UXD? (User Experience Design)
Do you know what UX is and how the biggest companies in the world use it to their advantage?
More importantly, do you understand what UX means to you and your organisation?
During the first year at Amazon, Bezos invested 100 times more into customer experience than Advertising.
For those who don’t know, UX is short for User Experience.
User experience design defines how we (the human users) interact with everyday services and products.
Think – websites, apps, coffee machines, etc. It is made up of a variety of disciplines including, but not limited to, business, psychology, market research and technology….and of course, design!
In this post we’ll touch on the history of UX and why if you want to sell your product, encourage visitors to your site, improve engagement, amplify your brand and improve your bottom line,then finding a UX/UI designer is a vital component to your organisations success.
UX is an essential part of the mix and will, ultimately be the deciding factor on whether your business succeeds in today omni-channel marketplace or sinks without a trace.
“Two of the most important characteristics of good design are discoverability and understanding.”
― Donald A. Norman, The Design of Everyday Things
Don Norman coined the term User Experience, when he worked for Apple as a cognitive scientist (1993-1997) . He believed that every touch point should have great UX. From the packaging to the experience of actually using the product, to how people would then then describe this experience to other people. Essentially the whole system.
Rewinding even further back, it could be argued that when Bell Labs hired industrial psychologist, John Karlin in 1945 to oversee the development of the worlds first touchtone telephone keypad, they kickstarted the UX concept. Bell were one of the first companies to introduce psychology to the mix, with the development of their – Human Factors Engineering Dept.
The touchtone telephone keypad. One of the most overlooked, universally used User Experiences the world has ever seen. It since has spread beyond phones, to ATM’s, Keypad locks, Vending machines, Medical equipment…
This is due to the fact that the design of the keypad, the shape of its buttons and the position of the numbers — with 1-2-3 on the top row instead of the bottom, as on a calculator, all came from empirical research conducted or overseen by Mr Karlin.
The key to your Product/Service or Brand/Organisations success is keeping the user at the center of the design process.
“You’ve got to start with the customer experience and work backward to the technology.
– Steve Jobs
One of the main tools your organisation has is your website and it’s here UX can make or break site. User Experience Design not only humanises technology, it keeps your customer engaged, it creates satisfaction and essentially it makes the sale.
According to a recent report carried out by EConsultancy –
“8% of client-side respondents said their company wanted to deliver the best online user experience to its customers. but 55% companies said they weren’t conducting any UX Testing”
Some examples of bad user experience – slow load times, frustrating sites, unclear navigation, asking for registration before checkout. You want to remove unnecessary barriers and speed up your users end goal. Whether that be a search information or completing a purchase.
All of these factors will lead to higher bounce rates and loss of sales…
47% of consumers expect a web page to load in 2 seconds or less.
40% will abandon a website that takes more than 3 seconds to load.
If it takes 15 clicks to buy your premium widget, but 3 on a competitors website who do you think will achieve more sales?
Anything we interact with has user experience both good and bad. Think how a simple door plate on a door indicates you push it to open and a handle indicates to pull. Good design doesn’t need prompts or labels to succeed, it invites you in and removes thought processes that might frustrate or lead to the user ‘switching off’.
According to a recent Forrester study – Every $1 invested in user experience design brings $100 – a return on investment of 100%!
The same report also showed – that a well-designed user interface has the potential to raise your conversion rate by a massive 200%.
UX design, meanwhile, can boost your conversion rate by 400%.
These figures illustrate the fact that you can’t operate successfully unless you invest in these key areas.
The alternative to good design is always bad design. There is no such thing as no design. – Adam Judge
Good design promotes flow throughout the whole system, whether that be your website or your actual product or service. It needs to be consistent across all touch points for you brand to succeed.
Has your business outgrown your website, is it time for a shake up, are you ready to push your business forward and amplify your brand?