User Experience or UX defines the human-computer interaction, be it for online or offline applications. With most customers’ first interaction with a brand being over the internet, UX plays a critical role in online success.
Here are the key phases where we help organizations ensure that their consumers’ experience is a memorable one:
Strategy includes the brand story, the organization’s guiding principles, and the long-term vision. Based on this, the UX project’s goals are defined. They include – what is the organization planning to achieve, what are the parameters that define its success, and where is its place in the bigger picture.
Also known as the Discovery phase, this is perhaps the one that demands maximum flexibility, and commands high importance. The bigger the project, the more time is needed to dig up competitor as well as user insights. On the other hand, a simpler, startup website may bank on just some basic interviews and maybe a survey or two. While advocates of a “Lean UX” approach do not attached much importance to this stage, it plays a significant role in the ultimate success of the UX exercise.
After data has been collected, it is organized in a meaningful way. Then the grain is separated from the chaff, and useful insights are drawn from the information collected.
We specialize in capturing, collating and making the inferences that help our UX Designers understand the drivers behind customers’ actions. This is then validated with users to ensure we are moving in the right direction.
This is a collaborative phase with multiple iterations, to validate ideas and test out insights. Taking up from the insights and feedback gained in the previous phases, ideas are ‘displayed’ to users, and refined based on feedback. This process is repeated until everyone – the users, the clients and the designers are satisfied. Paper prototypes, semi-functioning prototypes, and interactive wireframes, all play a role in this process.
While the previous phase involved low fidelity design, this phase sees high-fidelity designs being fleshed out. Content and other digital elements are all put in their respective places now. And a near-perfect version of the final product is validated with all the stakeholders, as well as users, via user testing. Now, the UX Designers start guiding the designers to implement the vision.