With the meteoric rise of digitisation, user standards for websites are subsequently rising too. Successful web design is no longer a matter of aesthetic beauty. Today, design must be both intelligent and enjoyable. For this reason, developing a great user experience (focusing on form and function) has become paramount for website designers. Here’s how to achieve it.
By understanding your customers in a three-dimensional capacity, web designers can construct design schemes that are fine-tuned to your audience and business objectives.
So, who makes up your audience? What are their needs? What problem do you solve? Were they even aware of this problem to begin with?
Gain this information and you’ll be steps closer to building a memorable web experience. To harvest this customer knowledge we strongly recommend creating buyer personas.
A buyer persona is the ultimate example of your ideal customer and best built with data of existing customers along with target audience research. Make sure to be as specific as possible when developing these characters (right down to their weekend hobbies). This way you gain the clearest view of their goals and motivations, which you can then use to influence your website construction.
A common mistake made in web and user experience design is letting your inner creative genius get too carried away with being ‘different’. We’re talking irregularly spaced content, mismatched colour schemes, and layouts that are too abstract to follow.
Truth be told, most websites share the same conventional formatting and for good reason - the world is used to it. Don’t try and fix something that isn’t broken. Instead of provoking interest with original concepts, your efforts are more likely to harm website engagement.
Instead, stick to the common layout methodology that decades of web designers have developed to perfection. Your website will immediately feel familiar to visitors, therefore optimising their user experience by increasing usability.
With this as a structural base, you can then give your website personality. But when customising, always focus on your audience and brand for the best chance at increasing website conversions.
Ever visited a website with so much happening that you didn’t really know where to start? Save users the confusion and simplify your layouts to improve the user experience.
Say it with me, “less is more”.
Now, with this in mind, here are our tips for simplification.
Websites are great tools, but unfortunately they have great inconsistencies in appearance across different devices and browser platforms.
The consequence? Warped and disjointed layouts that are either missing key content or are simply unreadable and unable to function. These faults not only damage a user’s experience, but also reflect poorly on your business.
But that’s not all... mobile devices are the most common victims to inconsistency. Which is rather inconvenient considering the majority of internet browsers come from mobile devices. There is a solution however and that is to design responsively.
Responsive design is an approach that enables a website to be viewed on all devices, screen sizes, and browsers, all without compromising user experience. It’s achieved by use of a specific layout that can shift and change to accommodate users’ points of access.
Integrate this approach and you’re guaranteed to see a decrease in your website’s bounce rate and an increase in leads.
When a website feels natural, as though you could navigate it blindfolded, a user tends to get comfortable. This is a UX achievement because when a user is content pottering about, they’re likely to stay longer and continue exploring. Exactly what you want your users to do.
To establish this ease of usability, a web designer must ensure the key elements are visually distinct. Think of them as the bright lights marking a plane's landing strip. But instead they’re gently guiding users so that they needn’t think of what’s next. It simply follows.
Here are the five elements you should enhance:
The truth is that your user experience will never be perfect as people have different user needs. But you can get close by experimenting often to make improvements.
The best way tools/methods for testing are ones that are data-driven. With these approaches you can make evidence-based decisions to improve your user experience.
Tests with high success:
Great UX is not only about enhancing your website to capture interest and increase engagement. It’s more comprehensive than that. With digital standards continually rising, great UX is more so about making constant improvements to keep your users happy and generate conversion success.
If you’re wanting to create a great user experience you need to note that it’s a very hands-on job that requires ongoing creation, testing, and adjustments. Because this is time consuming, partnering with a web design agency is the best option for many businesses.