How to use machine learning to create a better UX

by Anton Boshoff
Wed, 16/01/2019 - 06:06

User experiences on a website are important to any successful marketing company. This is why we have User Experience Design (UX) teams. These designers and developers are tasked with creating websites and apps that consumers find easy and intuitive to use. 

But creating a better UX can sometimes be tricky and take hours to achieve. A smart decision for any organic search agency would be to invest in artificial intelligence (AI) tools such as machine learning. 

This way, your UX will be geared toward what the consumer wants rather than what you think they want. Want to learn more? Below we explore how you can harness the power of machine learning to create a better UX and improve your digital marketing. 

Machine learning explained

Machine learning is an impressive AI tool that is used by top marketing companies in Cape Town and across the world. It is a tool that allows marketers, businesses and UX designers to interact with consumers more intelligently by providing data on consumer behaviour. 

One example of this is the tailored advertisements we see on social media or on platforms such as Netflix (yes, we are still watching). It will gather data and analyse it, allowing you to create a positive consumer experience. It is relatively new in the UX field but the opportunities are endless. Advertising agencies are tapping into it in order to learn more about their audience and improve their offerings. 

More personalisation opportunities

If there is one thing that consumers are expecting of brands today, it is personalised experiences. There might be other companies in Durbanville and surrounds vying for a top spot in the online marketing game, but because we ensure personalisation in everything we do, Rogerwilco is at the top. 

Machine learning analyses data and shows similarities or patterns in the data, such as how much time was spent on an unresponsive website and how much time was spent on a responsive one or what pages of your website consumers spend the most time on. By implementing machine learning, you can improve the UX of these pages and of your website overall, making it a more intuitive experience for those who use your website. 

You can measure change

One of the most beneficial features of machine learning is that it can help you to measure change. For example, the marketing team can use a machine learning tool to pick up changes in the behaviour of consumers throughout the year and then show this data to the UX team. 

After discussing the changes, such as customers spending more time on a certain page during a certain season, changes can be made to the website to accommodate this. The page’s loading speed might need to be increased or you might need to create a better blog page for a more meaningful experience for consumers. You can then use the same machine learning tool to look at the impact of this and measure the success of the changes. 

Improve the layout intelligently

All marketers know that the placement of an element on a page has a significant impact on how consumers interact with the site, on the conversion rate and ultimately on the return on investment (ROI). 

Traditionally, UX designers would create several different layouts and use different groups to test them, keeping the best options and discarding the rest. This is known as A/B testing and was slow and often tiresome. Machine learning allows designers to use tools such as heat map analysis, tracking the mouse cursor or eye and seeing where these land the most. This way, UX designers can see which content is performing well, which needs to be removed and how the page should look for optimal results. 

Better interaction possibilities

With machine learning, we have been introduced to natural language processing (NLP), AI and computer vision (the ability of a computer to “see” the way a human does). And all of these combined with machine learning allow UX designers to create better interaction options for consumers. 

For example, a UX designer could create a shopping cart for an e-commerce site that shows the products “flying” into the cart once a consumer has clicked on the “add to cart button”. This way, they will not have to click away to a different page to check their cart while shopping. Or for a food client, your UX team could design a “build a burger” app for consumers to enjoy. AI can make interactions more meaningful and relevant to consumers. Your marketing communications team can also provide insights by looking at the data on what is needed on the website. 

Final words

UX design does not have to be difficult or time-consuming, especially if you embrace technology and use it to your advantage. Your UX should be at the top of your priority list and you can implement machine learning to make it easy and efficient. You can create a more personalised and intuitive experience for consumers and build an intelligent layout with little issues. By being able to measure change, you can update your website according to data and provide a positive consumer experience. Instead of fearing the rise of the machines, embrace them and use them to enhance your methods and keep one step ahead of the competition. 

Need Assistance with Digital Strategy?

Rogerwilco’s team of strategists, business analysts and data scientists is here to help.