Over the last few months, I have been privileged to work with some of the biggest brands in groceries/food and insurance. Despite them having different products and audiences, they both had the same needs; a website that would convert.
Conversion will be measured differently between the two but the science behind a converting site/app is the same.
The convenience offered by a particular website/app determines whether a user will return to shop again or stop using the product, sometimes forever. According to a joint study by Google and MTM, 74% of users uninstall retailer apps precisely because they are dissatisfied with the interface.
The interface, however, is the end result of UX design.
UX Design is responsible for the accessibility, logic and beauty of a site/application.
UX design is responsible for how the interface works. This is a simplistic explanation but in practice, it’s a multifaceted concept that involves various disciplines. It brings together interaction design, information architecture, visual design, usability and human-computer interaction.
At the end of the process, you should get a product this is useful, easy and enjoyable to use (either digital or physical). It’s about improving the product experience so that users find value in it.
If UX is the experience a user has when interacting with your product, then by definition UX is the process by which we define what that experience will be.
UX design is all around us. Either by commission or omission, someone made a decision on how we interact with a product, either digitally or physically. Think about it, why do road signs have icons instead of words? Why does your microwave beep after warming your food? Or even, why is the answer call button green and cancel call red?
Good UX happens when we make decisions in a way that understands and satisfies the expectations and needs of our users.
In summary, the characteristics of UX design are;
- Used in digital and physical products.
- Focuses on the customer user experience – from the introduction of the product to the point of conversion.
- Creates a rubric of the future application and levels out all the possible difficulties that the users of the product have.
- The result is a product that helps people solve their problems.
Are you not sure about the UX of your product, or want to improve it?
Reach out and let’s have a chat.