In a world where technology has taken a prominent place in our daily lives, where consumers are more and more demanding, brands have had to change their branding and online strategy. From now on, the customer is placed in the center of it all.
With the emergence of customer-centric strategies, new mobile interfaces and human-machine interactions (HMI), new professions around the design of experience have emerged: from UX design to service design through UI design and design thinking. Let’s focus on the UX Designer: What is the mission and how to integrate the UX Designer in the success of a project? Why is a UX professional in high demand by companies? To understand what UX design is, let’s first look at the User Experience. The user experience is the feeling of a user who discovers a man-machine interface taking into account the result of this experience.
UX design has one goal: to create a good user experience. It is, therefore, a question of thinking and designing a website, a mobile application, an internal back office, a touch screen of an industrial machine, or even an operator console, so that the user’s journey is as pleasant and fluid as possible. For this, UX design analyzes the behavior and emotions of users to adapt to their needs. It is therefore essential that he be present from the first stage of reflection around a project.
UX design is an extremely sought-after profession. In recent years, demand has increased by more than 30%. Companies are increasingly using this type of profile to win “the battle for the customer experience” and to support their digital acceleration. Now, this “new” profession occupies an important and central place in the development of a project. Why should we be interested in UX design? The statistics speak for themselves, more than 7 in 10 Internet users will not return to a website if their first experience was negative.
In an increasingly competitive market where the consumer is even more volatile, understanding their behavior and expectations is essential. All the more so when new technologies and new equipment are easily and quickly accessible. Dissatisfied users ultimately cause a loss of turnover. It is for this reason that companies increasingly place UX Design at the heart of the development of their products and services. Digital companies in Silicon Valley understand this.
This pole of high-tech industries worldwide has made the UX Design Experience a priority. One of the pioneers of the user experience is Apple. Since its creation, the Apple brand has put UX Design at the heart of the development of its operating system and has revolutionized uses. The company has even managed to make its Apple Store and its applications essential. Companies everywhere have to make their products compatible with those of Apple.
For example, Renault, Volvo, and even Audi have worked for several years on the installation of a blind specific to their brand. Finally, they now offer their customers an Apple product: the Apple CarPlay, which provides access to iPhone functions via the vehicle’s touch screen. Apple has created a graphic universe and a unique user experience by offering an attractive, design, ergonomic and usable interface on all its products: from the Mac Book to the Apple Watch via the iPhone or the iPad. An experience that has even become essential for its regulars. Steve Jobs summed up Apple’s philosophy very well in a quote that became famous: “When we talk about design, people think” what does it look like? “But for us, that means” how does it work?
Too often neglected internally, the UX Design is nevertheless a vector of productivity and performance. In the era of digital acceleration, the optimization of internal tools (CRM, administrative tools, HR solutions, etc.) is an integral part of today’s business. The user experience, making these tools attractive and thereby increasing their use, is a major issue.
These tools, particularly appreciated and requested by the millennial generation, must facilitate the daily life of employees and save them time. This generation of snapshots, very attached to digital, since it uses Facebook, Instagram, Snapchat, or Twitter, forces companies to adapt and offer its employees a user experience that is up to par. The big challenge of 2020 will be the arrival on the job market of generation Z, who has been immersed in the social web and cross-device since childhood.
We support our clients in the creation of intuitive and attractive interfaces and in the optimization of their services. Since our creation, we’ve always placed UX Design at the center of our approach when supporting our customers. Brand Love is based on a lean UX and design thinking approach that places the user at the heart of the reflection.
This approach is familiar to startups who need to be agile and quickly create prototypes by optimizing funding. We always determine our developers the architecture, as well as the entry points for a site, an application, a back office, or a man-machine interface. We support customers in their user journey optimization projects (customers, partners, or employees). Thus, we work on one or more iterations such as exploration (usage analysis, an audit of the existing…), ideation (brainstorming, personas, wireframing…), creation (ergonomic charter, graphic design…) then the evaluation (test, user feedback, etc.) before integration by the developers.
As UX Designers, we have multiple human, technical and scientific skills: an ability to find new creative ideas, flexibility in user requirements and project specifics, a willingness to work in a multidisciplinary team, and knowledge of architecture. Finally, we are curious and like to be informed regularly about new products through technological intelligence. A diversity-based approach to work within our team and the proximity between UX designers and developers make it possible to create projects that truly meet users’ expectations.
The collaboration between UX designers and developers is not the only element that makes us successful. Since our creation in 2018, we have integrated data and visual design for our clients, using the agile and waterfall methods. For us, exchange, learning, and surpassing oneself are essential. Much more than a technological approach, we can find this UX design approach in the work environment itself.
Indeed, our team benefits from a pleasant and stimulating environment, promoting creativity, conviviality, and exchanges. By putting its users at the center of our concerns, we can understand their needs, their expectations, and to offer them a rewarding, connected, and innovative journey.
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- You are looking to design a new brand identity
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