Design is more important to brands than ever before. The constantly evolving digital landscape continues to offer new and exciting opportunities for User Experience Design (UX design) and User Interface Design (UI design).
On average, it takes just half a second of looking at your website for users to form an impression of your brand. Here are five of the best practices that we believe will add value to your UX design process.
1. Have we seen this before?
Check out Domain’s UX design (shown above). It’s clear, and it has all the typical features of a real estate webpage. Keeping the user interface familiar (i.e. using templates that clients are already familiar with), is crucial to keeping customers engaged. If your users have to work too hard, you’ll risk losing them. If you want your exit rates to remain low, recycle templates that you know work effectively. Differentiation comes in the form of ideas, concepts and content – both written and visual. Be as creative as possible with these features. But when it comes to the UX design, one of the best practices is to stick to the status quo.
2. Simplicity Is Key
It can be tempting to incorporate as many elements as possible so users have options when accessing your website. But this approach is risky for a number of reasons. Firstly, it’ll make it difficult to attract first-time users, as they are already unfamiliar with your website process. Secondly, users might be unable to access the exact information they’re looking for, due to it being buried underneath other features. Lastly, a complex UX design might confuse your brand identity for something other than what it purports to be. Avoid these mistakes to ensure your customers are satisfied with their UX journey.
3. Aim For “Memorable” Content
Use visuals, info-graphics and interactive components to build an emotional connection with your audience. These elements are what make your brand ‘memorable’ and position you ahead of the competition. That’s why taking creative risks with content is so important – especially in the first phase of designing.
4. Know Your Audience
Knowing your audience is key to understanding their needs and wants. This informs both the UI and UX design components. Pay attention to statistics that tell you when and for how long users engage with your website. Keeping a close eye on user analytics is one of the best practices to ensure UX success.
5. Keep Your Competitors Closer
Don’t be afraid to draw on ideas from your competition. They are one of your best resources. Look at what has worked for them, and incorporate those elements, but make them better. Conversely, look at what hasn’t worked, or what channels they’re not present in, and capitalise on this to make your brand stand out. This is usually one of the first steps in the planning process.