Transform Your Design with Unified UX
By WDD Staff
November 25, 2019
Unified User Experience has been a hot topic for years but it’s still hard to find a creative team that really gets it. No, it’s not the quest to understand the origins of the universe, nor a higher calling to be “one with everything”, but it does have the potential to change the way you think about design forever.
The Broader ContextUnified UX is much more than a DLS or style guide. In fact, you’d be better off thinking about tools like Atlassian and Sketch as…well, tools, to help you achieve the broader aim of unity. It’s more than responsive design and digital ecosystem too. If you’re still thinking in terms of “mobile”, “tablet” and “desktop” configurations, you’d do well to heed the words of design guru Cameron Moll who urges us to recognise that, for today’s users:
The best interface is the one within reachTake the Galaxy Fold, for example: Phone, tablet, phablet or plain old monstrous? What about Echo, Dot and Alexa with no screen at all? Or Apple Watch? As Cameron points out in the same talk, the concept of “TV” has also become pretty loose. Do we mean the content, or the device it’s viewed on? Is “mobile” a noun, a verb or an adjective? How is a native app different from a mobile browser experience? The point is, from a unified UX perspective, it doesn’t matter. The job of the UX team is to create that “brand feeling” across all platforms and in all facets of the design. Take a look at Southwest Airlines’ “Virtual Booking Desk” from — wait for it — 1998; laugh all you want, but remember that back then, most people were completely new to the internet. Seeing a familiar scene gave users a sense of confidence, which is (still) integral to the Southwest brand.
What Goes in to Unified UX?Everything! It starts with deep awareness of the needs, expectations and current experience of the user. Watch people using your stuff. Talk to them afterwards about what it felt like. You’ll definitely learn something. If it’s a new project, do focus groups, then do some more. Co-create if you can. From there, develop a design principles framework. The key concerns of your user group should shine through in every single aspect of their brand experience. Broadly, there are two key concepts to unify:
- Form and Function - Yes, you need both!
- Data Symmetry - Data should follow users.
Available MediaHow do your users want to interact with the brand?
- Android/iOS app;
- Voice Interface;
- Live Chat;
- SMS integration (very popular in the US);
- Print Media;
- Face to Face.
Look and FeelDoes your framework include:
- art direction;
LayoutGuide users to the content they’re looking for. Will their needs change across:
- user journey?
InteractionAre some features device specific?
- Location Services;
Responsive BehaviourRemember the device continuum - it’s usually best to think in terms of
- Written copy;
- Voice Interface;
- Phone Help;
- Face to Face;
- Text or Automated Chat.
- call to action;
- specific user groups?
Development EnvironmentAs you probably see by now, unified UX isn’t something you can do by yourself. The better organised your resource repository, the easier it will be to onboard new team members and maintain consistency. Consider:
- Coding and File Naming Conventions;
- Standard Elements Repo.
Upgrades and IntegrationHow will you update legacy material and add new elements as the design evolves?
Who’s Doing it Well?Yes, unified UX can be a pretty large and expensive undertaking, and even the giants still get it wrong. That said, here are some nice little highlights from a few unexpected places:
SpotifyNo surprises here in terms of the company’s size, and sure, their UX is (arguably) pretty slick no matter where you find it. But what really caught my eye today is their commitment to their backend and support for third party developers. This gives Spotify users enormous scope to enjoy a highly integrated, reliable and ever-expanding ecosystem that always feels the same.
MailchimpNot only do they have great cross device, cross platform consistency, their famously chirpy tone and loveable mascot are instantly relatable. What’s even cooler is that, when something goes wrong, the tone subtly changes. This isn’t surprising because they have a really extensive style guide for new writers.
LingueePrimarily a web-based translation application, their iOS app is a real favourite of mine. It not only offers dictionary-style definitions, but use-in-context translations as well, which really helps to avoid the classic google translate failures. It’s understandable at a glance on both small and large screens… and it’s free! Good evidence that simplicity and functionality often win out.
Conclusion - Why Bother?!Well, in a nutshell, because it’s what your users want. Yes, to really nail a unified experience is a big undertaking, particularly if you’re coming into an old project and dealing with legacy code, but the fact is, it’s the future. The range of available devices is growing rapidly, and users want whichever one is closest. At the same time, we’re becoming more and more sensitive to experience, and less tolerant of inconsistency or nuisance. Smaller companies must find ways to provide the kind of unified experience that customers expect, or face being swallowed by giants. As independent developers, it’s in our interests, and within our ability, to find ways to make UX unified. Featured image via DepositPhotos.
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