The User Experience – An Essential in 2017

We have recently mentioned how Keen exploits the User Experience combined with the Conversion Optimization in the article named “Why it pays to be a data nerd?”. When one starts looking at data, it often becomes obvious that the next step is delving into the User Experience.

Not very long ago, the success of a brand was based on the product quality, the best customer service or the value for money… Although this is still the case, the user experience – UX, for short – is now on the forefront and every company should be able to know what it is and how it works. No worries, there’s never been a better time to learn about UX!

At Keen, we produce websites with interfaces that exploit the User Experience factor. We believe this is an essential factor in crafting converting websites.  Use Experience is defined as how a person feels when interacting with a digital product. It could be a website, an application or desktop software.

There are 7 factors that describe the UX: utility, usability, desirability, accessibility, if it is easy to find and valuable as well as the overall human interaction and marketing. Therefore, all of these elements have to be taken into account.

  1. Utility
    Your content should be original and fill a need. The users must find an interest to consult your interface and mustn’t think they are wasting time.
  2. Usability
    The digital product should be easy to use. It enables the users to effectively and efficiently reach their objective with the product.
  3. Desirability
    The aim is to create a desire from the user for the product. This is the reason why you must include your visual identity and other elements to evoke emotion and appreciation. In this way, the user will be more likely to talk about your brand or product and spark desire to other prospects.
  4. Accessibility
    The content needs to be accessible to people with special needs such as red/green blindness.
  5. Get Found
    Content needs to be navigable and localisable on-site and off-site. If the users cannot find a product, they can not purchase it. That is the case for all potential users of that product.
  6. Credibility
    Users must trust and believe what your company promises. Credibility commonly lasts a reasonable amount of time.
  7. Valuable
    The product must deliver a value to the business and the users.

But UX is also the experience, emotion, intuition and connection a user feels when interacting on a site.

The question you should ask yourself is “why does user experience matter so much?”.

For Keen, the User Experience is not only about designing the flow of the website. We understand that if people don’t know how to interact with your website or app, they will not purchase, neither come back nor refer another prospect. The UX is a natural need for any digital product but even more for a complex one, such as online shops. Online stores need to be well organised but also include clear and easy to use signs for how to make a secure purchase. Each user should be able to easily navigate through the website and understand how to use it.

Therefore, developing an interaction-rich experience will drive users back to a website. This principle is not only applicable for the larger companies. It matters for small and start-up businesses as well because the user will have its first great impression on a company thanks to its user-centric web presence. It can create the momentum that propels the business forward, that’s why even the company that has a small budget should use UX principles to avoid negative emotional connection in the digital world which will eventually be conveyed to the physical shop.

Keep in mind that a great UX increases sales and customer satisfactions, saves costs and time (reduced maintenance costs, support costs), and decreases training.

When we work on digital interfaces for our clients, we follow a creation process which includes the User Experience. It is an essential step when there is a digital product at stake. If you believe your current Website needs some extra TLC, our team will gladly discuss our Conversion Optimisation Services with you. We design and develop in house with an extra portion of passion for successful digital interfaces. Get in touch!