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The Ideal Digital User Experience Hero Image
Creating a Website that Impacts New Growth and Retention

The Ideal Digital User Experience


Websites are critical components to brands and the gateway to products. Every organization must ensure its customer’s experience and interaction with its website is satisfying and successful, especially to impact new growth and maintain customer retention.   

To corroborate this, our Software client was interested in gathering feedback on several website design concepts in development to determine end-user preferences, wants/needs, likes, and dislikes.

We applied an agile methodology across 5 sprint cycles where findings and feedback informed the next cycle. Participants were asked to assess concepts in a moderator-guided environment; objectives and focus varied from sprint to sprint, and the stimulus was presented in static and interactive forms to test both aesthetic/organizational elements and functional elements.

A toggling between moderator-driven and participant ‘hands-on’ interaction allowed for specific task-based elements and aspects to be tested. This ‘fluid’ and ‘flexible’ design was useful in informing pieces of the build as well as retesting changes to the concepts, by providing real-time feedback to design teams with priority areas of focus.

This research identified user preferences and usability impact (aesthetic, information architecture, features, and functionality) that were used to inform the stages of development. This allowed the team to successfully release a final product that met the needs of their current and prospective customers.