User experience (UX) is everything your visitor experiences on your website. The user experience of your site goes beyond the design and look of your site to include how fast the site loads, how easy it is to use and how much (or how little) friction there is between your visitor’s first click and their end goal; be that buying a product or contacting your business. When we design a site we always think of how a user will interact with that site and ultimately how their experience will help achieve our client’s business goals.
By carefully crafting your user experience you can ensure your user remains engaged and keeps moving through the ‘funnel.’ The funnel is your website’s roadmap. It is where you want your visitors to end-up after exploring your site. For us, we want our visitors to contact us to talk about growing their businesses online. For you, it may be to sell a product or to have a visitor enquire about your service. Whatever it is, user experience and funnel optimisation are key to making it happen.
HOW DO YOU CREATE A SUCCESSFUL USER EXPERIENCE
The first step in creating a successful user experience is getting an understanding of your target customer or target audience. Think of the what, when, where, why and how someone uses a product, like your website or app, and then identify who that person or group is. A user experience (UX) designer is always asking a tonne of questions as it is the answers to these questions that give us an insight as to whether or not we are on the right track. The UX Designer will want to know why you liked something? Why didn’t you like something? What are you thinking? And where would you click next?
A user experience designer considers the user’s needs and then balances them against the businesses needs to ensure that all objectives are being met. They are constantly looking for that sweet spot where business needs and user needs overlap. This sweet spot is different for every business and every project.
Once we have all these needs or wants we then need to factor them into the design. At every stage of the project (design, build, launch, measure) we analyse the product offering against our user experience objectives to ensure we are on track. This is our User Centred Design Process and guides every project we embark on. This process is not exclusive to websites but also for mobile apps, mobile sites, desktop apps, software, interactive products, videos… anything really where user engagement is paramount.
WHY SHOULD YOU CARE ABOUT USER EXPERIENCE?
Obviously, focusing on user experience during all stages through the project life-cycle results in building a product that is awesome, not one that users hate to use, but there are more reasons why you should care about user experience;
1) Your website or product probably already has some elements of user experience design and by giving it more focus you will get better results from your digital products.
2) It is not brain surgery. User experience is easy to do and just takes asking the right questions to improve your business results.
3) User experience is the common ground between science and art. Successful user experience design is where science and art break even.
Ultimately it allows us to improve your product’s performance and deliver better results for your business.