The average time users spend on any product website is approximately about 15 seconds. What is the difference between a website that loses its visitors in the first 15 seconds & a website that retains its users until they have achieved their purpose? Yes!! It is the difference in the User Experience(UX).

Suppose, you visit an online shoe store and you then discover that you can’t filter for the qualities that you are looking for in a shoe. And then, you somehow find the right kind of shoes, but, there aren’t images of the shoe from different angles. At this point, you would be frustrated and the chances that you will proceed to purchase the shoe are slim. All this is due to the poor website design that did not consider User Experience(UX).

What is User Experience(UX) Design?

User experience(UX) refers to the complete, comprehensive experience of users while using your website, across every aspect and facet. UX Design involves analysis of how easy and comfortable your website is for users, by which paths and which elements of your website they find useful and which they ignore.

Creating a great UX involves observing, analyzing, ideating, iterating and testing. It is about turning bad experiences into good ones. UX also counts on usability. Is your website successful in fulfilling users purpose?

User Experience varies from user to user. A well planned and neatly designed website enables a good user experience.

A website that people don’t find very useful or the ones which are not easy to use will not retain users. Every little bump will affect the user experience and the website will see more visitors leaving. However, a website with great user experience will convert visitors to customers.

Key elements of the User Experience Process

1. Research

This is primary and essential because at this stage we interact, search and research on concepts, business, competitors and our target audience. It is important to understand what issue the product is trying to solve and to know the user’s perspectives on the kind of solution they are searching for.

We analyze and gather information through questionnaires, in-person meeting, web search, etc. There are innumerable techniques but, the goal is to understand the vision of the website and align it with the needs of the users. This phase focuses on the complexity of the design, the technologies and the platform on which the design will be implemented.
 

2. Persona Mapping

Persona mapping makes way for developing a more holistic profile of your user groups, by considering the aspects of their behavior, interests, needs, and expectations. So, website developers are able to understand user behavior on a relatively intimate level. This allows them to develop a user experience that addresses different user needs in the most ideal manner possible.
 

3. Information Architecture

Website information architecture is a visual representation of all the aspects for a given user’s journey through the website. The entire user journey must remain as efficient and seamless as possible that is achieved through research insights and mental model mapping. Even a few basic errors can confuse and prevent users from further proceeding on your website.

To avoid this, prioritize the most essential features of your product and then create clear navigation which is the skeleton of the website. It would be easy for users to find what they are looking for through clear navigation. Ensure to categorize & structure the information as information hierarchy plays a major role in content performance.
 

4. Sketching

Sketching provides a visual reference to thoughts regarding the look and feel of the product. In the initial stages of user experience design, there are plenty of ideas striking the designer’s mind. In that case, it is not feasible to go about crafting a detailed, high-fidelity system wireframe for each idea. It would be easier to draw out, iterate, and reiterate each unique idea on paper. This enables to decide on one cohesive wireframe.
 

5. Wireframing

Wireframing is the development of a skeletal user interface structure, without any visual elements. The purpose of a wireframe is to present clients with visual insights into the thoughts or ideas of the designer.

We are already aware of the fact that images & videos are more powerful than words. Each user will have their own perceptions regarding the product. So, visuals will allow them to explore the actual product appearance. Sometimes, designers also provide clients with prototype versions of ideas using the wireframes. This illuminates the comprehensive ability of the client thereby, augmenting their ability to validate the designer’s thoughts in real-time.
 

6. Evaluation

User testing should be conducted to see how users respond to your website design and observe their behavior. You can test whether your content has the desired effect on your users through techniques like A/B testing.

Some Practises for Best User Experience Website Design

• User Experience focussed website design

Users tend to forget the data and text content, but they will remember the experience they went through on visiting your website. Textual & visual content, layout and interactive elements work synchronously to present the user with a positive experience. UX design is the result of application and web work.

Your website should stand out from the flooded quantity of other websites to create a unique impression for your visitors. Some websites contain more visuals and interactive qualities that set them apart from others in this highly competitive world.

• Websites will be scanned, Not Read

Your website should be scannable because, people do not prefer reading websites, rather they would scan them. Infographics and visuals are the best way of conveying instructions/data. Making your webpages scannable will appeal to your audience. Many users would scan your content and then switch to reading when they want to know more.

• Clarity and Simplicity

In just half a second, users evaluate the design of any given website. So, you have to decide wisely as to what you want your users to do. They shouldn’t find difficulty in finding action buttons. User Experience(UX) design includes making your website highly usable for the majority of users and allowing extra, hidden features to be displayed only when required.

A clear, consistent website design is simple for users. They will then be aware of when you are reusing colors, behaviors, and aesthetics. When users are familiar with some of the aspects of the design, it makes the process clear and easier to use.

• User Experience Qualities

The factors of UX can be represented in the form of a User Experience Honeycomb. At the core is the value that you are providing to the client, surrounded by hexagonal shapes of the following:

1. Useful – Content should be original and should serve a need.
2. Usable – Website should be easy to find.
3. Desirable – Design elements should bring about emotion and appreciation.
4. Findable – Content should be easy to locate and navigable both, offsite and onsite.
5. Accessible – Content should be easily accessible to people.
6. Credible – Users should believe and trust what you tell.

Over the past few years, the importance of UX has gone from merely creating products to crafting positive consumer journeys. Thus, the concept of UX takes the spotlight. Therefore, the usability and functionality of a website should be designed from a user’s perspective.