Mykola Tymkiv, CEO of Gismart.
In the competitive world of business, companies are constantly competing for revenue and customers in order to achieve their goals. I’ve found this is particularly true in the health and wellness app market, where people are continuously searching for ways to lose weight and maintain their health. However, despite the market’s growth, businesses often struggle to find strategies that result in a win-win situation for both the company and its users.
As the CEO of an app development company with many apps in the health and wellness space, I want to share some strategies businesses can employ to create a seamless and effortless user experience (UX), allowing customers to reach their goals while also driving the success and growth of their own businesses.
What is the role of UX in goal attainment?
Businesses should prioritize optimizing the UX, ensuring it is both seamless and intuitive, especially for those who may have hesitations or lack the motivation to take action. It is also crucial to acknowledge that some individuals may resist change.
Simply providing a content library is no longer deemed sufficient to engage users, particularly in the realm of fitness. Therefore, businesses should introduce challenges, incentives and rewards to sustain user engagement and commitment to their goals.
For example, our users often prefer challenges that are short (ranging from 7 to 28 days), allowing them to take incremental steps toward habit formation daily. As a specific activity becomes ingrained as a habit, individuals are often more willing to invest greater effort in achieving their ultimate objectives.
Interestingly, our users have reported that visible results are not always their primary motivator; instead, they find their drive and motivation rooted in the enhanced energy experienced after a workout. Each instance of elevated joy and improved mood reinforces the link between exercise and positive emotions, gradually transforming it into a well-established habit. Remarkably, I’ve found just seven days of experiencing this heightened sense of well-being is often enough to establish a new habit.
Encourage users to find a companion and make the experience social.
By incorporating a social element into your product, users can forge connections and turn their fitness journey into a positive communal experience. When you foster interactions among like-minded individuals, users can gain extra motivation and support, greatly increasing their chances of achieving their desired results. This mutually beneficial arrangement engenders a win-win scenario, benefiting both users and the business alike.
Moreover, to amp up their commitment, users can choose to share their progress on social media platforms, garnering support from their followers. It’s like a genuine product promotion, inspiring others to join in and embark on their own transformative fitness quests.
Tailor content based on user data.
To boost engagement and maximize the likelihood of users reaching their goals, I suggest businesses adapt their content according to user preferences and data. Carefully monitor and analyze user data, such as their content requests, preferences and dislikes, in order to continuously enhance your offerings. This enables you to deliver personalized experiences that meet individual needs and improve the overall user experience. It’s like a secret sauce for success, serving up tailored content that keeps users motivated.
Don’t be afraid to innovate and try new approaches.
I recommend that businesses boldly venture into unexplored realms and embrace innovation fearlessly. For instance, in one of our apps, we introduced a new workout style without any guarantee of success. Surprisingly, the audacious dance style received a resounding response from the audience, delivering a surge of motivation and doubling the retention rate.
Keep in mind that innovation and daring to try new content could lead to unforeseen triumphs and catapult your business to the forefront in a bustling market.
Amplify customer voices through a data-driven approach.
Capturing and comprehending customer feedback is paramount to understanding users’ needs and elevating the user experience. Actively seek feedback during and after workouts, and attentively listen to users’ requests. Leverage NPS surveys, and monitor overall app feedback. This will help you to identify pain points and swiftly address them.
Embrace a continuous cycle of measuring and analyzing feedback. This empowers businesses to stay closely connected with their customers, ensuring their needs take center stage with precision and finesse.
Follow new trends while keeping customers satisfied.
While staying abreast of new trends and cutting-edge technologies in the industry is crucial, businesses must remember that their ultimate mission is to solve customer problems rather than simply chasing the next big thing.
Embracing trendy technologies like AI or machine learning can be advantageous, but it should always be approached with the customer’s best interest at heart. Striking a balance between testing and adapting to new trends while keeping a laser focus on customer satisfaction will help pave the way for long-term success.
What should businesses consider when guiding customers toward achievement?
When guiding customers toward their goals, several key factors come into play:
1. Cultivate habits gradually, yet consistently. Instead of bombarding users with drastic changes, encourage them to build healthy habits gradually. In my experience, consistency is the secret ingredient for sustained success.
2. Give customer feedback the spotlight. Actively listen to customer concerns and feedback, but also ensure that you prioritize and act upon the most important issues. Enhancing the quality of feedback measurement and incorporating it into strategies is paramount.
3. Embrace the truth fearlessly. If a feature or idea that initially held promise fails to resonate with users, don’t shy away from iteration, adaptation or even exploring entirely new approaches. Be flexibile and willing to let go of underperforming ideas.
In the quest for success alongside customers, businesses must pursue a win-win situation where both parties can benefit. Prioritize a seamless and effortless UX to empower customers to achieve their goals while propelling their own success. Through content adaptation, innovation, data-driven strategies and commitment to customer satisfaction, businesses can forge a valuable and engaging realm for their users. And by continuously listening to customers and staying in sync with industry trends, businesses can deliver the transformative solutions that customers need to effectively achieve their goals.
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