Intelligent UX makes the difference
A study on Age Differences in the Experience of Daily Life Events found that as we get older, we place more and more emphasis on the emotional experiences we have. And age is just one of the variables that differentiate us.
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All before we even consider the environmental and cultural traits that change how we behave. Simply put, people are infinitely different.
Good UX takes empathy
That’s why UX design is so critical to the craft of experience design. The more we cater for the needs, contexts, feelings and mindsets of our specific audiences, the more success we inevitably have.
If we want to use established Behavioral Science levers and insights to deliver on our client’s objectives, we need to start by empathizing. By actively listening and gauging our attendees’ ‘mood’, we can quantify the best ways to engage. Even simple sentences taken from insight interviews can dramatically change our experience strategy.
For example, Research and Insights may have received this feedback:
“This is my 6th congress of the year, I have travelled for over 36 hours this year and I’ve missed family events, but I know I need to be there for my own personal growth and professional representation”
We understand that delegates may not WANT to be at the congress, but they are aware they SHOULD be. Powerful ammunition for defining our experience: lights should be soft and not harsh; content should be short, impactful, and available on demand; conversations should be tinged with empathy and energy.
Intelligent UX solves audience problems
Taking audience insight and refining it into challenges and problems to solve for attendees is the cornerstone for our UX solutions. It ensures all aspects of our design are grounded in intelligent decision-making. And it allows us to build in the business goals and KPIs that will help us quantify our impact.
For example, if we need delegates to spend at least four minutes reading some data to truly understand it, and our insight suggests they’re fatigued but do have motivation to engage, we know we need to solve both challenges to be truly impactful.
Test, learn, and evolve
Ideally, we prototype and test our ideas. We’ve built proto-booths in our offices and delivered observational studies that measure everything from natural journeys through our experiences to messaging impact, and even ergonomic decisions about AR trigger locations and seat comfort. Our real-time heat-mapping tool allows us to work with the wider team to assess, revaluate, and update the experience design on an ongoing basis. This is the beauty of human behavior; it never truly stops changing or evolving.
Impact takes collaboration
Delivering solutions that hit all our experience challenges (both business and audience) is where the people at Emota and our wider group come into play. We can draw on the expertise we need to find creative, technological, human, and communications solutions that come together to deliver lasting change. Through a combination of behavioral science, data insights, and digital and live UX, we continually ask why people behave in certain ways, to deliver user experiences that create impact for each specific audience.
After all, we believe that if you stop asking why, or fail to understand what challenges you can solve for the people you interact with, you’ll never deliver change that lasts.
Read the rest of the Impact Booster series below.