User Experience Is Designing for the Customer and Their Medium, Not Your Company

When developing a presentation, white paper, case study, website, or even a mobile application, one of the most common pieces of client feedback I received was that the final design didn’t align with what they had envisioned. My response, though straightforward, was intentionally crafted to reframe their perspective:

We didn’t design it for you; we designed it for your audience.

Many businesses invest significant resources in creating online content, tools, or platforms—whether it’s an e-commerce website, an online ordering system, or a platform for booking services. However, a common misstep focuses primarily on how a company wants to process information rather than how customers want to interact with it. This leads to clunky interfaces, high abandonment rates, and, ultimately, potential revenue loss. Prioritizing the user experience (UX) can become a decisive competitive advantage that drives sales and customer loyalty.

Paradigms vs. Possibilities

One of the biggest hurdles any software or technology solution must overcome is the traditional mindset within the industries they serve. Businesses often assume that what works internally must be perfectly replicated online. This assumption frequently fails because the customers’ online behavior fundamentally differs from how they act in-store, on the phone, or through any other traditional channel.

Here are some questions that should help you align your user experience strategy:

• Why are they using this product/service? What problem are they trying to solve, and are they using it for convenience, necessity, or enjoyment?
• What are their primary goals? Are they seeking information, completing a task, making a purchase, or exploring options?
• What triggers their need for this experience? Are they reacting to a specific pain point, responding to marketing, or engaging out of curiosity?
• What are their limitations? Are they constrained by time, technical knowledge, physical ability, or device capabilities?
• What is most important to them in this experience? Is it speed, simplicity, cost, personalization, reliability, or aesthetics?
• What frustrates or annoys them most? Are there specific elements like complex navigation, irrelevant options, slow performance, or poor accessibility?
• What features would they find indispensable? Are there specific functionalities they expect to see to achieve their goals easily?
• What would make them trust this product/service? Is it clear information, user reviews, secure transactions, or a well-known brand?
• What steps do they take to reach their goal? Are there unnecessary hurdles that can be streamlined or removed?
• Where do they drop off or get stuck? At what point in the process do users disengage, and why?
• What do they expect at each stage? Are there gaps between their expectations and the actual experience?
• What motivates them to complete their journey? Is it convenience, incentives, emotional satisfaction, or something else?
• How do they prefer to interact with the platform? Do they use desktop vs. mobile, voice commands vs. text, or self-service vs. assisted navigation?
• What kind of design and content resonates with them? Do they prefer minimalist, highly visual, data-driven, story-based, or interactive elements?
• How personalized should the experience be? Do they value tailored suggestions, saved preferences, or anonymity?
• What tone or language do they respond to best? Is it formal and professional, casual and friendly, or humorous and engaging?
• What does a successful experience look like for them? Is success measured by efficiency, enjoyment, or achieving their specific goal?
• How do they feel after using the product/service? Do they feel satisfied, frustrated, valued, or indifferent?
• Would they recommend it to others? Why or why not? What aspects make the experience worth sharing, or what deters them from recommending it?
• What would make them come back? Is it seamless functionality, ongoing value, or positive engagement?

Example: Online Ordering in Restaurants

For restaurants, the biggest misconception is that an online ordering experience must mirror every detail of the restaurant menu. Some believe if a meal comes with four mandatory sides, ten optional ingredients, and even substitutions in the physical location, the online menu should list them all. While thoroughness is well-intended, it can overwhelm users who want a quick, convenient transaction.

Consider that many customers who order online do so to save time. If you take away that speed and convenience by requiring them to make the same myriad of choices they would face in person, you risk losing them at the checkout phase. The result? Lost sales and a missed opportunity to build loyalty.

Why User Experience Matters

The user experience is paramount to the success of your digital investment. By providing an experience that aligns with your users and the medium or channel they’re utilizing, there are many benefits to a superior user experience:

• Increases Conversions: A simple, intuitive design guides visitors to complete their purchases with minimal friction. Confusing paths or endless forms can cause users to abandon their carts. Focusing on clarity, speed, and ease of use encourages users to hit the Buy or Checkout button more frequently.
• Enhances Brand Perception: When the experience is smooth, customers perceive the brand as forward-thinking and customer-centric. This boosts word-of-mouth recommendations and repeat business—crucial for driving sales and marketing momentum.
• Supports Upselling and Cross-Selling: A well-designed user experience can highlight related products or menu items in ways that feel natural to the customer. When done correctly, this increases average order value without making the customer feel pressured.
• Builds Customer Loyalty: The more enjoyable and efficient the online journey is, the more likely customers are to return. Designing experiences with user preferences in mind fosters long-term relationships and positive reviews.

Simplifying to Serve the User

Restaurants invest heavily in creating ambiance, unique menus, and memorable dining experiences—differentiating them from competitors. However, those same factors can become roadblocks if replicated exactly in a digital environment. Online, the key is convenience.

• Highlight Your Best Options: Start with the best or most popular items rather than uploading the entire, hyper-detailed in-restaurant menu online. Make sure they’re easy to customize but not overly complex.
• Leverage the Medium: Remember that online ordering is about convenience. Users want to see mouthwatering photos, quickly pick any special requests, and checkout with minimal steps. Show just enough to entice them—without losing them in a maze of endless options.
• Remind Customers of the Brand Experience: While you can’t replicate the décor and atmosphere of your physical location, you can showcase the essence of your brand via well-chosen images, descriptions, and branding elements. This helps keep the experience personal and aligned with what users love about your restaurant.

You may still be tempted to provide every option online or via mobile. A great UI developer can accommodate this by progressively offering deeper options that aren’t immediately apparent.