This post is the sixth in a series about building portals for teams and groups to interact with customers. If you’re interested in reading more please follow.
This post is the sixth in a series about building portals for teams and groups to interact with customers. If you’re interested in reading more please follow us on twitter or subscribe in the right-hand margin of this blog —>
In the last five posts, you’ve gotten a website up and running – announced your team, set up a way for your team to talk to customers and another for customers to talk to your team. Last post we started exploring the possibility of integrating another system into your portal.
Whether you realize it or not, you have just made a terrible mistake.
The complexity of your little portal has more than doubled. Now that you have this other system “in there” it has the ability to hurt your customer experience! What if that system makes changes? What if the data fails? How will your customers feel? What perception are you giving them?
Which brings us to another element each portion of your portal needs consider; seamlessness.
Remember all that total-cost-of-ownership stuff I was rambling about last week? That’s what I mean. If that data source goes down, how does your portal look? Do the customers realize it’s down? How many ways can you stop a good experience? Too many.
Putting safeguards in place may help:
- Can you replicate the database/app locally and serve it through the website? This way if it goes down, your version stays up.
- Can you make the portal dynamic, so that if the data source is unavailable, users see a different page/experience?
- How about automated testing and alerting?
This stuff can be expensive – so it’s best to know what you’re getting into. Try things out, but always be ready to pivot.
What else causes a seamless experience for users?
Colors, text and words.
Ugh, I hate this one. But it’s equally important. To make the experience a good one, all your content “should” match. This phrase just makes me ill, because like perfection – this is unattainable. There will always be out of date content. One website will update before all the rest, one document will keep being out there without an update – this is just part of reality. Get ready to work on this for the rest of your career.
The look and feel should also match other websites and experiences – where possible.
Search is a huge part of how people interact with the web. Neglecting search is an active and intentional attempt to derail most modern technology users. This can also help make your portal seem seamless and get customers to engage.
Navigation has a large impact on experience. Designers working with personas understand that navigation for one person is not navigation for all people. And no matter what decision you make on the design of navigation, it will be wrong for some people. You’ll have to deal with it.
The best navigation supports permalinks for people that bookmark what they need, or use the autofill feature of their browser to navigate to exactly what they want. Here’s some awesome reading about navigation. Jared is a great writer about experience.
And as always – test these things and listen to your customers. They will tell you when your search results suck. They will tell you when they can’t navigate to their favorite spot in less than 2 clicks. They are here for you!
Summing Things Up
When considering the complexity of integrating other systems into a portal, creating a seamless experience is key for a stellar customer experience. To accomplish, try replicating databases/apps locally. Additional tips include:
- automate testing and alerting
- match content across sites
- offer good search results
- try multiple navigation options per persona
- always listen to and test feedback from your customers
To learn more, contact a Kinetic Data expert today!