User experience, or UX, is synonymous with the brand experience. Why? Because UX is the way your customers experience every touchpoint of your brand. And since 94% of first impressions are design-related, it’s critical that customers have a positive impression of your brand from the start. Great UX inspires trust, loyalty, and most importantly, conversions.
WHAT IS UX?
UX—user experience—is the act of engaging with a service or a product. Holding an iPhone, scrolling a website, staying at a hotel, navigating an online shop’s checkout page—that’s all the user experience. UX design considers how it actually functions while you experience it: how intuitive a product is to use, its efficiency, its perceived value, even its beauty.
You’ll often hear UX and UI considered at the same time, so UI—user interface—refers to the visual interface that a user interacts with, particularly a digital one. A site or app’s typography, buttons, layout, even color palette is all UI.
In short: the UX considers how a product feels while you interact with it; the UI considers the elements that actually make it possible to interact with it. Choosing those elements, planning their functionality, and considering the user’s emotional state while guiding them along to their intended goal—that’s UX design.
UX tends to involve verbs; UI tends to involve composition. So:
WHY IT MATTERS
75% of users judge a brand’s credibility by its website design. If it’s intuitive, beautiful, and guides them effortlessly through the experience, it inspires trust that the brand can fulfill their needs. In fact, great design creates a competitive advantage. Companies that focus on great UX design report 41% higher market share and 50% more loyal customers.
Did you know?
Every $1 invested in UX results in a return of $100.
MAKING IT WORK FOR YOU
Great UX isn’t as simple as building a website and hoping it works. To make sure your site or app will give customers a great experience, it’s best to start with an audit. User testing and research can help ensure that anyone who visits your site has a pleasant experience.
It may seem like small potatoes, but all it takes is one bad experience for people to begin complaining that your site makes your brand hard to love. In fact, 88% of online consumers are less likely to return to a site after a bad experience.
On the other hand, a great experience can mean boosted conversions, improved loyalty and increased satisfaction.
To deliver that great experience, one or more of these tests can turn things around for your current site—or help guide your future site. (And yes, we’re speaking from experience here—Madison Design offers all these services.)
GOOD UX Strategy
While UX is a wide field with no one right way to succeed, there are plenty of best practices—and things that can go wrong—when it comes to implementing your digital strategy, be it for your website or mobile app.
Best practices include…
UX design can—and should—be baked into any digital content project. It’s something we excel at, and not just with all-new designs. One of our specialties is performing diagnostic research and remediation for existing content that may not be performing as well as you’d like.