User experience (UX) design refers to user experience design and to some extent it aims to create, design and build digital products that deliver useful and meaningful solutions to users. UX design deals with how to implement high-quality web design and development practices to create successful and effective digital user experiences. It studies consumers’ behavioural patterns when interacting with websites and it aims to improve the design to make it more pleasant, memorable and easy to navigate. There are multiple examples of UX implementation which you might be familiar with such as suggested items on e-commerce sites, sign-in-with-facebook API’s, fast and responsive design... Thinkwithgoogle puts UX design definition:
´UX, or user experience, is every interaction your business has with people on your website, mobile site, apps, and online properties or services.´
UI design (user interface), on the other hand, is a subset of UX. It focuses mainly on the user's experience from a visual point of view to determine the most effective and impactful way in which visitors interact with an interface. It deals among other things with the aesthetic aspect of the site. Its main goals are to design more intuitive web experiences, to ensure content is visually attractive, web components are harmoniously displayed, and written content is easy to follow. Interactive buttons, intuitive navigation menus, well display web compounds and sections are great of example of good UI design.
User experience design isn't a new idea. However, it has come to everyone´s mouth just recently as it has been proved to be influential in helping companies increase revenue. There are multiple examples of UX design: mobile-friendly websites that have increased signup and easy and secure checkouts that have helped e-commerce increase purchases. Great designers have understood the importance of user experience and have been implemented ever since the release of CSS
Felix Garcia from Marketing Consultant Expertus and former marketing manager here at Webdesign7, tells us you need to think about 3 steps:
Understand what it is shared about effective and natural intuitive web disposition. Increase readability with adequate user font formatting - so title size occupy the right amount of space on a page and paragraph are not oversized.
Find out what your users are like - age, expectations, income and background - to customise your design and site to your audience. A good UX design is not good if it is great. Moreover, greatness only comes by going the extra mile. Do so by delivering a unique UX experience to your visitors.
Test your site's usability and always aim to improve it. Put yourself in your customers´ mind to spot weak points on your web.
Some people say you can’t design ‘user experiences’, but instead you can only design for user experiences. At Webdesign7, we do not only design UI, but also we design for user experiences.
Below I have listed some examples of basic implementations that have helped improve conversion rate with UX design. UX design would affect your conversion rate, and it might start a way to build more leads
A great designer will always emphasise on making your site responsive, so it displays well on all devices sizes. Currently, over 58% of visitors come from mobile phones so if your website does not display appropriately on non-desktop devices; your conversion rate will suffer.
Did you know that the average shopping cart abandonment rate is over 65%? That means two-thirds of shoppers who add items to their carts never check out. You can chip away at such a high figure with a few easy simplifications to your checkout process implemented by a good UX designer.
Placing many call-to-action buttons and windows next to each other can confuse users and reduce the number of clicks or what is worse increase the abandonment rate of your site. CTAs are a great way to get visitors to interact with your website, but they have to be relevant and adequately sized.
Get more in-depth knowledge of how visitors are interacting with your site and understanding your visitor's behaviour are key factors to improve your UX design and optimise for future visitors. Most big companies implement changes on their websites according to this principle. Several applications would help you unveil your user’s interactions. Two of the most popular ones are Scrollmap and heat map; either of them would give you deep insight od what your visitors are more finding more appealing.
UX design is a creative and constantly changing field that welcomes fresh ideas, but there are some foundational UX design principles that every new designer should understand. Let’s go through the user experience design principles that matter most when it comes to increasing conversion rate and delivering better digital experiences.
1. Meet visitor’ needs and expectations
The most important principle of UX design is to focus on usability and visitors needs. Factors such as content relevancy, loading speed, responsive layout comprise the fundamentals of users experiences for Google best practices.
2. Have a clear hierarchy
It is essential for great user experience to implement a clear and visually appealing hierarchy of web elements. How the elements are arranged visually on the site and how the content and information is organised throughout the page so users can easily go through the content and spot relevant sub-sections.
3. Consistent design
Nowadays consumers are savvier than ever and expect products which belong to a particular industry to share some similarities. That is to say, users expect some websites that are related to technology to look somehow 'technological', blog pages to look like 'blogs'. Categorisation helps them understand faster what a website is about. Why is this so relevant? This similarity helps users to understand website faster and navigate more easily. Such consistency is shown on footer navigations, 3 columns layouts.
4. Usability first
UX design is mainly concerned with solving users´ problems so regardless of how visually attractive your design is, it has to be safe and easy to use, and relevant to their needs above all. By failing to fulfil these criteria, sites will experience an increase of bounce rate and a decrease of CTR.
5. Less is more
It often happens in design that less is more. Principle firstly proposed by architect Ludwig Mies van der Rohe, it aims to reduce the operational and cognitive costs of users when interacting with an interface or platform. Surprisingly when reducing excessive clutter and low performing elements, users find what is more relevant faster; therefore, increasing visitors engagement.
6. Understand accessibility
Ensuring design is approach with convenience in mind means to remove as many users obstacles as possible, create a smooth navigation system and design a layout problem free.
7. Narrative design
Another important part of user experience design is the so-called narrative principle which refers to tell a story with your design. To build an effective narrative story you must take into account timing and rhythm, time being how quickly you unveil relevant information and rhythm is the pattern of growing the narrative chapters.
Having a great user experience can lead to great results. However, it’s important to know it shouldn't just be the UX designer who needs to worry about the user experience. The user experience in companies should be treated similar to improving customer services and increasing revenue. The success of positive user experiences cannot rely on one designer; it needs to be the mindset and focus of the whole organisation.