5 Rules for Creating a Compelling User Experience for Your Customers

Constantly iterate and improve or you'll fall behind

Want to create a compelling user experience for your customers? Follow these five rules.

Know your users

Before you can design a pleasing user experience, you need to know what users actually want. Unfortunately, many brands don’t do enough to understand their customers and how the business can meet their needs, says Jonathan Goldmacher, managing director for Valtech in New York.

“You need to start with the audience you’re serving,” he says. “Understand their lives intimately, the role your category and brand play in their lives, and the places where you have an opportunity to do things in an exceptionally better way.

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This story first appeared in the July 23, 2018, issue of Adweek magazine. Click here to subscribe.