We often get enquiries from clients looking to revitalise and refresh their digital offerings by going through a full redesign, development and replacement of their product. And in many cases, this can be a perfectly valid option. However, you don’t always need to entirely replace something to make improvements. Sometimes, it is possible to carry out tactical updates to your product which are capable of significantly improving the end functionality and user experience.
We believe that if the core product works and is based on a solid technical foundation, it can be better to focus on key areas that can be refined, such as the main customer conversion points or user onboarding. This can save you time and money, compared to building a brand new app or website. Let’s take a look at how it can be done.
Begin with the Discovery phase
Before starting full development and design, we often advise our clients to go through a product Discovery phase to help understand the areas where the current product is not meeting your goals and to define the improvements that can be made. This can be achieved through a number of processes including user research, UX reviews and overviews of analytics data.
Discovery offers a detailed technical overview, so you’re aware of all the requirements that need to be included and define a technical approach to how they will be delivered before any work begins. We also provide a breakdown of all the upcoming costs, so there are no surprises later.
Look at what your competitors are doing
While we’re scoping out how to improve your app or website, we also take a look at your competitors and other products with similar services or features. This helps us to come up with new ideas, find out how they deal with the areas we’re working on, as well as offering to create something different to help you to stand out more.
We often look for inspiration from leading products across a variety of industries that consistently perform and push the boundaries of digital user experience. This insight helps us to factor in some of the features and design into the Discovery.
Create a prototype
After our research is complete and we have a clearer direction for improvements, before committing to development, we are able to create a prototype of the key user journeys or customer interactions. This enables us to put our ideas into practice, making them more tangible and allowing to get a true feel for the product before we begin full development.
Carry out user testing
With our prototype, we can test new concepts before investing too much time or effort into development. User testing is the best way of doing this and helps us to either confirm or disprove our assumptions, learn from user feedback and make further improvements to the product in a short amount of time.
We highly recommend user testing to anyone, but it’s especially important for new products or ideas that haven’t been validated yet. This is one of the easiest ways of finding out if your product really works.
We normally book a full day of user testing where you can observe and learn from the feedback of our participants. We invite individuals that match your target audience to make sure their feedback is relevant and is useful to you.
We record all interactions (both the users reactions and what’s happening on screen) and collect their feedback for further modifications. This can either give us the green light that our concept works, or take us back to the drawing board to make changes or find better solutions. However, this is a very positive experience and will make sure we work towards a solution that really appeals to your customers.
Once the user testing has validated our proposed ideas, full design and development can go ahead.
Consider a release plan
If you’re adding quite substantial changes or new features to your product, it’s important to think about how they will affect your customers. Nobody likes change and you don’t want to disrupt their experience without giving your customers a warning or a tour of the new features first. Onboarding is crucial at this stage to make sure they adjust well and can continue using your product smoothly.
We advise doing a release plan and starting with a smaller group of users first. You can then expand it and do a big marketing push of the new release. We can help you plan this and create onboarding journeys for the new features.
Small improvements go a long way
You don’t always need to jump into big redevelopment if you experience any challenges with your product. It’s costly, takes a lot of resources, time and effort to build a full new product. Wherever possible, we advise to review what actually needs improving and focus on this instead.
One way of finding it is by user testing and partnering with digital experts to bring new ideas to life to update the product accordingly. We also advise to keep a close eye on tracking analytics how the updates affect engagement and conversion to measure their impact and validate their effectiveness.
Whether it’s your website or mobile app, we want our clients to have the best user experience and make their customers happy. We offer lots of support and guidance to make your products work. It’s not always necessary to rebuild a product, but working on some key areas will help you increase your conversion, saving time and cost.
If you’d like to discuss how we can help with your current product, let us know.