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Let’s say you have a very usable website thanks to responsive design, A/B-testing and performance optimisation. Unfortunately, today customers expect more: they want great experiences.
In his talk at Conversion Day 2016 in Brussels, Belgium, our UX Expert Tommy De Kimpe explained that instead of putting all your efforts in designing and testing screens, you should widen your focus:
- Make your website part of the entire customer journey and optimize each interaction between your customer and your organisation. A service blueprint will help you to visualize all touch points with your customer, so you will deliver the value you promise.
- Validate your assumptions during live usability testing. Discovering your customers’ personal stories is the best way to gain real insight.
- And when despite all your efforts things end up wrong in a bad experience, don't despair but look for ways to set things straight and come out even stronger.