User experience has been considered as one of the most important factors which exert a profound impact on the success of the digital transformation. From bespoke software adopted by enterprise internally to a mobile app developed for your end customers externally, user experience should always stay at the forefront of your development priorities. After all, designing a good user experience not only leverages the business productivity, but also helps retain business value in the long term. When tapping digital elements into user experience, there are three major aspects that ensure creating an optimal user experience in business digital transformation.
How to digitally transform the user experience
1. User understanding
Incorporating user experience into the digital transformation league usually starts with a deep analysis of end-users. In particular, understanding your user behaviour while they interact with the product should be regarded as the ultimate goal of your user research. Typical research methods include doing focus group observing with your end-users, conducting secondary research in the third-party database and applying data analytic tools with user segmentation as well as behaviour metrics. Ideally, you should be able to draw a compelling user profile or a user persona focusing on behaviour features and patterns. When it comes to user profile, do not simply take the user as your “customers” for granted. For those enterprises that would like to move their internal workflow or working process to the next digitalization level, understanding behaviour features of those employees who are involved in the operational process or at the centre of a specific functional activities should be taken into account.
2. User story mapping
Since user story mapping describes the flow of user interaction and triggered activities, there is no doubt that it serves as the backbone of user experience design. As a top-down approach, great user story mapping should include a strong logic of user behaviour and on the other hand, emphasizes the efficiency of provided solutions. For instance, a number of companies have terrible interfaces for their employees to use in their in-house software such as HR portal and reimbursement management system. Generally, staff needs to go through multiple processes in order to finish a simple action. Sometimes, they feel overwhelmed by using such a complicated interface but actually they did not need these features at all. At this point, the software did not remain its value in lifting business efficiency anymore. Instead, it becomes a hamper in the working place. Since user story mapping is a top-down approach featuring two dimensions: user activities and the overall vision of the product, assigning different level of access to different users with simpler and easy-to-use functions based on your user role and user profile is one of the major benefits that user story mapping brings. Most importantly, integrating user story mapping into the user experience designing process is a great way to build personalized experience as well. As personalized experience aims to provide unique engagement or interaction with users/customers, user story mapping fuels the process of personalization by visualizing the specific touchpoints during a user journey and targeting a specific user type that businesses can take advantage of ultimately.
3. Testing & Learning
Creating an optimal user experience is never a one-stop activity. It requires continuous testing with your end-users and constant improvement based on the users’ feedback and learning gained from user behaviour. With the assistance of testing, the product team is able to determine whether the whole user interaction process is a holistic experience to users without any glitches or obstacles, which will add human value to user satisfaction and product adoption in the end.