Why User Engagement Matters, Even for Enterprise Applications
As a User Experience Designer at ACI, I spend a lot of time watching users interact with my designs. I need to make sure our solutions work properly, but lately I’m more interested in how they make my users feel. Engagement is a dominant concept in user interface design right now. It’s important because positive emotional experiences often lead to increased use and loyalty.
What are the ingredients of engagement?
Think back to the last engaging experience you had: What are some of the characteristics of that interaction that made it engaging? For me, it’s ease, relevance, and a degree of unexpectedness. I had an engaging experience with Google Photos recently. If you’ve used it, you’ve probably seen their photo books. The app will group a series of your photos by subject, location, or date, and then assemble a book for you. You can add or remove photos, select a title for the book, and then with a few clicks (and about $20), Google will create and ship you a printed, bound version of your digital masterpiece. It’s simple, quick, and gives you something that you might not have expected - a nicely bound hardcover book of your photography.
In my case, the engagement it produced has resulted in increased usage of the app, assembling and purchasing more books to give away as gifts, and I’ve talked with friends about it for weeks. Never underestimate the power of such word-of-mouth marketing.
The challenge of measuring engagement
Creating engaging experiences is one thing, but measuring the level of engagement is another altogether. It’s not easy to get people to tell you how they’re feeling in a consistent way that can be compared with other users and against other experiences. But engagement can be reflected in other (non-verbal) ways; emotional arousal causes us to sweat, and this can be measured by monitoring the conductivity of the skin. Determining whether the arousal is positive or negative can be done by measuring blood flow at the fingertips; negative arousal causes the capillaries in the fingertips to contract, and the change in blood volume can be measured.
This field is known as “psychophysiometrics,” and I’ve been using it recently to help me understand if my designs will engage. I sometimes combine this with eye tracking so I can focus in on the elements of a design that are working well, or those that need improvement.
My personal design goal is to create designs that make users feel understood through conducting fresh, innovative research. Using psychophysiometrics is just one of the ways I do that. Next month I’ll give you a glimpse into the value that we’re creating through unique partnerships that we’ve forged with many of our customers.
ACI’s Universal Online Banker delivers integrated, enterprise digital banking with multi-channel accessibility and best-in-class UI. Find out how Universal Online Banker helps institutions gain new customers and cross-sell new services: www.aciworldwide.com/universal-online-banker
Related Blog Posts
Payments Fraud and Friction: A Delicate Dance
One of the biggest challenges for retailers, at least when it comes to payment acceptance, is the need to provide a frictionless customer experience that does not come at the cost of customer security. Additionally, retaining a competitive and distinctive edge requires flexibility across markets and segments.
Cutting the Cost and Complexity of Merchant Payments – But Not the Customer Experience
New research from ACI and Ovum, released this week, highlights that many merchants in 2018 are investing in creating operational efficiencies in their payments systems. But the question is, as they strive to simplify systems and cut costs, will customer experience suffer?
Cross-Border eCommerce Expansion: A Fraud Perspective
For merchants that are expanding their online presence overseas, enabling the right locally-preferred alternative payment methods and connecting to local acquirers can be a critical determinant of success. But without considering fraud management strategy in tandem with payments strategy, the road to cross-border success could be a bumpy (not to mention costly) one.
Driving IoT Progress at Mobile World Congress
I felt fortunate to be among the 107,000 delegates from 205 countries attending this year’s Mobile World Congress, held earlier this month in surprisingly chilly Barcelona.
Showcasing everything from connected cars, to virtual reality, 3D printing to amazing app ideas—the exhibition and conference content at MWC gave visitors a chance to discuss the future of mobile and explore the world’s most cutting-edge, mobile-enabled products and services.
Telcos Have a Unique Opportunity to Drive Mobile Payments
We are witnessing a significant and inevitable shift in digital payments towards mobile commerce. In the next ten years, we will see an exponential expansion in the number of devices and applications we will use to make mobile payments. You could pay for your groceries on your mobile, for delivery at home, then two days later receive a message from your fridge alerting you that the milk is running low. By the time you get back home, a new bottle of milk could be waiting for you, thanks to real-time delivery, even by a drone.
What Do Consumers Want and How Are Retailers Meeting Their Payments Demands in 2018?
What do consumers want from their payments in 2018? That’s the million-dollar (possibly more) question merchants everywhere are asking themselves and it’s the question Retail Week Connect asked 2,000 consumers and 30 senior retail executives. Here are some key takeaways:
Another Day, Another ‘Pay’? Why Google Pay Could Be Different
The official announcement of Apple Pay back in late 2014, and Android Pay just a few months later, was the catalyst for seemingly endless prognostication on the dawn of a new era in mobile payments. Along with a clutch of ‘Pay’ cohorts, these digital wallets were widely expected to transform shopper behavior, nudging us closer to cashless world where the physical wallet could be left to collect dust at home.
Ripe For Change? New Frontiers in Merchant Payments [Klarna Q&A]
Consumers often have a love/hate relationship with online shopping. They are easily frustrated when the checkout experience does not deliver the convenience they expect, and delighted when the online journey – including payment – is smooth and frictionless.
More than Half: the Story of Cyber-Attacks and Global Organizations in 2017
Three words. It might not seem enough to cause a rethink of your 2018 cyber-security strategy, but it should. Why? Because according to the latest Forrester report, “Top Cybersecurity Threats for Retailers in 2018,” attackers breached more than half of all global enterprises in 2017.
More. Than. Half.
Payments Presents a Towering Opportunity for Telcos
Mobile phone usage is soaring and, with around a third of the world’s population and up to 65 percent of Western Europeans estimated to own smartphones in 2017, it is fairly safe to conclude that digitally-connected consumers are a strong and growing group.