“Good design is actually a lot harder to notice than poor design, in part because good design fits our needs so well that the design is invisible.” Don Norman
What is UX?
‘An experience is a story, emerging from the dialogue of a person with her or his world through action.’ (Hassenzahl 2010, pp. 8)
Each person has their own definition of User Experience (UX) so it can be difficult for newcomers to understand what is meant by the term UX. UX refers to the experience a person has and who they feel when interfacing with a system.
Technologies have become progressively more complex as the industry advances and they are embedded into people’s everyday life to such an extent that our experiences are mostly created and shaped through digital devices. What used to be a one-way medium has evolved into a very rich and interactive experience and from this arises the importance to not just test the product but to test the interaction between users and the product. Users’ needs are always changing as they continually evolve their expectation, so continuously testing the user experience of your product is vital to stay relevant and ahead of the competition.
Working in UX requires many skills, below is just a small subset.
What is UX design?
UX design is the process of enhancing the end user satisfaction with a product or service as well as increasing business KPIs (if you have a great UX designer they’ll deliver both). In simple words, UX design is about how to create technology that can fit human needs, solve problems and make life simpler.
The more you understand your users the better you can design a product that is attractive and meaningful. User-centred design (that aligns your design to your users needs) will ensure the design of a successful product and an enjoyable user experience.
A UX designer will ensure a product logically flows from one step to the next. UX design experts study and evaluate the ease of use of the product, the perception of the value of the interface, the efficiency in performing tasks coupled with business needs.
The checkout process of an e-commerce website is frequently evaluated in terms of the user experience because it’s often a major jumping off point when customers are transacting. Testing how easy and pleasant users purchasing something on the website can be utilised to identify the challenges and obstacles that users face.
As human beings, we are all different. What works for one person might have the opposite effect on another. For this reason the aim of UX is to design for specific user groups (personas) experiences, promote certain behaviours and habits; user experiences will be different and unique for every product. The design process must be tailored to goals, values, needs and expectations related to a specific product.
What’s the difference between UX and usability?
There is some confusion around UX and usability; they are often used synonymously, however in reality, usability is a part of UX.
UX addresses to how the user feels when using an interface; it is more related to the overarching process and interaction with the product, whilst usability is about whether a task can be achieved in a satisfactory time and manner. In fact, according to ISO 9241, usability is purely regarded as efficiency, effectiveness and satisfaction.
Whereas UX entails everything that effects how a person interacts with something and can include a whole variety of psychological and social factors; social proof, trust, emotions, frustrations and satisfaction. Usability is just one part of UX.
Which research methods are involved in UX?
The methods for researching UX are numerous and they are strictly related to the nature of the research and the final aims of the testing. Each research is tailored to which aspects of the interface is to be evaluated.
Some of the research methods in UX are:
Is the setting of the research important?
The setting of the research is very important – a poor environment can undermine the validity of the test. As in psychology, the success of research is also based on the environment in which it has been run. A comfortable, cosy and natural environment will help users feel relaxed and behave naturally, as if they were in their natural setting: their own home. Keep It Usable pioneered the home style UX lab – our Home UX Lab has a living room design and cosy, relaxed feel to put people at ease and gather deeper insights so you get more value from your research.
What are the benefits for your brand?
Knowing your users and designing for them has a lot of benefits for your brand image, the engagement of your users and on your revenue.
UX design deals with users emotions and feelings and it has long term effects as well as immediate ones. For example, a simple improvement in the checkout process of a website can massively increase the revenue and, at the same time, it will grow loyalty resulting in repeat customers and referrals. If users find the product useful, pleasant and easy to use they will return and use it not just once but whenever they need it.
A positive user experience will make users wonder how they could live without your product!
In the digital era, a website is often the first point of contact that costumers have with your brand. We have evidenced in our research, that first impressions have a big impact on user behaviour and their decision making process. It takes just a few seconds for users to judge if your brand is worth their time; remember that a bad user experience will put them off, undermining their trust in your company and compromising future use of your brand.
Would you like to evaluate and measure the UX of your website or product?
Do you need help improving your online sales and conversion?
Would you like to understand your customer behaviour and opinions, discovering the whys behind your data?
Do you need to get your business thinking from the customers perspective so you can make informed, strategic decisions to increase sales?
Do you want to improve the quality of your customer research so you get deeper insights and more true-to-life behaviour?