Not designing online business experiences with the end user’s needs in mind is one of the most significant errors that businesses (of all sizes) are making. Studies indicate that you have not minutes but seconds to catch a user’s attention, give them the information they came to your site for and encourage them to take action (buy something, call, click, download, etc.). In mere seconds, your website needs to stand out from every competitor’s. From brand recognition to professional image and client trust, your website’s design will say a lot about your business. Good user experience is all about telling your company’s story and attracting your new best customer in an online environment.
What is User Experience (UX)?
User experience, often called UX, is the term used to describe the way a user feels when they visit your website. Good UX means those who visit your site felt they had a good experience, that they found the information they needed, and that the site was easy to use. Bad user experience can mean any number of things, but the end result is usually the same – the users leave your website. UX can describe a user’s experience on your website, a social media page, while using a mobile or app, or otherwise engaging with your business online. However, in most cases, UX refers to what it’s like for users who are visiting your website.
Will UX Really Impact My Business?
Think about your website as if it were an employee in your company. Good UX, like good customer service, leaves visitors to your business happy and more likely to come back again and recommend you to others. Bad UX, like bad customer service, leaves customers unhappy and more likely to post bad reviews and spend money with your competitors. You wouldn’t keep an employee who was constantly frustrating your customers and sending them to competitors, right? You shouldn’t keep a website with bad UX either.
How do I Assess UX?
In most cases, businesses that have bad UX haven’t necessarily designed a purposefully frustrating website. Instead, they are just unaware that potential clients are having bad experiences (after all they don’t usually become actual clients and provide feedback). If you feel that your website isn’t bringing in the anticipated number of new clients, it may be time to assess your UX and make some changes. In most cases, UX testing involves the following:
- Complete UX testing – as you make changes to an existing website or create a new one, have potential users try out new features. If they can’t figure them out or they don’t work, head back to the drawing board and make some more adjustments.
- Request feedback – if you already have a website that’s live or you want to find out how users are enjoying the changes you’ve made, ask for feedback. Send a survey, request a review, or when possible, ask customers one-on-one.
- Repeat – finally, don’t forget to keep asking for feedback and testing the user experience of your website as changes are made.
How do I Create Good UX?
Creating good UX is really a three step process:
- Know your audience – The first thing you need for good UX is to know your user. Understanding who is most likely to interact with your business online, what devices they typically use, and what their expectations will be allows you to respond to their needs directly.
- Create logical structure – Next, your website should always have a logical structure. As new pages are added or removed, make sure that your overall website structure still makes sense, and your users can still navigate to any page on the website easily by making a logical series of clicks.
- Design for engaging functionality – Finally, make sure that your website looks great and functions properly, and that your users find the information they need on each page.
There are a lot of small components that go into achieving each of these three steps, but when you work with iKonix Studios for web design and development, you can rely on us to deliver great experiences for every user. Get started by contacting our team for a consultation today.