Creating Emotionally Empathetic Experiences with User Experience Design
Adopting a user-centered design process can help companies identify the deep-seated needs of their customers, which can lead to meaningful and innovative ways to grow revenue and increase loyalty. In addition, user-centered methodologies have been shown to drastically reduce development rework costs, lessen negative social media feedback, and increase the chance of additional purchases.
Based on deep insights into customers and users, NIIT Technologies designs and delivers experiences that touch deeply held emotional needs. These Emotionally Empathetic Experiences (Digital E3) are part of a digital strategy by which we help companies develop products with a well-tested and engaging user experience.
According to Forrester’s Designing For Emotion report, “effective product and service design is human centred.” It is crucial to follow these steps when designing for emotion:
- Build an understanding of your brand personality.
- Deﬁne both business intentions and customer goals.
- Articulate the emotional precursors that connect the brand with customer.
- Imagine solutions that meet those goals.
- Test the results and iterate until it feels right.
NIIT Tech follows a rigorous User Experience Design process that incorporates diverse research, design, and testing techniques to create or reimagine a product or workflow.
User Experience Design is an iterative process where we test our ideas with prospective users, solicit their feedback, refine the solution, and test again. This resolves usability problems early in the process and enables creation of an interface that precisely targets user needs – even needs that were unknown at project kickoff.
Iterative design is achieving great acceptance throughout the industry, even within Agile methodologies. We prototype one or more solutions for each persona or user group, taking pains to make those solutions as different as possible to thoroughly explore the design space. Based on user and stakeholder feedback, we can select the best features from each design, even marrying radically different ideas into a cohesive whole.
We typically test whether users can complete high-use or urgent tasks. Depending on project aims, we may ask them to describe their experience while they work with the prototype, or we might time the tests to find the fastest interface. This cycle is repeated until we find a solution that works for the client and our test population. As the product solidifies, we create a final visual design and test users on a high-fidelity prototype to ensure it supports their goals.
This process satisfies corporate and user goals, and results in:
- Satisfied users that are emotionally engaged with the product or service.
- Greater loyalty because the design process generates advocates.
- Cost savings of 30-40% of budget by eliminating rework.
Building an empathetic experience demands a thorough approach combining deep user and stakeholder understanding, controlled experimentation, and close collaboration with the business and developers to create a useful, usable, and empathetic product.
Digital Experience is one of the core pillars of NIIT Technologies’ digital strategy. By focusing on ease, effectiveness, and emotional resonance, Digital E3 truly raises evaluations of experiences. In turn, this maximizes the value customers get from the experiences and their likelihood to use, reuse, and recommend your digital capabilities. In turn, this impacts your digital ROI, operating profitability, and competitive positioning.
Digital Experience comprises the largest portfolio of work for NIIT Technologies. Learn more about how NIIT Tech’s digital expertise is increasing ROI when our customers invest in traditional websites, mobile apps, emerging social media, messaging, devices, wearables, the Internet of Things, virtual reality/augmented reality, and Artificial Intelligence.