User experience, or UX, is the term which describes the interactions a user has with a website, app, or other online service. A digital interface with good user experience focusses on what people actually want to do or find out, rather than trying to push them into reading or doing something they didn’t intend to.
Sites that put people first are likely to create a pleasing experience, and attract repeat business. If the site feels pushy, off-hand, or is confusing and time-consuming to navigate, then it won’t take long before the user clicks away. Part of user experience design is practical, and the rest is about the emotional pull; making the site feel human and engaging.
Practical aspects to consider include the navigation. Users need to be able to accomplish their goals with as few clicks as possible. Map out typical journeys your users might make to purchase goods, complete a task, or find out some particular information. Ideally, each journey should be achievable in five or fewer steps.
Think about how the aesthetics can enhance the user experience of the site. This is likely to tie in with the brand or organisation’s identity; a site selling fashionable clothes to Gen Z might be loud and colourful, whereas a medical services website will want to convey an efficient but reassuring image, with a simple palette of two or three cool colours.
Break up large chunks of information with infographics and visuals, and keep the overall look and layout of the site consistent on each page. Sudden changes of font size, colour schemes and so on will be confusing, and the user might lose confidence in the credibility of the site.
Finally, launch a pilot site to get feedback from users, asking them to comment on clarity, ease of navigation, and the overall visual appeal of the site; was it enjoyable as well as practical to use?
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