It is no longer enough to have a great product or service. Now, companies must prioritize user experience (UX) to capture the target audience's attention, drive conversion rates, and retain loyal customers. To excel and lead with effective UX, adhere to the following design principles.
1. Give the Users a Seat at the Table
Metaphorically speaking, users must sit at the design table so that companies can accurately understand their preferences. After all, what is intuitive to a site designer might not be the same thing that is intuitive to a customer. It is crucial to hear the user’s feedback and take action. So, how do companies give users a seat at the design table? Ultimately, the communication pathways depend upon the user. Companies can leverage social media platforms or email to conduct surveys and quizzes. To incentivize users to participate without influencing the quality of the feedback, provide a nominal incentive for their time. Something like a 10% off coupon or exclusive access to a sale may be enough to inspire a customer to provide feedback on UX without creating a falsely positive lean.
2. Minimize the Cognitive Load
The cognitive load, as it applies to UX, is the amount of thought and energy a task requires from a user and how natural it is for users to recognize a design schema and understand a website. Although it is customary to want to show off the results of time and labor-intensive endeavors, UX is different. In fact, UX is best when it is invisible. Customers gravitate towards effortless experiences and perceive them as intuitive. Experiences are considered effortless when completing tasks and understanding the site is easy. UX is perceived as intuitive when the cognitive load is as small as possible.
3. Prioritize Functionality
While the website needs to have a strong and attractive aesthetic, no company wants to lose customers for style over substance. Dedicate resources to perfecting the functionality before investing time and money into the visual appeal.
4. Simplify the Design
Speaking of simplicity, it is also important to simplify the aesthetic design. The standard minimalist style in website and application experiences these days is more than a trend. It is essential for attracting customers and keeping them engaged. Too many decorations or extra flourishes can distract customers from their goal or overwhelm them so much that they bounce to other, less overwhelming sites. Keep the wording simple and the decorative touches to a minimum so shoppers can go straight browsing and buying. Offer options with clarity, confidence, and brevity so customers can feel comfortable shopping and confident in their purchase decisions.
5. Be Consistent
Consistency is the key to developing a clear schema that customers can quickly detect and effortlessly follow. Users can more easily navigate the app or website and make decisions when they get a feel for the style. With consistency, the site itself fades into the background, and the positive experience is what shines in the foreground. Consistency also helps customers form clear memories and beliefs about products and recall the company when inspired.
6. Get Creative
Consistency, simplicity, and clarity do not have to nullify creativity. Think outside the box and bravely take design risks. This is how innovation happens. Let the brand’s voice lead the creativity so that it feels authentic and relevant instead of arbitrary. Test the ideas with the target audience so that the final product is experienced and perceived as it was intended.
7. Incorporate Personalization
During a survey conducted in 2022, 62% of consumers said a brand would lose their loyalty if it provided a non-personalized experience. This shows that personalization is expected and must be a part of every website and solution. Companies can responsibly leverage data to improve the user experience and make genuine connections with their audience.
8. Account for User Error
There is no UX so perfect that it will prevent user errors entirely. The best UX designs leave room in the design for user errors. But what does this entail? One way companies can account for user error is to include instructions in error messages so users do not just bounce when an error occurs.
UX Design with Encora
An unforgettable UX will improve user engagement and business performance. Fast-growing tech companies partner with Encora to provide flawless UX design. We are deeply expert in the various disciplines, tools, and technologies that power the emerging economy, and this is one of the primary reasons that clients choose Encora over the many strategic alternatives that they have.
To learn more and get started with UX design, contact Encora today.
