If we want users to remain our users, we ought to entice them deeper into our design ecosystem.
Attempts to extend or expand users’ usage, frequently results in designs complicated by added features, and functions. My user experience research has informed digital and physical designs often with an emphasis on correcting the usability of such complexities. Users interact with the things we design at varying levels of usage maturity. Usage maturity is a measure of users’ comfort and familiarity with, and degree of use of a product, process, or place.
Designing for All Users by Starting at the Beginning
Far too often, products are designed to meet the needs of the typical user. As a user experience researcher, I’m always cautious about defining the “typical user” for any of the digital or physical products I work on. My UX research has included work on business processes, websites, services, software platforms, digital games, physical products, and physical properties.
I prefer to use a usage maturity matrix and design to meet the range of functional priorities of our users.
Usage maturity is a measure of users’ comfort and familiarity with and degree of use of a product.
A usage maturity matrix defines the functional priorities at each level of usage maturity.
The matrix lists beginning, proficient, and advanced level functional priorities and can expand to include novice and expert levels to account for greater complexity.
From the moment a user lands on your website until they either leave or convert into a customer, a series of steps lead them from one point to another. Buyer personas represent your typical customer and help address pain points your customers have as well as predicting actions specific audiences might take. About 63 percent of marketers use buyer personas when creating content.
The age of cheap “like”-hunting needs to come to an end. It all started innocently enough with likes and tweets. Then in a few years, we suddenly ended up with governments scoring people and masses manipulated into meaningless activities to generate more ad revenue.
Design is a logical art. It’s the thought process behind the first mark on a page. It’s empathy applied systematically. It’s creative through abductive reasoning.
In other words, designers are no strangers to strategy. Yet even designers themselves forget that the world of design is much larger than mockups and prototypes. This “capital D” conception of design is often referred to as “design thinking,” a problem-solving framework that can be applied across any number of problem domains and at any scale.