By learning a little about key design principles and the toolkit that digital marketing players have at their disposal, we may just begin to demystify the secrets behind what makes for a positive user experience.
Firstly, take a moment to brainstorm some of your favourite online stores. Settle on one. What makes it stand out? The easy-to-follow navigation? How simple is it to go from the product page to checkout? Gathering helpful information via searches quickly?
Alright, put that aside for a moment and let us turn our attention to the web developers of your favourite website. What was their intention?
To be blunt, they were most likely creating a digital platform with you in mind – a website that is easy to use, designed to deliver informative details and enables visitors to act with purpose.
The user experience, or UX, is concerned with the end user’s overall experience – their perceptions, emotions and responses to a company’s products, systems or services. To be more specific, UX is defined by ease of use, accessibility and convenience.
While UX is frequently discussed in tech-related conversations, such as smartphones and websites, it is not necessarily a new concept but rather one that is constantly shifting and changing in line with advances in technology and how businesses and consumers interact with devices spec’d for eCommerce transactions.
Attention spans are waning and customers are looking for the quickest and simplest methods to do business online. Unsurprisingly, UX plays a major role in leaving an impression on a customer’s overall experience with a brand.
If you are reading this there is a high probability that you manage a business of your own or assist with the day-to-day rigmarole of a firm in Australia or abroad. For the digital marketing savants among us, they realise that customers can slip away from your sales funnel in just seconds if they determine that your website or app is not useful, easy to use or even helpful. Based on our research, the team at Adaptify
can confirm that most website visitors will choose to either stay or bounce within a minute of opening a website page.
So, how do you attract website visitors and convince them to linger – in the hopes that they find your products and services appealing? If you haven’t guessed yet, a thoughtful and thorough exploration of how to apply UX design is a great start.
Before we dive right in it is worth covering off some of the most common UX variants you may encounter in your travels.
Interaction Design Foundation breaks it down into four distinct categories including interaction design, i.e. the interaction between a user and a product (with the aim of this interaction to be pleasant for the end user); visual design which encompasses illustrations, photography, colour and other elements to enhance a user experience; user research which deals with how a business works out what their customers and website visitors want and need (for example, does your online presence address or solve a known issue?); and information architecture which is just a fancy term for a structure and labelling content for a user’s point of reference.