How’s your UX? Chances are you don’t know what I’m talking about, unless you are in the business of digital design. If you have your own business website, however, you may be surprised to know that that acronym – UX – is just as important to its success as its visual impact.
UX stands for User Experience – and is a term invented back in the late 1990s by Don Norman, one of the founders of the Nielsen Norman Group Design Consultancy. In his words UX “encompasses all aspects of the end-user’s interaction with the company, its services, and its products”.
The concept of UX is probably as old as time, having probably been around ever since the first cave man set up in business bartering flint arrowheads! It can be applied to any type of product or service, but nowadays, however, it has become almost exclusively associated with digital design of websites and apps.
When applied to designing a website, UX covers a wide range of factors such as usability, accessibility, performance, aesthetics, ergonomics, marketing and human interaction.
So, to put it in a nutshell, when you are designing and developing a website for your business you need to incorporate the complex elements of UX.
This is why when digital agencies like Dentons Creative hire web designers and developers their experience with UX is crucial if they are to deliver a top class product for the clients who come to us requiring new or upgraded websites.
It goes way beyond just producing websites that are user friendly, although of course this is important. For a website to provide positive UX it must offer users a favourable all-round experience, from the tone of voice and emotional connection to practical issues like navigation.
If you want to have visitors engage with your site and return to it, you can’t afford to neglect its UX, whether it is a complex retail portal or a simple brochure site.
It doesn’t matter whether your business is small or a start-up, your website is usually the first impression your customers will form. A site which has been put together with no thought to UX will be all but useless in attracting traffic, and therefore bringing in business. Discerning internet surfers demand quick satisfaction – when they arrive on your website for the first time you have only seconds to convince them to stay, explore further and hopefully interact with you. If they don’t have a good experience they are unlikely to ever return.
Here at Dentons Creative we therefore take UX very seriously in the design and development process. For our own sakes we realise that the benefits of having UX specialist designers on hand is that we can build our clients the best possible websites. From our clients point of view the benefits are many – increased business, decreased support costs, lower maintenance costs and superior customer satisfaction to name but a few.
The UX incorporated in your website won’t be glaringly obvious – but just visit a site without any UX input and you’ll soon realise its absence in the form of poor usability, obstructions to tasks you try to perform, poor design, garbled content, broken links and pages not found, etc.
That’s why we’re into taking the time and trouble to turn out holistically healthy websites which incorporate good UX at every level.