How Do We Improve UX
& Create Engaging Digital Products?
We immerse ourselves in your business and engage with your users and employees to understand what the ideal user experience should be. We then develop a strategy for the transformation of your digital service or product. Finally, we help you execute on it.
An Expert Assesses Your Interface
Our experts will consult with you and review your interface to better understand its objectives, functions and known issues. We will put together a research plan and will also determine the best UX methodology to use in order to accomplish your goals.
Where Is The User Experiencing Issues?
To understand this, we recruit users applicable to your target market and specific needs. This is where the fun starts! We put these users in front of your interface and observe their
Our Favoured Approaches:
- Paper Prototype Testing
- Quick Function Testing
- Agile Testing
- Usability Testing
Where The Magic Happens
Once we have concluded the tests, our researchers measure performance by analysing multiple metrics, such as task times, task success rates, mouse clicks, etc. Most importantly, they will determine what went wrong and provide insights into your user’s overall behaviour.
Useful and Useable
Once our analysis is complete we provide you with recommendations that are understandable, clear and concise. The recommendations are grouped into relevant categories and sorted by ease of implementation.
A New Perspective
From The Outside In
Interact RDT’s team of UI and UX experts provide valuable UX feedback to improve the user experience. We also conduct engaging workshops with your teams to help you implement changes identified within the user testing process.
You will have an Interact expert at your disposal to help you craft memorable experiences that meet both user and business objectives. This will be the same person that conducted user testing, so they will already be very familiar with the behaviour of your users.
UX Is Not UI
Unlike many agencies who often overlook the vast differences between UX and UI, our team of specialist UX researchers focus on one thing: your user, and crafting custom experiences that will satisfy their needs. This prevents other departments derailing the UX design process and provides you with a pure UX expert opinion you can trust to carry your interface to the next level.
It’s Scalable & Cost Effective
Saving You Time & Money
Our resourcing ensures that your business can scale without having to increase permanent headcounts. It also allows development to be agile in nature, responsive to a changing world, without the fixed and long-term commitment of permanent staff.
Typically, project-by-project resourcing is more expensive than a fixed-term retainer. Booking time in advance saves money, compared to budgeting projects one at a time. A retainer also negates scope-creep issues from a time and budget perspective because our resource is based on-site.
The difference between UX and CX
It was Aristotle that said, “The whole is greater than the sum of its parts.” In other words, when individual parts are connected together to form one entity, they are worth more than if the parts were in silos. Aristotle was applying this to mathematical equations but it allows us to interpret the difference between the customer experience (CX) and the user experience (UX).
In this case, the whole is the customer experience and the individual parts are the user experience. And it makes sense that if the individual parts work well in a business, then the whole experience should be satisfying.
Let’s look at a simple analogy of buying a bed online. Within a short space of time and without stepping out your door; you can pull up a bed store’s online app, browse through the mattresses they offer, do a price comparison, make your selection and pay for it. That’s the user experience.
The customer experience on the other hand may be totally different. The mattress is delivered a week late and when it arrives, it’s the wrong bed. When you try to return it, the return policy is not as promised and someone on the other end of the phone is rude and unfriendly.
The user experience, in this case the online buying app, is superfluous if the whole customer experience is an almighty fail. You’re unlikely to build a long-lasting relationship with a loyal customer if the user experience is not in sync with the customer experience.
You could say the same if the customer experience was satisfactory but the user experience was a fail. In other words, buying online using the digital app was time-consuming and inefficient but walking into the store and dealing with a store consultant had a happy ending.
What is the UX?
The user experience tends to focus on a customer’s experience with a specific product or feature. It ranges from a website, digital software or an app to the product’s visual appeal, ease of use and unique product features.
A good user experience marries perceptions generated through advertising and promotion with how effective, efficient and emotionally satisfying a customer finds a product or service.
What is the CX?
The CX follows a customer’s journey from the moment they first interact with your brand through advertising and promotion to the very end when ideal pricing, excellent service delivery and useful product features add up to a thoroughly enjoyable experience… or not.
It’s how the user experiences the company as a whole rather than the individual features and benefits of the product or service.
Why does UX and CX matter?
If you want happy and loyal customers, there needs to be synergy between the user experience and customer experience. A customer adds up the sum of all the parts and decides if they’ll continue using the product or service, or take their business elsewhere.
Let’s look at the cake making business. If you’re analyzing the user experience; you’ll focus on the quality of your ingredients and the efficiency of the baking and buying process. You’ll disregard at this point the journey the customer took from deciding to use your cake making company to the final cake that arrived on their doorstep.
If you’re looking at the customer experience journey; you’ll focus on whether you either meet or exceed customers’ expectations. It involves identifying points along the way that have a negative or positive impact on a customer’s experience and working with these to improve the customer experience design.
The customer experience is multi-faceted and addresses a myriad of online and offline delivery channels. Your customer is tech-savvy and is armed with enough information to make an informed choice whether your product or service is worth the emotional investment.
If you’re not in touch and in tune with what your customers want from your product and need from your service; it’s going to be a long and steady journey to oblivion for your business.
Remember; you can have a bad user experience (inefficient buying app) but still have a good customer experience or a good user experience (quality product features) and an appalling customer experience. The trick is to find the balance between the two as neither one is more or less important than the other. This approach has made us the go-to user experience agency in South Africa.
Winning formula for UX design
Someone wise said, “No product is an island but rather a cohesive, integrated set of experiences.” Great products are designed with not only the purpose of the product in mind but the entire experience; from buying it and using it to integrating it with other products and loving the experience.
A user experience design considers why a customer needs the product, what they could do with it and how it’ll perform relative to the competition’s product. But it also considers the psychological and emotional cost of buying and using it. This means taking the functionality of a product and adding meaning and emotion to it.
The best user experience design solves the customers’ problems which could be physical, mental and psychological. But remember; you’ve created the product for your customers and not yourself. Therefore, your user experience design needs to be customer-centric.
Focus on the person you’ve created the product or service for and learn more about their desires, fears and emotional triggers. If you can do this, you’re onto a winning formula.
Summing it up
The experts suggest viewing the CX versus UX issue as follows:
CX = UX + customer service + marketing
The aim of creating an excellent customer experience is to remove all the bumps and obstacles in the way to create a smooth-sailing, problem-free journey. Any problems that pop up should be sorted out quickly and efficiently.
Consistency and a clearly communicated positioning is key. You’re on a winning streak if you manage to boost how desirable customers regard your product and service by delivering excellent customer experiences coupled with an outstanding user experience.
#1 User Experience Agency in South Africa
Interact is one of South Africa’s leading customer experience agencies – Rated as one of the top 3 Best CX consultants in the country.
Clients That Have Conducted UX Projects With Us
Create an engaging user experience. We’ll show you how.
Learn More About User Experience
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Our Popular UX Solutions
- Information Architecture Design
- Wireframe Design
- Graphic Design
- UI & Functional Specifications
- UI Prototyping
- Expert UX Reviews
- Competitor Reviews
- Online Usability Testing
- Paper Prototype Testing
- A/B Testing