User Experience, commonly knows as UX, relates to the overall experience a person has with a company’s services, products or systems. It involves everything from utility, design, user-friendliness, system performance to accessibility and marketing. In other words, it evaluates the human-computer interactions, taking into consideration the individual’s behaviors, emotions and attitudes.
Solid UX is not an easy task as everyone reacts very differently to your company offerings – that being said, there are many constants from person to person and these are what User Interaction research focuses on. Our goal as UX designers is to design an experience from beginning to end. The following are a few considerations you need to keep in mind in order to give your customers an experience they will enjoy.
- Having a simple yet impacting design is key
- Visit your site using different platforms such as mobile, desktop and tablet
- Look at the optimization of the overall look, and modify small mistakes
- Remember that there is always room for improvement – never settle for one design that will stay the same!
- Technology is constantly evolving and keeping up with it is a must. Failure to do so will result in falling behind competitors, which is what no company wants.
Tip: Create a distinct design that can easily be optimized for all platforms & never stop updating it!
Speed: According to KISSmetrics, 40% of people abandon a website that takes more than 3 seconds to load. That means that almost half of users expect a page that loads extremely fast. Visual content such as high quality images and videos can greatly reduce the responsiveness of a site if there are too many per page – which as an end results reduces the overall company sales. In this highly competitive environment, consumers can easily decide to pursue their needs at any other company website.
Tip: Keep testing your site speed to ensure adequate responsiveness.
Utility: Every time an individual visits your site, it is always to fulfill a need. As an example, Sephora offers the now popular Color IQ for consumers who are looking for a simple and functional method to be introduced to products that are specifically designed for their particular skin tone. When customers get their IQ color, they can then visit the website and browse through all products that correspond to their skin tone. This method makes it easier for them to find exactly what they need.
Ease of use: All platforms need to be designed in such way that they are easily navigable and minimize inconveniences such as searching for a specific answer and having to go through a large amount of pages before finding what they want. A good example is when a visitor is searching for a certain product and is able to locate it by ticking search criteria that are relevant to the features of that product. Toms website allows visitors to easily identify the shoes that are suited for their particular foot size by selecting it on the side bar. Consumers can continue to narrow down their options by selecting certain colors, fabrics or styles. This really impacts the entire experience in a positive manner.
Tip: Allow your visitors to find your products or services in the most simple and effective way. It will enhance their experience as well as the image of your company.
Engagement: Having a section on your website where customers can easily find your social media accounts and quickly get in touch with you is a definite plus. Having a two-way dialogue with your consumers will develop a relationship and create loyalty. They should also be offered the option to engage with each other to express and exchange opinions about your offerings. Creating a blog with posts that are related to your company is one of the best ways to connect with your visitors and keep them coming.
Tip: Engagement should be offered to all types of customers – those who are active online as well as those not currently using the internet.
Content: To promote great user experience, you need to produce content that is relevant to your field. As an example, if you are a shoe company, you would want to have posts that are somehow related to the field of footwear. Make sure to incorporate visual content such as high quality images and videos, as these are known to increase engagement more than simple text – keeping in mind to not overdo it.
Tip: Content should be adjusted to your target market and keep them interested in what you have to say.
In the context of a business, user experience design is the ability to create customer touch-points in a way that leads users down the marketing funnel. In general, the more effortless and smooth an experience is, the more likely your use is to pursue it. Thus, design with conversion in mind and build experiences that create a flow toward those conversions that is as automatic as possible. To learn more about how UX drives revenue for our clients, contact us today!