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Reimagining User Experience

Great User ExperienceWhat if a retail store felt like a website?

In a recent interview, Christopher Bailey of Burberry outlined the luxury brand’s vision for integrating technology into their store experience. From cushy seating to coordinated video shows to RFID-responsive mirrors that share product info when customers bring products nearby, the brand has completely reimagined the retail store experience.

What Burberry is creating in-store may be one of the first major efforts to respond to fast-shifting consumer expectations. As more people shop online and use mobile as part of the shopping process, the bells and whistles available while shopping online -- in-depth product specifications, customization, customer reviews, video demonstrations and more -- may be missed in the retail environment.

Burberry’s approach is similar to what savvy web marketers work to create online. User experience (UX) is how a user feels about using a product, or a website. Burberry’s vision is all about creating a uniquely engaging user experience in store.

But if consumer expectations are changing in store, how are they changing online?

User experience used to be just about clean navigation, professional design, and a site architecture that made sense. Once you have these pieces in place, you can start looking at features that take your website beyond the basic and create the kind of experiences that customers buzz about. Here are some examples of website features that take your site from basic to best in class:

  1. Great content. Not just any content will do. Companies that provide must-read articles, authoritative references, and written solutions to customers’ problems will win attention and repeat website visits.
  2. Creative use of video. Video has reached well beyond YouTube. We use video as the background for this site’s homepage to add a “behind the scenes” view and a personal touch. Video can help you connect with customers, explain complicated concepts, show off product features, or just get a laugh.
  3. Responsive design. What does your website look like on a smartphone? On a tablet? At different screen resolutions? Responsive design allows your website to adapt automatically to each user. Great responsive design scales and flows no matter what size screen the user has.
  4. Customization. What an existing customer and a brand new visitor see on your website might need to be different things. Some leading websites remember previous visitors and provide custom landing pages, greetings, suggested content and more. This helps your users find what they need and avoid what they don’t.

The capabilities of your website are only limited by your imagination. Got an idea? Contact us to talk about how to make it happen.

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