The design of the User Experience (UX) plays a crucial role in how users interact with websites and applications. You have probably already experienced how frustrating it can be to navigate through complex processes, such as opening a bank account. In this tutorial, I explain both the differences to usability and the importance of a high User Experience for you and your customers.
Key Insights
- User Experience is the overall experience of a user with a product, website, or service.
- Usability refers to the effectiveness and efficiency of use, while User Experience focuses on the emotional and qualitative experience.
- A high User Experience leads to increased customer satisfaction and loyalty, and has a positive impact on Google ranking.
Step-by-Step Guide to Improving User Experience
Understand the Impact of Click Count
Imagine you want to open a new bank account. The number of clicks required to accomplish this can vary between 22 and 39. This range directly influences the user's frustration or satisfaction. A lower click count often means a better User Experience.
Analyze the Customer Journey
Let's take the example of the Bison app, which allows you to trade cryptocurrencies. During my initial use, I faced issues with video identification due to app overload. The competition was more successful here as they offered multiple identification options. This shows how crucial the customer journey is for a product's success.
Define User Experience
User Experience encompasses not only the interaction with the product but also the phases before and after usage. It's about how users perceive meaning and content without much thought. A positive UX links this experience with a good feeling, leading to brand loyalty.
Highlight the Difference between User Experience and Usability
Usability focuses on the effectiveness of use, while User Experience centers on meeting needs and the user experience. This starts before product usage and extends beyond interaction. Both aspects are important, but they differ in approach.
Consider Technical Aspects
A UX Designer must also understand the technical capabilities and limitations. Just as a chair designer must adhere to physical laws, a UX Designer should understand the fundamentals of frontends and backends to develop optimal solutions.
Understand Why User Experience is Important
A high User Experience meets customer expectations and puts their needs at the center. It facilitates positive emotions and promotes loyalty. Additionally, it will become one of Google's most important ranking factors as of May 2021.
Use Metrics for a High User Experience
As a marketing manager or decision-maker, it's essential to understand the importance of User Experience for Google ranking. This includes knowing which metrics help you assess and optimize the User Experience.
Collaborate with UX Designers
Your knowledge of User Experience will help you collaborate more effectively with UX designers and developers. You will be able to establish standards for your website's design and development and review their implementation.
Summary
In this guide, you have learned how important a high User Experience is to increase customer satisfaction and loyalty. Clearly distinguishing it from Usability will help you better understand the basics and their significance for your products.
