Without user experience design a product such as a website would have major issues with end users. The company would design the site without the end user in mind, which can create issues with accessibility, functionality, usability and much more. When UX design is implemented, it makes the website better because it forces the creators to think about the entire journey even before the site is visited and afterwards, not just the site visit itself. Then it forces the website design around those findings to provide a great user experience for each site user persona.
What companies tend to do is pay a web designing firm to build their site with no concern for the target users. The company always needs to keep their wants in the backseat when designing the product. Even a corporate site with the main goal of explaining the company history and brand to the consumer should be designed around the end user.
First research needs to be completed on who each end user aka target user will be for the site. The best method is to create personas for every site visitor type. This will include age, gender, occupation, salary, interests, motivations, etc. The more information the better in understanding each end user type.
Once the company understands each end user for their site, they can build their UX design around them. The best way is to first answer why the end user wants to use the site over competitors, and this will focus on their motivations, values, and views. Second step is to focus on what site features and functionality they need to complete the reason they came to the site. Third step is to focus on accessibility and aesthetics.
Accessibility is a major factor in usability. An example is a site for that provides medical services to the elderly. The site should use a font style and size that are easy to read. There should be an option for voice to audio as well since low vision is common in this demographic. A site that is aesthetically pleasing to this demographic would be less flashy multimedia, short and concise copy with clear navigational menus that are easy to read. Site menus should be kept with few navigational menus to not overwhelm this end user type.
When these steps are taken the site will be designed to satisfy the end users’ needs and they will become loyal customers. We’ve seen the opposite. That is when we are called in to help. This is after the company spent thousands on building a company-centric site that is hard for the end user to use. For instance, a company that makes a site long form (a lot of scrolling) with too much branded content. This can easily confuse the user and make it hard for them to know what to do or where to go on the site.
The end user only cares if the site can help them solve their problem. There is never a need to load the site, especially the very first page they see, with marketing fluff, company history, and staff bios. UX design keeps the company in check to always provide the best experience for helping the end user solve the very reason why they came to the site in the first place. And if it is to find out who works in HR, it needs to be in an easily accessible place away from the home page.
UX design forces the company to understand that site clutter kills user retention and return users. Keeping the site concise with copy and media will do wonders to not only navigation but to functionality since it will put less strain on the server and boost site speed.
The site should be designed for the first-time user. This means that everything is designed to make a great impression in every aspect. Winning over the first-time users is everything in UX design. This will help to decrease the company’s marketing spend on campaigns to get consumers to comeback to the site. Users will always come back to a well-designed site.