Missing the Mark on UX and UI

Why is it that so many brands continue to get tripped up?

Omni Device

Why is it that so many brands continue to get tripped up in the designing of a well-thought-out and easy to use interface for the digital experience? From the scratch-your-head/”facepalm” desktop information architecture, to the missing mobile content or worse ::gasp:: no mobile site, one could easily assume that because “American adults spend 11 hours per day with digital media” that we would all have figured it out already.

And yet here we are, blogging about it and arguing best practices from luxury brands to world-renowned service providers. The Next Web, a technology focused media company, recently published a comprehensive do’s and don’ts guide to designing the UI and UX, and User Experience Magazine posted nine shareable UX infographics – visual information on how to achieve a great design!

But unfortunately there still seems to be that gaping disconnect between those who get it, and those who don’t; but why?

Dev, Marketing, Sales, and C-Suite are at Odds

If your teams can’t visualize the goals of 1. what they’re trying to accomplish individually (speed, personalization, self-service, and brand consistency for example), and 2. what the mission of the organization is and why your customers are loyal, then there are bound to be some internal conflicts. In addition to the disadvantage of teams that aren’t cross-functional, or at the very least trained on the processes and goals of one another, it may simply be a matter of office politics or power struggles. The easiest way to remedy this is to offer lunch-and-learns or open-office training sessions in which teams learn about one another on a deeper level than “sales does sales and marketing markets”.

Did Your Agency of Record Drop the Ball?

“Trust us we’re experts” isn’t always necessarily true but sometimes “the customer’s always right” isn’t either. A brand can partner with a service or solution provider with confidence after

  1. Reviewing the agency’s portfolio and (if possible) recommendations
  2. Engaging in smaller initiatives first, such as the Digital Momentum Checkpoint to gauge how well an organization understands your industry, your needs, and your challenges, and
  3. Knowing how to articulate what your brand wants by including a healthy representation of your organization in planning and requirements gathering meetings. Oftentimes marketing and technical folks don’t speak the same language, despite saying the same thing.

You Don't Really Understand the Needs of Your Customers

We’ve said it before and we’ll say it again – customer journey mapping. Sure, your brand may be incredibly successful with customers around the world, but prepare to lose them to your competitors if their user experience and digital interfaces are easier to navigate. Determining why your customers are visiting your site(s) will help your brand to visually design for their needs. Miss that and you’ll miss out on a lot.


If your organization is looking to learn more about the look and feel of your site, digital strategy, interactive marketing, or the user experience, contact us - we'd love to chat.