Don’t let poor UX design cost you – Web Design Tips: Usability
Research from Glassdoor reported that nearly 2,300 companies were looking to hire a User Experience (ux) designer. If you haven’t looked into your brands UX design (or don’t know what it is) you may be wondering what these companies know that you don’t. To put it simply a UX designers job is to consider all the elements and figure out how they will impact a someone’s feelings, thought process and decision making. As the title suggest a UX designer considers how everything works and what experience that creates for a user as a whole and how that can be improved.
46% of internet users still complain that they come across websites that are too difficult to navigate, while Jakob Nielsen showed that making experiences easier for the user almost doubled conversion rates.
What this means is many businesses are losing customers because they haven’t created a website that works for the person who matters most, the end user. The damage of poor ux design is significant, 48% of users said that a mobile site that functioned poorly was a reflection of a business that didn’t care about its customers. With that in mind we’ve come up with some things to keep in mind.
Web Design Tips: Usability
People want to do as little work as possible. A lot of brand’s make the mistake of having large slabs of writing front and centre on their homepage, it’s understandable, you want to show off your products and services straight away, but it’s actually counter-productive. It is far more effective to give a small piece of enticing information and letting them decide that they want more information. This reduces the chance of users deciding that the page is too much work and clicking away before reading what you have to say.
More than half of internet users leave a web page because of bad or unclear content. On every page three details should be instantly recognisable. 1) What is this page about? 2) What is the benefit for me? and 3) What should I do next. Making this clear from the outset makes users much more likely to comply.
Miller’s law of short term memory overload applies today more than ever. Miller’s law says that people can only hold 7 pieces of information plus or minus two. With this in mind it’s important that your website never asks users to consider or remember more than that.
9 out of 10 internet users have more than one webpage open at a time. So you’re already competing with other pages, you don’t want to compete with yourself. Size, colour and motion can all be used to grab your audiences attention to an area on your page. Make sure you utilise this to draw attention to the details you want your customers to notice most.
Use the knowledge your customers already have. Dropbox was hugely successful in part due to it’s usability. It allowed users to take advantage of cloud technology in the same way they use a regular computer, dragging, dropping, copying and pasting files. By using skills and systems your audience is already familiar with you increase your usability greatly.