According to the blog Clear, it is approximately 64 % users who leave a site after a bad experience! UX Design experts or not, we are all sensitive to the user experience of the sites we visit. When the user journey is poor, the experience is all the more unpleasant and we quickly abandon our search.
Whether it's difficult to navigate or random button placement, UX Design represents the experience we have with the products or services we interact with. A poor user experience can have serious consequences for a brand's reputation. That's why, in addition to a high-performance website, it's essential to offer a UX Design that meets the expectations of web users, is intuitive, aesthetically pleasing and easy to navigate in order to ensure conversion.
Are you a UX Designer or interested in this subject? You absolutely must know the best practices in terms of UX Design to avoid simple mistakes and guarantee the good image of your brand.
The importance of UX Design principles
By reflex, we would simply want to follow our instinct and design something the way we feel. But this is what you absolutely must not do! Indeed, design has nothing to do with what you like, but must be thought of only for the target audience. As a UX Designer, your role is to identify and eliminate any bottlenecks that users may encounter. And they're constantly changing! But the good news is that the research on how to eliminate friction has already been largely determined, so you don't need to reinvent the wheel.
Once you've practised UX Design for your website or application, you'll soon realise the benefits:
Higher traffic: a well-worked UX Design first allows you to differentiate yourself from the competition and better ranking in search results.
A significant conversion rate thanks to simplified purchasing journeys: if you want to increase your turnover, you obviously need to offer an optimal user experience. Without this, you will see your abandonment rate increase significantly.
Guaranteed customer satisfaction: if your website or application allows Internet users to have access to everything they need, they will come back regularly and you will ensure the notoriety of your brand.
In this way, you can respond fully to user demand and build up a loyal customer base for your company. To help you do just that, here are 10 best practices for high-performance UX Design!
UX Design: the 10 best practices to never forget
1. Put yourself in the users’ shoes
This principle is obvious, but it is at the heart of your UX design: to create a website or application offering an optimal user experience, you absolutely must put yourself in the head of your target audience throughout the design. Internet users are at the heart of your design strategy. Why do they need this product or service, how do they consume, how do they interact on the web, etc.?
Then create personas to establish the characteristics of your ideal Internet user and imagine the experience they would like to have on your website or mobile application.
2. Make sure it is accessible
A good website or mobile application should be usable by everyone. And that includes people with visual or hearing disabilities. Good UX design should enable a site to be used by everyone. Did you know that 8 % of the male population is colour blind? You absolutely must ensure that your platform is easy for everyone to use.
By respecting these specific characteristics, you increase the number of people who can interact with your website. It's all about showing empathy towards your audience. There are a number of tools available to assess the level of accessibility, such as Lighthouse, Axis or Accessibility Developer Tools. You will then have a list of recommendations to help you improve the accessibility of your site.
3. Make a sitemap
A site map is essential for prioritising the important information you want to convey. This way, your users know where to go to find the right information and products. This way, they won't experience poor navigation on your site, which could lead to a loss of brand awareness.
With a sitemap, you can clearly understand where a new page should be placed. A site map is therefore an essential tool in good UX design.
4. Don't forget consistency!
Your pages must be consistent with each other. Use the same type of image and typography. Also choose a harmonious color palette. The best thing, if you already have one, is to use all the elements of your graphical charter. The goal is first of all to highlight your brand image, but also not to pollute your website with elements that have nothing to do with each other and to make reading unpleasant for your audience! The risk would be to lose the attention of your Internet users and therefore see your conversion rate drop.
5. Offer clear navigation tools
Clear, consistent navigation from one page to the next can make a huge difference to the way visitors discover your website. It is essential to include a navigation bar that remains in the same place from page to page, at the top of the screen, organised drop-down menus that lead to landing pages and login buttons.
Similarly, at the bottom of your page, your users will expect to find information about the company, contact details and links to related pages or even an FAQ!
6. Test, test and re-test
Usability testing is easier than ever. Before you launch your site, test it to avoid any bugs in real life. Then, use the data to constantly improve your site design. Think A/B testing and heat mapping, as well as live user feedback as they interact with your site or product. Then, adjust based on the results and test again.
Your design is a living work of art that will constantly evolve and improve, so don’t risk letting it stagnate for too long. Remember the main mission of UX Design: to meet the expectations of the target audience!
7. Keep a copy of your work
Your users don't want to have to guess what message you want to get across. If you label a button "Buy Now", your user will expect to be taken to a product page where they can buy. On the other hand, if a button says "Sign up now", your user is probably wondering: why should they sign up? Is it for a newsletter? When writing for users, your text should be concise, clear, accessible and engaging.
When we say "accessible", we mean that your text should be at a simple reading level without giving away technical details that would lose the reader's attention. An error message, for example, should not explain in detail why a page is not loading. It should say "The page cannot be loaded".
8. Create effective content
The hierarchy of text on a page plays an important role in your user's understanding. Use H1s relevantly and only for the most critical messages. Use H2s to divide the text into sections, then H3s for subsections. It is then a question of respecting the technical rules of the web writing to attract your readers. Your users will skim through text instead of reading it carefully, so breaking up your text will help them understand messages more easily and jump to the sections most relevant to them. Highlight important information so that the message you want to convey is quickly understandable and thus ensure conversion of your visitors.
Design trends come and go, but best practice is eternal. When you put the user at the forefront of your design, you create a product that people want to use and above all that will give them what they need. Your user base will be more loyal and you'll see your reputation grow rapidly. What's more, basic practices are best. If you notice a drop in user satisfaction, you can go back to these practices and make sure you have mastered the basics before embarking on more advanced techniques.
9. Design for context
Examine your site statistics to determine how your users use your product. If most of your users use a mobile device, you'll need to prioritize responsive design. If most of your users use an Android phone, you may need to integrate Google Pay.
10. Keep it simple
Human beings love white space. It helps the brain to process information better and reduces cognitive load. Although it can be tempting to create complex designs with fancy animations, it is ultimately preferable to keep the design simple, easy to understand and quick to load. As we've already explained: don't pollute your website with unnecessary visual elements that aren't consistent with each other! The text should be effective and the images clear.
In the early stages of design, start by creating mock-ups that will allow you to refine the UX design as you go along.
UX Design: an essential element of your digital strategy
As you can see, UX design will enable you to offer a high-performance interface adapted to the behaviour of your target web users! But there's still something missing. What about UI Design? Although different from UX, the two practices are totally inseparable! UI Design (user interface) focuses solely on the technical aspect of a web interface. In other words, it focuses on the integration of ergonomic elements that enable a web interface to be navigated smoothly and picked up easily. Quite simply, it's about making the graphical environment of a piece of software pleasant to use.
At Geekworkers, we work with web design experts who have mastered all the specificities of UX Design to create intuitive websites or applications. We obviously go through all these essential practices, adapting them to your request!
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