In modern society, everybody’s connected. We’re all online, we all use social media and we all interact with brands without even realising it. If you’re a business owner each one of these interactions informs the user’s experience with your brand. End to end user experience is about considering each and every interaction a user has with your brand during their relationship with your service and how to make the make best use of these contact points for both yourself and your users.
The first step in implementing end to end user experience is to understand all of the moments where users interact with your organisation. Depending on your business and what kind of service you provide there are thousands of potential contact points, so it’s useful to start by breaking this down into three phases.
- Attraction – Grabbing the user’s attention.
- Onboarding – Converting them from a consumer into a user.
- Retention – Keeping users satisfied with your service.
Let’s take a look at some of the contact points you might expect to see in each phase.
What are the main component of end to end user experience?
We can view this as any point before a consumer becomes a user, this might be:
- Through a tweet that’s been shared
- Visiting a Facebook page
- Browsing your website
- Seeing an online or paper advert
- Reading a targeted email.
- Seeing a branded company email
It’s any point when you’re looking to win a potential user’s interest.
Once you have a consumer’s attention you need to convert them to a user. This is called the onboarding process and is all about how you make that transition as simple and intuitive as possible. Examples of onboard could be a user:
- Coming to your website with the intention of signing up for a service
- Finding and completing the signup forms on website
- Setting up their account
- Providing contact details to a sales agent
- Asking onsite staff questions about a product
The amount of contact points you have while trying to retain a user varies wildly depending on the service you provide. As an example of this, for a simple online shop a user might:
- Order a product
- Receive a confirmation email
- Receive a dispatch email
- Receive a shipping update email
- Receive a feedback email
- Receive future offer emails with sales and promotions
Compare this to if your service is office management software with users logged in all day every day, completing a range of varied tasks. In this instance you’re going to have a much longer list of touch points, and at each of these points your intention should be to make the user’s life as easy as possible, so they have no reason to stop using your product. Maintaining high customer retention is key to any business’ growth.
What do I do with these end to end customer event components?
Great, so you’ve listed out every point that users interact with your service. Now what? This is where the real user experience work comes in. For each of these points you need to understand both what you want the user to do and feel, but also importantly what they are trying to achieve at any given point and how you can make that as easy as possible for them.
There are four steps for this:
This can be done through user interviews, questionnaires and fields studies. What you’re trying to understand here is who is interacting with your brand at any given contact point and what they are trying to do.
Here is where you take all your research and break it down to help you really understand your users. This can be aided by creating user personas and journey maps to pick out any of the pain points the user is experiencing and help you resolve them.
Design is where your research and analysis become visual. It can take the form of wireframes that breakdown all the elements you need on a screen, mock-ups showing how everything should look or prototypes that outline behaviours and user flows.
This is the most important step of the four. It’s here that you test your design against any issues you picked out in your research and analysis. If this shows that your designs don’t have the desired results then you move back to the design phase, taking onboard the lessons learned from testing.
If you know all the places where you interact with your users throughout their relationship with your service and you know what they want to achieve at each of these points and have researched and implemented and validated designs to help them do that, you’re well on your way toward end to end user experience. Read more about User Experience and User Interfaces in our article the difference between UX and UI.
If you’d like to pick our brains on end to end user experience, please feel free to give us a call to set up a consultation, no obligation. Call 0345 200 26 50 or email firstname.lastname@example.org to tell us about your end to end user woes.