User Experience Design | It might look great, but does your website really work for your users? When was the last time you took a close look at your website, from your users’ point of view? It may be well-designed, nicely branded and rich with features and content, but does it really work for the people who visit?
We offer some practical tips to ensure that visitors to your site have the best possible experience.
1. Be Task-Oriented | User Experience Design
People come to your site with something in mind they want to do. It’s a priority for them, and hopefully it’s a priority for you too. So rank all the features and content on your site, and find out what’s the most important to people. Then make sure they can find that on your site very easily – via navigation and search. Don’t make them think.
2. Keep the Goal in Mind | User Experience Design
You’ve got a site, because it’s a tool that will help you further the mission of your agency. That’s the only reason it exists, and it should do a good job at this. So make sure you’ve got a good understanding of your organization’s goals, and that you can align your new product with these goals. It’ll keep you on track, and get you the great results that you want your site to deliver.
3. Fix Grammar and Spelling Mistakes | User Experience Design
Grammar and spelling is an often overlooked aspect of user experience. Given that UX is so heavily focused on invoking trust through design and communication, this is key. Spelling and grammar mistakes look sloppy and can quickly undermine a site’s credibility.
4. Identify Primary and Secondary Actions | User Experience Design
On a product page, it’s the ‘add to basket’ button; on a contact form, it’s the ‘send’ button. These primary actions are the things that you want your users to do above all else. Secondary actions, like adding the product to a wish list or saving form progress for later, are less important. Firstly, consider whether you really need those secondary actions. Do they provide useful functionality or are they just a distraction? Form ‘reset’ buttons, for example, are often counterproductive or even dangerous. Remove unnecessary or unhelpful controls.
5. Communicate Possible Actions | User Experience Design
Just like physical objects in the real world, digital objects on a computer screen provide certain clues as to how we can interact with them. Buttons look like they can be pushed, handles look like they can be pulled and links look like they can be clicked. These clues are called ‘affordances’ and are one of the most important usability considerations. Objects that look like they behave in a certain way or perform a certain function when they don’t are said to be communicating a ‘false affordance’.
Whether you’ve been hit by an update for poor user experience or not, a lot of these things are easy to fix and will inevitably have a positive impact on customer experience, shareability of content, site reputation and ultimately revenue.