Why UX Is Crucial For Your Business

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UX, or user experience, refers to an individual’s responses and perceptions that result from the use of a service, system, or product. It is about how the user feels as a consequence of the interactions that are presented to them, be this through an app or a company website. No matter what kind of company you have, we exist in a climate whereby the digital is everything. The way that you present your business digitally will have a dramatic effect on how you are viewed in the eyes of your target market, and thus, how you perform and succeed. With this in mind, it’s easy to see why UX should be such a crucial part of your strategy.

UX increases profitability

Your user experience and how profitable you are, or become, as a company is closely intertwined. A user-face that’s friendly and accessible is far more likely to turn web users of your site into customers. There’s much competition out there between companies with the same products, content, and similar branding. Due to this, excellent UX can really help you to stand apart from your competitors. There is a high correlation between the experience of your users and your conversion rates.

If your UX design is simple to use, then you have successfully implemented design patterns that are learned immediately with no instructions. If your users can easily navigate your website or app, then you are far increasingly the likelihood that they will arrive at your desired destination, for instance, they will make an account, subscription or a purchase. When we are thinking about the journey of the customer, we do this in terms of how many steps it takes them to achieve their purchase or service goal.

If there are too many complicated steps, the customer becomes less motivated by this lengthy the process; this is where UX design comes in to make the experience as seamless as possible. You won’t want to miss out on any customer opportunities due to such issues that can easily be fixed with UX solutions; these can reduce the number of steps needed to get the gold!

Connecting the content

Excellent UX design can be a great way to encourage customers to get really engaged with your content. Whether it’s a blog, a video, or product purchase system, if your user experience is created just right, you will be allowing your target users to connect more personably with your brand image. UX design incorporates your target market research to cater to the personas of your users; once you know who they are and what they like, you can create content that helps keep them hooked on your brand. However, there’s no use in great content if your website or app is to difficult to navigate; if this is the case, no one is likely to experience it. If you’ve spent the time catering your content to your target audience, you’ll want to create every opportunity that you can to allow them to connect to it.

Brand Loyalty

This brings us to brand loyalty; your customers are more likely to be loyal to your brand if they are enjoying a high-quality user experience. Even if you have a fantastic product or service, if your UX isn’t top notch, you’d be surprised how quickly customers will move on to other brands. Having a UX perfect digital presence can far enhance your reputation and get people talking. These trends are being focused on by the top players across multiple industries, so if your competitors aren’t as UX savvy as you are then this is going to work in your favor and give you an edge. With so much competition out there it’s not something you’ll want to pass up on.

Assessing UX

It’s essential to assess your user experience to make sure you are keeping on top of your goals; using a UX research platform is the best way that you can do this. UX insights are necessary to give you the full picture on how your user experience is working, isn’t working and how it can be improved. This is done by, for example, usability testing which allows you to get feedback from actual users as they make their way through your website or app. When you’ve worked on something for a long time, you don’t fully see it anymore, it is no longer new, and you lose the ability to be objective. Authentic testing, as opposed to testing completed via you and your team, is entirely worthwhile to ensure that you aren’t missing any ways that your UX could be improved.

You can also gain information that allows you to track your success against your competitors over time or get surveys that track user behavior and satisfaction. There are many other ways that research and analysis can help you make the best of your user experience. Overall, being meticulous and forward thinking is the best way to go so that you don’t pass up on any opportunities.

It’s all about the social

Of course, in the digital business world, we have all come to know the huge importance of sharing via socials. With great UX design, you can ensure that your platforms are all geared up for the right social sharing opportunities. You can cater your designs so that your customers can easily share your content or share the fact that they have purchased from you. You can connect more easily to your target audience in this way because you are ensuring that your brand is personable and socially present. With the opportunity to connect to so many people, in this way, perhaps you’ll grow your target audience further than you dreamed possible.

If you take the time to make a UX plan, or to tweak your existing one for something improved, you will be well on the way to mastering it. Ensure that you are always looking back to your target audience and brand voice when you are seeking to improve your UX solutions, it’s these that should point you in the right direction.

Understanding the Difference between UI and UX

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UI and UX are both important terms when it comes to web development. However, a lot of people tend to assume that they both mean the same thing. This is not the case, and it is important to understand the differences between the two. Therefore, continue reading to discover more about the difference between a UI developer and a UX developer.

They’re not the same but they work together
UI Design stands for User Interface Design, whereas UX Design stands for User Experience Design. These two concepts are not worlds apart. In fact, they work very closely together and are crucial to the business product. However, it is vital to recognize that the roles of both design concepts are rather distinct, as they concern differing parts of the design discipline and process. UI design is closer to graphic design, albeit a bit more complicated, and UX design is a more technical and analytical field.

UX design
So, let’s begin by taking a look at the latter – UX design. When it comes to this, the designer is primarily concerned with the feel of the product. An expert in UX design will explore the numerous approaches to solving a certain problem that the user has. In broad terms, the designer needs to make sure that there is a logical flow from one step to the next step when it comes to the product, a website, for example. There are several ways a UX designer can do this, with one way being an in-person user test being conducted in order to observe the behavior of someone. For example, they could determine a user is taking a long time to navigate the checkout. This could mean many things, from needing to find the best VPS to speed up the site to needing to simplify the checkout process. The developer is able to generate the best experience for the user, as they have identified both non-verbal and verbal stumbling blocks.

What tools do UX designers use to carry out their task? This includes the likes of InVision, Fireworks, Illustrator, Sketch, and Photoshop. Deliverables include sitemap, storyboards, and wireframes of screens. The sort of thing you can expect a UX designer to say is “it would be a good idea to say ‘thank you’ to the user after they have signed up.”

UI designers
Now, let’s move onto UI designers. Rather than being concerned with the product’s overall feel, a UI designer is more bothered about the way the product is laid out. They link with the UX designer because it is their role to ensure they communicate the path the UX designer has determined is right for the customer. Therefore, they bring the UX designer’s findings to life by designing each page or screen effectively. To give you an example, a UI designer will determine whether to include a slider on a website or dashboard. They also make sure there is a consistent design language and cohesive style.

Finally, the tools that a UI designer uses include Fireworks, Illustrator, Sketch, and Photoshop. Something you may likely hear a UI expert state includes: “It would be better to move the sign up and login links to the top right hand corner.”

So, hopefully you now have a better understanding of the difference between the two design concepts and what is entailed.

Things To Test When Building a Website

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Website design is much more than arranging the visual elements on a page so that they look pretty, or are structured in a coherent way that leads to people being able to find what they are looking for.

There’s lots of aspects that are behind the scenes that must be tested when building a website, before making it live.  To some people, this might sound boring and perhaps even unnecessary, but if you want your website to perform well then it’s good to look into the concept of automated web testing in order to ensure your website performs at the required standard.

For non-techy people, this might seem a little overwhelming, however, so let’s break down some of the things you need to test when building a website.

  1. LOAD SPEED

The speed at which your website loads is of critical importance to success, as if it loads any slower than three seconds, it’s likely that many users will click off the page before they’ve even had chance to look at the content on your site.  It’s sad but true, and whilst we like to think our content is so valuable that people will stick around and wait for it to be unveiled – the truth is, people are impatient, particularly online, and they’ll simply click off and probably not come back.

Load speed really does matter, and there are tools such as Pingdom that can help you test your load speed and diagnose what’s causing the site to perform slower than you would like it to.

  1.  DOES IT WORK ON ALL BROWSERS?

It’s important you test your site on all browsers, rather than just the one that you tend to use – people use a variety of browsers including Google Chrome, Safari, Internet Explorer and Firefox.  There are many others, but as these are the main ones, it’s especially important to ensure your website loads as it should on these four.

  1. SCREEN SIZES

A lot of people are going to access your website on their mobile device, so it’s important you make sure your website looks good on different screen sizes.  In an ideal world, you want to check what it looks like on a huge screen such as an Apple TV, along with a variety of laptops, desktops (bearing in mind some are square and some are widescreen), tablets and phones.  

The point being that not everyone is going to see exactly what you see on your screen, when designing your website, so you need to ensure it looks good on all devices and screen sizes.  The paradigm today is that we should be designing for “mobile first” meaning, design for mobile users first and desktop users second, in part due to the massive risk in mobile marketing and usage of such devices.

  1.  EASE OF USE

The importance of user testing cannot be overstated.  You want to see how people interact with your website, in terms of the clicks they make and the paths they take to reach a particular end goal.  In doing this, you can assess whether your intuitive design is indeed intuitive or whether it confuses people which leads to them clicking off your site.