How to deliver an outstanding digital experience in 2016

Peter W. Szabo, Head of UX, argues that many digital experiences (even in 2015) are
"terrible" and suggests how to fix this.

What’s wrong with the digital experience in 2014/2015?

Perhaps controversially, though it is based on personal experience of research projects, I’d say that the digital experience in 2014/15 is terrible. Globally. A good example is the Digital Experience Index published in March 2015. 100 users participated in this large-scale remote UX research project, and the results were stunning: The 10 biggest banks in the UK were tested, 87% of the users experienced at last one conversion killer during an online housing loan (mortgage) application end-to-end journey.

HSBC, the second largest bank on the world by total assets ranked last among the 10 tested. To find out more about this.

This rest of this article is about delivering an outstanding digital experience in 2016. So follow me on this journey…

How to deliver outstanding digital experience 2016?


The process starts with a UX Strategy, based on which we can plan research, execute and analyse it. After the analysis is complete we will create wireframes and adjust the strategy based on the findings. From wireframes we create user journeys and from them a prototype. We then do another round of research on the prototype, refining and improving it. This circle (prototype from new research to an improved prototype) continues until we arrive at a prototype that is the optimum for our users (project constraints taken into account). When the prototype is considered “finished” we need to manage the UX delivery. From there on we need to go back to the Strategy phase because UX never stops. There is no such thing as the perfect UX project, and even if there would be one, it would become obsolete quite fast. My model emphasises the importance of UX communication in the form of stakeholder management throughout the whole process.

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