Cloud Product UX Priorities
If we are talking about cloud product customers, we should look at the mental differences between On-premise and Cloud users. Here are the insights of a User Research study which can be used by marketing, design and development teams effectively.
First thing we should never missed about cloud and on-premise products, the selling process and purchase decisions are quite different from each others. On-premise customers make bigger investments for the product than cloud customers for sure. They spend too much time and budget for system integration and stabilisation; therefore, product purchase decision is always made for relatively long term plans to decrease the risk of get return on investment. That means, it is not easy to change the choices with another platform, or even with another brand.
On the other hand, situation and approach of cloud customers are not the same. The subscription periods of a cloud product are short and the costs are more affordable. Moreover, integration to cloud platforms quick and easy comparing with on-premise set-up processes. As a result of this, cloud customers has no tolerance for problems of the product and they are more free to change the brand choices.
Fast come, fast leave.
On the other hand, situation and approach of cloud customers are not the same. The subscription periods of a cloud product are short and the costs are more affordable. Moreover, integration to cloud platforms quick and easy comparing with on-premise set-up processes. As a result of this, cloud customers has no tolerance for problems of the product and they are more free to change the brand choices.
Fast come, fast leave.
Generally, when a product design project is planned, stakeholders consider full feature set of the product should be completed in MVP scope. For an on-promise product, this approach can be accepted since there is a bigger investment from customers.
On the other hand, Lean UX Management is more suitable for cloud product to release minimum features as soon as possible with iterative approach.
On the other hand, Lean UX Management is more suitable for cloud product to release minimum features as soon as possible with iterative approach.
"I need more features to use this product effectively. When I cannot do my job, I feel angry time to time but still waiting the new features. I don't know why I am waiting actually because other brands have these features."
This sample sentence from a cloud user in-dept interview points that customers may keep on to use the product even they don't have some necessary functions in Usable UX level. After some loaded questions and The 5 Whys method during the interview session, the "waiting" reason has been shown up even the user himself doesn't aware. Previous bad experience about customer support from another brand changed his priorities and expectations; so, it is more important to feel valued as a customer than to have a full feature set of the product.
In this competitive market of cloud technology, customer expectation about to be well-listened is becoming more common. Because primary functions with acceptable usability level are already a must; but, the last decision about brand choice is all about emotional design level, which is the only motivation to "wait" solutions for customers.
In this competitive market of cloud technology, customer expectation about to be well-listened is becoming more common. Because primary functions with acceptable usability level are already a must; but, the last decision about brand choice is all about emotional design level, which is the only motivation to "wait" solutions for customers.
The triangle on the top of the UX pyramid refers; valued feeling, to be well-listened, customer voice, reason to share with others, high NVP score, tolerance for mistakes, and LOYALTY. Together with user research studies for behavioral segmentation, loyalty program can keep the customers on the board during the iterative product design process.
As it is mentioned in Top Digital Experience Trends for 2020 from Gartner:
- UX research and associated testing methodologies uncover human insights that are essential for successful design, development and innovation initiatives. Increasingly, the value of understanding users, what they do and why they do it is seen as a differentiator for organizations. UX research identifies both the features and the designs that products or experiences should have to drive usage, customer satisfaction, loyalty and ROI.
As it is mentioned in Top Digital Experience Trends for 2020 from Gartner:
- UX research and associated testing methodologies uncover human insights that are essential for successful design, development and innovation initiatives. Increasingly, the value of understanding users, what they do and why they do it is seen as a differentiator for organizations. UX research identifies both the features and the designs that products or experiences should have to drive usage, customer satisfaction, loyalty and ROI.
As a conclusion,
Regardless the design strategy of a cloud product, here are some priorities should be considered by UX and CX teams.
- Basic feature set from functional to emotional design UX level. (Red Route study helps teams to define MVP scope about this topic)
- Iterative approach to complete full feature set. (Usability tests and analytic tool reports provides user data for optimization each release)
- Customer engagement from different touch points for an active usage. (Notifications, tool tips, chatbot interactions should guide users about new features and usage of the product)
- Loyalty program (Behavioral segmentation study is significantly necessary to define program rules, valuable rewards, and total CX optimizations)
Regardless the design strategy of a cloud product, here are some priorities should be considered by UX and CX teams.
- Basic feature set from functional to emotional design UX level. (Red Route study helps teams to define MVP scope about this topic)
- Iterative approach to complete full feature set. (Usability tests and analytic tool reports provides user data for optimization each release)
- Customer engagement from different touch points for an active usage. (Notifications, tool tips, chatbot interactions should guide users about new features and usage of the product)
- Loyalty program (Behavioral segmentation study is significantly necessary to define program rules, valuable rewards, and total CX optimizations)
If you would like to see an example product design process at the beginning of pandemic conditions, you can access DYS project here.
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