What is User Experience? Or UX for short.
A user’s experience, huh? Kind of a new term in the tech world but user experience has been around for a while! The term grew in popularity in the ‘90’s, thanks to Donald Norman, one half of the Nielsen Norman Group, a user experience consulting firm. Every interaction you have with a digital or physical product could be a good or bad user experience. It’s how a product interaction makes you feel;
- Confident and able to use this without issue.
- Needed a little guidance to head in the right direction.
- Confused and frustrated, this product wasn’t that great to use.
Why is it Important in Website Design?
Have you ever gone to a website and had no clue where to start? There wasn’t really a clear path, or you couldn’t find any action items where you could do something. That’s not a good user experience! When designing a website, you have to think about who’s using the site, keep usability and accessibility in mind. You probably do not want to read blue text over a black background.
The look and feel of a website is super impactful on a user’s experience. Maybe it’s hard to read or things aren’t working as expected. How likely are you to return to that website?
The Look
- Colors – they can make or break a website, make sure they go together!
- Fonts – ensure they are both readable & complimentary.
- Layout – make it make sense, put things in intuitive places.
- Pictures – use images that are relevant to your branding.
The Feel
- Movement – when you click, do things move as expected or is it a little clunky?
- First impressions – when you first got to the site, what’d you think about it?
- Interactive Elements – When you click on them, does it work the first time? Image carousels, menus, videos, etc.
Business Value
Your website could be someone’s first impression of you or your business – make sure it’s a good one! Creating your website with user experience in mind can help & support these aspects:
- Building trust
- Brand credibility
- Cost of business
- Customer support
- Good search engine rankings
- Leads & sales
- Building an online presence
Know Your Clients
The content on your website needs to serve your audience in a positive way. Focus on their goals, priorities, needs. What are their motives? Additionally, it helps you keep your business aligned with YOUR goals.
Think about what would attract them to your site. How could you stand out from the rest? Where would your advertisements be seen best from? Use a tone that resonates with your clients. Don’t use industry jargon or unfamiliar acronyms.
Usability Quick Tips
Your website must not only look great but work great as well. Here are a few tips to potentially improve your site’s usability:
- Make it easy to tell when something is clickable, such as links. Change the color, underline them, somehow make the text look a little different.
- Maintain brand & content consistency throughout your site. As a user navigates through each page, it should all feel familiar or aligned together.
- Accessibility is key. Everyone of all abilities should be able to effectively use your site. Make sure it’s compatible with screen readers.
- Don’t forget how your website looks on a mobile view! With a much more narrow screen, your layout should be adaptable to multiple screen sizes.
User Experience is Important!
It’s not just about the design but how it works. How does the user feel when interacting with your site? You can certainly curate a positive experience through the look and feel. Your clients are the reason why your business exists. Make sure your website serves them as well. Pay attention to what’s important to them, what are their goals when searching for insurance?
Have questions? Contact your local Fidelis Sales Director today!
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