A study on Age Differences in the Experience of Daily Life Events found that as we get older, we place more and more emphasis on the emotional experiences we have. And age is just one of the variables that differentiate us.

All before we even consider the environmental and cultural traits that change how we behave. Simply put, people are infinitely different.

Good UX takes empathy

That’s why UX design is so critical to the craft of experience design. The more we cater for the needs, contexts, feelings and mindsets of our specific audiences, the more success we inevitably have.

If we want to use established behavioural science levers and insights to deliver on our client’s objectives, we need to start by empathising. By actively listening and gauging our attendees’ ‘mood’, we can quantify the best ways to engage. Even simple sentences taken from insight interviews can dramatically change our experience strategy.

For example, Research and Insights may have received this feedback:

We understand that delegates may not WANT to be at the congress, but they are aware they SHOULD be. Powerful ammunition for defining our experience: lights should be soft and not harsh; content should be short, impactful and available on demand; conversations should be tinged with empathy and energy.

Intelligent UX solves audience problems

Taking audience insight and refining it into challenges and problems to solve for attendees is the cornerstone for our UX solutions. It ensures all aspects of our design are grounded in intelligent decision making. And it allows us to build in the business goals and KPIs that will help us quantify our impact.

For example, if we need delegates to spend at least 4 mins reading some data to truly understand it and our insight suggests they’re fatigued, but do have motivation to engage, we know we need to solve both challenges to be truly impactful.

Test, learn and evolve

Ideally, we prototype and test our ideas. We’ve built proto-booths in our offices and delivered observational studies that measure everything from natural journeys through our experiences, to messaging impact, and even ergonomic decisions about AR trigger locations and seat comfort. Our real-time heat-mapping tool allows us to work with the wider team to assess, revaluate and update the experience design on an ongoing basis. This is the beauty of human behaviour; it never truly stops changing or evolving.

Impact takes collaboration

Delivering solutions that hit all our experience challenges (both business and audience) is where the people at WRG and our wider group come into play. The unique make-up of our AXD unit means we can draw on the expertise we need to find creative, technological, human and communications solutions that come together to deliver lasting change. Through a combination of behavioural science, data insights, and digital and live UX, we continually ask why people behave in certain ways, to deliver user experiences that create impact for each specific audience.

After all, we believe that if you stop asking why, or fail to understand what challenges you can solve for the people you interact with, you’ll never deliver change that lasts.

Arrange a conversation with Tom or another member of the AXD unit here.

This article is part of a series from WRG’s AXD unit. Read the rest of the series below.

Tom French, UX Specialist

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WRG is a division of
The Creative Engagement Group

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