We’ve mentioned customer-centric design in several of our recent branding and customer service posts. Using customer-centric design on your site is extremely important to your customers. Why? Because they only care about what is important to them – getting whatever information, services, or products they came to your site for. If they can’t find what they’re looking for, they’ll simply go elsewhere.
So what is customer-centric design anyway?
Customer-centric design is design centered around what the customer wants (as opposed to what the company wants). To do this, you have to always keep in mind why the customer came to your site and make it as easy as possible for them to accomplish their goals.
Ok play nice with customers, but what about my goals?
Your goals are probably concerned with increasing sales and leads (if not, they really should be). Here’s the best part. Customer-centric design actually makes it easier to accomplish your goals. Customers who can find what they’re looking for are much more likely to make a purchase or return later for more information and services. Most importantly, they’re likely to recommend you to their friends and colleagues, which is one of the most powerful ways to increase sales.
I getcha, now what?
Take a look at your site from your customer’s point of view. What are the most important functions (for them, not you)? Are they easy to find from anywhere on the site? When a customer is in the middle of a process (finding support information, making a purchase, etc.), are there places for improvement by making things more clear and removing unnecssary steps or clicks? Put yourself in your customer’s shoes.
Solicit feedback
Sometimes only your customers really know what they want. So ask them. It’s an easy and cheap way to get good feedback and by listening to your customers, you can increase customer satisfaction and brand awareness.
How have you used customer-centric design to help your customers?
(photo by ralphbijker @ Flickr CC)
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