Welcome to the May 2017 edition of Web Talk, helping Kirklees website owners to prosper online
THIS month’s column is about user experience design (UX), and why all websites should be built around the user experience to ensure that they are engaging and deliver the business goals.
What is user experience design?
As websites and website applications have grown in complexity thanks to advances in technology (to build and to access online software), the experience that has evolved is interactive.
For a website to be successful it has to be engaging, it has to deliver the right message in its simplest intuitive form, or the visitor may be lost, and may not return.
Is the website logical? Is it easy to use? Does it give me value?
These are all questions that get asked in our minds (either consciously or sub-consciously) as we are accessing websites.
User experience is how someone feels when they are interfacing with a system. his can be a website, a web application or any piece of software, and it is generally denoted by some form of human-computer interaction.
Why is UX design important?
When developing a new website developers evaluate how users will feel about the interactions as they process through the pages and options in front of them.
This evaluation process is vital, particularly in large-scale web projects, because getting it wrong can be very costly.
UX design takes place before any final design work is done.
The goals are mapped out with various potential sequences, with the objective always being to get a ‘yes’ to all questions that are being asked by the system.
Each stage of a process is carefully considered, for instance in e-commerce, time is taken to review the checkout process to ensure each step is logical and intuitive.
Because UX design occurs before the main design process and coding development, it can be agreed with a client before too much work has been done.
Developing a website that doesn’t work, because of poor user experience (we can all name websites that we don’t go on because they are just confusing), not only costs money but there the lost time and potential revenue caused by having to start again.
Modern design is focused on user-centred experience, providing an experience that is only concerned with usability, rather than a pure focus on broadcast.
UX design is an essential first layer in the development of any bespoke website.
All websites should be there to engage with audiences and taking a user-centric approach will yield high returns.
If you own a website that is not converting, chances are you are not engaging with your visitors and spending some time looking at the user experience could reap valuable rewards.
• To read more on this and other subjects, please visit the blog at www.ascensor.co.uk/blog.
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Ascensor are a digital agency providing website design, ecommerce and search engine optimisation.