One of the most important aspects of any business is the customer experience. It stands to reason that a dissatisfied customer will not return or may not purchase in the first place. When it comes to the internet world customer satisfaction is translated into user experience. Just as a dissatisfied customer will not return to a business a dissatisfied internet visitor will not return to a website. Since so much hinges on this user experience it has become a very important focal point in marketing. User experience is often called UX for short and the plan for making user experience more positive is often called the UX Strategy.
Because there are so many varied criteria by which a user gauges his or her user experience any UX strategy will need to focus several multiple aspects. Often these aspects will be assigned different weight by different users depending on each user’s own individual preferences and priorities. It is also the case that typically a positive user experience will be one in which the user is satisfied in multiple ways without any single aspect being significantly dissatisfactory. When it comes to UX strategy for website design there should generally be a focus on some or all of the following:
Ease of Navigation – This relates to how easy and intuitive the website is to browse. Today’s internet surfer doesn’t typically have a very long attention span and if it takes them too much trouble to find the part of your site that they are looking for there is a good chance that they will simply give up entirely and go somewhere else. Thus sites should include a sleek design that doesn’t overwhelm users, but which does provide them will all the main categories easily and clearly visible so that they can quickly browse through and find what they are looking for.
Aesthetically Pleasing – This relates to how visually appealing the design of the website itself is. That can be everything from the color scheme, font, and graphics used to the size of various display elements, animations, scrolling banners, and more. Web design has come a very long way since its early days and users have come to expect a site that is not only functional, but also sharp looking.
Effectiveness – The effectiveness of a site can be gauged both in terms of how it relates to the user and to the company running the site. An ‘effective’ site is one which makes it very appealing for the user to buy a product or sign up for more information, and which also makes it very easy to do so. Few things can be as frustrating to the user than if he or she wants to buy or sign up and cannot figure out how to do so.
Performance – The performance of a site relates to user experience in terms of how well the site itself functions. If a site takes too long to load or uses plugins that frequently crash or may be out of date for the user then these are all determinants which make the overall user experience much less pleasant. Another rapidly emerging concern in terms of performance is how well the site is displayed across a range of devices such as PCs, tablets, and smartphones.
The Refinery has the skills and background necessary to ensure that your site’s user experience is very positive. We will also be happy to brainstorm with your for new UX strategies and we can offer solutions for problems or simply recommendations for improvement. Contact us for more information and so that you can begin your own UX strategy.