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The definition of UX design

The goal of UX design in business is to “improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.”

In other words, UX design is the process of designing (digital or physical) products that are useful, easy to use, and delightful to interact with. It’s about enhancing the experience that people have while interacting with your product, and making sure they find value in what you’re providing.

But unfortunately, that isn’t a comprehensive explanation of UX design either. So to help you get a better understanding of what it really is, we reached out to 15 thought leaders in the space and asked them:

WHAT YOU SHOULD KNOW WHEN OPTIMISING FOR USER EXPERIENCE?

One of the major digital marketing mistakes businesses make while optimising UX is that they focus on conversions, SEO and profit. Such an approach blinds them by not enhancing the above three facets.

UX design has existed since the invention of a desk and a chair.

Contrary to popular perception, UX design is never an all-digital concept. It is only about elevating ease-of-use and the kind of experience the user gets when interacting with the (digital or non-digital) product or service.

IS UX DESIGN DYING?

Hey, did you know that Skype is the most used video calling/conferencing tool right now?

You probably don’t. Because, news flash, Skype isn’t!

In the new normal, workforces are increasingly reliant on offshore technologies and platforms to connect.

But how did new entrant Zoom overtake good ol’ Skype to become the most used video conferencing software?

Skype is a classic case of big brands messing up UX to the bone.

UX design requires a sharp understanding of customer’s needs. It’s not about flexing your marketing budget to pack in features that your users don’t even care about.

Even brands that have massive marketing budgets still miserably fail in documenting their user’s journeys and prepping them. Walmart suffered losses amounting to $1.8 million as it didn’t act upon feedback from user experience surveys.

UX design cannot face extinction as it is solely dependent on two evergreen market forces: product innovation and the customer.

To declare user experience design dead is to declare that our capacity to innovate is dead.

WHAT DOES THE UX DESIGN PROCESS LOOK LIKE?

UX designers answer the following questions in their UX design process:

  1. What steps do the users take to relieve their pain points?
  2. What tasks do they need to complete?
  3. How straightforward is their experience while completing these tasks?
  4. What kind of problems and pain points do users suffer from?
  5. How can my product solve them?
  6. What is the user’s journey across the website or product?
  7. How is the content labelled and organized across a product?

After the UX designer answers these, they build prototypes and wireframes. Eventually, they map out the entire experience users go through.

Then come the UI designers- who turn these prototypes into a visual treat of a reality.

BENEFITS OF UX

To misquote Seth Godin, “Relationship marketing is the only marketing left”. 72% of customers say that they will spread the word to at least 6 people if they have a good experience with the brand.

Users want products, apps and websites to be like Aladdin’s magic lamp. Rub (read tap and scroll) them a few times and it shall give them what they want.

Is it possible?

Totally. Amazon’s 1-click buy? Zoom’s video calling app? Do they ring any bells?

User experience strategies aim at capturing one key resource- the user’s attention. By optimising for attention, UX designers can convert mere interest into revenue and sales.

UX designers can have an impact on

  1. SEO– By making content findable, accessible and useful as well as adding more relevant pages, they lower bounce and increase the average time spent.
  2. Advertising– improve ad placement on a website without losing context.
  3. Website conversion and usability– enhance the usability of the website without hampering aesthetics. They can also make hash, knowledgeable decisions on where to sacrifice beauty and to increase bounty.

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