Tags: customer experience, interface design, social media, user interface[ × ]

Creating a positive user experience is a multi-layered task.

Let me explain this by going through a case study of a company that i have had a great user experience with, alice.com.

the homepage design of alice.com

First off, their website is just plain beautiful. The color scheme is relaxing, the layout is clear and the overall feel to the site is pleasing to the eye.

Right away on the homepage, they have clear direction “Create a Free Account” is prominent call to action. Below that is all the supporting information on why the user should create a free account. The logos and rotating testimonials all go to help build the needed trust in the company that the user needs to push them to follow the “call to action.” Nothing pushy, nothing overwhelming, but all the needed information is within plain sight so it takes less than 4 seconds to understand what this company is about.

The final signup screen on alice.com

Second level of a great user experience, is a quick and painless “signup” process. Alice.com, like many other successful signup forms has three simple steps. Not much information is needed to get started, and easy to understand instructional help bubbles are throughout. You can also clearly see what number step you are on, and are always reminded that your account is free, will always be free and you can cancel any time. These are helpful nudges to a hesitant user.

the user's homepage on alice.com

A third layer in having a positive user experience is to keep them coming back. Now most importantly to this is to have a good product or service, but also to execute this smoothly. In the case of Alice.com not only does the product choosing and purchasing process have to be smooth, but also the shipping, packaging and having everything arrive safely.

Now for the icing on the cake. How to stand out from the normal, run-of-the-mill companies in your user’s mind? Simple. Treat them like more than a normal, run-of-the-mill customer.

A message on twitter from @alice

Track their spending and the products they buy, now remember that. Remember their name and personalize the shipment by a card with their name on it. Calculate what products they also might like from the history of the things they have bought, and send them a free sample of it. Why not customize their view of the homepage with a coupon of a product they have purchased once or twice. Keep track of what your customers are saying on social media and thank them for being a customer. Basically, do whatever you can to make your customer feel special.

Creating an exceptional user experience might take a little more time and effort, but it pays off in the end. Exceptional user experience helps create an exceptional and devoted client base that will be worth more than their weight in word-of-mouth advertising gold.