users were thinking at the time.
With the launch of Gmail Inbox, Google provided the user with a transition to a new interface, while giving the user the opportunity to change their mind and return to the good old version if customers did not like the new one.
If the user returns to the old version, most likely they have a reason for this. The best way to collect feedback is after the user returns to the old version. That’s when Google catches the moment and asks the client “tell us What went wrong”, provoking criticism and thereby helping to improve the new interface.
Understand UX through the NPS Loyalty Index