Digital change is happening all around us. For companies that are seeking new, streamlined and digital ways of doing things, it can be easy to forget the people who are in the thick of it: your users. Good digital transformation puts its users at the centre. From customers to employees, whoever is affected by your new digital process needs to be involved from day one.
They will ultimately judge the success or failure of your digital change. For example, customers who find a new mobile app difficult to use will soon delete it and employees who dislike a new messaging tool will ignore it. If a digital change hinders the usual course of business, then your bottom line will soon suffer.
Waving goodbye to bad user design
Google Wave is one such example of bad user design. It enabled users to build ‘waves’ – documents that people could add images, links, videos and polls to and collaborate on. It was a mash-up of email, messaging, online forums and wikis. However, it was too feature-heavy and confusing to use. It didn’t directly replace email or any other feature with a better version – so people kept using those tools instead of Wave. As a result, it lasted 15 months before Google waved goodbye.
A seamless user experience
The user experience needs to be seamless. If it’s designed to run in the background, then it must be unnoticeable. If it is implemented to speed up a process, such as checking the price of an item, then it must be quick and intuitive to use. To achieve this, user testing is required. This could take the form of beta testing where a digital product is released to the target audience for a limited time, focus groups and usability testing. Regular feedback surveys can inform you of problems that suddenly appear.
Identifying user needs
Identifying user needs is key to improving their digital experiences. Again, focus groups can uncover some of their requirements and desires. One-on-one interviews can offer more detailed insights, or, if time is of the essence you can use surveys to quickly gather feedback.
Lower costs and more sales
For customers, having a user-centric digital experience will make them more likely to convert – 53 per cent of users will leave a mobile site if the page takes longer than three seconds to load. As page load time increases from one to ten seconds, the likelihood of a customer leaving goes up by 123 per cent. If they leave, they won’t purchase.
An improved user experience will alleviate pressure on your IT or customer support team. If something is easy to use, people will need less guidance and training. This reduces costs in the long-term.
Improving brand identity
Providing a consistent experience will improve your brand identity. Think of the different platforms that people use to engage with your organisation. They may use their phones, desktop computers, tablets or even a smart TV to communicate with you. Everything from your website and apps, to chatbots, instant messaging tools and email, needs to tie in with your brand.
Making users the focus
Digital change is pointless if users are not the focus of it. Before undertaking any kind of transformation, make sure you consult with your users. You should consistently communicate with them and gather feedback. Make your digital change a collaboration with your users and you’ll discover that it’s a real game-changer for your organisation.
With Xledger, it’s possible to complete tasks with just a touch of a button. For an ERP of choice that puts you at the centre, contact us to discover what we can offer.