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UX Design
Digital Marketing,Insights

Using Customer Insights To Have a Great Web Design and User Experience

In the years I’ve been part of retail marketing I have been lucky to work hand-in-hand with the e-commerce team, and we have learned so much about web design, but especially about using customer insights to drive user experience and design.

Web design without using customer feedback can fall into very bad practices of usability. You need to understand your market and your customers and think of web design as creating the best experience you would like your customer to have with your brand. In her article for HBR Leah Buley (Links to an external site.), Director of Design Education at InVision, describes the importance of web design: “According to the latest data from Nielsen, the average American spends more than 11 hours per day looking at a screen of some kind. This finding has vast implications for companies across the board. Today, whether you are a bank, a retailer, a hotel chain, or a car maker, you are also a technology company. The primary touchpoint between you and your clientele is often digital. In this context, design has become a key differentiator in the battle for customers’ hearts and minds.”

Here are a few tricks that have helped me and my team with designing more around insights from customers and user experience

Image Source: Canva.com

The first is to look for best practices in your industry. You probably have companies you look up to. A lot of the time those companies will be in your same industry, but maybe in a different country, state or serve a different market. Be a customer of those brands and use their website as a regular customer would. Shop from them and be curious about the different paths you can take. Look for how and where they place call-to-actions, which things are more prominent and have the most real state on their site, and all of that will give you ideas of what to focus on with your brand. A lot of the big players of your industry will probably have 10 or more times the budget for UX research, so use that to your advantage and learn from the best and implement what works best for your brand.

Run experiments often and be fast at gathering feedback. To gather feedback quickly you can always recruit people from your own company (preferable that they are not part of your marketing or design team). Try A/B and copy tests with them and analyze if the results are significant or not, so you can make an informed decision of what path to take. Look for people in your company that could be your regular customer, and are probably not very familiarized with web design, and watch them interact with your website or your design. You will be amazed at how much you can learn from just watching people use your website. Another tool that we have found very useful is Hotjar. This software lets you record user sessions on your website to see how actual customers interact with your page, among other features. But what I love the most about Hotjar is how fast you can have insights and data about usability, that you can implement right away.

Have clear KPIs and measure your goals constantly. For you to do any kind of test and look for customer insights, you need to have clear objectives and KPIs that will drive your design strategy. You will probably need to have a clear objective for each part of the website you design. For example, what is the number one action you want your customers to take on your home page? Or on the FAQS area of your site, are you trying to get fewer people to contact you for support? I could go on and on and on about different objectives for your different areas, but I think you get my point. To look for the right insight to use in your design efforts, you need to have clear goals and KPIs that answer your designer’s questions.


In my experience, the best web designs are always the ones that are centered on the main customer, so working always around gathering insights and feedback from your customer will show in your results and you will have a happier and loyal customer, that likes your website and wants to keep coming.


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