Why Is The User Experience So Important?
To seduce millennials, it is not enough to sell products... you have to know how to create unique experiences. From the first contact with your website to customer service, through the purchase process, the user experience adds value at every step of the way. Today we’re going to reveal its secrets one by one.
Let's Start at The Beginning: What Is The User Experience?
The term user-experience (often abbreviated as UX) refers to how a person feels when interacting with a system. This system can be a web page, an application, a program... in general, any form of interaction between people and machines. In the context of digital marketing, we most often talk about the user experience applied to web pages or mobile applications.
UX experts are dedicated to studying and evaluating how users feel about a system, based on parameters such as ease of use, perceived value, usefulness, efficiency in performing the proposed task, and others. .
Another very important aspect of their work is the study of subsystems and processes within a system. For example, they can study what the process of subscribing to a mailing list through a landing page is like, to see how it could be improved so that users convert better. Even within that same landing, they could study how efficient and pleasant it is to fill in the form fields.
Ok... and why is it so important?
Until not too long ago, the only concern for brands when designing a website was aesthetics. But things have changed, and now ease of use is increasingly valued, even above design. Why?
Because the complexity of websites has increased. If a website only has a few pages, most users will know how to interact with it. But today, it is increasingly necessary to incorporate more features and content. Faced with this avalanche, it is easy for the user to get lost, not know what to do or even leave the web before time. Therefore, it is key that the user experience works correctly.
Because we access the pages and applications from a lot of different devices. A very important job of UX is to harmonize the experience across different desktop and laptop devices and make sure the system works on all of them. With different types of mobiles, tablets, laptops or computers with giant monitors, the challenge is not easy.
Because we value accessibility more and more. And by this we not only mean making the web available to people with visual problems (for example), but also to those who have a slow internet connection or an old mobile device. The more accessible your content is, the more users you can reach.
Because users no longer settle for less. To seduce millennials, it is no longer enough to create a unique and quality product, you also have to make the user experience unforgettable. This is a demanding and well-informed generation so you will have to rise to the occasion.
3 Things You Need to Know to Make Your UX Strategy Work
Before continuing, we need to clarify 3 myths very common about user experience that you need to be clear about.
1# The user experience is not universal
It doesn't matter if you hire the best UX expert in the world: your system will never work in all situations and for all users. And it is because if all human beings have something in common, it is that we are very different!
The design that works perfectly for one person may have an opposite effect on another. We can try to stimulate certain behaviors or reactions with our system, but we can never predict exactly how users will interact with it.
And of course, for the UX to work, the design must be adapted to the characteristics of our audience.
2# You can measure the success of your UX strategy... but not directly
There is no single metric that can tell you how well your user experience is working, but you can use certain tracks that will point you in the right direction, such as time on page or bounce rate. If after implementing a new design these indicators improve, you are going in the right direction.
And if you want to know exactly what works and what doesn't... ask your users! Your answers are a real mine of information.
3# User experience and usability are not the same
This is a very common confusion, but actually usability is only part of the user experience. The concept of UX is more complex, since it includes all the elements that influence user reactions to a system. That is, improving usability will improve the user experience... but only up to a certain point.
The Techniques of The Experts in User Experience
How does a user experience expert work his "magic"? This discipline combines multiple skills, techniques and tools aimed at building better systems. These are some of the most common:
Evaluation of the current system. An essential first step to see where we started from, what the weak points are and how we can improve.
A/B testing. UX theories and models are very useful, but to know what works in a specific context, the solution lies in testing. For this reason, a good UX expert will use this type of test to contrast different variants of the system.
Surveys. The user experience is very subjective, and not even experts are capable of reading minds. Therefore, one of the best ways to obtain information about how a system is working is to ask those who use it.
Wireframes and prototypes. Based on the conclusions obtained with the previous steps, the expert will develop wireframes (diagrams of the different elements) and prototypes of different versions of the system.
User flows. Another very useful tool when it comes to visualizing the behavior of people who visit a website more easily. For example, they can be used to see all the steps of a user from when he enters the web for the first time until he makes his first purchase.
Storytelling. Let's not forget: the user experience talks about what users feel when visiting a website. And when we talk about feelings, stories are very powerful. A UX expert uses storytelling to convey information, engage users, and convey brand values.
Design patterns. The patterns provide consistency and elements of comparison between different websites. For example, choosing the right elements for an interface (modules, dropdowns, galleries) based on the task at hand makes the user instinctively understand how to behave. And in the end, this results in a more pleasant user experience. For this reason, a good expert knows how to combine all these patterns to form a unique design that is suitable for the needs of the project.
In summary, a good user experience is key to seducing your audience and transmitting the values of your brand. Get to work and you will see how the results are worth it.