The job of a graphic designer is to build the foundation of a website and make it as enjoyable as possible for users. User experience (UX) should be thought of from the first step in designing a website. There are many things to take into account to create an efficient and enjoyable web environment. They will influence the final design of the website.
Around 88% of consumers say they have had a bad experience viewing a website from a smartphone, and 30% say they do not return to a site after a bad experience. User experience therefore has a crucial impact on the success of your e-commerce. Here are some ways to improve it.
Before you even start to think about your site's user experience, start by thinking about your brand. What is the primary mission of your company? What are its values? Once you have answered these questions, you will be able to identify your typical customer.
Knowing who your users are is essential for imagining a design that will appeal to them. Knowing the typical profile of your audience is a good start, but you can go further by analyzing your data. This will let you know where your customers are, what type of devices they are using to browse your website, etc.
You can also conduct a survey of your existing customers to understand what prompts them to buy from you.
Once you have all the relevant information at your disposal, create the typical profile of your customers. You may define more than one profile. Take each of these profiles into account to think about the user experience of your platform.
Then study your competitors. Analyze what they are doing right and wrong, not only to draw inspiration from the good points, but also to avoid repeating their mistakes.
Understanding your customers will allow you to better meet their expectations on your site, but also throughout your communication strategy.
Design for the taste of your users
You will now be able to reflect on the tastes of your users to determine the types of design they like.
If, for example, your customers are Gen Z, they usually prefer sober websites, which load quickly and perform well on smartphones. Likewise, Generation Y prefers airy and uncluttered spaces. Think about the colors, fonts, shapes, layouts and overall style to suit the tastes of the group that makes up your audience.
The colors you choose for your design should also match your brand's graphic charter.
Your challenge is therefore to reconcile the preferences of your users and the existing style of your brand. If you want to reach a younger audience, you will need to find a good compromise that will allow you to reach this target who loves bright colors without sacrificing the style of your brand.
Also, make sure the colors you use in your design are easy to read. Think about your users who have vision problems and those who use a small screen to get to your site.
Also be careful when designing the navigation and layout of your site. Web browsing is done more and more with a smartphone or tablet. So help them navigate your site by putting clickable elements at their fingertips, and opting for an adaptive design so that your site intuitively adapts to small screens.
Opt for intuitive navigation
Users intuitively know how to navigate websites. Wanting to be too original and deviating too much from the norm runs the risk of annoying them and making them want to leave your website. You have between 5 and 10 seconds to convince them to continue browsing.
An intuitive layout makes it easy for users to see where the main features of your site are located. For example, the home button is usually located at the top left of pages and is often the brand's logo.
It's also important to pay attention to the placement of your menu items and their prioritization. The most important categories should appear first, and the least important last. The contact button is usually located on the far right of the menu.
Use directional signage
Directional signage can help you improve the user experience by guiding your visitors to what they're looking for, whether it's a website or a store.
This way you can improve different sections of your website by directing visitors to where you want them to go. Signage directs traffic from your home page to certain pages that you want to feature, such as a new product or promotion. Directional signage also concerns call-to-action (CTA) buttons or the shopping cart. For example, on a video showcasing a product, add a "shop now" arrow. You can also add text to further guide users.
Keep up to date with current trends
Being aware of the trends of the moment is essential to make a modern and relevant website. This will allow you to polish the elements that make your brand truly unique, such as adaptive logos that change shapes, or ghost lettering in which the outline of the letters is in white, but where the inside remains transparent to allow the background to be seen.
Consumers expect you to understand their issues and what they are looking for in your brand. Following current trends and pop culture will allow you to better understand the motivations, expectations and tastes of your audience. In addition to staying connected to social media, read relevant blogs to stay on top of the latest design trends.
Less is more
To improve UX, use as few elements as possible on your website. A too busy site makes navigation difficult. Users don't know where to go and miss out on essential information.
Learn how to create a balance between negative and positive spaces. Showcase products and important information by adding even more space around them to make them stand out. Eliminate all unnecessary and unnecessary items.
Plan and test the user journey
Using a wireframe to sketch the architecture of a website helps avoid mistakes that could cost you dearly. You will be able to immediately spot any areas for improvement.
Carefully planning the design of your online store is crucial to creating a good user experience. Test each item with your typical customer profile in mind. Think about the customer journey on your page. What is the ideal route a visitor could take on your site?
When you come across something that is not working well or that you are not sure about, think of a way to improve it.
For an online store:
- Click on all the links on your platform, and make sure they work. Also assess whether the link text is what visitors might expect
- Fill out and send all forms
- Check the page load speed and make sure all images are loading correctly
- Test your site on several screen formats and on several types of devices
The best way to meet the needs of your users is to test your website by putting yourself in their shoes.
Evaluate the accessibility of your website
To improve the user experience of your website, consider improving its accessibility as well. Think about those who have vision problems or who may need to use voice commands. Creating a strong contrast helps make your site as accessible as possible. There are several ways to assess the accessibility of your site:
- Heuristic assessment: Specialists assess your site interface, identify problems, and notify you of anything that meets government guidelines for accessibility.
- A / B tests: if you are hesitating between two ways of presenting a feature, do an A / B test with both versions of the page in question and see which page works best
- Questionnaires: Send questionnaires to your customers and ask them for feedback.
Focusing on the user experience helps attract more visitors to your website and convert them into customers. Consumers want a natural and easy experience. Make sure they know where to go and how to complete a transaction without encountering a major problem along the way. Look at your website through the eyes of your target audience, and design a design for them.