User Experience (UX) design is the process of creating relevant and meaningful journeys through your products. No longer are consumers swayed by ‘bells and whistles’, but are focused on the experience they have with a brand throughout their platforms. Below covers the basics of UX and everything you need to know heading into 2020. 

1. You are not your user 

When creating a design with UX in mind, the biggest rule to follow is that what you may like is not necessarily what your user would like. It can be a common mistake in design when a company creates a product that suits their needs, however, may not suit the needs of the consumers. Be sure to research exactly who your consumers are and build a product that streamlines their journey (not yours). 

A great way to ensure you are building a product that centres around your consumers is ‘user testing’. This is the process of bringing in individuals who resemble your ideal user and having them test your products to provide you with valuable feedback.

2. Three-Click rule 

Ensuring that users are able to find exactly what they need in the smallest amount of time is essential in optimising conversions. A regularly thrown around ‘rule-of-thumb’ is the three-click rule. This means that there should be a limit of up to 3 clicks between a user and the information they need. 

Although this can be quite a tough process to follow, there are many ways around it particularly when advertising. For example, using landing pages for your digital ads ensures that users are being directed to a page solely-based on the information that they have expressed interest in.

Psst, top tip! A lot of data-centric organisations measure the ‘Time-to-Event’ metric to understand how long it takes a user to make a meaningful action on their website.  

3. Build then iterate, iterate, iterate! 

The benefit of digital platforms is the ability to be able to test and learn at such a rapid pace. UX Designers generally design and create a first iteration (Minimum Viable Product or commonly called an MVP). This then goes to market and the designers & developers run fast-paced iterations of the MVP over a period of time. 

At the end of this time period, you will have a digital platform that is fueled by the decisions and choices of your ideal users. 

4. Stay simple & consistent 

Much like the rule of simplicity for copywriting, UX design is very similar. Remaining simple and avoiding any potential barriers for your users is essential for modern-day design. Having a strong call-to-action with a bold colour that carries throughout the platform will help in reminding your consumers of what you are wanting them to do. 

By applying the above rules and keeping your design simple, you’re likely to see a streamlined user journey (and more conversions!) 

If you’re looking to apply UX design to your digital platforms but don’t know where to get started, contact our team of MVPs to get help today!