User experience strategy

In 2012, I was tasked with preparing a totally new website dedicated to different devices and user experiences.

This task was not simple at that time. I noticed that 10% of the current website users watched it using mobile devices.

In 2018, we have a totally different situation—more than 50% of visitors use smartphones and tablets to visit your websites.

1. Google introduced a mobile-first search and ranking.
2. Google has prepared special services to optimize your website or shop: https://developers.google.com/speed/pagespeed.

It evident that you have to create a user experience strategy for your website.

There are two ways how to do it ( according to Jakob Nielsen) and they are still the same:

• Learn your customer journey – Before users come into contact with a website or an app, they will likely have been in contact with a brand in other ways — often off-screen. When considering design in the widest sense, it’s important to focus on the entirety of the customer journey, designing every point of contact between a user and a brand. Here you can find a great example of the customer journey – https://prezi.com/1qu6lq4qucsm/customer-journey-mapping-game-transport/
• Designing touchpoints
  • Websites,
  • Apps and mobile experiences
  • Email
  • Support services – sometimes even internal processes – https://www.nngroup.com/articles/service-design-101/
  • Social media.
• Building ecosystems—Ecosystems aren’t just for big brands like Facebook, Instagram, or Twitter—they are increasingly for everything we design. In an ever-more-connected world, what we create doesn’t stand in isolation. We must consider context and scope as part of an integrated strategy.
• Repurposing: Make as few designs as possible — preferably only one—and reuse the same material across as many platforms as possible.
• Platform optimization: design different user interfaces for each main platform, integrating the user experience layers as tightly as possible.

The question is how to organize content for mobile devices. In 2018, technology helped a lot. Now, we have responsive design and AMP themes, which are supported by WordPress and Google.

You can reuse the same content and present it differently. My website is also using it.

Web analytics and search results can help in the best strategy setting.

1. I always start with statistics and web analytics analysis.
2. Next, I will work on the proposal for content categories and their hierarchy for PC and mobile devices.
3. After approval, we started working on the user experience strategy.
4. Next step: Make website and cms changes and add specific SEO elements.

Of course, there are many methodologies for doing it. Apple is a master of UX strategy and design.

Please find below the SlideShare with a very good presentation by Gianluca Brugnoli.