Sometimes it is easier to understand something by looking at the opposite. So instead of starting with what a good UX or user experience looks like, let’s start with what it feels like when it is missing.
Earlier this year, I started working out of a co-working space in Atlanta. They offer unlimited coffee, so I was pretty much sold immediately. I enjoy working from home, but I miss being around people. And having previously owned a coffee shop, I appreciate a good workspace and a good cup of coffee. The space has small private phone booths you can reserve for meetings. I started using them for client calls.
One day, in the middle of summer, I sat down in one of the booths, got set up, and started working. Within a few minutes, I realized it was hot. No air moving. It was dim. I could barely see my screen. I looked for a light switch or anything that might control the air. Nothing. I assumed it just was not working. I stayed in there for about an hour and a half and left thinking I am never booking that booth again.
The next day, I tried a different booth. As I adjusted my seat, my knee hit a small button under the desk. It turned on the light and the air.
Same setup. Completely different experience.
The issue was not that the other booth did not work. It was that the controls were hidden and not intuitive. No signage. No indication. No reason I would know where to look.
That is what a poor user experience feels like.
Intuitive design is the cornerstone of a good UX
We have all come to expect quick and easy access to information online. UX optimization is about creating a seamless and intuitive user experience that makes it easy for people to take action.
User experience is no longer just a design consideration. It directly impacts how your website performs.
An intuitive UX means someone can navigate your website without instructions. They understand what you do, where to go, and what to do next. When that is not clear, people hesitate or leave.
And that affects conversions.
Why is intuitive UX so important?
Let’s talk through some of the reasons:
Ease of use
Intuitiveness makes a product or service easy to use, which is vital for attracting and retaining users. If a user has to spend too much time trying to figure out how something works, they are more likely to become frustrated and abandon it altogether. On the other hand, an intuitive design allows users to accomplish tasks quickly and efficiently, leading to a positive user experience.
Increased user satisfaction
A well-designed website with an intuitive interface can significantly improve user satisfaction. When users are able to easily navigate through a website or webpage without any confusion or frustration, it creates a sense of satisfaction and makes them more likely to continue using it. This ultimately leads to conversions, brand loyalty, and positive recommendations or referrals.
Greater accessibility
Intuitive UX design also plays a crucial role in making a business’s products or services accessible to a wider audience. By eliminating complex navigation and instructions, it allows users with varying levels of technical knowledge or disabilities to easily use a website. This not only promotes inclusivity but also expands the potential user base for a product or service.
Competitive advantage
In today’s full market, it is essential for businesses to stand out from their competitors. Intuitive UX design can be a major differentiating factor between competitors in the same market. A website that is easy to navigate and enjoyable to use will attract more users and give an edge over others sites that are complex, confusing or illogical.
How to create good UX for your website
We talked through the why so let’s briefly talk through the how. These are some guiding principles for how to create good UX:
Simplicity and clarity
These two pieces are very important when producing UX on a website. Use language that is easy to understand for your target audience. Refrain from using niche vocabulary and complex sentences that only experts in an industry would understand, unless the experts are your target audience. Keep the content logical and clearly organized. Focus on the text being easy to understand and to the point. This also means only including what is actually needed, not fluffing the content with extra stuff.
Know your target audience
UX is part of Conversion Rate Optimization. One foundational pieces of the building CRO strategy for a business is to understand their target audience. Designing for users should focus on their needs and wants, also the target audience’s technical ability. It is always iterative because the audience will change and adapt, and so businesses must also to remain successful. Testing and offering feedback from customers ensures your business’s products or services continues to meet the customer’s needs and wants. You can read our article about how to gain insight from customers here.
Usability
Good usability is about how well a user can interact with and navigate through your website quickly and effectively, while meeting their needs or wants as a customer. The five attributes of usuability (learnability, efficiency, memorability, errors and subjective satisfaction) are important when designing or redesigning a website. Usability testing is extremely valuable to understand how the user’s experience a business’s website including different elements on a site or pages. This feedback helps guide you making adjustments to your website for good UX.
Consistency
People have the tendency to prefer what they know over what they don’t, and this holds true when it comes to design as well. Consistency in design can greatly improve the usability of a website by eliminating confusion and making it more intuitive for users.
When designing a website or page, it is important to use common design patterns, elements, and interactions that are familiar to users. Not only does this improve usability, but it also enhances learnability as users already have prior knowledge of how something works. The more familiar a user is with the design, the faster they can utilize it. We all know if we want to find a menu on a website, it is likely to be somewhere in the header probably on the right side. How do we know this? It is is true for many websites and so has become a standard or expectation.
Users want control
Give users the options to control what they see or information they can filter on a website. For example if they make mistakes or change their minds, there are options to adjust. Also include options to close, cancel, go back, or undo an action. Allowing the user the ability to make these changes quickly is key. Otherwise it can result in users being unsatisfied and bouncing from the site.
One specific choice to give users is confirmation option. For example, you’re checking out to purchase something online, you fill in all your information and payment method, and then a final display effectively says ‘all this info is correct and you’re ready to buy it?’ If so, you click the button to buy. Woohoo! Equally, if you accidentally added 3 jon boat motors to your cart and you only need one, the option to make changes before purchase is a very helpful! (That may or may not be a real life story)
Conclusion
With the rapid advancements in technology and increasing user expectations, it has become essential for websites to have an intuitive UX. By understanding the needs and preferences of users, businesses can create websites that are not only functional but also easily accessible and easy-to-use for all. Don’t leave your audience sitting in a dark phone booth with no lights or A/C. Trust me on this one.
Want expert help with UX for your website? Schedule a chat here. During our 30 minute call, you’ll tell me about your business, website, and pain points you want to address. If we’re a good fit to partner together on your website needs, then we will send you a proposal with three packages for you to choose the option that fits you best! And just like that, we’ll be tackling the UX design on your website!
