Which destination did you choose for your last holiday?
Which hotel did you stay at?
How were the rooms, the room service?
Did the staff greet you courteously?
Would you recommend the place to a friend?
Your answers to the above questions are what form the hotel’s user experience. Put these in the context of digital technology, and the conclusion is evident that the user experience is designed to please, and at the least, can be improved upon.
User experience (UX) has developed into an important design discipline that has continued to evolve over the past few decades. With mobile technology penetrating almost every sphere of life today, and most developers looking at a mobile-first approach, UX designs have become the key to mobile application development.
With a tremendous growth of e-commerce, especially in growing economies around the world, UX design has proven to be the cornerstone of mobile application development cycle. With a relatively low number of consumers preferring, or rather trusting online transactions compared to more mature markets, the role of a UX company in India becomes that of a bridge between business and customer.
So, what are the key UX design tips that make a difference in complex markets?
UX designers must keep in mind that the end users include experts as well as novices. While experts may understand the intricacies of app behavior, novices are likely to take some time to understand the same. Interacting with them through first few uses can drastically improve user retention.
Since there are experts and novices using the application, it becomes imperative to account for each type. UX designers must “hope for the best, and plan for the worst”. Keeping a different set of application efficiency levels for the two distinct user groups while maintaining consistency in data flow and smooth function execution are essential for user retention.
It is essential for UX designers to understand how a person holds the mobile, and applies hand gestures – the direction that the thumb follows on a mobile device screen. The target audience will inevitably include right as well as left-handed users. Therefore, circular flows towards the bottom of the screen are more convenient than linear ones. Similarly, integrating elements at the top of the screen will make them harder to reach. Hence, it is advisable to keep essential buttons towards the bottom of the screen.
Speed beats spectacle any day. Remember that the users, especially while making transactions on mobile applications, prefer efficiency to grand visuals. Although visuals are just as important, they should not get in the way of the user’s and the business’ goal to complete a transaction.
Protect the user’s data in motion. UX designers must build layers of protection within the technology, while securing user data like card information and keeping tab on the number of steps required in completing the transaction.
Supporting the novice users by providing checkpoint information can add to the trust quotient of an application. It is this trust quotient that helps in user retention once the novices graduate to being expert users.
Mobile payments are still new to markets like India, which means they will take time to reach a higher level of user acceptance. Before that happens, users require a reasonable amount of instruction through the first few uses of the application without using jargon. It is advisable to incorporate elements that provide diagrammatic tutorials to guide a user through the process along with regularly updated FAQs and help sections in the app and also online.