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Created on 23.09.2020

How UX copywriters can digitally create positive customer experiences

Reach your goal efficiently, and with a positive experience, on digital channels: a good user experience (UX) can ensure just that. We talk to two UX copywriters from PostFinance about their job.

What is user experience?

User experience (UX) ensures digital products are easy to use and appealing, which in turn guarantees a positive user experience. At PostFinance, UX can be seen in practice on its website, in e-finance or in the app. The key objective is to ensure users attain their goals effectively, efficiently and satisfactorily. “What’s particularly important for us is that we keep the complexity of the banking products to a minimum so the user is not overwhelmed,” says Eugen Meister, a UX copywriter with PostFinance. “This requires an in-depth understanding of the user’s own needs, as well as of the specific problem at hand.”

Why is a good user experience so important?

Seeing as digital products are becoming increasingly interchangeable, a good user experience is ever more important too, especially in banking. “I like to compare banking with power supply. In both instances, the customers wants to have as little to do as possible, and expects everything to run smoothly,” says UX copywriter Matthias Christen. So, if you want happy customers, it is crucial that they are able to find information fast and use products and services without any issue. Otherwise, they will eventually stop using the app. “Or they’ll continue using it if there is no way around it, but they will associate that poor experience with the brand or the company as a whole.” That would be disastrous. “As such, our job is to ensure the app is as simple and appealing as possible so that customers are happy to use it, and even enjoy using it.”

What methods are used?

Human Centered Design (HCD) is key here. Regardless whether an existing range is being updated or a new product is being launched, the initial question will always be this: “Who will use the product, why, and in what context?” explains Eugen Meister. Once customer and user requirements have been established, the copywriters come up with clickable prototypes and test them with customers. The experience gained from these tests can then be used to come up with a specific solution. There are, however, a number of UX principles that need to be considered in the process. For instance, similar information and interactions are the same everywhere (consistency) or the digital product helps the user learn how to use the app step-by-step (learnability) and to adapt it to their needs (customizability). “Ultimately, these methods are more than simply a means to an end because we see HCD as being more than just a process, but a mindset as to how you tackle projects.”

What process does a UX project entail?

“All our products are implemented via the Scrum process. In other words, it is a step-by-step process that takes place in recurring stages,” explains Matthias Christen. “For the PostFinance App, for instance, we selected the two-week cycle.‘ What this means is that two weeks is spent conceiving and designing a given idea, two weeks testing it, two weeks improving and tweaking it, and then two weeks testing it again. This continues until all user requirements are met. It is common for this to be repeated several times, and so implementation can take between a few months and two years depending on the complexity of the product.

Why is the testing process so rigorous?

PostFinance uses real customers to test its products. “Their feedback shows us what needs improving,” says Eugen Meister, citing two examples: “If underlined words are not linked on the website, then the system is not meeting expectations. If I only receive an error message after I have submitted a form, and not when I’m filling it in, then it is not an error-tolerant system. If issues like this mount up, this is bad for usability.” In addition to usability, we also test how long the user had to search for, and whether they required assistance. We don’t just test new solutions on a regular basis, but existing ones as well, and we measure the user experience.

Who else is involved in a project in addition to the UX copywriters?

“Prototypes are in reality just the tip of the iceberg,” explains Eugen Meister. As for the rest of the iceberg, it is the programmers who “create” this, so to speak. “We work in agile, predominantly virtual teams, sometimes with internal colleagues, and sometimes with external partners.” In the case of the PostFinance App, for example, specialized iOS and Android developers have been tasked with implementing it. The role of design agencies is to ensure that, in the end, everything looks good. “When it comes to conception, technology or design, we are always the interface where everything comes together, and we regularly work with specialist departments.”

What are the main challenges?

It is important not to underestimate the conflict between requirements and possibilities. “All sorts of different ideas have to be implemented as soon as possible with limited resources, whilst ensuring we are compliant with the relevant regulatory conditions,” says Matthias Christen. “This often requires pragmatic solutions.” There is in fact another challenge that PostFinance has to deal with – accessibility. This allows people with special needs to use a system without any issues. This places increased demand on conception and implementation, but in the end this all pays off because you have improved usability.

About the interviewees

Eugen Meister

Role: UX copywriter, 14 years of experience in various PostFinance positions (Contact Center, training ideas, strategy and UX/UI ideas)

Education: degree in communication sciences and business administration, advanced training in online marketing and leadership. UX certification.

About his job: “I thoroughly enjoy working as a UX copywriter. We essentially create PostFinance‘s customer image, so to speak, which is something we can really wow our customers with.”

Matthias Christen

Role: UX copywriter, 17 years of experience in various PostFinance positions (market research, user testing, market communication)

Education: University of Applied Sciences degree in business administration specializing in service marketing. UX certification.

About his job: “As a UX copywriter with PostFinance, I implement solutions that make the lives of millions of customers easier. I love that.”

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