Many marketers have received a crash course on virtual marketing as we’ve shifted meetings, events, and other forms of collaboration online over the last several months. More and more aspects of our businesses, and our personal lives, rely on websites, apps, software solutions, and virtual collaboration.
While this is happening, have you ever stopped to consider why you enjoy using one app over another? Why you shop at one online store over its competitor? Why you prefer one meeting platform over the rest?
It has everything to do with the User Experience (UX) and the User Interface (UI) of the app.
What is UX?
UX is all about feeling, and creating the desired overall experience for users. According to usability.gov UX “focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations.”
At a high-level, UX should always strive for the best quality of user interaction because this ultimately affects the perceptions and experience with the brand. There are lots of elements to consider in UX that lead your customers along on their journey. The goal here is to give your customers a positive feeling when they are utilizing your virtual environment.
What is UI?
UI is about how the user interacts with the platform. According to Plego,
“User Interface Design is important because it can make or break your customer base. It creates fewer problems, increases user involvement, perfects functionality and creates a strong link between your customers and your website.”
Think about how frustrating it is when you’re trying to find information on a slow, clunky website. Or how satisfied you feel when an online transaction process is easy peasy.
UX and UI in Virtual Marketing Environments
It’s not just designers and software engineers that are concerned with UX/UI, although they are the main experts and highly specialized. Marketers have a huge role in creating the UX/UI for their brand’s online platforms. In fact, there’s quite a bit of overlap between marketing and UX developers.
Why? Because a successful virtual connection means having a deep, comprehensive understanding of your customers on a psychological level. Marketers are focused on the psychology of buying behaviors, whereas UX designers are focused on the psychology of user behaviors. A great example of amazingly successful UX/UI is what separates Apple diehards from the Android devotees.
How can this be applied to your virtual marketing environment to create and maintain customer loyalty?
When researching virtual marketing environments, having a basic understanding of the UX/UI that’s most suitable for your audience can help you choose the best provider. In virtual environment demos or discussions, ask your provider about the process behind their platform’s UX/UI to see if it correlates your goals for your users.
The best way for you to test drive these virtual environments and to learn more about the UX/UI behind them is to book an online demo with your top 3-5 choices for providers. Not only do you need to see it in action, but it’s also a chance for you to get to know more about the provider. Would they be a good fit for you? Do they offer awesome support, guarantee no surprises, with fun along the way?
And hey... why not start here?