Here we understand more specifically who your users are, how they make decisions, and how to more intelligently segment them into audiences.
Geographically, demographically, by purchase behavior, by social behavior, etc.
As insights come in over time the segmentation will refine, expand, and become more targeted.
User engagement will grow, retention and conversion rates will increase.
More importantly, by creating a digitally target-driven culture, your business, brand, products and team become more connected with their audience. This can have more holistic effects on a growing business than simply a better website.
A number of factors are involved in improving levels of engagement with user experiences.
From the tenants of information architecture, to broader customer journeys, purchase funnels and finally differentiating design.
Most importantly, increasing user engagement doesn’t necessarily come from waving the wand of an executive creative director – it comes from disciplined insights, segmentation and adaptive or iterative execution.
This serves as the cornerstone for our UX practice, insights-driven design. Both on the front end when defining the audience and their journey, to the back end, when gathering audience intelligence (primary and secondary) and iteratively refining digital experiences.