Are you listening and using Advocacy with your users?

Imagine you are designing a new website and while you are making changes to the awesome interface, you begin encountering troubles on the user side of the experience. Does this sound familiar? Believe it or not, this is the origin of the separation of user experience (UX) and user interface (UI) as two distinct disciplines. The first is for creating purposes and the latter for editing purposes respectively. As software development evolved, the user began to be neglected and things got a bit messy. In response, this leads to the creation of a new role: the User Advocate.

What Is user advocacy?

It’s the practice of using designated spokespersons to facilitate interaction between users and designers for the products they use.”

It’s the next level to UX because, in the tech industry, we tend to forget that we are not the end user. As beautiful or useful the product we are creating we are emotionally compromised to be objective and to understand if the final product will appeal to our target market, we simply are too immersed in the idea of success that can lead us to a sound failure.

The contempt from development teams towards the end user is not only a reality but a very difficult issue for companies to tackle if it goes unchecked and treated in time, the user needs to be in the mind of every development and to have him be part of the development process in creative ways.

User Advocacy Best Practices

Beta Testing

This is the process of releasing a closed version of the product, public testers use the different functions of your product and begin experiencing first hand what is it all about, these beta testers tend to be people that will have a good influence in the product launch, people that are in the niche potentially will expand the reach of the final product once the public release is up and running.

Focus Group

A qualitative research technique used to understand what very specific and well-selected audience thinks about a specific topic or product, this technique is complicated and needs several players immersed to get a reliable result but the outcome and feedback that comes out of it gives your organization a deep understanding of what is useful and what is not about the product you are making.

On top of that users tend to start asking questions which let you make adjustments based on the answers that you give the user enhancing the development process in ways difficult to describe.

User Personas

Like in advertising and marketing you create a profile on your clients to understand their key treats things like strengths, weaknesses, what they like, how they spend their time are many of the things you need to take into consideration when creating your client’s profile.

It’s a way to put a face to your clients and start treating them like the key factor for your success, each user persona you create should be accompanied by a strategy tailored to their specific needs.

Sound Benefits

The benefits come in a better understanding of your user behavior, creating a unique picture and guidelines for you to satisfy them. Everything you do design-wise should be to serve your UI/UX without neglecting your users’ needs.

The visible benefits of this are:

  • A Fresh Perspective
  • Increaser Revenue
  • Increase Market Share
  • Increased Engagement
  • Word of Mouth

Things that will make your company reach higher and sustain itself in an organic way.

Cesar Contreras

Cesar Contreras

I am a marketing professional, tactician, and writer with a deep passion for technology, pop culture, and business. I spend my days managing strategies, reading, and looking for ways to share my knowledge. Feel free to contact me at cesarc@advancio.com or shoot a call to www.advancio.com

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