You may have come across an argument of why businesses need to have a website. However, going online will not be enough if you want to succeed. Sometimes, great web design fails to achieve the desired targets because they haven’t followed UX principles. You will also need to provide a great user experience to site visitors.
In fact, the British Computer Society revealed that 75% of people form their judgment on a business’ credibility based on aesthetics. Hence, it is important to incorporate UX principles into your web design.
That said, we have listed 10 UX principles that you should keep in mind when designing a website:
1. User-First Web Design
Of course, the first UX design principle to keep in mind is to always think of your users first.
While it can be tempting to prioritize how you would like your website to look, keep in mind that you are not your client or customer. So, ask yourself: Why would someone visit your website?
If you have an online store, your website visitors would definitely want to purchase something 99% of the time. That said, create a web design layout that would make it easier and intuitive for them to complete a purchase.
If you own a blog, on the other hand, there is a high chance that your site visitors would want to be informed, educated, or entertained. Thus, make sure that your web design allows them to do so with ease.
PRO TIP: You want to apply the UX design principle of lean web design here. Basically, you will do a multi-variate test on your web design, and tweak it from there based on real feedback.
That way, you get to understand what your site visitors like and do not like, and then cater to their preferences.
2. Website Hierarchy
The second UX principle to keep in mind is to set up a website hierarchy which is a great way to be successful in terms of search engine optimization. Not to mention that this is where UX, web design, and SEO go hand-in-hand.
For one, website hierarchy makes it easy for your site visitors to navigate your website. Second, website hierarchy makes it easy for search engine bots to crawl every page on your website for indexing.
That said, it is important to keep the two main types of website hierarchy in mind:
- Content Hierarchy. This refers to how you organize your web pages and their content.
- Visual Hierarchy. This refers to how you arrange and present various design elements on a web page.
Although site structure differs based on industry and your objectives for every page, the key here is to ensure that you can immediately provide what your site visitors are looking for.
At Sytian Website Design Philippines, we always believe that adding attractive design elements are useless if they are not functioning. As mentioned earlier, you are not your client or customer. Hence, what you consider as “easy” or “clear” option may not look like it to your site visitors.
If you really want to create a customer-centric website, then you will need to do some decluttering. This is in order to remove any distractions that prevent your site visitors from achieving their goals, as well as enable you to optimize your website for conversions.
This is also where user testing could come in handy.
For example, you can launch a beta version of your website and then collect qualified user feedback.
There are also tools that allow you to conduct user testing, so you can easily close the gap between what you think your users like and what they really like.
4. User Context
Here’s the thing: Having 100 site visitors could mean 100 different user intent. Just because they share the same interest does not mean that they will use your website the same way. Hence, you should make the customer journey as part of a perfect UX design. The majority of your website visitors are more likely not yet ready to make a purchase after visiting just once. What you can do is (1) give them a reason to come back or (2) let them know why they should stick with you.
The first one is possible by making it easy for them to subscribe to your email newsletter, for example. As for option number two, you can choose to embed a video and pair it with compelling content.
Keep in mind that people from various stages of the customer journey will need different information. So make sure that your website can provide it.
You may have come across mobile responsiveness over and over, but what you do not know is that it is one aspect of design flexibility. Flexibility, as a design concept, does not simply make your website adjust based on devices and the width of the browser. It also makes your website adaptive.
Meaning, it has multiple fixed layouts, and then a site visitor’s browser will automatically select which layout to use.
This will not just make it easy for your site visitors to navigate your website when they are on their smartphones, for instance, but they will also have a better overall experience. Not to mention that websites with adaptive design are two to three times faster than responsive websites. While responsive web design may work well for you, putting flexibility into consideration allows you to provide a better user experience ‒ thanks to a faster page loading speed. source: https://technians.com/blog/ux-principles/