We’ve discussed how even designers have the tendency to conveniently equate good User Experience (UX) and User Interface (UI) with great Customer Experience (CX). In this post, we look at what it is like when that happens- the effect on users when there is a disconnect between UX/UI design and the overarching concept of Customer Experience (CX).
A Telco App’s Mobile Plan Display: A UX/UI Perspective
The screenshot, taken from the mobile app of a telco in Asia, shows a listing of the telco’s mobile plan offerings – “Star 30” and “Star 22”:
At first glance, the app appears to be clean and user-friendly.
User Interface (UI): The UI in the screenshot looks clean and functional. The information is presented in a readable format, with a clear distinction between the different mobile plans. The use of colours, fonts, and layout is aesthetically pleasing and the information hierarchy is logical.
User Experience (UX): From a usability standpoint, the UX seems to be satisfactory. Users can apparently navigate through the options with ease, and the essential information about each plan is accessible to faciliate the user’s journey through the app.
Where CX Falters
However, upon closer examination, the elements displaying pricing raise concerns. The original prices are crossed out, and higher prices are presented as the cost to the customer.
The pricing strategy (and the use of strikethroughs) might initially grab the customer’s attention with the suggestion of a discounted offer, customers will come to realise, instead, the price increase upon a closer look. This inadvertently creates friction in the customer journey.
From a CX perspective, trust is paramount, and any perceived lack of transparency can be detrimental. Customers could feel misled if they were expecting a discount based on the crossed-out prices. Such an approach might lead to a sense of bait-and-switch, which could alienate users who are sensitive to pricing and value honesty in transactions.
Moreover, customers might wonder about the reason behind the price increase. Without adequate explanation or justification for the higher pricing provided within the UX, customers are left to their own assumptions, which may not be favourable to the company. This lack of communication regarding the price change does not align with best practices in Customer Experience, where clear and open communication is vital.
Need For UX/UI And CX Alignment
In crafting exceptional CX, it is important for businesses to align their UI and UX with the CX strategy of transparency and trust. While the app’s design facilitates ease of use, the pricing presentation fails to foster a positive customer experience. A more customer-centric approach would involve clear communication about pricing, ensuring that customers feel respected and valued, rather than merely users of an application.
To bridge the gap between UX/UI and CX, companies must not only focus on the aesthetics and functionality of their apps but also prioritise consistent and transparent communication, fairness, and respect for the customer. This will create a holistic experience that resonates positively with users, building long-term loyalty and advocacy.
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