Brands Win on Experience
CX (customer experience) is the customer’s perspective across every interaction with your company. As customers’ expectations continue to rise, what once was “nice to have” is becoming make or break. According to a study by Qualtrics, 89% of companies that lead with customer experience perform financially better than their competitors. A good customer experience aligns the interaction a user has with the product itself to other aspects of the experience, ensuring that it is delivering on brand promises.
Developing stand-out customer experiences require intentionality and a holistic view. It’s important to step back and look at the big picture; crossing departments, teams, and channels to see the full experience through the eyes of the customer. The team at Priority Designs can help audit, ideate and develop strategies that will leave customers with experiences that meet, and even exceed expectations.
Customer Experience Brainstorm
Case Study: Aligning UX to Golf Mindset
My Golf Spy partnered with Priority Designs to re-think and re-design their website experience. In order to better understand motivations and buying behaviors, we started with research to inform the site’s navigation and flow of information. By identifying three distinct user groups, we organized and designed the site to assist each persona with their unique needs along the journey. The new site helps facilitate finding information faster, providing personalized recommendations, and building confidence in purchase decisions.
Our CX Strategy
Up-Leveling the Experience
It’s important to start with the essentials, and continue to “level up” the experience over time. At Priority Designs, we think of CX as three levels that build on each other:
- level 1, the foundation, is all about providing value to the target audience with what’s called a product-market fit
- level 2 is about finding and removing friction to make the experience easy and seamless
- level 3 involves infusing experiences with brand moments that wow, surprise, and delight
Product-Market Fit
A product-market fit is defined as having a product that meets a need and delivers value to an audience. We help clients conduct a product-market fit evaluation by working together to create a hypothesis about who the target audience is and what value the product provides. Then, we conduct research to uncover insights that help inform any necessary adjustments.
Achieving a product-market fit may include testing products with new groups of consumers, or making tweaks to the product offering to better meet the needs of the market. Ultimately, this process will provide clarity, shared vision, and deeper understanding of the customers you’re designing experiences for.
Removing Friction
When customers have a negative experience, brands have a lot to lose. 59% of customers say that they’ll walk away from a company after several bad experiences, according to a study by pwc. In order to build great customer experiences, removing friction and continuous optimization are essential. By identifying areas to improve, we can design better experiences that address the issues customers are having.
After an experience audit, our team addresses each improvement area through a process of: discover, ideate, build, test, and refine. In some cases, solutions may be improving the usability or UX of an interface, or updating copywriting to set clear expectations. Sometimes the solution is an entirely new way of solving the issue with a better process. The goal of these activities is to make the overall experience easier and more seamless for each customer.
Surprise & Delight
When an experience is functioning well, it can be tempting to stop there, but this can be a huge missed opportunity for brands. By infusing brand personality throughout an experience, companies can create surprise and delight, giving customers something special to remember. These moments provide an unexpected spark of joy that is not soon forgotten.
When developing stand-out experiences, a good place to start is reviewing brand values and defining how you want customers to feel. The team at Priority Designs can help ideate creative ways that illuminate the brand’s values and create emotive experiences for customers. It’s important that these moments don’t deter from the task, but create additional value along the way.
Case Study: Developing Clarity for Consumers
Q30 Innovations developed an innovative new technology throughout years of development. With a novel product and unfamiliar approach, Q30 needed to have a clear, easily digestible explanation for the product launch. It also had to remain scientifically and medically accurate. No small feat. Priority Designs helped simplify complex concepts into simple ideas and segment messaging by key consumer needs. The communication strategy was built to remove a troublesome friction point while tying consumer experience to the product.
Case Study: Developing Clarity for Consumers
Q30 Innovations developed an innovative new technology throughout years of development. With a novel product and unfamiliar approach, Q30 needed to have a clear, easily digestible explanation for the product launch. It also had to remain scientifically and medically accurate. No small feat. Priority Designs helped simplify complex concepts into simple ideas and segment messaging by key consumer needs. The communication strategy was built to remove a troublesome friction point while tying consumer experience to the product.
