siliconindia | | December 20199Users knowledge is advancing all the time. Digital user experience and design are changing customer expectations and enabling them to be more inclined to rich, interactive, fast and engaging digital experiencesPeople buy from the brands they trust. Establishing trust through var-ious digital channels is another vital concern. One needs to understand that the internet is a channel, not a tool, although many marketers will define it as such. As a channel, it of-fers a broad choice of tools to help you market yourself; but to be suc-cessful, one needs to build genuine relationships with the consumers and trust is an essential factor to support you in this quest. The key elements that should be remembered are the rule of the four C's: Commitment, Competence, Communication and Consideration. In the designer's rule-book, it is written in big bold as the first statement: `You don't control the customer. But you do control the experience'.Market segment and consum-er persona are two very important aspects while crafting experiences. Brand positioning and user journey are other critical angles which need to be considered at the time of final-ising UI & UX. Today, consumers expect brands to be transparent about how they use their data through give-aways, rewards, and customer ser-vice. Big Data, Artificial Intelligence, and Machine Learning are improving the overall service experience, and helping brands get closer to the cus-tomer and maintain trust. Eliminating ambiguity is the key to the success of a good UI, especially in inexpensive/cheaper mobile devices. Simple yet elegant platforms are a must have to penetrate into the market.One piece of advice here; don't treat your customers like transac-tions. Great companies are built only with deeper customer empathy. User interface and user experience are the two complementary sides of the same coin. One can help retain the custom-er for a long time, and second can fetch a greater ROI. UI helps solve for performance and information issues, and on the other hand, UX strives to give your brand an edge over the competition in the crowded landscape. One key thing to note is that users have a lot of choices and alternatives for similar product and services. Smooth user experience & design help to strengthen the overall customer satisfaction, further fuelling to win the consumers. Companies are winning markets in all segments with the help of the right product mix and reaching their targeted users with personalised and contextual user ex-perience. The number of unicorns in consumer-faced digital platforms is the true testimony for this. Users' knowledge is advancing all the time. Digital user experience and design are changing customer expectations and enabling them to be more inclined to rich, interactive, fast and engaging digital experiences. As user's perception & expectation be-comes critical, average applications can no longer act as a makeshift. Digital user experience always has to come first. Completing the story and highlighting the key proposition is what can be achieved by a good UX. By 2020, there is close to $100 billion dollars of spends on digital in India. Potential customers no longer follow a linear journey. Improvise and tweak your UI & UX based on the insights. The biggest brands of the world leverage data-driven cus-tomer innovation to stay ahead of the disruption curve. Understanding who your customers are and identifying the best channels to reach them, is the foundation layer to establish a good UX culture for your company. Latest technologies and digital strategies are revolutionising global consumer be-haviours. My journey has made my belief stronger, `Why to think small when the world can be your canvas? Let's craft for the world, right here in India. Nitin Sethi
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