Your website is an essential channel to reach customers and prospects 24 hours a day, seven days a week. Your website drives sales, captures new leads, and provides customers valuable information about your products and services.
Too often, though, brands prioritize impactful design or trends over website user experience. The result is an expensive and aesthetically pleasing, but confusing and friction-filled website that bleeds users and skyrockets bounce rates.
We all want our digital brand representation to have a WOW factor - to capture audience attention and help us stand out from the competition.
Today, we'll explain what User Experience (UX) is and why it's good business.
What is User Experience (UX)?
According to Adobe, "User experience design (UX) is the practice of enhancing user satisfaction with a product by refining the usability, convenience, and pleasure provided in contact with the product."
UX heavyweight, Nielson Norman Group, agrees, "The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use."
UX goes far beyond "good" design and appealing visuals. A UX designer or architect asks critical questions like:
- Who am I designing for?
- What motivations and values are important to the user?
- Where are they getting stuck or confused?
- How can strategic design add value to the customers' buying journey?
The UX is analyzed from the drawing board and at every step through website completion, to ensure a simple and seamless digital experience that is integrated, comprehensive, enjoyable, and aligned with customers' needs, use cases, and values.
The best creative teams blend beauty and UX effectiveness in every website design. They marry intuitive navigation, logical thought sequence, clear calls-to-action, heuristics, and context with enticing imagery and adaptive content. Every design element is thoughtful and purposeful, not merely "cool" or "flashy".
Why Good UX is Good Business
Providing first-class UX is an ongoing process, and it starts with placing the customer at the design processes' core. This customer-focused clarity and strategic execution has the added benefit of driving business goals and reducing development inefficiency.
In fact, 50% of development and re-work time is reduced through defining usability up front.
Build thoughtful UX into your business model to nurture customer loyalty, motivate intent to purchase, increase revenue, and decrease costly rework.
Learn More About UX Design
Good UX is all about creating compelling, user-friendly experiences that inspire memorable brand interactions, increase engagement, and solve customer pain points. It takes a data-driven and customer-centric approach to design and development decisions - with the user journey always top-of-mind.
Your website is a large marketing investment. Thoughtful UX ensures your budget isn't wasted and your audience enjoys their brand experience, takes action, tells their friends, and returns for more.
Need help maximizing your user experience? Contact us to speak with one of our design experts.
Have a question about UX? Tell us in the comments and we'll respond ASAP.