UX. What it is and why it is important
In order for a website or application to gain the interest of users, which will translate into its success, we must ensure users’ satisfaction. UX design serves this purpose. What is it? What does it consist of? What does the work process look like?
What is UX?
UX (user experience) stands for a positive user experience. When we talk about UX design, we mean focusing on the user being able to easily achieve his goal in the application or on the website and, at the same time, deriving satisfaction from it.
For a product to have a good UX, first you need to define the goal of the person who uses the website or application. Then, make the path to it as simple and convenient as possible. The so-called cognitive path of the user is optimized through the correct use of navigation, buttons, text or appropriate design.
The importance of good UX
Let's look at the importance of UX on the example of a website. If it is well designed and works optimally, the user will not leave it in the first seconds of the visit (i.e. it will not contribute to the bounce rate). Thanks to user-friendly navigation, he will become familiar with what the company has to offer and will be able to go to the appropriate subpage.
Once there, he will not be distracted by the excess of details, but will know what is really important. Guided by the appropriate text, he will reach the ‘call-to-action’ button and will take action (he will buy the product in the online store, ask the seller to contact him, download the e-book).
Therefore, if we focus on UX, we will increase the chances of a high conversion of the page. If we neglect it, users will leave the site without taking advantage of the offer, become bored, impatient or discouraged.
What constitutes UX?
When working on UX, we should pay attention to:
- design (fonts, colors, layout of elements are important, it is best to use a minimalist style),
- text (i.e. UX writing, simple, suggestive and directing the user to the goal),
- navigation (clear and convenient),
- CTA (call-to-action buttons),
- use of graphics (photos, illustrations, icons) and video,
- responsiveness (in the case of websites, adapting them to mobile devices),
- website / application performance,
- accessibility (possibility of using the website, e.g. for people with visual impairment or other health problems).
Who is responsible for UX design?
UX is handled by designers / designer teams specialized in this field. Their job is first to research and prepare information architecture. It identifies the most important components of the website or application.
Then you create a lo-fi mock-up, i.e. with low detail. It shows the plan of the product screens, which allows you to plan the cognitive path of the user. Later, UI (user interface) designers enter the game, who, on the basis of a UX mock-up, create their own, already highly detailed (high-fi) mock-up. Most often, it is high-fi, and not low-fi, that is used to conduct tests with the help of potential users, although it also happens to test UX mockups.
Plan your project carefully
UX is fundamental to the success of a digital product. However, the work of user experience designers requires a careful understanding of your needs. To do this, it is best to have a design workshop with the work contractor.
During these, you will outline exactly how you envision the product, who it is aimed at and how it should meet the needs of future users. On this basis, you will be able to start preparing UX mock-ups and subject them to consultation with you. The contractor will also advise you on appropriate technologies and define a schedule and price list for the work.