UX Design and customer journey

“Customer Culture is the cornerstone of organizational and digital transformations in companies. Building a responsive customer journey is the key to the success of your interactions with your various contributors: customers, employees, partners…”


Do you say Culture?

Customer Culture is the set of values ​​and beliefs of a company, reflected by the attitudes and behaviors of employees in order to ensure sustainable customer satisfaction.

Each company has its own culture, stemming from its history, its heroes, its spirit, its values, its vision, its operation processes…. That’s what makes the cie unique.

The more this culture is rich, shareable, the more customers and employees feel engaged. DNA, it is a soul of the company. Culture is built on a daily basis. There is a king of aura where the vision, the updated measure of the ambitions, the strategic management, of the intentions, the employees behaviors, the reputation of the products, the adaptability of the company to be responsive are linked.

Understanding how the company works, its codes, its managerial models, its heritage makes it possible to analyze where it stands in the employee-employer relationship.

  • Example: A paternalistic company can make the decision to transform into a liberal company, but the deployment of the new organizational structure will come up against the reflexes and ancestral processes that are well anchored in its way of producing and delegating power.

The first step of your design experience with your customers starts by understanding where the code, and the DNA of the company.

  • Start by identifying the coat of arms of the cie
Ux design, parcours client, UX, UI“Customer Culture is the cornerstone of organizational and digital transformations in companies. Building a responsive customer journey is the key to the success of your interactions with your various contributors: …

Modeling the user experience will require building your customer culture step by step, directing all of your actions in order to create a concrete and convincing experience with your customer, and thus create a simple journey for our users on the entire value chain that constitutes the company.

Building a customer culture by using UX design

UX Design (User eXperience Design) simply means the design of the user experience. To go further, UX encompasses all the emotions that users of a platform in question will feel. This platform can be a website or a mobile application for example.

Once the customer orientation has been adopted, UX design leads us to build a customer journey which is the result of the vision of our customers within our application tools.

The objective of UX Design is to determine the functioning of the user interface in question and to make it as efficient as possible. This aims to limit the number of clicks required by the user to complete their journey. See the example on the right.

Why user design is important?

UX Design takes into account the WHY of user motivations. And the HOW/WHO of the methods used.

To optimize the user experience, you need to be user-centric first. You need to give your users what they are looking for in the best possible way. It is not to be focused on the graphic aspect, on the writing, on the animations, etc. The essential stages of optimization are:

The user experience aims to understand the needs of its users and create solutions based on the analyzes made on :

  • An optimal conversion rate
  • Better brand image
  • Better SEO ranking in search engines
  • More effective customer loyalty
  • A better understanding of its users

Lead the user experience by limiting the number of click

SIPOC for e-commerce website

UX, UX Design, UI : what are the difference between ?

The UX will deal with research and analysis to establish an optimal user experience and the design, carried out by the Designer, will conceive the creative part of the process and add graphic coherence to the project.
Some designers are just UX specialists and only deal with research, user testing, data analysis, etc

The UX Designer, on the other hand, brings together both skills and aims to reflect the user experience while thinking about its design of it.
The UX designer deals with the strategy to be implemented, the structure of the interface, the mock-ups, etc. The goal of UX Design is to figure out how the user interfaces in question work and make them as efficient as possible.

The two are often linked or confused. The UI or User Interface represents the finished look of the product or interfaces in question. In other words, it represents the graphical layout of an application, for example.

The UI will deal with subjects such as colors, the typographies used, the organization of the structure, etc. Therefore, we are talking more here about visual identity and graphic charter.

The user interface, therefore, consists of the buttons on which users interact, images, animations, or functionalities.

The UI Designer will take into account exclusively the aesthetic part of the product. It is up to him to ensure that the interface in question is pretty, attractive, and coherent.

It is important to understand that UX is not UI. On the other hand, the UI serves to reinforce the UX.

The user interface alone does not create a perfectly optimized user experience.

UX Design is a complete work on the creation of an optimized user experience taking into account the UI but also usability, structure, content, writing, user research, analysis, etc.

How generate a good design for your user?

It’s putting yourself in your user’s shoes by identifying the main irritants.

Define your target and its path in 3 steps

The persona allows you to identify your key segment, and aligning your target with a understand of the persona’s needs.

  1. Simplify the journey by removing irritants.
  2. Classify the irritants according to each step your user must take.
  3. Solved the issues and simplify the experience by reducing the number of steps

Many performance criteria are universal and don’t need a complex, in-depth study to be evaluated: loading time, browser/media compatibility, color consistency etc..

Tools to help you

  • Heatmap: A heatmap will allow you to record the screen of your users and see where they navigate and where they pass their mouse precisely on your interface.
  • A/B testing: A/B testing is a technique for testing two variations of pages to see which one converts better. Thus, by testing different structures, different texts, or functionalities, you will be able to compare the devices with each other.
  • Surveys: You also have the option of somehow interviewing your users to ask them questions about your product and your interface. This way, you will see what blockages and frictions your users encounter and act accordingly.
  • User testing: One of the most effective methods, user testing, allows you to directly see how users behave when faced with a given scenario concerning your interface.

To go deeper

UX designOnce the customer orientation has been adopted, UX design leads us to build a customer journey that is the result of our customers’ vision within our application tools. The way …