Being in the Information and Communications Technology (ICT) industry, the term UX cannot be unfamiliar. It is one of the most important elements that contribute to a digital business success.
UX, short for User Experience, is about enhancing user satisfaction by improving usability, accessibility, and pleasure on an interactive platform. UX has only emerged in the 1990s and frankly, its awareness in Malaysia is still low even among players in the ICT industry.
UX & Branding
Branding is delivering a promise to the customers, from product quality to identity. The UX across all company channels has to reflect the company’s brand promise. For ICT business especially, with bad press about cyber-attacks and data breaches, it is important to build a strong company brand that will gain customers’ trust. Taking care of UX means we care about them. As put by Michael LeBoeuf, “A satisfied customer is the best business strategy of all.”. Great UX will drive great sales because a good experience will encourage customers to return.
These are the 3 most crucial rule of thumb for UX.
1. 5-second Test
This test is conducted by showing a single page to respondents for 5-second and then ask them to recall the information they see on the page.
Do: Keep the page as clear as possible, with a single topic on a page. Use proper row and column distance for a group of information. Use bold elements to highlight the main subject and the CTA.
Don’t: Include multiple topics in one section and pack. Use too many elements and highlight all the information on the page.
For example, in the eGHL payment page, all payment options can be seen clearly in a glance. This makes it easier for customers to decide, avoiding the hassle to search and second-guess their purchase.
Unfamiliarity can discourage and scare customers away. If your UX does not follow your brand guideline, your customers may think they are directed to a wrong page.
Do: Make a branding guideline for your company. Pick a group of fonts, a colour scheme and shapes or elements for all your channels. If you need to collaborate with another entity, design posters that can be customized and suit all the brands.
Don’t: Adopt a design without customizing to your identity. Change your branding style too often.
For instance, a lot of Malaysians are afraid to make payment on e-commerce when they are redirected to a 3rd party page, which is the gateway page. This is why we came up with OPTIMIZE by eGHL, so non-PCI compliant merchants can host their own payment page and have it fully customized according to their brand and need.
3. 3-click Rule
The 3-click-rule states that customers will leave if they can’t get to what they want within 3 clicks. This is where “Less is More” prevails, the less click the better.
Do: Create a sitemap. Plan the categorization of products or blog posts. Check the structure of your headers and sub-headers. Simplify the product-cart-payment flow.
Don’t: Make things complicated just to make it fancy. Create too many pop-ups. Create repeating forms to be filled. Not include a ‘back’ button that causes customers to start all over if they made an error.
This is also another benefit of OPTIMIZE by eGHL, as we shorten the payment steps by cutting through the gateway page. Instead of going through merchant page > payment gateway page > bank page, customers only have to go through merchant page > bank page only.
BONUS: UX Across Regions
Thinking of expanding your business to another country? Just one more important point – UX preference differs based on the geographic factor. For instance, people in Singapore prefer credit cards while Malaysians prefer online banking. So, before launching elsewhere, study the demographics, conduct A/B Testing or partner with companies with a local branch.
User Experience has always been the number one priority for eGHL, and we consider UX for all parties involved and all business stages. We approach these by going back to the fundamentals, which is the “human touch”. eGHL’s set up with banks, financial institutions and channel owners across ASEAN countries deliver seamless and straightforward payment acquisition for merchants who wish to expand their business. Our multicurrency feature lets you collect from over 48 currencies across the globe.
Be on the right track with UX and you will get the right result. So, which of these tips do you find most appealing?