Sometimes we start learning by asking an opposite question, which is what I will do here. Instead of first talking through what a good UX (user experience) is, I thought we could chat about what it’s like not to have a good user experience. Of course, I have a story for you!
I started using a co-working space in Atlanta earlier this year, which has unlimited coffee for its members, so I was basically sold on the first day. I enjoy the flexibility of being an entrepreneur and working from home, but I miss working around other people. (I previously owned a coffee shop, so I love a cozy atmosphere and coffee. Another story for another time.)
Anyway, the co-working space has these small private phone booths you can reserve for meetings. I used them for client calls or to talk with Jamie about all the great coffee I was drinking. One day (in the middle of summer) I sat down in the booth, got my computer and coffee situated, and began working. In a short time, I realized I was hot, no air was moving, it was dark, and I couldn’t see well during my client meetings. I couldn’t find the light or the air and assumed it was just broken. I worked in there for 1.5 hours that day, and left thinking I never want to reserve booth number 6 again! Yikes. The next day I warily stepped into a different booth, sat down and as I turned on the seat, my knee hit a button under the desk, that TURNED ON the light and the a/c!?!?!
The moral of the story is that the button was NOT in an intuitive place. It was hidden. There was no signage. The user experience did not produce pleasant results. I didn’t want to go back (to that booth).
Intuitive design is the cornerstone of a good UX
We all have come to expect quick and easy access to information and searches online. UX optimization refers to the process of creating and implementing a seamless and enjoyable experience for the user while interacting with a product or service online. User experience has become an essential aspect of any website.
One of the key elements of successful UX is intuitiveness. An intuitive design ensures that users can easily navigate and use a website without any instruction or specific knowledge, unlike the switch in the booth. In other words, the user should be able to understand how to use and navigate the website without feeling lost or confused. This not only creates a positive first impression but also leads to increased engagement and conversions. Maybe you’ve heard us mention conversions before?? 😉
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.
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.
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.
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.
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)
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.
Let’s strive towards creating websites that make the user experience seamless, efficient, and enjoyable.
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!