Up to this day, you may have already visited several websites on the internet. On some websites, you found it so difficult to find what you were looking for that you just decided to leave out of them as soon as possible. On other websites it was so easy to navigate that they became your favorite ones. In both cases, you had a different experience as a user. You had a bad experience on the first websites and a good experience on the second. That is why we call it “user experience” since they let users have a good or a bad experience when looking for information.
The websites you find eye-catching and intuitive to navigate have user experience design; the others you find annoying, slow, and complex lack it. In some cases, the website did not have UX studies since these are the ones that help understand customers and customer’s needs.
User experience main objective: achieving user’s loyalty
Now that you know what user experience is, let’s talk about its main objective: to achieve user loyalty. So, how is this achieved? It is simple; this is achieved by looking for user satisfaction within the website, eCommerce, software, mobile app, or any platform that you are using. Any digital platform should have this design if they are looking for retention, interaction, and sales. The best example can come from your experience. You probably ended up buying something on the Internet on the website that you found most attractive and easy to navigate, right?
How do you measure user experience?
Now you may be wondering, how do you measure user experience? You measure user experience with qualitative and quantitative measurements. Usually, the designer already has an idea of what can work for each client’s industry and business, but this is never enough. A test model should be created to receive feedback and create a/b tests.
Comments and anecdotal feedback is also essential, since these provide how users felt in these tests. However, a/b tests, and heatmaps are more precise. With these we can know exactly where every user moved the cursor first and where they went on the web.
As you will see, both measurements are necessary. To stay only with a qualitative approach would be to lack precision, and to be guided only by the quantitative one would be to lose the feedback of what the users expected versus what they received.
Our recommendation is to always measure the user experience at:
- The launch of a new product.
- Before updating the platform.
- After redesigning the platform.
Now, we will detail a little more what we should always consider when performing our measurement:
- Time required
- Number of participants
- Perceived difficulty
- Mistakes made
- Success rate
- Test execution
- Data analysis
- Presentation of results and execution of results.
Thanks to the former information, we can always improve the user experience. But it is also important to work with trends, responsive designs, and language translations.
You can see how a page with UX looks like by navigating this website. The website designer based her work on the information from this article. Specifically, on trends for software development businesses. So, how about starting at home and leave us any comments and doubts right here?