Today’s world is fastly developing, especially it touches the sphere of technologies. That is why every entrepreneur should catch all changes and use them for the success. Improving the User Experience (UX) is one of the most useful to engage the customer and save the time and money.

Let’s start with the question: what is the User Experience in a short way?
It is the interaction of the user with the any kind of things around. Even if you turns off the alarm clock in the morning you already are in touch with its interface. If UX is used in a right way, it helps to improve the existing staff or create something new to the user’s convenience.

Here are some advice how to improve the skills in user experience to make the relationship with the customer more tie and long.

1. Analysis

If you want to make the best User Experience on the website, you should understand people. Each of them is a potential customer and wants to the expectations to be fulfilled. Analyzing includes behavior, aims, motivations, needs and interests.

It also shows, how clients use the product. Just use all the information you get to please the user, try to put yourself in customer’s shoes and see what is more comfortable for using and watching. Understanding the people is the most important skill.

How to do it?

Speak with people, ask them about the impression, expectations and targets.

Don’t have time to ask them? Ok, you have a brilliant opportunity to use the data. All that is collected from the users will provide you the most part of the information.

Through it you can find the customer’s preferences, actions and analyzing them you can not only see tendences, but also predict the future actions.

There are two methods of collecting data: qualitative and quantitative.

What does it mean?

  • Qualitative research usually involves the direct interaction with individuals (one-to-one) or direct interaction with individuals in a group setting. Such research method is time consuming, therefore data is usually collected from a smaller sample than would be the case for quantitative approaches - therefore this makes qualitative research more expensive. In our case, asking people, talking with them is exactly this qualitative way. Collecting information from the profiles and analysis of the behavior of customers is quantitative.
  • Quantitative research is used to quantify the problem by way of generating data that can be transformed into usable statistics. It helps to quantify attitudes, opinions, behaviors and in the future even predict it.
What does it mean? source
Charts source

2. Design

This point is strictly connected with the first one, because the design is based on the data you have. UX itself is a set of good design ideas and understanding of users. It requires the planning of the whole path of the customer and helping in the searching, what they want though the intuition. It is a mixture of the functionality and usability, covered by the pleasant, attractive interface.

It is about the simple and good-looking of the website appearance, especially such issues:

  • how the space on the page is used (Is it too messy? Or maybe too empty?);
  • the location of the images and content (Does it look well-organized? Are the colors and fonts suitable?);
  • available features (Are there all the tools I need on the page? Is comfortable to use them?).

What is important - always try everything you create, experiment with the ideas to find the best one. Test it, share it to get feedback and develop further.

Tryvertty source
Dailymail source

The first picture is an example of a perfect ux design. Here you can see the pleasant interface, nothing bothers you, there is not much information, only the needed, and this information is collected in one place - you do not need to look for it. Enough free space gives you the feeling of freedom and opportunity to learn the details. The main image on the top is also the menu and it’s quite comfortable to use, just put the cursor on it - done!

The second website doesn’t think about the user experience. The first thing you see here is the amount of the bright pictures and the text, and the thought appears ‘it’s too much!’ and that’s right. Different headlines written in different size and color, the articles put in a random way, messy photos - the user will get tired very quickly to be on this page.

3. White Space

When it comes to the proper outlook, the main purpose is to get the attraction of people, because it gives a chance to turn them into the customers. That is exactly what is needed! Let’s start from the white space on the web page. That is not always ‘white’. This space can be a colour or texture but anyway it is space within a design that does not include screen elements.

Do you know that the white space on the page gives you the increase of the user’s attention by 20%? When you look at the website with enough white space to see it fresh, open; nothing bothers you and interrupt from the text, there is no useless materials and advertisements. The main point to reach the balance between the amount of content and space, especially on the top, where a lot of information is always put. Unless it would be too messy or too empty.

So, sometimes close the website and open it again after at some time to have a fresh look. Ask someone about the opinion on it. Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain.
http://www.images.adobe.com/content/dam/Adobe/en/max/2015/pdfs/state-of-content-oct.pdf

Lakepajamas source
Yahoo source

Here you can see, how it may look like. The first picture shows us the nice design with minimal details and annoying factors, nothing really disturb you to learn the material. The second example is a web page with too many information in the same place, too detailed and full of unuseful stuff. There is no doubt, which one is better!

4. Page Speed

If the web page is loading for way too long, then your users won’t waste any more time! Imagine, how it is. Nobody likes to wait, and your potential clients are not an exception here. According to the statistics (http://www.images.adobe.com/content/dam/Adobe/en/max/2015/pdfs/state-of-content-oct.pdf), 39% of people will close the site if the images are not downloaded or make it too long. So, it very important to optimize the process of loading. The website should seems to be light, any tool should be available on any moment to be attractive and to keep attention of the customer.

Time to Value - is the term for a period of time between the request for a specific benefit to the person and to its implementation.
There are a lot of different ways to fix this issue, but the main in UX is not a process, but the final score, what the user see and apply.

5. Sign Up

It is not a very effective strategy to expect fresh visitors to sign up without any offer. Nobody is fond of being pushed. The signing up and giving to you the personal information should be volantarable for the person, done without pressure or for some value. For example, you can offer any discount or newsletter with interesting proposals. People need to get something from you, something useful.

Imagine, the person comes from USA (How do you know it? Using your data collection, of course!), you can put a ‘sign up form’ right in front of him, using the actions, and offer him free shipment to USA in exchange for the signing up! It really works, because people feel the personalized connection with them (you don’t offer the free shipment for everyone, but only to a specific group of people) and a truly attractive proposal.

Also, be careful with the modals! It is better to show the line of progress, which will show the process of filling the model. For example, if there are three questions, then write 1 of 3, 2 of 3... Such progress line makes the process not so boring and informs the user what is already done and what is more - how much to do to finish.

The whole onboarding process should be pretty short and simple.
Just include these issues:

  • A Quick Hello (better if it personalized!)
  • Keep It Simple (and Fun! No useless questions, which can scarry a user)
  • Benefits and Perks (show the benefits of signing up)
  • Ask the Writers (give a chance to receive a feedback)

All these simple methods will make your form or model quick-filled, not irritating one and giving you enough information about the potential customer.

6. Find inspiration!

The best and the most powerful advice is to find inspiration around, even from the others. Read books and materials on the topic of your research. Suggest, you want to refresh the design of your website.

What should you do?

Start with the learning articles and posts on modern tendencies and novelty, find the best web adviser on colors etc. Share your experience and thoughts with specialists on different forums, where you can find the unexpected solutions.

Doing ordinary things won’t attract a lot of customers. You should find something new, your own cherry on the cake to differ from other, be unique and attractive. Interact and create!

Alina Shafikova Customer Success Manager

Posted on July 28th, 2016