Step away from your preconceived notions of web design for a moment. Forget about the science and statistics that go into tracking data. And disregard any go-to ideas you might have when looking to attract online viewers. Why?

When it comes to understanding User Experience (UX), there are no set formulas.

It’s not something you can rely on an algorithm to measure. Instead, UX pertains to the way a person feels when he or she interacts with a site or product. It’s the intuition that any user experiences when working in the digital space, and usability is simply one part of the larger UX whole.

This is where some of your prior knowledge comes in handy.

Do people know how to interact with your website? If so, do they enjoy said interactions? Who are your target users? And what are some of their business objectives and deeper concerns?

All of these questions are vital to keep in mind when trying to develop an ideal UX, because your target group cannot be everyone. In fact, you should establish a keen sense of your website audience before crafting a digital platform for them to work with. This awareness will then allow you to better integrate visual and interactive elements alongside information architecture, writing and engineering. How? You’ll be able to correctly identify key segments of your audience, and convey exactly what they’re looking for to your design team.

Surprisingly, many business owners still fail to realize the larger importance of UX.

It’s not only about the feelings of the user, but their productivity. If customers are kept engaged, they’re understandably more inclined to stay on your site. Likewise, if they find their experience is easy, enjoyable and useful, they’re far more likely to return or recommend the site to their friends and colleagues.

But while a well-developed user experience is key, there is no right way to get there. That’s why it’s vital to first understand the needs of your users, as well as their environment. From there, you can draft up innovative scenarios that are targeted to the customer—not a generic populace—and create a comfortable, highly-functional experience for your users.

About the author: Janice Spellman

Janice is a Marketing Consultant at Speadmark. She has helped many businesses in Richmond and Washington DC grow through traditional and digital marketing and branding, using strategies that attract, engage, and convert.

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