No matter what product we’re using, we expect brands to give us what we need right now. It’s in these micro-moments that UX really matters. Think about your own experiences. How many times have you checked the weather on your phone today? Checked your fantasy team on your work computer in between meetings? Posted to Instagram? Scanned Reddit?
UX design defines our experience of the micro-moment, and this can make or break a brand. Micro-moments serve to influence, entertain, and assist. But when they’re executed poorly, they can also annoy, frustrate, and perplex.
As user experience becomes synonymous with brand identity and product, brands can’t afford micro-moment misses. There’s too much disruptive competition—even for CAPTCHAs—too much social-media attention—just Google UX fail—and consumers don’t have enough tolerance to simply forgive and forget. Today, the need to continuously earn your customer’s attention and loyalty with delightful interactions continues to grow, as attention spans decrease and blind acceptance of sub-par experiences becomes unnecessary.
Benefits of Customer Collaboration
Here’s a story about customer collaboration: National Car Rental is a lauded industry leader—most recently, Travel + Leisure magazine ranked National No. 1 car rental agency in the world—thanks in large part to its commitment to customer experience, in particular their online experience. When the need arose to build a new mobile app, National turned to its customers. Throughout the development lifecycle, customers identified the app’s must-haves—for example, the ability to see exactly what cars were available before arriving at a rental location. Later, usability testing revealed the app’s must-fixes—things like making it easier for customers to locate and redeem loyalty rewards they’ve earned on their accounts. By working with its trusted customer consultants, National ensured that every feature of the app was pleasingly useful and easy to use.
So what can brands do to ensure they’re delivering the best possible digital, mobile experiences? Work with actual customers as long-term strategic partners, not anonymous one-off testers. Ongoing relationships with customers yield a continuous and ever-evolving stream of insights that should shape a brand’s identity—all the way from product design to go-to-market messaging. There are three advantages to maintaining this important partnership:
- Faster execution
- Richer learnings
- Easier activation