Why Is UX Important To Your Website?
There is a lot to say about UX or user experience. But there isn’t really a definitive true definition of what UX and UX Design truly are.
What does UX mean?
The concept of user experience (UX) has so many different layers to it which includes layers of many different regulations. These do include informational architecture, creative design, interactive design, accessibility, credibility and usability.
It’s also important to remember that user experience is not just how someone sees something on a website but also how the user interacts with them. Another important aspect of UX is the user's perception, efficiency, and effectiveness. Improvements to user experience are really important because having an underperforming user experience is a factor of conversion rates, impacting sales and revenue. As the creative design, UX can be subjective, but the characteristics from which UX is made up are objective.
What are the User Experience Goals?
There are many factors and goals to look at with user experience. Having a full depth understanding of the user’s needs, requirements, capability, values, and user limitations. On top of that UX would need to consider the goals that the business has set out, its objectives and the overall project’s scope. With all this, there are up to six factors that users can find value that is being provided to them.
- The overall content needs to be Useful, where it needs to be fulfilling the user’s needs and should be original
- Having your site Accessible will appeal to all users who even have disabilities
- Trust is key to making your site Credible
- Making sure your content is easily Searchable on and off-site
- Having your site Desirable is where you inject design to invoke recognition and emotion
- Your site has to be Usable where it needs to be easy
All these then lead to the valuable aspect of the entire projects’ user experience.
How to implement UX goals?
Having these 6 goals in mind and the business values well defined and creating the successful components in the user-centred design will lead to a site that has high conversion. First things first though, building a good user experience is fundamental. How?
User research is something that is the most important part of any good user experience. There are many forms of user research, including user testing - such as focused group observations and even one on one interview feedback sessions. Heatmap analysis, analytic research, and best practices are factors of how you can build user-focussed behaviour, their overall needs and functionality.
What we do here at Blend is just that. We start off by understanding the customer’s needs first, what it is they want to achieve and their end requirements.
We would then set up HotJar onto the site where the heatmaps will let us see users mouse movements, their scrolling behaviours, and click states while analysing this from a best practice perspective to enhance user testing well as our industry experience. On top of this, we look at Google Analytics and see the real-time experience, age groups, returning customers, and organic sessions and where users are coming from. In addition to this as we are a dedicated Shopify Agency, we look into the analytics of the merchants’ Partners store and generate a drop off percentage table from add to cart to reach checkout and see if there are ways to improve this area.
Now we have these - we turn to User Testing through www.usertesting.com and use the full library of testers, creating screener questions, generating tasks for testers to complete, which will turn into videos analysed by our team of user experience designers. When we analyse, we generate a list of user requirements. These user requirements are formulated into a list of user stories and once these stories have been created, this is where functionality and technical specifications are written to then deliver a site that not only looks good but also functions as per the user testing requirements and needs.
A new workshop we like to call MuSCoW (Must Have, Should Have, Could Have, Won't Have), to have these requirements under one of these will lead us to create a new site map. Once this is done, a detailed mockup or wireframe, which is still to be tested, is created (moving into the cycle once again) to fully encapsulate a great looking UX designed site.
Is UX easy?
The simple answer is no. Yes, UX is intuitive; however, being a user experience designer is more complex than you think. It requires lots of determination, but it will be very easy for someone who wants to start to become a UX specialist to give up without the motivation to continue easily. What we mean is you’ll need to know standards, consistently evolving standards, learn the basics of design and development of what is possible and what isn't. Someone can not study UX Design in a day; it takes years of experience to understand the approach - you’ll never become a master. Even if you have a PHD in UX, there is more to learn. Having a background in design will aid the learning as UX Design is based on design principles from typography (which font to use and where), and to also know the right colours to use.
What are UX Best Practices?
UX best practices change from what we have learned through the years, but the core values stay the same. These core practices help get a better understanding of what truly makes a good user experience.
Research, discovering needs and requirements. Sitemaps are essential, which informs design decisions, eliminates pages that are not needed, including duplicated content. The use of sticky headers, making users explore easier Clear, practical and concise messages - that goes without saying, making it meaningful, valuable and always keeping it consistent and using terms users are familiar with. Test, Test and more Tests
How can you tell if your UX is bad?
That’s another difficult question. Our Lead UI/UX Designer is convinced that many traits determine if a website that is offering a service or a product is deemed to have bad UX. There could be more, but here are just a few:
Whether the site is slow on loading Messy layouts (allowing users not to do what they have come to you for) Enforce users to do something (Click Here or Scroll Down) Functionality - make your website work from the start Have no contact for users to reach you Having no Up to date content If it’s all about the sales (show users you care too)
So the question here is, why is UX so important?
In simple terms, the user experience needs to answer the user’s requirements and needs—aiming to provide real possible experiences that users can stay devoted to a brand. With that, having a meaningful experience will help define the journeys that customers will take on the site - to convert better and to generate more revenue and sales-driving your business forward.
Truly investing time and energy into UX can reduce the cost of the results moving forward. As an investment with user testing, research and analytics, you’ll be aiming for great success from the beginning. What we mean is that most of your issues will be coming from usability, which would have been spotted at the initial stage of prototyping. This step is defined by what we call mockups of your final site and, in turn, used to test before any sort of launch, reducing the amount of time that can often come from improper testing.
Another standard benefit of why UX is so important is that it could help your conversion rates. Having an easy to use website will make you stand out from the crowd and your competition. However, there are sites out there that focus on fancy, overindulging designs, which look great, but in the long run, drive the customers away. The phrase that our Lead UI/UX Designer has instilled into the team is “Humanity. Simply impatient”, which is a testimonial to any form of website or apps. So reducing the effort that someone can purchase or make use of a service is more important than ever before, maximising efforts to increase the conversion rate number across the site.
There are several ways to optimise the conversion rate, but we will talk about this in our next blog, “How to increase your conversion rate optimisation!” in the meantime, read our blog on why CRO is important for your Shopify store.
Lastly, user experience also can increase your SEO, which is strange, however true. We are sure you’re aware that Google, the powerhouse driving all of this, promotes that exceptional UX can improve your Ad Rank on Google Ads, as it's an element of Quality Score. Additionally, from an SEO perspective, UX forms part of the core algorithm, Core Web Vitals and Mobile Algorithms too. Take a look on the importance of Core Web Vitals.
How Blend can help
If your company is looking for an integrated team, ready to deliver “world-class” solutions to your User Experience related obstacles, Book a call with us and let's get the conversation started.