Good User Experiences Begin at First Touch

User experience seem to be the hot topic in Silicon Valley these days.  There’s always talk about it being the number one thing a company needs to focus on.  Without it, it doesn’t matter how many boxes your product checks off, it won’t be usable.  I’m going out on a limb and say that the experience should not be just in the product itself.  It’s well before that.  It’s at the first interaction your customer/user has with your company.  The first touch.

With web applications, a user may start their search traditionally on a search engine.  They will probably be taken to some landing page where there is some information about what they are looking for, and hopefully, a call to action.  Now this is where the user has their first experience interacting with your company.  This page is very important.  It must answer three basic questions:

  1. What does your company do?
  2. Why do I need it?
  3. What is the next step?

If these three questions can be easily answered on the page they are viewing, they might be more likely to convert.  Miss just one, and they’re leaving.

Another way to explain it when you’re out looking for an Italian restaurant with friends.  You search on your phone and find Joe’s Italian Restaurant.  It’s probably pretty clear that they serve Italian based on the name.  Check.  Looks like they are a traditional Tuscany style restaurant.  Luckily, you are craving a Florentine steak.  Check.  Bonus points, they take reservations.  There’s your call to action to call them up or book a table online.  The story will be no different even if you stumbled on the restaurant walking around neighborhood.  The experience begins the moment you spot it, and step inside to and ask for a table and doesn’t end until the check arrives.