Research shows that upwards of 90 percent of consumers stop using mobile apps because they perform poorly.
In addition, almost 80 percent of users will leave a website because of subpar performance and search for another site that can provide the information or products they need more easily.
This proves that user experience doesn’t just hinder the way consumers connect with a brand – it directly impacts online traffic, conversions, and businesses’ bottom lines.
And with more and more people heading to the internet on all of their devices – from laptops to smartphones to smartwatches, and everything in between – it’s more important than ever before for brands to create a seamless and enjoyable user experience across every device their customers use.
DesignRush sat down with Paul Giurata, Chief Executive Officer at leading UX and UI design agency for medical, life sciences, financial and cloud services Catalyst UX, to learn how companies can build a cohesive user experience for their customers, execute that UX across every device, and leverage that experience into revenue-building success for the brand.
Check out the full interview below:
DesignRush: What is user experience and why is it so important for businesses?
Paul Giurata: User experience is everything users encounter when interacting with a digital solution.
In medical digital solutions, this can include patients and the entire circle of caregivers. For example, in medical digital solutions, this might involve everything from making a doctor’s appointment to viewing test results online, even ordering drugs.
Or, when you're managing your finances, you might check your account balances on your phone but then pay bills online at your computer. But wherever you go, your experience should be consistent.
DR: What elements or features are important when creating an optimal user experience online?
PG: There are many things to consider when building an optimal user experience. But we at Catalyst UX feel the most focus is on simplicity.
Brands can conduct user research to uncover what are the key actions or functions a user needs to complete a task. Then, users should have access to only those capabilities that are required to complete a particular activity.
It’s like walking into a room and finding just those switches on the wall that control items in that room. With people using so many applications, particularly on their phones, having a consumer-grade professional design has become essential.
The all-time perfect example of this is Apple with its clean design. But another great example is Google. When you go to search the first experience is only the search bar as that is what your primary focus is.
Ultimately, simplicity has to be a stated design goal. And that can be one of the ways to achieve a great user experience.
DR: So, what is a unified user experience?
PG: A unified UX experience delivers on a consistent engagement across applications and multiple devices (desktop, tablets, and phones). This is crucial as it generally enables the user to complete their task faster and more efficiently while delivering a good customer interaction with the brand.
DR: How can a unified user experience, particularly across all devices, foster business growth?
Common key performance indicators (KPIs) that a unified user experience can influence improve acquiring new users, retaining customers more efficiently, and more.
DR: What steps should brands and their web design partners take to create a unified user experience across all devices?
PG: The first step is to identify those patterns and UI elements that are common across your solutions. Once identified, a common design guide should be established to help development teams understand how to implement.
DR: What devices should brands prioritize when creating a unified user experience across all devices?
PG: Desktop and mobile should be prioritized so that users can easily go from one to the other to complete the same work.
Online banking is a good example. Most people find they can complete their banking transactions either on a desktop or their phones.
DR: Are there any unified user experience best practices that businesses should follow to ensure success and a consistent experience?
PG: The key best practice is to establish a design system that can be updated every 6-12 months.
For instance, Google Material Design is an example of a design system that is widely used and applies across Google products and is periodically updated.
DR: What roadblocks or complications should businesses be on the lookout for when creating a unified user experience, and how do you advise they solve or overcome them?
PG: A key roadblock is development teams often don’t have the desire or UI development skills to implement a common design. Supporting teams with a UX designer and reusable code helps to make the work easier and deliver better results for the app development teams, meaning the product makes it to market faster and has a better look, feel and cohesive design.
For businesses that don't know, reusable code is snippets of code that can be applied in several places without having to be developed from scratch.
Using reusable code is like going to Home Depot to buy a door. It's already created, it's modular, and it is ready to use instead of having to build the door from scratch.
DR: Please share an example of a unified user experience across all devices in action.
PG: Chase online banking is an excellent example. Catalyst has also designed employee payroll portals that enable employees to access the same information as easily on their phones as on a desktop. Catalyst has also designed a number of medical solutions that enable physicians to access patient information on desktop or via tablet at the patient bedside.
Below is an example of a unified UX experience CatalystUX developed. This was a medical solution for biological testing that was updated to provide access across desktop, tablet and phone.
You can find other examples of Catalyst UX’s work HERE.