22 July 2015

Why UX is an evolving process

Tags:UX, Strategy, CX, Innovation

User experience (UX) isn’t static, it’s a target that’s always in flux. The fact that your customers are regularly adapting technologies means that agility is key to good UX design. But swapping rigid wireframes for flexible methods is fraught with challenges of its own. Here’s how you can embrace the idea that UX is an evolving process.

Seek validation from your customers early

It’s no secret that all UX has the customer at its heart. But you must ensure that your brand can deliver an optimal user journey.

  • Gather feedback from users early in the process
  • Conduct usability testing at scheduled intervals
  • Use customer data to inform UX design

UX isn’t about designing a pretty website, it’s about addressing how users evolve over time.

Focus on user problems, not bells and whistles

In the UX world, there’s a temptation to focus less on problems than on digital trends. However, UX should anticipate your users’ challenges and respond with effective solutions.

  • Make sure that your website adheres to nimble design principles
  • Regularly audit your online channels
  • Identify pain points and incorporate change as fast as you can

If you perceive UX as a form of problem solving, you have a better chance of staying lean.

Assess your success metrics on a regular basis

Your user might be always in motion but your business is equally subject to change.

  • Hold workshops with executives and stakeholders to establish business priorities
  • Make sure that UX deliverables can be easily edited
  • Assess your metrics monthly or quarterly and revise if they don’t reflect your goals

Effective UX bridges the gap between your business vision and your user needs.

Your UX will be successful if you invest in processes that let you evolve. Good UX design responds to your customers’ evolution and makes room for your business to shift.

To get an in-depth look at the Psychology of User Experience, download our free eBook today.

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