User Experience Design
User experience (UX) design is the process of creating products and platforms that provide meaningful and relevant experiences to users. This involves aspects of branding, design, usability, as well as the functionality of the product. User experience design takes into consideration how a person feels when interacting with an interface and strives to make that a positive experience for the user. Products that may require the utilization of UX may include (but are not limited to) mobile and tablet-based applications, responsive websites, and even check-in kiosks at the airport. Essentially any digital platform a user interacts with, whether it be on a personal device or a device they encounter out in public, involves a comprehensive UX strategy in order to come to fruition.
A UX designer’s goal is to create positive relationships between consumers and the products and services that they use, from computers to mobile devices to tablets and beyond. User experience design is an important element to take into consideration when creating a strategy to launch any new product, brand, or service, as it aims to provide a meaningful experience that will engage and establish trust with users and potential customers. Establishing trust with new users will ensure your new product will not only make an impact but will also have customers utilizing your product or service again and again.
In the digital age, any new brand, product, or service that launches requires a digital platform of some sort in order to gain traction and become successful. I would challenge you to think of one successful brand that doesn’t have a website at the minimum. UX design plays a major role in the background of a successful brand’s digital platforms and ensures that a prospective user won’t immediately be deterred from using your product due to a poorly executed digital experience. While a user may be attracted to a company’s sleek and modern branding or their innovative new product if their website isn’t user-friendly and comes across as difficult to navigate they most likely will become frustrated and discouraged from engaging with the product or platform.
How does positive UX design support Market Invention?
While UX design plays a huge role prior to releasing a product to market, once the product has launched a UX designer’s job is far from over. All of the effort spent on planning, researching, and creating a user-friendly digital experience will help a product launch, but the time invested in post-launch efforts will really ensure you have created a product that users can’t live without. Smart optimization post-launch will get you closer to your product’s perfect user experience and, more importantly, will ensure that your product successfully creates a market space where it is number one.
Market Invention is the process of creating and maintaining market dominance by leveraging insight, strategy, experience, and expansion to pivot out of the legacy market and into a previously untapped space. In order for a product, brand, or service to successfully utilize a Market Invention strategy and create a new market, it is important to implement proper user experience through the research, design, development and launch phases of a product, as well as the post-launch phase. It’s hard to know how users will interact with every aspect of your product on a large scale until the post-launch phase, which is where proper implementation of user recordings and gathering reviews come into play. It’s important for any UX designer or market inventor to be able to react properly to customer feedback and be prepared to go back to the drawing board to work through any usability issues that are recovered post-launch. Even the most successful Market Invention strategies evolve past the point of launching a product. Apple, for example, is constantly pushing new products to market and reworking their current product line to create a more user-friendly version.
Positive user experience has to be factored into the utilization of a Market Invention strategy from start to finish in order to be successful and create a new market. Market Invention not only requires visually appealing interfaces in order to make an impact, it is also key that those interfaces function well and are tested from a usability standpoint. If your goal is to create a new market through a shift in audience, category, channel, or branding, user experience design needs to be utilized in order to do so. In order to successfully create a new market, your product needs to offer an experience that is new and innovative. The same old functionality paired with a freshly branded look may help your product become a strong market competitor, but you will not become the market leader if the usability provides the same experience as their top competitor. Positive and functional user experience design, paired with a strong and innovative make the market strategy are key elements to creating a successful Market Invention.
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