User eXperience Design, I assure you it is not an optional!

by Jul 12, 2015Design0 comments

The user experience has become a hot topic in the current web market, this is because many customers do not yet have a clear understanding of what exactly they are trying to accomplish with their website, and the often stated goal is "we have to be online! Everybody is."

Unfortunately, I am very vague as a target.

That's why the user experience, or user experience design (UXD), has become a much-requested practice (thankfully!).

How many of you know what User eXperience Design is? Ask everyone to answer "I know!", well, then I clarify the concept for those who are not really skilled about the issue: it is a reflection on the design process, a process that emphasizes ease of use and access for the user, instead of useless functions or design elements. In fact, one of the main purposes of UX design is to find the right balance between user needs and achieve the site's business goals.

I browsed many blogs and participated in dozens of discussions, to understand what boils in the pot (or in the head of the other designers), and in the end I managed to extrapolate what, in my opinion (but also according to others), are the most common mistakes on matter…

1) THE UX IS NOT AN OPTIONAL

Everyone, unconsciously or not, puts the user experience at the center of their lives, including companies.  It's just that not everyone designs their user experience.

For the company: when you send an invoice, it can be branded and unique, or it can be a pre-packaged model; either way you will be paid (perhaps), but one of the two gives you an extra chance to maintain a relationship with the customer, once again associating the brand with the service offered.

For the user: think about how great it would be if, looking at your favorite series on your tablet, you go home and it automatically transfers to the TV.

This is User eXperience!

2) DON'T MAKE ME THINK!

I'm on an ecommerce, I look for my favorite product, I find it and… where is &%!! (censored content) does checkout? Here are only related products!!!

Well classic example of who got lost on the street a likely buyer and a basic concept: Don't make me think! , which does not mean: the user is an ebete I have to explain them how to do, but I simply indicate the shortest and most comfortable path to make him achieve the result, focusing on the goal of both, buy the product for the user and sell the product to the trader.

Letting the user make too rational decisions is an "evil" for business purposes.

This is very subjective, but the irrational aspects influence the purchasing decision much more than the rational aspects; so trying to understand triggers for your user experience can make the difference between you and your competitor.

3) I READ IN THE MINDS OF USERS!

"Understanding customers" (and I put it in quotation marks!), can only happen after extensive market research. If a company makes assumptions about what users need, then the company is designing for itself, certainly not for the end user.

You will say to me: "But I have made center several times!" .

And I'm going to say, "I assure you, it's a case."

If you want to be sure to design a truly effective user experience and know nothing about your users, the only way forward is to search for search research. (do you understand that you need an industry search?)

4) THE UX IS JUST ONE TYPE OF WEB DESIGN

Many still look to user experience design as a magic formula that should "solve" a project's problems, but in reality, it encompasses the entire design process.

If a brand reflects a company's values, the UX is how the company applies those values daily.

True that the user experience plays a huge role in web design, but its importance extends beyond the web in every aspect of the business and especially in areas where that activity connects with its customers.

5) UX, DESIGNED AND SHELVED

Perhaps one of the most common mistakes in terms of UX is that once a project is completed, it is shelved in the warehouse. But not!!!

Given the thousands of opportunities for improvement, and the continuous evolution of the landscape of online markets, only those who continuously monitor and work to improve their user experience, can achieve measurable and sustainable success.

AND WITH THAT I'LL LET YOU GO! Promised.

Although user experience design is increasingly recognized as an essential tool for businesses, both by customers and designers, seeing it exclusively as part of designing a website is how farther away from the truth there is.

UX design is an all-encompassing approach that covers everything from web design to customer service.

In the case of an e-commerce, the UX design includes not only the design of your site, but also the customer care policy and much more.

In the case of a blog, the user experience design gives your process of unsubscribeing from the newsletter as much attention as to the practice of sign-up.

The most important thing to remember is that everyone has their own user experience, the difference is that those who are smart let it design for example to a good freelance web designer (abuse it! so they are all there waiting for the fiqo work), the others leave it to chance.

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