Why you should care more about the UX design.
The UX aka User Experience is the design process aimed at ensuring a comfortable user experience while using the site or app. The UX is essential for your business as it is directly related to the user’s actions and therefore, to his choices. In other words, to conversion.
In order to guarantee a pleasant and effective user experience, several factors must be taken into account, first the navigability of the site or app. We all wish our app won’t crash suddenly or be unresponsive. In this case, we will force the user to abandon the idea of carrying out significant actions for our brand.
In UX design, the psychological aspect is very important. Let’s think about how we personally react when we browse a site or use an app.
It happens very often that we quit the purchase of something, even the most desired because, for example, the payment steps are too many, and we’re forced to enter and exit the app /site.
Also, it happens that we immediately leave the page we were visiting because, although we’re there voluntarily, once inside, it is very difficult to find the information we were looking for. For this reason, the UX must first be useful and allow the user to intuitively find the information he/she came for.
UX design must involve the sensory aspect: remember that as human beings we are guided by senses. Yes, even online! We have to try to use elements that attract the user’s attention and simplify the journey. The UX must be useful for your business to pave the way for the user to achieve the conversion that is most desirable for our brand. It will be very useful to raise retention, to have loyal readers and visitors, to encourage WOM, being impressed in users’ mind and much more.
Since the UX aims to ensure a comfortable experience for the user who comes to you, the factor behind the entire process is the user’s knowledge. In the preliminary stages of UX design, it will be important to know what your user is like: you will need to know his socio / demographic aspects, his purchasing behaviours, his personality and what are the reasons that pushed him, if the quality of the product, the price, the curiosity.
Surely if you have reached this stage, you are also well on your way to your business journey and most likely know your users quite well. If not, why not contact them directly? Create questionnaires or use social media to find out more. Also, remember that you can change your choices so far, so we recommend you perform A / B tests and act accordingly.
While designing the UX, we need to keep in mind what the goals are for our company. Imagine that you have created a responsive, intuitive… a cool app but the UX distracts the user and that in the end leaves it even before leaving the email or visiting the booking section. It would be a great defeat. We recommend to create a user-based UX, of course, but that meets the goals you have attributed to your online presence or in the stores. Draw up a (very short) list of goals and cross paths with the user’s needs. In this way, you will merge the business information collected from your users and your goals as a company into a single and consistent design.
When designing the UX of an App or Web App, a site or software, we must pay attention to other aspects.
For example, one aspect in which almost all of them are lacking is accessibility: most UXs do not take into account people with disabilities. To date, this aspect cannot be ignored, especially while other sectors are working hard on inclusiveness, starting with the language and actions aimed at brand activism.
Coherence is everything — your user experience should be credible. Try to remember the last time you searched for a brand or used its app and abandoned the idea too many times. Maybe you got there thanks to their social media activity, really well-done video ads, maybe with a star you love. UX must keep the promises that the brand makes. Otherwise, you have just given your user the worst experience ever, with disastrous results for your reputation.
Finally, remember that UI is how we look and UX is what we are. When we develop a product, and even more so when we outsource this function, we make sure that the insiders keep in mind the mission of our company and can integrate it into the journey that our user will make.
Thanks to Peter Morville for being an inspiration.