The Top 10 Business Limiting Website Customer Experience Mistakes Made By Black Lawyers and Black-Owned Law Firms | Mistakes #1 Lack of Customer Insight Driving UX Design

June 28, 2020

Usability and UX are key components of customer experience. Understanding what users do and why, and translating that insight into high quality solutions that work seamlessly across devices, is the key to customer-centric site design.

How can you design a solution if you don't understand your target audience, their needs and motivations for using your website?

There is still a surprising lack of focus on customer insight, with many organisations reliant upon web analytics data (quantitative) but lacking a process to capture direct customer feedback (qualitative).

This compromises design because the output isn't necessarily aligned with user needs, creating friction in the process. A good example is form design for mobile devices; analytics could show good checkout or form conversion but user research reveals customer frustration as forms don't display the most appropriate keypad based on field type. For example: email field doesn't default to email keypad.

STRATEGY RECOMMENDATION: Conduct UX research to validate new updates

When introducing new or updating existing website features, conduct UX research to validate user needs and identify points of friction. This can be done using a variety of low-cost, scalable methods:

- Online survey to registered/opt-in customers (this allows you to ask qual and quant questions)

- Remote video testing using demographic targeting to get the appropriate sample - this is all remote unmoderated user testing, it allows you to see a users screen, whilst they work through tasks and give audio feedback

- User panel (typically comprises brand loyalists) - by creating a research panel of users, you can reach out to them to ask them feedback on the site

- Persistent feedback forms on the website such as website intercepts such as Hotjar and Intercom