3 groups you should focus on to deliver incredible user experiences
With CommunityLIVE less than three weeks away, I thought it would be a good time to look back at what we learned during TechQuest, held earlier this summer.
TechQuest is a training and technical conference hosted by Hyland three times a year to give customers and end users an even greater experience with their solutions. With more than 60 sessions led by Hyland experts, TechQuest is a unique chance for our user community to deepen its knowledge and learn new ways that OnBase can enhance their organizations.
But it’s not enough to simply provide a wealth of information and access to the brightest minds in our community. Instead, Hyland transformed itself into an immersive experience for attendees. During the conference we modified our Westlake headquarters to resemble the theme of the event, Victorian England.
With a web banner that showed Big Ben and a Sherlock Holmes-esque character, we shaped the decor of the training areas to follow suit. We decorated meeting and training rooms to look like vintage Victorian storefronts. Meanwhile, old-fashioned street lamps lined the main entryway to the offices.
It was pretty cool.
Immerse yourself in the experience
Why go to all of this trouble for an educational conference? What impact does any of this “stuff” have to do with helping organizations become better and smarter?
As a matter of fact, it has everything to do with it. By creating an energizing and unique experience, Hyland transformed the environment to create the best user experience possible for TechQuest attendees. This kind of immersion helps create buy-in and enhances the user experience for everyone involved, leading to a more productive conference for attendees and better return on investment for the organizations that sent them there in the first place.
User experiences have that kind of impact.
A great user experience is crucial to success
In fact, user experience is key to selling any product, be it a technology conference or a piece of hardware. If users don’t feel good about their interactions with the product, no amount of practical value can overcome it. We all feel this way and it guides the gadgets we buy to the restaurants we dine at.
Put simply: You need to consistently provide users with great experiences.
Your organization always needs to be aware of user experience in every aspect of the business. User experience matters, and in some not-so-obvious ways. This applies for three main groups. Keeping your focus on them will help you get ahead and stay ahead:
- Your customers
At the end of the day, it’s the end users you have to win over. If your product is difficult to use, has a poor interface, or seems to be a burden to extract value from, end users will dismiss it. Face it, it’s a point-and-click kind of world out there.
Do you handle issues quickly and effectively? Does someone at your organization actually respond to social media and customer service email inboxes? With the way that bad customer experience can go viral, the experience of your end users can make or break your business.
- Your business partners
Is your organization easy to work with? Suppliers and vendors want to have good partners, not just one’s that pay on time and buy their products.
Their issues are the same as your customers. They want someone who is responsive and genuinely takes interest in their experience. Great vendor and supplier relationships greatly reduce the operational headaches that can plague a business.
- Your team members
Are employees invested in the success of your organization or do they just work there?
It’s no secret that Hyland is listed in Fortune Magazine’s Top 100 Workplaces. It’s not about the “stuff” in the office or the 30-year-old ping pong table in the gym.
To steal from Fortune’s piece on Hyland, “Employees overwhelmingly highlight the sense of camaraderie and pride they share with their co-workers. It’s proven a tight-knit work home for technology professionals who value a fun workplace that also gives back to the community.”
Your employees are users too and their experiences matter.
Do they have the tools they need to succeed? Do they have a genuine ability to grow professionally? The experience of your customers and your partners is directly related to the experience of your team.
So, when you have the chance, make the most of the experience all of your constituents have with your organization. As you can see, there’s more to it than just decorations.