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User Experience

Market research 04 12
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Table of Contents

User Experience or UX is a concept that has confused even the digital marketers and the UX community. The concept of UX is used in many industries such as software design, app design, website design, and others.

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01

Defining User Experience

UX defines how your users interact with and experience your products, services, and system. 

User experience as defined in ergonomics of human-system interaction, ISO 9241-210, is the perception and response of an individual which results from using a product, or service, or system. The ISO definition also includes that User Experience takes into consideration the emotions that users may feel when they interact with the products, system, or services. 

According to the User Experience Professional Association, User Experience is an approach to the development of the product. The process involves user feedback throughout the development process. The aim of UX is to reduce cost and create products and services that can meet the needs of the users, which are also easy to use. 

The benefits of incorporating User Experience in your product development process are: 

  • Increase in sales and revenues
  • Decrease in development time 
  • Reduce the maintenance cost
  • Increase your customer satisfaction

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02

What is User Experience Design?

User experience design is a combination of science and arts along with rules. These rules have been developed after studying the behavior of the users for a period during the testing process. 

User Experience Design is about creating digital interfaces that are extremely user-friendly. The aim is to ensure that the UX design enhances the usability and satisfaction of a website visitor.

User Experience designers base the UX design and build the interface on the needs and perceptions of their users. 

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03

Importance of User Experience for Website Design

The purpose of creating your website is to give your customer a seamless experience when they visit your site. If your website is hard to use and doesn’t help the visitors achieve their goal, you are at the risk of losing customers. A bad experience on your website will leave your customers frustrated because they wasted their time. 

Using UX for website design aims at creating a digital interface which meets your visitor’s expectation. The end result is exactly how your users want and is well-designed so that your visitors don’t have to think too hard. 

By ensuring that your website displays all offers and important elements, you attract your visitors to come back repeatedly. They get a smooth experience and interaction which helps you in conversion. 

Aspects that matter in a website user experience:

Navigation: users should be able to use the site easily without any hiccups. The site must be fast in loading and with logical features and content.

Contents: update your content frequently. Make a schedule to update them. Users don’t want to visit the website to see outdated content.

Mobile-friendly: your website should be optimized to load properly on user’s mobile devices. 

Test: test your website with an A/B test to see how it is working. Make sure the user’s needs are taken care of when making changes.

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04

What are the factors that influence your User Experience?

People often confuse User Experience with Usability. Usability, to an extent, defines how much a product is easy to use. 

While User Experience did originate its concept from usability, it involves other important attributes as well to deliver successful products, systems, or services to the users. 

According to Peter Morville, there are 7 factors that can describe User Experience.

Useful: Your products/system needs to be deemed useful by the user. 

The usefulness of the product could be its non-practical benefit like fun. For instance, the computer game is deemed useful by the users even though it does not help a user to achieve a goal that others find meaningful. 

Usability: Your products or system should enable users to achieve their objectives efficiently and effectively.

For instance, the first generation of MP3 players lost in the field of usability with the introduction of the iPod. iPod is an example of a usable MP3 player. 

Findable: The user should be able to easily find your product in the market. 

In the case of websites, your user should be able to find the content in them easily. Users are not going to buy the service/product if they cannot find it. 

Credible: It defines the user’s ability to trust in the product/system you are offering. 

Users have plenty of options for them to choose a credible product or service from. They won’t stay and give you a second chance if you fool them once. If the users think that the company is lying to them they will do business with your competitors. 

Desirable: When a user brags about the product/service and creates the desire to own it in other people, it proves the desirability of the product/service. 

The desirability of a product or service is defined by branding, identity, aesthetic appeal, and emotional design. 

Accessible: It defines providing the user an experience that can be accessed in a full range of abilities. 

Accessibility also involves providing an experience for people with disabilities. Companies often consider it a waste of money because they believe that people with disabilities make up a small portion of the population. 

However, in the US alone there are at least 19% of people with disabilities. It is important to remember that designing with the aim of accessibility can make the experience easier for everyone in general and not just people with disabilities. 

Valuable: The product/service must reflect value to your business as well as to the users who buy or use your products. 

Value is a key influence in the purchase decision of users.

05

What are the benefits of using User Experience to create a Website?

Did you know that around 30% of website visitors won’t return to a site after a bad User Experience?

Customer Loyalty

If your users suffer from bad experiences on your website they are never going to return and give you another chance. Your website may have many features and elements in it but if it is not built as user-centric, you will lose your visitors. 

UX is more important and profitable than website features. If your website is built around your users you will win over them in a few interactions. The longer your visitors stay on your website the more loyal they will become to your brand. 

ROI and conversion rate

When your website supports improved and effective user experience design, it can make the user’s journey streamlined. Your return rate will increase along with the quality of leads. 

The more time your visitors spend on your website the more likely they are to use your service or buy your products. This means that they will put enough money on your business which will make it a user favorite. 

Seamless user experience will increase the quality of leads, who are more likely to convert into paying customers. Conversion rate is an important metric that shows how many leads turned into paying customers. You can use the metric to track and monitor the effectiveness of your website UX. 

By focusing on providing streamlines and a smooth experience to your visitors you can provide excellent service to your customer. With more happy and satisfied customers visiting your website you can focus on providing visitors optimal experience while increasing the ROI.

06

User Experience for Customer Satisfaction

  • 79% of users don’t find the page they are in as reliable; they will search for different pages. 

Including user experience for your business when you have an online presence can help you stand out from the crowd.

A user-friendly website that is easy to navigate, has a seamless purchase journey, dynamic content, mobile phone compatibility, etc. can help you win over a large part of customers within seconds. 

  • 48% of users, if they find poorly optimized sites for mobile phones/devices, become frustrated. 

UX in digital marketing is essential if you want your brand to come out at the top. Customers like websites as a virtual environment that is interactive and visually appealing.

If your website cannot satisfy the expectations of a user they will go to some other brand or business that can. For this simple reason, you cannot compromise and ignore the User Experience. 

You must invest money, resources, and time to optimize your website with a user experience that is emotionally appealing to attract visitors.

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07

FAQs

Just Eat allows customers to find potential restaurants that deliver food to their homes within seconds. The search function and the filters are user-friendly and handy.

A User Experience Designer has the task of conducting user research, designing and writing UX copy, testing with users, and presenting the design to the business. UX designer is the one who advocates for the needs of the users while balancing them with business goals.

User Experience tries to meet the expectations and needs of the users. The aim is to provide an experience that turns users loyal to the brand.

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Hindol Basu 
GM, Voxco Intelligence

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