At Rise we are truly lucky to be immersed within a community of experts. Each individual has their own talent, opinion and knowledge. We decided that instead of writing what we thought of the world and the industries we all work in, why don’t we ask them?
This has part of our series of Q&A style articles that we hope will inspire you, educate you, and or empower you.
We spoke to Lee Hill the Managing Director at Insightful UX about the definition of User Experience and getting into the industry.
RISE: What is your name and your role?
Lee: Lee Hill MD Founder of Insightful UX Ltd
RISE: What does user experience really mean?
Lee: For me user experience is about figuring out a way to help people utilise things better, when it comes to our clients this is websites and the products and services they offer.
RISE: What are the most common mistakes with websites and apps that people make?
Lee: The most common issue we see is that websites are built based on the assumptions that the business owners, marketing people, designers and developers know best, instead of finding out from the end users i.e. potential customers how best to develop a website for them. Its scary, we often see the slightest assumption made when building a website can have grave consequences to how it is then used by real customers. We see this all too frequently unfortunately. This means that a website that could be amazing for a business may be failing, due to a few small snags that nobody understands or is aware of. We love spotting and fixing these things as the commercial gains for our clients are often incredible.
RISE: Your business has expanded and developed dramatically since you started, could you tell us a little bit about this journey?
Lee: It’s been fun, emotional, scary, hard, enjoyable and immensely rewarding. Year one was me working full time whilst Chris my co-director worked behind the scenes, by year two Chris and I started to expand the team with George Beverley joining us as a director. Year three has been us really trying to find our place in the market. Its been really hard, but we are now setting the foundations that I feel will see us grow and more importantly be able to service our clients with a stronger way.
RISE: If I was a customer with you what would my journey with you look like?
Lee: Typically we will start by auditing your website, current marketing channels and channels you are not using, along with competitor activity. This allows us to produce a prioritised action plan. Phase two then involves feeding in insights from real customers to help improve websites, marketing and or products/ services. Its here that we can really help our clients stand out from the crowd and dramatically increase their profits which we have done and have had the pleasure of seeing client’s grow and develop using this process.
RISE: If you were to give advice to someone starting up a new business with a digital platform what would it be?
Lee: Before you invest, make sure there is a need for it. Often we see tech first and humans second. If you focus on people’s needs and can do this better than the competition, then you have a chance of success. Even then it’s not easy, it requires focus and often big pots of cash. This is where investment is often required and that’s why we are now helping clients by providing investment decks to help secure funding. Our investment decks are unique as we validate the customer need within this process. This gives everyone confidence that the idea/ business will work.
RISE: As a business owner what would you say to a young person looking to get into UX or digital marketing?
Lee: Digital/ tech is the unknown frontier, it is there to be explored and pushed. So don’t be fenced in by existing practises, push boundaries and challenge thinking. Also with UX don’t assume you know the answers, test, research and repeat this process again, again and again. Markets, people, competitors are always changing, so you need insights to be able to stay ahead of the game. You may have heard the saying that if a business is not growing its dying. Well I don’t think that is true. I would say if a business is not constantly evolving it will die. So focus on keeping your brand relevant and you will be rewarded. If anyone is ever looking to get into digital/ UX point them our way. Always happy to grab a coffee with people who need some guidance and to show them the realities of our day to day lives. Its not all cool tech and creative wizardry. The day to day can be formulaic, involve lots of number crunching (which I love but others don’t), managing clients and admin. But those moments when you uncover a real nugget of insight that you know could be a game changer. for a sector or for a client. The hard work is worth it.