In the business world, you may have heard the term “user experience” thrown around here and there. The “UX” terminology has become synonymous with web design, but most people make broad assumptions about what user experience actually entails. The fact is, user experience is about so much more than usability. Just because your website is easy to understand doesn’t mean it creates the best user experience possible. User experience focuses on the experience that user has with your “product”—in this case, the website.
Visual appeal plays a big role in your ability to curate a great digital user experience. This is where the guidance of a user experience design agency will come in handy. Think about it: you have mere seconds to capture a visitor’s attention, and first impressions are lasting impressions. First and foremost, visual design impacts emotion. There are numerous studies that demonstrate how design impacts user perception. Emotional design can even help you build a better relationship with your consumers. Elements of an aesthetically pleasing design include balanced white space, high-quality images, and attractive call to actions and lead capture forms.
Segment Key Information
No matter how complex your products and services are, there is a simple way to communicate your message. Good UX means you’re always giving users the option to learn as much or as little as they’d like. However, in simplifying your messaging, you need to convey the most important value propositions you have to offer. One way to do this is by segmenting key information using headers, sub-headers, and bullet points. Focus on the benefits your product offers, how you can solve their problem(s), and key features.
Of course, your CTAs will supplement your segmented information. For example, if you had an SaaS product, you might encourage the user to sign up for a trial and try it out themselves. If you’re struggling to understand how to communicate in easily digestible pieces, hire a marketing agency or freelance copywriter to help you get your message across in the best way possible.
Safety & Security
Of course, you want your visitors to feel safe and secure using your website. That security is ingrained in your user experience; if you have elements on the page that don’t seem legitimate, your visitors are more likely to move on to the next best thing. Identification and authentication are the two pillars of most security systems. Incorporating high-end security elements such as two-factor authentication and identity verification can demonstrate your commitment to providing secure connections for your users—particularly those that need to sign in and out and exchange sensitive data with your website. Furthermore, good UX will naturally improve your security. For instance, magic links, smart perimeters, and simple safety will go a long way towards a strong user experience.
Brand consistency refers to the elements you use to ensure that your brand is recognizable across several mediums. Your brand voice should also be consistent with your design. A fun, playful tone wouldn’t work well with an impersonal or corporate-looking website, as these two methods create different messages.
A consistent look and feel helps establish trust and familiarity. Brand consistency also sets the foundation for the right expectations. When people associate your products with a particular experience, they’ll expect the same level of experience time and time again and are more likely to turn into loyal customers and clients.
Over the past few years, there’s been a debate over whether customer service efforts fall under the user experience category and responsibility. However, if you really want to leverage your user experience, these two things should be interlinked. Simply put, customer service is a part of your product.
Both customer service and user experience have the same goals and methods in mind: both strive to create an experience where the user doesn’t have any questions and is happy with their experience. Therefore, customer service should use their knowledge of the product to work with the design team to create an experience that helps answer the questions they might have long before they’re asked. Anticipating the challenges a visitor might face with a website or concerns they have over your core product offerings can mitigate issues in advance, creating an all-around satisfactory experience.