4 Important Facts About UX
Little effort, big return. This is probably the ultimate goal when you are doing UX design.
UX is an Investment
You want the user to achieve their goal with minimal effort. The sentence “Little effort, big return” looks simple, but the mechanism behind is not. There are many choices for users, a lot of business can do what you do. Any minor defects causing discomfort for your users will push them away. Statistic shows that 89% of consumers shop with a competitor after a poor user experience (reference from Adobe). Due to the huge volume of competitions available on the internet, the margin for error have become tiny.
User want their questions answered, and their needs to be met. If users have come to your site, it means they are looking for something. You need to design your site to fulfil their needs. Give user what they are here for, show that you care for your users.
Think of UX as an investment. You give your users value by giving them what they want. When user receive these values, they feel the good experience, then the user will continue and come back. This is where the value returns into the business. Increase of use means more user interactions, which means the chance of conversion is increased. This is your ROI!
Give You User What They Want
To create a site which can give what the user wants is the million dollar question. There is no single answer to it because each business is different. With the help of a combination of User Research, Interaction Design, Interface Design, Navigation Design, Visual Design, Information Architecture, Front-end Development, and Content Development. You may be able to meeting your user’s expectations. The aim is to make it easy to accomplish the user’s task, and make it simple. Do not give user a chance to browse away. Provide fulfilling and valuable experience for your users.
Think of a situation when you look for something online. You want to get things done easily. The same applies when someone visit your website. Users want to spend minimal effort, with clear feedback provided, and potential error kept to minimal. The easier to use, the more people will use it.
Remember you are not designing for yourself. What you think is logical, sensible and obviously may not be the same for other people. Every human being have their own experience, these experience leads to how they perceive and interpret what they see. When designing a website, you must remember that we are aiming the audience at our clients. They may have zero technical background, do not assume users think like yourself. Remember the site is not about you, it is about them!
A good UX design is when you use it for the first time and you can achieve what you want to do in one go. If you can do it once without guidance, you will remember how to do it again. This is dependent on your site organization, labelling, search, and navigation. Your user is not you, to meet user expectation, you need to design your site to guide them through your business flow. Make it easy for them to fall into to your “Call To Action”. Frankly speaking, you are setting up a trap for user to fall into, and a good trap is when the user won’t even they are trapped until they are caught.
Link Back To Your Business Goals
Discover user needs and how it links to the business goals. Your site is there to perform a job, the job is to create leads. Identify business goals and user needs, make sure the site is designed to lead your user to your business goals. It could be a product sale, or a call to action, the site must do what you want it to do.
Make your website consistent, define a consistent theme. It will make navigation much easier for users. Keep the user interested while they are navigating the site. Consistent organisation of information must be throughout the entire site. Menu, labels, terms, content, images should all follow a consistent style.
When a user get consistent results in their action, it makes the process more predictable. As a result the complete interaction between the user and the site becomes more comfortable. This is the value you give to your clients.
In every step of navigation throughout your site, ask yourself these questions: Where am I? How do I get here? Where can I go from here? What can I do here? You must be able to precisely answer these questions.