WHAT IS UX (User Experience) DESIGN?
What could this product be? It
could be a website or an application . But
it could also be a product of the natural world e.g. the switch that
flashes and changes the light intensity in our homes. But let's stay on
the web.
Of course, we know what it
takes to design a website. What we are not yet familiar with is the
design of the experience we offer to our user or more properly to
the various groups of users. Let's catch it right though.
What are the features of UX design?
Starting the design for e.g. a website we have in our mind an idea of what we want: we want our website to be beautiful, easy to use and to meet its goals e.g. the visitor completes an online purchase. What happens 99 times out of 100 is that the designer's job is done when the prototypes are complete, which could be static HTML files. But in reality the work of UX Designer starts right now.
This is because User Experience Design has two key features:
·
The
measurement
·
Modification
and improvement
What does measurement mean? It
means asking some critical questions such as: How did the visitors behave when
viewing the X page? What did they do right after? How many left the
effort and how many completed the task? In how much time;
And what does modification and
improvement mean? It means the UX Designer makes changes based on his
measurements in anticipation of better results such as: What can I do to
improve the experience of my visitors? Where did I go wrong? What
different can I try? What to add and what to remove on my page?
How are the measurements made?
There are many ways and they
are all based on getting to know our
guests . Some very typical are:
·
With
direct interviews
·
With
Usability Tests
·
With
questionnaires
·
By
using statistics for the website e.g. Google Analytics
·
With
A / B Testing
·
Even
setting up a forum where members talk about their experience with the product
Each of the above techniques
has many parameters, each worth an article, so let's not go any further.
If we do not know what
experience a user of our website has, we will never know what he
thinks. Therefore, we will never be able to improve his online experience
(or if we do, it will be for something very striking or by chance).
Of course, we must always know
what we are measuring. Not all questions have the same value e.g. how
many pages a visitor saw in an online store has much less value than how many
visitors eventually abandoned the buying process in the middle. It takes
experience, deep knowledge and thought before asking questions.
How are the improvements made?
They are made with very
specific changes. I do not change e.g. the whole page in order to see
the difference in the behavior of my users. (This would scare regular
visitors anyway.) I change specific points e.g. slightly the position and color
of a call to action button.
They are made quickly. UX
Design has to be fast, flexible, smart, what they call agile. After the
measurements, the decisions are made and implemented immediately. How many
times have you not seen a detail change on Facebook or Amazon and not be there
after a week?
If it is now observed that a
more drastic change is needed, then this is done with more planning of
course. When the measurement is done correctly, then the improvement
follows in a natural way, even if it is something bigger.
Why we need
it?
The short answer: why it makes our websites more successful and this is measured in profits.
The least short answer: UX
Design's mission is to x-ray our user groups and make their lives
easier. When a visitor's life is better on a website, then he will more
easily trust it. And when it comes to trust, it comes with the best
status, traffic and the market for products and services (even indirectly on
websites that do not sell directly - Facebook is not an e-shop but it sells a
lot of other things, right?).
UX Design should be a tool in
every startup.
But in reality it is a tool of
every website. The more complex and the more traffic, the more
important. Precisely for these reasons it is an ongoing process that
begins with the start of a project.
After all, if you hear someone say that design is just how you dress a website, then that person is either irrelevant or cunning or both.
How a website(Web Design California USA) looks to a visitor and how it interacts with it are things that can take off or ruin an effort no matter how good development has been done in the back-end. It's time to realize this and give User Experience Design the weight it deserves.
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