A successful sale happens when a customer is truly satisfied, which boils down to purchasing a solution to their problem. This doesn’t mean pushing what you’d like to sell or simply giving the customer what they think they want. Instead, it’s about providing what they truly need.
Customers often arrive with a preconceived notion, thinking they desire a specific thing to address their issues. These beliefs might stem from hearsay or their online research. However, it’s your responsibility to delve deeper into their problems and needs to offer the most effective solution.
This principle is why in UX design, it’s crucial to master the art of selling not just yourself but also your solution.
Let’s delve into how to integrate this approach into UX:
1. Empathy for Both User and Business:
You must understand and empathize with both the end user and the business’s objectives.
2. Strategic Questioning:
To uncover genuine pain points and truly grasp the problem, you need to ask the right questions. By doing so, you’ll uncover users’ real concerns and requirements.
3. User-Centered Design With Business in Mind:
Embracing user-centered design doesn’t mean sidelining business needs. Proper questioning will furnish you with the data necessary to discern the real issue. This allows you to convincingly illustrate to stakeholders the significance of your project or why a particular update holds value for the business. Hence, research holds paramount importance in UX. Present your findings in a manner that underscores their relevance to the business. Striking the right balance between user needs and business objectives is possible, but only if you genuinely understand and empathize with both.
4. Crafting Your Pitch:
When presenting your ideas, underpin your arguments with solid research, ensuring it aligns with the broader business goals. Always remember this!
5. Adapting Your Pitch:
Recognize that the same problem or solution can be framed differently depending on the goals and audience. It’s entirely acceptable to tailor your pitch to the situation. The beauty of this approach is that once you’ve conducted your research and truly understand the dynamics, everything becomes more seamless. This approach not only minimizes biases but also ensures the consistency of your results. How you then convey this to stakeholders is in your hands.
Written by: Larissa Arnold
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