During my digital career I’ve done the Hokey Cokey between being predominantly a UI or UX designer. I often get asked what’s the difference between the two. In my experience, there’s a lot of cross-overs between the two, with the noticeable difference being that of focus. Working in the teams I have; a UI designer is primarily focused on creating a interface thats aseptically pleasing. Fairly straightforward. Whereas a UX designer has to create from the mind-space of a user. Predicting patterns, goals, needs and flagging potential issues in the usability of the product.
When tackling virtually any project I usually ask myself a series of questions to help guide the design process.
Understanding and maintaining these principles for the full life cycle of the project WILL result in a more successful final product.
Is it easy to digest?
The user journey should be broken down to give the user performable tasks, without unnecessary fragmentation. We are wanting to simplify the task without it feeling diluted and clumsy.
This should be go far beyond easy-to-read copy. The process starts with IA, site maps and user journeys. Ensuring content can be found where a user would expect and it’s well presented utilising functionality and layout options.
Don’t forget user’s need guidance. Sometimes they need a helping hand to reach their end goal and remember to offer multiple routes to get to that point. For example offering them a sub navigation with 10+ similar pages could becoming daunting and confusing trying to find the specific content they require.
Consider every decision a user has to make to get to the bottom of the funnel.
Does it communicate a clear message?
Aside from communicating your value proposition, you need the user to understand the actual value of using your product. Be clear and upfront about your product, offer the user all the information they need to make an educated decision.
Linked to value, pricing is an area where being clear is vital. Users simply won’t ‘buy’ if they can’t figure out the true cost. If you need to hide the cost, there’s probably a reason.
As simple as it sounds, imagine you were browsing the product for the first time. What would you want to know? How would you want to be told?
Trust & reward?
A cohesive design is a great way to build trust. Before requiring the user to complete any action, inform them why the task is needed (the reward). These clear explanations help build trust at each step, leading to easier conversions further along the funnel.
Take Uber for instance. Getting a taxi is now easier than ever, resulting in the ‘traditional’ industry becoming increasing unsettled. The App requires payment information for instance. This further down the line allows for quick and safe payments to be made. A task (entering payment information) that has a clear goal and end result for the user. Always offer the user a reason a complete a task and sign-post their progress through it.
Building trust and rewarding the user with additional functionality should create an invisible experience. As decisions (user journeys) require less time and mental/physical resource. Thus using the product becomes easier and more enjoyable to use.
Original, but familiar?
Awe-inspiring design is great, but design that doesn’t convert could be considered art. Impressive CSS animations and rich multi-media experiences might look great but if no-one can navigate to their goal it’s pointless. Aim to utilise web standards where possible to ensure a smooth user journey. Does a button draw the users eye and look clickable?
As simple as possible?
It’s incredibly rare to offer a product that has no competition. Therefore execution of said product is arguably just as important. As a general rule, the simpler you can make a complex problem or task, the more enjoyable it is for the user. The ultimate goal should be to become a benchmark, when a user forgets it’s a ‘product’ and simply see’s it as a useful tool to achieve said goal.
Be the user
Consider every aspect; their age, physical and mental ability, interests, state of mind, environment and goals. Be thoughtful and show you care. It’s important as 68% of users give up if they think your product hasn’t being tailored to them.
by tomw