5 Great UX Design Practices You Probably Forgot
1. Good design should save time
This is a great time to be an internet user, with websites becoming easier to use and apps growing more intuitive. This leads to a dynamic shift in what “good web design” means, which may be bad news for your “page on time” metrics. Great UX should be intuitive and save users time with clear calls to action and site navigation.
The recent shift from “journey mapping” to “failure mapping” allows UX designers to better anticipate and model both normal and non-ideal scenarios that cause visitors to wander sites aimlessly or get stuck without converting.
Plus, page load speed continues to grow more important for overall SEO. The first course of action is to present the visitors with the best path so they can click from point A to conversion without a bunch of “brand standard” or “necessary for the design” clutter in the way.
2. UX should be in motion
Every webpage should be optimized with some type of motion to reduce interstitial anxiety. Interstitial anxiety refers to the time between a user completing an action and receiving a response. This anxiety occurs when a visitor clicks a button to buy an item, then the page goes white while the next page loads. This situation challenges UX designers to optimize that momentary lag between pages.
One way is to do away with some of your pages—or at least drastically change or restructure them. And while this may hurt your average page views metric, it exchanges a clogged user experience with tons of pages for animations, slides and transitions to seamlessly move visitors from one page to the next. This way, users never feel abandoned while awaiting an action on a website or app.
3. Age-adaptive websites are a thing
Why should a 16-year-old and a 56-year-old share the same website experience? Just as websites are already coded to adapt their layout to a range of devices, they can also adapt their content and structure to a range of ages.
A site visitor’s metadata and browsing history can help shape perceived web-literacy. The website can then adjust factors like font size, brightness and scroll speed depending on the perceived competency of visitors.
4. Avoiding the DIY approach
A great product cannot overcome a bad user experience, so you must provide the best experience possible. Do not assume the best user experience and web designs are simple and punctuated by tons of white space—greater simplicity does not mean greater usability. UX is vital to customer experience and engagement, and everything must be intentional. UX includes the user’s perceptions of site aspects such as ease of use, efficiency and control. These factors are integral when mapping the user journey and designing the perfect UX for the website or application.
5. Don't design for yourself
Your goal is to help users get what they need in a memorable way. While tempting to think that most users will think the same way the site is designed and automatically know where to click or how to scroll, it’s never safe to assume in UX design. Instead:
• Create buyer personas to understand what those user groups want from your site, how the site will be used by each group and where their needs overlap.
• Create user journeys for main user types or buyer personas to map out how the site will be used
• Do some failure mapping to recognize patterns, events and conditions that correlate with failures
• Use A/B testing for things like design elements, UI features and menu styles
• Don’t assume! Do your homework.
Wondering how to improve the user experience on your site or app? Drop us a line.