In today’s competitive landscape, user experience (UX) is no longer just a buzzword, it’s a fundamental aspect of any successful business strategy. For Customer Experience (CX) professionals, understanding how UX can improve customer satisfaction and loyalty is crucial.
Understanding UX and CX
Before diving into examples, it’s essential to understand the relationship between UX and CX.
UX refers to the ease and intuitiveness with which an app or website can be used. It focuses on the journey the user is taking while using the product. The design process needs to take into account the level of computer literacy of each user as well as in what circumstances will the user interact most often with the app or website.
While the main objective of a CX Professional like yourself is to improve the overall experience throughout the customer journey and all interactions with your organisation, the goal of a UX designer is to reduce the chance of the user getting frustrated and walking away from the product or service before completing the online process of a purchase or sign up. CX professionals need to take into account, the digital aspects, face to face, as well as the customer service, marketing and all the other departments.
Therefore, a seamless UX is a mandatory part of delivering CX excellence, creating lasting impressions and fostering brand loyalty by making it as easy as possible for each customer.
Apple: Simplicity and Intuitive Design
One of the best UX examples that you can learn from is Apple. Apple is synonymous with progressive design and user-friendly products. The company is worth $3.191 Trillion and through the years, they revolutionised UX design through their commitment to simplicity and intuitive design.
What makes them stand out is their meticulous attention to detail in typography, spacing and colour, which all contribute to creating a visually pleasing experience for users. However, the sleek design is experienced by users from the moment they read an ad or unbox an Apple product, which sets the expectations for the overall experience.
Apple’s App Store is another excellent example. The design prioritises user needs with a clean layout, easy navigation, and personalised recommendations, ensuring that users find what they need quickly and effortlessly.
But the star of the UX show is definitely the website. With a clearly labelled menu and the imagery showcasing features of their products, customers are can easily able to find what they’re looking for. With this and their focus on accessibility and human-centred design, Apple keeps raising the bar for UX standards.
Amazon: Convenience and Personalisation
Amazon’s relentless focus on convenience and personalisation sets it apart as a leader in both UX and CX. Their website design is extremely intuitive which means that even if you haven’t ever used Amazon before, it will feel like you have.
One of Amazon’s standout features is its one-click purchasing option, which massively reduces friction. This feature, combined with the platform’s efficient search algorithms and personalised recommendations, makes shopping feel effortless for users.
This easy-to-use design and great 24/7 customer service, easy returns/ replacement processes, all add to Amazon’s great success in delivering exceptional customer experience.
Compared to Apple, Amazon’s website design isn’t very sleek and minimalistic but it works because it’s designed with its customers in mind. Features that allow customers to see when they can get a product at their doorstep or hundreds of genuine reviews, allow them to make better-informed decisions, which improves their experience.
However, both companies’ success is due to listening to customers’ problems and then working backwards to solve them. Where a lot of companies fail is by introducing a product solution that nobody asked for.
N26: Anticipating User Needs
N26 is an online banking app originally founded in Germany. Similarly to Amazon, they stand out in their UX game by allowing their users to personalise their app to their needs.
Similarly to Apple, N26 focuses on simplicity and clean design that ultimately puts the user ion the centre stage and allows them to make their app truly theirs, meeting any need they may have from a bank app. By allowing the users to organise their financial information in a way that suits them through standard account statements but also in-depth infographics and statistics on spending, they empower them to create their own intuitive and frictionless experience.
The best part? If users don’t care and don’t want to choose any of these options N26 provides default settings so that they can just go about their day. This company is a perfect example of how to offer a variety of features to your customers without confusing them.
Key Takeaways for CX Professionals
Prioritise Simplicity: A simple and intuitive design can significantly enhance the user experience. Avoid overcomplicating interfaces and ensure that users can navigate and use your product effortlessly.
Focus on Personalisation: Tailor the user experience to individual needs and preferences. Use data to provide personalised recommendations and streamline processes, making interactions more enjoyable.
Seamless Integration: Ensure that all touchpoints in the customer journey are seamlessly integrated. A consistent and cohesive experience across all platforms reinforces trust and satisfaction.
Leverage Technology: Utilise advanced technologies like AI and machine learning to enhance UX. Features like personalised recommendations, voice search, and predictive analytics can make interactions more efficient and enjoyable.
Final thoughts
For CX professionals, improving UX should be a part of the overall CX Strategy. UX is part of customer experience, and if this one part doesn’t work in harmony with the other parts then any progress and efforts you make in other areas of your CX strategy will be wasted. Prioritising simplicity, personalisation and seamless integration will not only enhance UX but also drive customer satisfaction and loyalty. Embrace these principles, and watch your customer experience transform into a competitive advantage.
If you would like to learn more about how to design and deliver a successful CX Strategy enrol in our Professional Diploma in CX today.
