What is the User Experience (UX)? Why is it becoming more and more important? Let's find out together how carefully taking care of this factor can give an edge to any business.
User Experience (UX) is the attention given by a specialist (hopefully a UX Designer) to the experience of any user. We are not just talking about websites or digital resources, but mostly 360°: it must therefore also be taken care of when it comes to product, communication, service, and experiences in general.
When users, whether a potential customer or just curious, approaches us as a brand, product, or experience, they create an interaction.
Just as no one would like to chat with someone who responds illogically, turns away, yells, or does something else, even in user interaction we need consistency and logic. User Experience (or UX) is therefore the focal point against which we measure our relationship with users.
Like all processes and strategies that strive for improvement, UX Design requires constant commitment, repeated checks, and periodic implementations.
It is ultimately a multidisciplinary process, applicable as much to digital products (websites, apps, user processes, systems) as to physical ones; the discriminating factor is that there is an exchange of any kind between the user and the product itself.
There are several skills and knowledge that help to train a good UX Specialist, and they range from IT skills, visual design, and psychology, to copywriting, and project management. All this background helps in identifying the user’s needs, with the architecture of information and its fixation in an interface, and with the graphical and pleasing rendering of the final product.
Focusing on what, in practice, our users will see, a key step in defining our service is working on the User Interface. On average, it takes a visitor 4 to 8 seconds to get an idea of the service they are interfacing with; it goes without saying that working on a meaningful first impression is critical here.
There are two key directions in which to focus on a dedicated manner:
1. microinteractions: from navigational texts to CTAs (Call To Action), every word must suggest to the visitor what to do, but in an active way. Therefore, it is not a matter of “pointing” the way like a sign hanging on a street corner; by working with microcopy and choosing the appropriate vocabulary, we can push the customer to move in the direction we want them to go, but by making this step easy and intuitive for them. In addition to the words themselves, think carefully about their position, on the page, and in the sentence; there are precise reading patterns that can facilitate the perception of texts, and appropriate online tools for measuring our performance in this regard;
2. engagement: our platform, whatever its destination, must be engaging, and entice the user to conclude a specific action. So we understand that improving the User Experience also means “giving” something to the visitor; offering a service is not enough if the interface we present is boring, monotonous, and cluttered. Try to work on the graphics, designing them according to the target audience you want to engage (and then pre-empting them with a good amount of Analytical Data to use first). Also be smart about creating your own visual identity, in line with the brand and mission. We are not just talking about logos; fonting, palettes, and recurring graphic patterns are just some of the most important details to include in this strategy.
There are some UX practices that never die.
Every specialist in the field of the usability will obviously have their own methods and processes. However, we have selected a few stakes that we believe are found in all user experience optimization strategies, whether we are talking digital or physical: