February 22nd 2021

The Importance of Design on User Experience

The Importance of Design on User Experience

The User Experience (UX) has become more important than ever. How customers feel when they interact with a business system needs to be monitored, whether that's your website, an app, or the software you've developed. Any human-to-device interaction needs to be designed so that the user resolves pain points while also offering a seamless experience that will have them returning. The more meaningful you can make that UX, the more you can define and manage buyer journeys, boost conversion rates, and establish growing brand loyalty. When it comes to your touch points with consumers, the design is a critical part of the UX and can make all of the difference when it comes to sales figures and avoiding bounce rates.

Defining a Positive UX

The most important thing to remember when designing a consumer touchpoint is that the more you know about your target audience, the easier it will be to design the UX that resonates. Conducting customer research is vital. After all, you will need to design a different touchpoint for millennials and Gen Z than you would for older generations who may not be quite as tech-savvy. The more that you know your audience, whether that's through surveys, behaviour monitoring, or analytics reports, the easier it will be to define your buyer personas. That will lead to a more positive UX design approach that will only aid your branding while creating an experience that your buyers will be happy to approach again.

Testing Your Interface

Apps, websites, and software all need to be monitored and tested at all times. Designing the right interface means knowing that it's working as intended at all times. If you notice that a specific page on your website is causing more people to abandon your content, it may not be the content itself that's proving negative. Sometimes, even something as simple as a font change, a slow-loading image, or a badly written sentence can cause potential buyers to bounce. Websites are the most common interface that consumers use when interacting with a brand, so it should be a priority. Use any of the website optimisation tools available, such as Google's Optimize platform, to conduct more thorough A/B testing. Use a variety of different design options to determine which is the most effective for meeting your goals.

Consistency is Key

When it comes to designing your brand and your consumer touchpoints, consistency is vital. That means that you need your touchpoints to match your branding at every single stage of the buyer journey. From advert to website to app to product packaging, your brand will be weaker and more likely to develop a predictable barrier to making sales without consistency. The goal should be to have a thorough, in-depth, and well-designed brand guidelines document. Think about every element of your branding, from colour schemes and font types to the personality and tone of voice that you use in your communications. A style guide is one of the most important tools to have at your disposal when it comes to designing a more impactful UX.

A poorly designed UX will confuse a potential customer. That confusion will dilute trust and cause them to head to your competitors. Designing the most seamless and positive UX across all of your touchpoints will be made easier when you have the research and branding in place to help define the design choice that will help your business grow.

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