A better experience for a greater performance
Brands who want to develop their presence on the web have to think of their user experience. This concept is deeply bounded with the psychology of the human being. It measures the pleasure and the feeling before and after its navigation on an interface. The User Experience (UX) begins with the study of the needs, habits and difficulties of the user. The brand have to think of all these assets to build its strategy and the design of its interface to positively connect with his visitor.
A recent study showed that companies that make big investment in user experience obtain a return that was three times higher on average. A great user experience will win the trust of the user. This will have a positive effect on the number of participations of a promotional application and on the sales of an ecommerce website. To improve the web surfing comfort, brands need to work on : interface clarity, the simplicity of the use, the responsiveness of the interactions and the quality of contents.
« Focus on the user, the rest will follow. »
Extract from the Google Manifest
Google offers tools to improve the user experience
The UX is essential in every stage of the elaboration of a project, from the content strategy to the building of the visual interface. This interface is the first thing that a user will see so it can be neglected! The design facilitates the readibility of the informations and improve ergonomics.
To stick to the current trends in web design, Google recently introduced the Material Design: a visual language thought to maximize the ease of navigation and simplify the handling of applications. To be as intuitive as possible, it is directly inspired by materials such as paper and ink, it thus refers to the actual sensations of touch. The Material Design by Google also incorporates the latest technology to unify the experience across platforms and devices (computer, tablet or smartphone).
Material Design is based on four principles :
The last Material Design innovations for everyone
To give the brands the opportunity to follow best practices of Material Design in their marketing campaigns, we chose the Polymer™ technology. Developed by Google, it allows us to apply the rules of Material Design to our promotional applications.
With this new Polymer™ technology, the user experience of the entrants is more optimized than ever.
« The attractive design and the intuitive navigation of our applications have been thought to increase the commitment of each prospect in order to facilitate the conversion into qualified contacts. Brands can thus expect better return from their promotional campaigns. «
Jacinthe Busson, co-founder and COO, Kontest
Finally, keep in mind that design is not everything! When defining the contents of the promotion it is important to simplify the navigation stages. Indeed, we recommend brands to limit the number of questions in the quiz and in the form. We have noticed that entrants spend only 3 minutes on average on a promotion.
Examples of applications to give inspirations
We have released 6 new applications in the Polymer™ Collection : a Quiz, an Instant Win, a Sweepstake and three Calendars. These applications are available for brands who want to activate their communities by the end of the year.
These are 4 examples of opportunities :
A Quiz for the Chocolate Fair.
An Instant Win for the Route du Rhum.
A Sweepstake for Halloween.
A Calendar to wait until Christmas.
*source : 2013 Watermark Consulting Study