UX applied to digital platforms.

The user experience (UX) on sales, management, monitoring or intranet platforms can be considered an exceptional case within the UX methodology and requires special treatment.

Our commitment to offer suitable solutions to each user and client, with the content they are looking for and at the right time, has prompted us to develop a specific way of working in the face of the challenges posed by certain digital platforms such as intranets or e-commerce sites.

And, always, with the aim of creating a digital interface suitable for the use demanded by users, understanding their needs and satisfying them in a simple and clear way. In short, applying UX design to obtain useful platforms for the target that also meet business expectations.

Digital platforms: unique environments with common characteristics.

Although each platform is treated individually, taking into account its peculiarities, these types of environments usually share certain aspects:

They are aimed at multi-typological users.

Due to this, it is essential to carry out an exhaustive investigation in which meticulously selected
work groups, testing, etc. come into play.

They have especially complex workflows.

Sometimes, these meet very specific needs of B2B (Business-to-Business).

Data management is of particular importance.

It is essential to guarantee the security of said data, with an exhaustive knowledge of the
development processes, programming languages…

Advantages of applying UX design to these digital platforms.

This methodology allows, in general, to improve the satisfaction of users and employees who use the platforms and to reduce the costs associated with development, production, support, training and documentation.

These are its main advantages:

Reduction of investment and costs.

Correctly defining a project from the beginning decisively contributes to its being delivered on time and within the agreed budget, compared to others that are continually rethought.

This good definition also translates into projects that can grow and scale easily, with very contained production and development costs.

They have especially complex workflows.

The UX methodology places the user or employee of these digital platforms at the very center of the strategy. In this way, the products and services created are directly aimed at adding value to their specific day-to-day needs.

The resulting environments are designed by and for them, allowing productivity improvements (for example, by optimizing the time allocated to each task), increasing confidence in the system, etc.

Nuestras fases de una metodología propia basada en la eficiencia.

Esta metodología permite, en general, mejorar la satisfacción de los usuarios y empleados que utilizan las plataformas y disminuir los costes asociados al desarrollo, producción, soporte, formación y documentación. Estas son sus principales ventajas:

El primer paso es detectar las necesidades profundas, tanto de los usuarios como del negocio, ya que si no llegamos a comprenderlas bien diseñaremos productos que no cumplirán sus expectativas y, por tanto, no se usarán.

Entender cada comportamiento nos permite crear interfaces útiles.

La información obtenida en la fase previa se ordena y estructura teniendo en cuenta factores como el contexto, sin perder de vista los objetivos de los usuarios y del negocio, para plantear una arquitectura idónea que incluye la generación de mapas web y esquemas de navegación.

La estructura sirve como esqueleto a la hora de definir los flujos de navegación y las funcionalidades necesarias para dar vida a un producto digital que cubra los diferentes objetivos.

Tras las fases anteriores, creamos un prototipo del producto final y lo testeamos para validar si el producto responde a las necesidades identificadas de la forma esperada. Revisamos los diagramas de flujo y los customer journeys con el objetivo de realizar las mejoras necesarias en esta fase, reduciendo los costes que se derivarían de depurar errores una vez lanzada la plataforma (tanto económicos como reputacionales).

En la última fase del proceso, se materializa el diseño final de la plataforma digital y se establecen indicadores de rendimiento o KPIs (centrados habitualmente dentro de la estrategia UX en temas de usabilidad, engagement y productividad) para estudiar su evolución y abordar posibles mejoras.

Smart 360 focus.

Going through any stage of the life cycle of a digital platform together

We are guided by a methodology based on efficiency that allows, in general, to improve the satisfaction of users and employees who use the platforms and to reduce the costs associated with development, production, support, training and documentation.

At Genetsis Group, we have the capacity to act in any of the stages of the digital life cycle of a product with these characteristics.

Ad hoc projects

In addition to developing complete projects, we can add value by redefining already developed platforms, define and devise digital products based on existing research or propose solutions to specific problems from a UX methodology.

This flexibility is key for our clients, since we can accompany them at any point of the digital path where they are.

Continuous improvements

Considering that digital platforms are products with a life of their own, we provide an evolutionary approach based on the iteration of processes, so that each product can be developed and adapted to the current and future needs of users and businesses. An organic, natural growth, which is based on the definition of design systems and generation of documentation to reduce time, costs and investment.

These are living platforms and, from Genetsis Group, our job is to provide them with the optimal tools and guidelines so that they can show their full potential in a controlled and efficient manner.

A committed team

All this is possible thanks to the involvement of a multidisciplinary team, made up of experts in development, layout, design, content and data, whose joint work generates digital platforms from a holistic perspective.

We can address from the management to the design, development and maintenance of any digital platform, guaranteeing fluid synergies between each area involved to reduce time and costs, managing projects in an integrated, synchronized and real-time manner.

Case study

This is how we apply the UX methodology for digital platforms:

The Coca-Cola Company.


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