Founder, Digital Day.
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Web development is a skill honed over time through experience, problem-solving and constant observation. There is no denying that. Based on my experience in web and digital brand design (something we help clients with), in this article, I’ll focus on some of the fundamentals of UX and its implications in the world of web design and development.
Put simply, UX describes everything a user sees, hears and feels when interacting with software-driven technology. From a user’s standpoint, UX can be evaluated by the following factors:
• The amount of useful information: An interface must contain all the required information for the user. It may include alerts, pop-up prompts, tooltips, button text and even auditory cues.
• The aesthetic appeal: Although more users are leaning toward performance and speed when evaluating experience, the overall appearance of an interface still matters. It directly influences the user’s satisfaction and willingness to return.
• Ease of use: An interface must be designed to maximize the user’s productivity while requiring fewer inputs. More importantly, it should have a layout that makes the core features easy to find.
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• Page speed: Especially for mobile users, anything longer than three seconds to load a page is far too long. And research has shown that improving your page speed can result in higher engagement, higher conversions and an overall better experience for the user.
• The brand’s credibility: At first, a brand’s authority may seem unrelated to UX. But if you think about it, elements that establish credibility, like user statistics and customer reviews, also boost users’ confidence when completing transactions.
• The overall value offered: Finally, remember that user experience and user journey go hand in hand. It is essentially pointless if the interface doesn’t help users solve their problems.
Now it’s time to delve into how UX relates to web development projects. Without further ado, below, in no particular order, are five keys to effective UX design that you must never forget:
1. Invest in UX research.
Conducting UX research will help you create better design decisions that will match your target users’ needs. This can be broken down into quantitative and qualitative research.
Quantitative research deals with measurable and calculable factors such as web traffic, conversions and bounce rates. This requires tools like Google Analytics and built-in analytics by platforms like Shopify, Wix and WooCommerce.
Qualitative research focuses on users’ sentiments. It aims to gain a deeper understanding of their emotions when using an interface. To obtain data for qualitative research, some of the methods you can use include surveys, interviews and usability testing.
2. Eliminate barriers to the user journey.
Ask yourself: How many turns and decisions do users have to make to get from point A to point B? The fewer interactions needed to attain a user’s objective, the better.
Just look at how online services now autofill forms via social media accounts rather than requiring the fill-in of intimidating sign-up pages. With such an approach, they manage to reduce the number of interactions.
Other on-page features, such as navigation menus and search bars, can also be added to make meaningful content easier to find, thus smoothing out the user’s experience.
3. Reduce visual clutter.
You must limit the number of visual elements shown on the screen. This will make it easier to convey your core message and emphasize key features of your website. This will also reduce the bandwidth required to load an entire page, which is especially helpful for users with low-end networks.
A popular way to do this is to embrace the use of minimalistic or “flat” design themes. This means abandoning plans to integrate elements like animations and Java applets.
4. Present the right information.
Avoid jargon while creating content. This can be a lot trickier than it sounds, especially if you want to guide users into accomplishing something tedious or complex.
Suppose your content caters to new users who are entirely clueless about your brand or niche. In that case, you need to provide them with content that raises awareness, such as informative blog posts or landing pages highlighting your mission.
But if they are already considering an opportunity with your brand, you can start providing them with conversion elements like CTAs, opt-in forms or e-book downloads.
When it comes to specific UI elements, such as buttons or icons, below are a few things you need to remember:
• Make sure they have a clear meaning. For example, buttons with the home or burger menu icons already imply what they’re for. But a plus or arrow symbol can be confusing unless there’s a tooltip that appears almost immediately.
• Make sure users know the “preferred action.” The layout of your interface must be based on your site’s primary goals. For example, if your core feature is to search for content, you shouldn’t put the search field into the sidebar or footer.
• Make sure actions have feedback. To give users a clear sense of direction and satisfaction, try to include feedback or confirmation messages whenever they do something. For example, if a user makes a purchase, consider presenting them with a “Congratulations!” pop-up.
5. Establish your credibility and authority.
Finally, it’s crucial to include trust-driven elements such as certifications, business accreditations, cybersecurity badges and other details that establish the legitimacy of your brand.
Regardless of whether you want users to sign up to your mailing list, make a purchase or download your app, they will want some form of reassurance before they convert. But you need to be minimalistic when you ask for personal information from users. For instance, if users want to subscribe to your newsletter, you shouldn’t ask for a phone number or address. Their email address and first name for personalization purposes should suffice.
Conclusion
To wrap up, UX design may look simple on paper, but it can be a treacherous landscape with plenty of pitfalls. The five fundamentals outlined above cannot guarantee that you’ll succeed, but if you live by them, you’ll most certainly never fail.
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Author: Candice Georgiadis, Forbes Councils Member
