The importance of UX design and its impact on your brand
In the world of web design, everybody is talking about user experience (UX) and how vital it is to promote customer engagement. Our Digital Lead, Shaun Drage, is currently collaborating on a UX project with designers from across Europe. We talked to him about what good UX design means.
Shaun said, “The aim of UX is to delight your customers and gain not only their loyalty but their advocacy. If the experience of engaging with your brand online is pleasing, customers are more likely to return. With this in mind, it is vital to ensure that your website is fully responsive and works in the same way across all devices and browsers, while also providing your customers with the experience and information that they expect.
“UX design focuses on a customer-led approach which is based on a thorough understanding of customers’ requirements, attitudes and behaviours and takes account of how they feel. Good UX aims to improve the quality of the user’s interaction with your brand and boost perceptions of your products and services. It relies on quantitative and qualitative data and research to create a well-informed user experience that is evidence-based and objective.
“Good UX relies on some basic hygiene factors. Design should apply the principles of emotional intelligence and take account of how users think and feel, or how you want them to think and feel, and the information they require at each stage of the journey. Ultimately you need to make sure that the online experience is simple and seamless and that customers can do what they want in easy steps. The best examples of UX design can almost feel invisible, allowing you to present seamless and clear solutions that make for an effortless and enjoyable experience.”
How does the UX process work?
“Once you have conducted your research, collected your data, and drawn your conclusions, your findings will form the basis of an iterative process that enables customers to engage in ways that meet their preferences. Understanding that no single, linear route will suit every customer, designing a good user experience should accommodate nuances and incorporate flexibility. Before starting the design process, it is important to agree your objectives to make sure that these are aligned with your business goals.
“There are a number of recognised UX frameworks that businesses use which have some attributes and themes in common. There are two key steps for UX delivery as identified in the diagram below which showcases a double diamond UX process. UX can be divided into two main elements of research and design. Research should always come first before you move on to the design stage. Once you develop and define your ideas and create a solution, the next step should be to test and measure the concept.