Creating a real User Experience is more than just good Usability
Now, where we have illuminated the hygiene factors, let’s move on to the higher level: the user experience. The difference between good usability and a real user experience, one can say is like the difference between just liking it and getting people to talk about it!
Serving users well and delivering everything that they expect is usability – a great user experience however is, when your site over-delivers exceeding expectations in some key areas. To create a great user experience, it is important to find out, what your users really want and expect. This can be done by user surveys and other (qualitative) studies. When you are clear about that, make sure, all hygiene factors are implemented and in place. Now it’s time to show your creativity and define areas in which you can and want to exceed expectations.
I suggest to either choose areas with low user expectations, since those are the low hanging fruits where it’s easy to over-deliver or issues that are the deal breakers where it is really important (and worth it) to put some more effort in to create something really impressive for your users.
But when creating real user experiences, do not make the mistake to just focus on your website! User experience has got to do with every point of communication over all the different media and channels (product, website, support etc.) between you and your users. It is like a web analytics system which only shows its real value, when the loop is closed and you can track users from the
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