With more and more of our daily activities taking place online now, consumers patience on a task by task basis has completely diminished and User Experience (UX) is more important than ever.
If a web page is difficult to navigate, doesn’t make sense, or is generally unappealing to look at, chances are no one’s going to be sticking around for long. You only have a matter of seconds to prove that you’re going to be worth their time.
Do you want to be on the road to being a trustworthy, recognizable brand with a high user retention? Then optimizing your UX is vital. In a recent study from Forrester Research, a well-designed user interface could raise your website’s conversion rate by up to a 200%, and a better UX design could yield conversion rates up to 400%.
In Software Engineering: A Practitioner’s Approach, Robert Pressman makes a logical business justification: “For every dollar spent to resolve a problem during product design, $10 would be spent on the same problem during development, and multiply to $100 or more if the problem had to be solved after the product’s release.”
A lot of people often mistake a good UI (User Interface) for good UX, however, the two do not always go hand in hand. The goals with UX design are different to UI, UX aims to find the perfect pairing between aesthetics and functionality and to create solutions within your business strategy. Getting consumers from point A to point B with minimal effort.
It might seem obvious, but you (who will know everything about your product inside and out) will be able to navigate your site with ease and therefore may have turned your attention to making it look amazing. Sometimes things that look amazing, might also be confusing to brand new users. Keep the user at the forefront of your mind, always.
To keep the user in mind. It can be incredibly helpful to define them in to categories based on their behaviour on your site. From returning user, to ‘warm lead’, to those who just come and have a look.
Once you have a clear idea of who your users are, you now need to turn your attention to the UX. It should be useful to the user. It should help reduce the amount of time a brand-new user has to spend searching for what they need.
Once they’ve found what they’re looking for, how easy is it for them to obtain their objective? Is the whole process efficient?
This is the part where your UX can evoke an emotional reaction from the consumer. Is the branding on point? Is there plenty of aesthetically pleasing imagery?
Are those with disabilities able to locate the product? A lot of the time accessibility can get lost within UX.
If you’ve covered all of the above, you’re incredibly close to having the ultimate user experience, the last thing you need to assess is: is the whole process enjoyable to use. Is it memorable? If the UX is memorable then returning consumers will know exactly what to do and where to go instantly.
Of course, UX goes far beyond the initial design. Once everything is up and running, everything can (and probably will) continuously change.
You’ll need to maintain a close relationship with your consumers, watching how they use your site and listening to any issues they may have and tweaking the UX to match.
If you’d like some help optimising your UX, don’t be afraid to get in touch. You can email us at: firstname.lastname@example.org or phone us at: 01902 351581