Software development teams often forget to make their customers' needs central to their processes. But the end user is absolutely fundamental to your business.
What is the goal of any software project? The answer is clear: it is to meet the needs of the end user. We all know this on a cognitive level, but this thought often falls by the wayside.
The consumer experience is fundamental to the success of any project. In fact, it's the purpose of creating your product in the first place – the foundation of your organization. What's more, you can't just consider the user with regards to a specific project – you must also keep them in mind when considering all aspects of your business and brand.
But what does it mean to keep the consumer in mind during the software development life cycle (SDLC)? And why is this so important?
What is customer experience?
Customer experience (CX) involves all consumer interactions with a given organization and its brand, from visiting the website to purchasing the product.
CX is an approach, but it is much more than that – it is also a mindset, a framework, a goal and a value. Instead of focusing exclusively on consumer queries and demands, it should involve preventive thinking and an understanding of the consumer's needs before filing a complaint with them. It also involves a deep conceptualization of what users are looking for.
Companies must employ a flexible mindset and willingness to adapt to a changing market of consumer needs and desires.
What is user experience?
At first glance, it may seem that CX and user experience (UX) are the same thing. And they have some overlap. However, while CX is holistic – a comprehensive approach to the entire business and brand – UX focuses on specific projects and products.
UX is concerned with overall appeal and usability. Often, organizations employ a dedicated UX design team to focus on these aspects of their products and services. They contribute to creating a cohesive brand identity so that anyone knows that a certain product comes from your company. This also means a stronger consumer experience.
Both UX and CX are important when building software with the consumer in mind.
4 benefits of focusing on the end user
As you probably know, there are numerous advantages to keeping an eye on the end user throughout the development process. These are just some of the main benefits.
1. You will solidify your development process
A well-organized and carefully honed software development process is critical to ensuring your entire business is running smoothly, efficiently and cost-effectively. The focus on the end user provides clear goals and objectives for your projects, which is essential for mapping your procedures. This will impact not only individual initiatives, but also the organization as a whole and its team members.
2. You will better understand your customers’ pain points
Making assumptions about people you don't understand and don't know can lead to huge problems in the future. But keeping an eye on the user will allow you to understand your consumer – and their needs and wants.
This process involves market research and building personas for your users. Since people and their weaknesses are continuous and constantly evolving, this must also be an ongoing process. Your goal is to solve your consumer's problems, and that starts with a comprehensive view of who your users really are.
3. You will gain an edge over the competition
The software development market is rapidly expanding, with new businesses in niches and sectors constantly entering the technology game. You need to stand out among similar organizations by showing how unique you are.
When building your software, always keeping the user in mind allows you to add value to your products and services. You are showing your customers and potential customers that you are loyal to them – just as you want their loyalty too. And you're proving that you and your brand are a worthwhile investment.
4. You will continually improve
Continuous improvement is essential in the software development process. You are always trying to make your products even better. When you think about the people who actually use these products, it becomes clear why this is so necessary. People change. Markets change. And your company must respond to these changes and trends.
Considering your user means responding when they report problems or bugs. It means having an idea of why they want what they want in your software. And it means recognizing that your priorities will change – and you must adapt accordingly.
The role of quality assurance
Is it also critical to this process? Quality assurance (QA). End-user development means you must offer the best software, the products your users simply can't live without. And this requires a thorough and comprehensive quality control testing and analysis process.
QA experts don’t just test for bugs and issues – they also ensure the overall appeal and quality of the product. Other forms of quality control testing include:
- Performance test
- Testing usability
- End-to-end testing
- Interactive Test
- Accessibility Test
- Integration Testing
- Stress Test
- Security Test
It is important to have a dedicated quality control team. Although these professionals work closely with software engineers, they have separate responsibilities and skill sets along with a separate but no less critical role.
It may seem obvious, but focusing on the end user is not as simple a concept as you might think. Software development teams often forget to make their customers' needs and wants central to their processes and procedures. But it's absolutely critical to your project and the business in general to ensure you always keep an eye on the consumer – no matter what.
Source: BairesDev
