User Experience (UX) is that “feel” of websites and apps. It
’s about focusing on the end-user, attempting to make your customers happy and offering consumers the greatest possible experience when utilizing your product or service.A lot goes into usability, speed and having a great UI, which makes UX design extremely important.
Don
’t underestimate the power of UX — it can influence whether a customer uses or buys your product.UX definition.
In other words, UX is the set of perceptions and feelings deriving from the use of a service or product, collectively determined by the design and implementation.
«No product is an island. A product is more than a product. It′s a well-coordinated, integrated collection of experiences. Consider all stages of a product or service, from early intentions to final reflections, from initial consumption through help, service, and maintenance. Make them all work together seamlessly.»
— Don Norman, inventor of the term user experience.
Why UX design matters?
The answer here is simple: as the number of products in the market increases, users have less time and attention to spend on any one product. They are constantly forming first impressions of products based on their looks and feel, rather than rational thinking.
Therefore, it is no surprise that they make snap judgements based on the subconscious and emotional impulses; there is no time for a logical conversation. Their gut reaction determines whether they will use it and how much effort they will make to learn how to use it.
As the 4th law of marketing says:
«Marketing is not a battle of products, it′s a battle of perceptions.»
― Al Ries, The 22 Immutable Laws of Marketing.
UX design is user-centered.
As mentioned above, understanding the psychology of the user is about anticipating and avoiding their pains; it is about enhancing their ease & satisfaction.
A good UX designer will combine psychology and usability research to create a web or mobile app that doesn
’t just have a pretty surface but also enhances user satisfaction by enhancing the usability, accessibility, and enjoyment offered in the user-product interaction.UX design in digital products.
An effective user experience includes most of the following features (and more):
- Rapidly deliverable and easy-to-use interface;
- Reliable and easy-to-use functions;
- A magnificent structure for search and navigation;
- Well-designed visuals that are easily understandable, meaningful, and user-friendly;
- Easy access to FAQs, explanations of how to use the product, help topics, etc.
Bad UX usually can comprise (but are not limited to):
- Slow, hard-to-use or unintuitive interface;
- Ugly visual design or lack of graphic design;
- Unclear or misleading information architecture;
- Poor copywriting;
- Overlapping functionality in different parts of the interface;
- Excessively complicated features;
- Lack of signposting and feedback for errors;
- Lack of coherence across pages and screens.
The good UX checklist.
Getting started:
- Define your target audience
- Identify the issues they face
- Identify goals
- Define success metrics
- List features and design
- Create prototype
- Test, test, and test
Focus shift: from corporate
centric to user-centric.
The most successful businesses are those that create quality products and services for their customers. They put themselves in their customers
’ shoes by asking questions about:- Why they buy certain products;
- Why they choose certain brands;
- How they can provide value to the consumer;
- How they can improve on experiences;
- And how they can show they care.
The answers to these questions help do a successful business today. Indeed UX design is a fundamental pillar of digital transformation.
Real world UX facts.
An excellent user experience can boost conversions by up to 400% (source: Forbes).
Even if people like the service or feel engaged with a brand, 50% of customers will use it less if the website isn't mobile-friendly (source: Think with Google).
53% of mobile users abandon the site it takes over 3 seconds to load (source: Think with Google).
Final words.
On the other hand, ignoring user experience can be dangerous for your business. Do the right choice.
