Have you ever wondered why some online businesses thrive and why others are struggling? The key could simply be the UX (User Experience) design. It's a popular buzzword that's used in a lot of conversations but at the heart of it is a simple principle, what do my users need?
Over the last few months, I have been privileged to work
with some of the biggest brands in groceries/food and insurance. Despite them
having different products and diverse audiences, they both had the same needs.
They all wanted a website that would;
- Increase
conversion
- Reduce
the cost of maintenance
- Build
a consistent user experience
Conversion is measured differently between the two but the
science behind a converting site/app is the same.
The convenience offered by a particular website/app
determines whether a user will return to shop again or stop using the product,
sometimes forever. According to a joint study by Google and MTM, 74% of users
uninstall retailer apps precisely because they are dissatisfied with the
interface.
The interface, however, is the end result of UX design.
UX Design is responsible for the accessibility, logic and
beauty of a site/application.
UX design is responsible for how the interface works. This
is a simplistic explanation but in practice, it’s a multifaceted concept that
involves various disciplines. It brings together interaction design,
information architecture, visual design, usability and human-computer
interaction.
At the end of the process, you should get a product this is
useful, easy and enjoyable to use (either digital or physical). It’s about
improving the product experience so that users find value in it.
If UX is the experience a user has when interacting with
your product, then by definition UX is the process by which we define what that
experience will be.
UX design is all around us. Either by commission or
omission, someone made a decision on how we interact with a product, either
digitally or physically. Think about it, why do road signs have icons
instead of words? Why does your microwave beep after warming your food? Or
even, why is the answer call button green and cancel call red?
Good UX happens when we make decisions in a way that
understands and satisfies the needs of our users and business. It helps you
gain more customers and retain those who you've already converted.
TLDR
- UX
design can be used in either digital or physical products.
- UX
focuses on the customer user experience – from the introduction of the
product to the point of conversion.
- UX
creates a rubric for future iterations and levels out all the possible
difficulties that the users of the product have.
- The
result is a product that helps people solve their problems.
Are you not sure about the UX of your product, or want to
improve it?
Reach out and let’s have a chat.
Cheers!
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