In the current digital world, user experience (UX) design plays a fundamental role in creating successful websites. By focusing on the needs and expectations of users, we can deliver satisfying experiences that keep them engaged, satisfied, and likely to recommend our website to others.
In this blog, we will cover the following topics:
- How do we know if our platform needs a change?
- What are the first changes that should be prioritized?
- What should we consider when making changes to our platform?
- Consequences of improving UX
How do we know if our platform needs a change?
When examining a website, we must consider some key elements to create that satisfying experience. But first, we need to determine if our platform warrants it.
It is essential to understand that a website or application should be in constant evolution. This means that we should always employ different tools to measure the usability metrics of these products. Additionally, it allows us to gauge user satisfaction and identify any flaws.
By using tools like Hotjar, gmetrix, pagespeed, among others, we can determine if the functionality, architecture, and SEO of our page are optimized. These tools provide information on user engagement, tasks performed, page load speed, and many other metrics.
Once we have this information, we can establish a priority order for making changes.
What are the first changes that should be prioritized?
The following points should be considered on any platform to provide a satisfying experience and result in increased revenue and greater exposure for our company.
User-centered design: The fundamental first change is to put the user at the center of the design process. This involves understanding your target audience, researching their needs, goals, and behaviors. This is implemented through a Buyer Persona, a semi-fictional user of your platform where you have all the information required to tailor the website experience to their expectations, improving usability and overall user satisfaction.
Clear information architecture: An intuitive and hierarchical navigation structure is essential to help users easily find the information they are looking for. Use categories, tags, and drop-down menus to organize content coherently. Clear navigation facilitates website exploration and enhances the user experience. Additionally, the platform should have optimal layout to enable users to find what they're looking for and keep their attention on these elements.
Responsive design: In the era of mobile devices, it is essential that your website is accessible on different devices and screen sizes. Ensure that your design is responsive, meaning it automatically adapts to any device, from desktop computers to tablets and mobile phones. Responsive design guarantees a consistent experience for all users.
Fast loading speed: The loading speed of your website has a significant impact on the user experience. Users tend to abandon sites that take too long to load. Optimize your website's performance using techniques such as image compression, caching, and file size reduction to ensure fast page loading. Also, keep your code tools and platform links up to date.
Appealing visual design: An aesthetically pleasing and visually attractive design captures users' attention and provides a satisfying experience. Use an appropriate combination of colors, readable fonts, and visual elements to create an attractive aesthetic. Ensure that it is well laid out, as mentioned earlier, and that the text is legible and complies with different accessibility rules. Also, maintain adequate contrast to facilitate reading and understanding of the information.
Page security: To gain user confidence in our platform, measures such as redirecting to HTTPS, using updated code libraries, and maintaining constant security patches must be implemented. This is to avoid any situation that may arise with the information provided by users.
Design principles: It is crucial to apply design principles when creating or improving a design. This ensures a coherent design that grabs attention, remains at the forefront, and creates positive experiences for users. There are many principles to follow, but the most important ones.
>>Best success stories of companies with UX/UI strategies<<
What should we consider when making changes to our platform?
Here are some important points to consider when making changes to your website, application, or other platform:
User research: Conduct thorough research on your users and their needs. Understanding who they are, what they expect from your platform, and how they currently interact will help you identify areas for improvement and make informed decisions.
Business objectives: Clearly define the business objectives you aim to achieve with the UX changes. These objectives may include increasing user retention, improving conversions, or driving engagement. Aligning your changes with business objectives allows you to make strategic decisions.
Usability testing: Conduct usability tests with real users to evaluate how they interact with the new UX changes. This will help you identify potential issues, weaknesses, and areas that require further improvement. Adjust your designs based on feedback and test results. User-centered design: Prioritize usability and ease of use in your UX changes. Ensure that users can perform tasks intuitively and without difficulties. Simplify workflows, use clear language, and provide visual feedback to guide users throughout their experience.
Consistency: Maintain consistency throughout the platform design. Use consistent design patterns and elements so that users can easily understand and recognize components and actions across different parts of the platform. This helps reduce the learning curve and improves user familiarity.
Accessibility: Consider accessibility in your UX changes to ensure your platform is usable for people with disabilities. Comply with accessibility guidelines, such as the WCAG 2.0 standard, and ensure key features, such as color contrast, keyboard navigation, and screen reader compatibility.
Iteration and continuous feedback: UX changes should be an iterative and ongoing process. Launch incremental changes and constantly gather user feedback to assess the impact of the changes and make additional adjustments as needed.
>>UX: a lever that drives the entire sales cycle<<
User feedback is invaluable for understanding how they feel about the changes and identifying areas that still require improvement.
Consequences of improving UX
The positive changes brought by improving user experience can greatly impact the company. Here are some of these consequences:
Improved user retention: A platform with good UX tends to retain users for longer. If users find value and enjoy using the platform, they are more likely to return and use it regularly. Improved user retention can lead to sustainable growth and a more engaged user base.
Increased engagement and interaction: Improved UX can foster higher user engagement. If the platform is easy to use, appealing, and provides a satisfying experience, users may spend more time exploring and utilizing its features. This can increase interaction with the platform, such as leaving feedback, sharing content, or making purchases, which in turn can generate higher engagement and business benefits.
Enhanced brand reputation: A platform with exceptional UX can help improve the brand's reputation. Satisfied users who enjoy their experience on the platform are more likely to speak positively about it and recommend it to others. This can generate a positive brand image, increase visibility, and attract new users.
Competitive advantage: In an increasingly competitive market, an improvement in UX can differentiate your platform from the competition. If users have a superior experience on your platform compared to other options, they are more likely to choose and prefer it. A competitive advantage based on strong UX can help attract new users and retain existing ones.
User experience design (UX) is a crucial aspect of creating successful websites and meeting user needs. By implementing the first 7 UX changes discussed in this article, you can significantly improve the experience of visitors to your website. Make a list to prioritize these changes and consider which ones are most important for your platform. Once you have implemented the changes, you will see all the positive consequences that result from satisfying user experiences.
>>Continual improvement applied to the business model and value proposition<<