Growing Your Business through the User Experience
By Killian Knowles, Junior Executive at The San Jose Group
In an age constantly growing online with new business technologies, new jobs arise as well. One job in particular, User Experience (UX) Strategist, is popping up all over the web causing agencies to second-guess their web presence strategies.
Creating engaging online content is only half the battle. The rest includes developing strategies and marketing plans aimed towards fixing fallen online efforts while maximizing the effective ones.
“Here, at the The San Jose Group our development team has adopted many of the strategies user experience strategists implement daily,” said George L. San Jose, president and chief creative officer at The San Jose Group. “But brands need to understand UX past all the hype and craze surrounding the user experience.”
Any company technologically involved has been introduced to the concept of user accessibility, as it is a legal right through the Disability Discrimination Act. User accessibility testing within companies aims to find results or statistics about their current or prospective website users to determine how accessible their information actually is online.
Through personal business strategies built around reviewing results, the difference between user accessibility and user experience shows that UX strategists take the accessibility results, analyze trends and actively build upon new methods of web design in hopes of shifting user trends in their favor.
In the day of uniformed branded social media profiles like LinkedIn, Facebook and Twitter, companies are looking for ways to differentiate. In fact, 69% of North American marketers say effective, personalized content is crucial for their website; while a measly 5% say it’s of low importance. The San Jose Group’s strategies zero in on methods that consistently produce effective, personalized content. This constant, online contribution towards our client’s presence ultimately can be the deciding factor between their happy customers or non-existent ones.
Designer, author and instructor, Jim Kalbach, of Citrix Online, states “a UX strategist’s job centers on three questions: Why? What? And How?”
The most important question we find to ask when analyzing our findings is “Why?” With this question answered, advertisers find exactly why client efforts are struggling, and why proposed ideas could become possible solutions.
In regards to the “What?” question, advertisers can prove our client’s value by shaping, identifying and inventing company specific elements to solve user experience challenges.
With the first two questions asked, and needs and possible solutions identified, the last question revolves solely around execution. During this process, our firm spends the most time collaborating and incorporating mixed marketing and web design strategies focused towards increasing client’s usability satisfaction.