UX – the tip of the iceberg

Have you ever visited a website, not understood what you’re supposed to do, and left as quickly as possible?

Or have you even searched for certain information on a website but could not find it and eventually gave up? In such cases, those websites were probably not UX specified.

But hold on a minute, what is UX?

The User Experience (UX) is what happens to the potential customer while visiting your system ( your website, software or app), in search of a product or service.

The user experience is influenced by the user interface (UI), or as defined by the Nielsen Norman Group, who coined the UI and UX terms, “a user experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”  

The basic requirement of a great user experience is meeting the customer’s exact requirements with no unnecessary complications.

The product or service must be simple and elegant, fun to hold or use. The real user experience must offer so much more than just what the customer wants, so much more than just completing a checklist.

In order for a company to achieve an overall positive user experience, all services must be supplied along one continuum, including engineering, marketing, graphic design, industrial design and interface design aspects.

So what does all this actually mean?

It means that the user experience should be good, clear, easy and especially enjoyable – with the aim of getting the customer to act, following their positive experience.

Donald Norman first used the term User Experience in 1990, referring mainly to the user interface – the interaction between the technology and the person, with the aim of achieving a certain objective. However, in recent years, the realization has grown that the user interface is only one aspect of the user experience, and that it also refers to information architecture, strategy, marketing and technology, and personal emotional aspects.

The user experience is a significant part of the comprehensive system solution and is considered a critical and crucial component along the customer journey.

Steve Jobs contributed greatly to the user experience by placing great emphasis on the user experience with all Apple products – from getting consumers to look forward to a new future product to the actual purchasing experience, including the great packaging, the product itself and the interface and appearance of the product.

How should this be implemented on a website?

First let’s start with what not to do!!

When you click on a button, for example, you want to see a response (a change in color or size). When you send a form, you want to receive recognition. When you read an on-line article, you want to know that the source is reliable and trustworthy. When this doesn’t happen – user become unhappy.

Have you ever visited a website that wasn’t updatee or contained irrelevant information ? You probably won’t be going back to that website – right? Or have you ever looked for contact details but not found them? That is so frustrating and makes you question what will happen after your purchase the product and need customer support. This means that the accessibility was not defined and designed correctly.

Does the website look messy and cluttered? Are you not sure how to continue the process? This means that the aesthetics and hierarchy were probably not defined correctly.

And if the website doesn’t suit all mobile devices – the company could lose many potential customers.

How about when you’re looking for one thing, but you end up on a website that is offering something completely different? This means that the content isn’t suited to the site.

 Create a Positive User Experience

In order to create a positive user experience, your website must be aesthetic and relevant, suited to a variety of platforms, with obvious contact details, clear instructions on how to continue, reliable, updated, transparent, accessible, convenient, and more.

In other words, in is important to create a positive user experience that attracts users and ensures they can navigate and find their way around the website easiliy. This will make them want to stay on your website, find out more  information, enjoy the site’s look & feel, and in general, have fun.

It is really important to work according to these guidlines, to understand that the users are motivated to act by the website. Once a website is well defined, everything else will fall into place, and the user will navigate exactly to where we want them.

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