The complete experience of any person while using a website or an app. This specifically refers to how easy the product was to use is defined as User experience. Digital user experience covers all aspects of human interaction with your website or mobile app which also includes behavior, perceptions, actions, and satisfaction. Emphasizing on user experience will not only benefit your customers but will consequently deliver results for your company.
Why is UX important?
Studies have shown that companies keen on investing in UX see easier and cheaper customer acquisition, increased customer retention and evidently increased market share. UX is an essential part of the aesthetics of a website. Yours could be the best-looking website or app in the business, but if customers cannot easily and quickly utilize it, they will bounce to some other service provider.
In regards to online platforms, retail websites have a tendency to be some of the most complicated. They have two main goals; to provide potential customers with an easy and satisfying browsing experience, and to make buying easy and fast.
UX is too important young businesses and start-ups, as they cannot fall back on past reputation if UX fails.
The harsh truth about customer decision making is that it happens in seconds so you have a very small window to impress and retain a user to your product.
Key Elements of a Good User Experience
Understand the User:
Whatever you will design is eventually for the user in the end and you can’t create a tailor-made website or app if you are clueless about whom you are designing for. Take a step back and do some market research and obtain a demographic understanding of your audience. Narrow down your research by asking these questions:
- What is the age group of your users?
- What gender do they identify with?
- Where are they located?
- What operating systems do they use and prefer?
- Which browser they refer?
- What income group they belong to?
Demographics gathering and computer usage data combined together will give you a better understanding of your users.
User journey is often referred to as user flow mapping. Mapping the areas that get the most traffic on your website by asking questions like:
- What areas get the most activity?
- Which side of the page draws user attention?
- What elements capture the most attention?
This can be measured by knowing where a user clicks when he first visits a website. After that where ever the user navigates should be recorded to see if they navigate deep or keep returning to the home page a lot to find their way to other option and determine navigation efficiency. Once you understand this it will be much easier to design a tailored experience and target such users.
Aesthetics: Design aesthetics do allow some freedom for being creative in terms of color pallets and layouts choices but you should still keep in mind a design that will satisfy the needs of the users in your industry. A social media design for an e-retail store may not be as effective in terms of conversion.
Testing polishes your product for final delivery. Beta testing your products to check for effectiveness of the designed UX will make your final product less prone to redesign and rethink the whole process. You can do this by reaching out on social media. You’d be surprised by the number of people willing to help. Just by asking, you show that public opinion matters to you and most people will respond positively to this openness. Ask them for an honest opinion on your website.
A good UX will go a long way and improve not just online traffic but also spread the word of mouth if it’s done perfectly and bring search traffic directly to your website. This will improve conversions as more trust is built when your name is on everyone’s mind.