Malaysian Consulting Firm For UX Design
More and more businesses and their services are migrating online during the pandemic for survival. But with the move likely being rushed, UX (user experience) is not at the forefront of their concerns.
They just need to show customers their products, and customers should be shopping already, right? Well, not exactly.
Alvin Chai, UX consultant at consulting firm Netizen eXperience (NX), told Vulcan Post that some of the biggest UX issues that businesses (old and new) still face today are:
- Focusing too much on look and feel, but not on user-friendliness of the interface i.e. how easily a user can perform a task on their website / app;
- Develop their website / application / software according to their business needs without validating their design with real users through usability testing;
- Do not interview your users to understand what their unmet needs are, which could reveal new business opportunities.
But what is the cost of bad UX?
A painful price to pay
When bad UX is not corrected, Alvin said it results in higher support and training costs so that target users know how to use your digital service and you lose or reduce your marketing ROI.
Even if you get a high volume of traffic to your site, you will see a drop in the sales conversion rate because people just don’t know how to navigate there.
This then increases the need for redevelopment or retouching. Alvin said, “Programmers typically spend 50% of their time on avoidable rework, and the cost of fixing errors after development can be 100 times higher than before development.”
Ultimately, your poor user experience will lead to reduced user satisfaction and retention, and users would be less likely to recommend your product / service by word of mouth.
One case in the example Alvin noted was a U.S. e-commerce site that allowed new customers to sign up before they could pay, which caused friction.
After this feature was removed, the number of customer purchases increased by 45% and the site recorded additional sales of US $ 300 million that year.
Cashless Payments Can Be Much Better
At this point, Alvin and his team have identified one area that they believe needs a lot of help with the user experience: cashless payments.
Cashless and contactless payments are on the rise, as are the privacy and security concerns surrounding them.
A local example Alvin shared is how Malaysians often receive calls and texts from frauds disguised as official accounts from brands like BigPay, for example.
“This would affect the confidence of the security of the electronic wallet. Another fear is having unauthorized transactions or abusing their accounts. Users may also be weary of how their transaction history, location data, and spending habits would be used to profile them, ”he said.
And while a better UI can improve some of these issues, others will require closer examination and real changes to the UX process.
“For cases of fraud, it will be difficult to implement a change in the user interface because the fraudulent activities are carried out by unknown parties.”
“One of the best ways to support your users in the event of fraud is to provide easy-to-find guides and helplines they can call for help,” Alvin explained.
Experiencing how your business is helping a distressed customer will go a long way in building customer trust and loyalty.
Alvin Chai, User Experience Consultant at Netizen eXperience
Another way to implement good UX is to give users the option to hide or tap to show their private information on their screens so that their data is protected from prying eyes.
Some e-wallet providers have also started offering money back guarantees to alleviate the fear of unauthorized transactions.
Look at what’s on the horizon
When it comes to digital innovation, NX consultants like Alvin team up with clients to help them understand their target users through UX methodologies that include user research, user testing, user behavior tracking. users, etc.
“We also run strategy workshops for client stakeholders to strike a balance between business needs and user needs when developing digital products / services,” he said.
“In the midst of the pandemic, for 2021, we still expect healthy double-digit year-over-year revenue growth for our work in the finance-related industry.”
Among the challenges they are eager to tackle in the near future are digital banking and the healthcare sectors as well.
For digital banking, Alvin said: “At the end of the day, anything that can happen at a physical branch level can also happen in digital form, for example, requesting a loan, registering an account, sending money. , insurance, investment, etc. All of these should be well researched and designed to support online self-service. “
“Apart from that, we are also seeing the healthcare industries benefit from better digital experiences, from digital vaccination passports and telehealth to remote elderly health monitoring.”
NX will continue to expand the scale of its remote UX services to serve different markets in the region, particularly for their customers who are expanding beyond Malaysia.
- You can read more about Netizen eXperience here.
- You can read more about other Malaysian startups we’ve covered here.
Featured Image Credit: Alvin Chai, UX Consultant at Netizen eXperience
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