If you run an app or digital business, how users experience your service is the most important factor. Whilst marketing strategies might reel them in, they won’t stick around for long if the user experience (UX) is poor.
Good design and user-focused features are essential if you want to attract and retain loyal customers, which is why all businesses should be well-versed in the basic principles of good UX.
There’s no one-size-fits-all approach to UX, but there are some ground rules which will help ensure that your platform is a space where users enjoy being. Here are the five key UX principles that will help you attract and retain customers.
Having a consistent and identifiable aesthetic is critical to good UX. The goal of user-friendly design is to reduce the user’s “learning costs” and to minimize the possibility of confusion. This is why your color scheme, font, and interactive features should be consistent across your platform. Take Coca Cola for example; their copyrighted shade of deep red and their unmistakeable white font is consistent across all of their physical and digital branding. This lets users know where they are and prevents any confusion.
If your platform is only compatible with say, Android and not iOS, or only on desktop rather than mobile, then it is virtually useless. Good UX takes into account the possible needs of all potential users as a basic starting point, meaning compatibility is key. Take for example LeoVegas, one of the largest online gaming platforms in Canada. Users can take advantage of their no-deposit free spins on Android, iOS, tablet, mobile, desktop, and everything in between and can seamlessly transition between different platforms if needed. This is consistency and compatibility done right.
An application or website will often have dozens if not hundreds of different ‘levels’ and pages. It’s your job to ensure that these are easy and logical to navigate, which can only be done by sticking to a clear design hierarchy. At the top of the hierarchy should always be a home page which allows for navigation to the rest of the site. The site should then be logically subdivided into large, ‘umbrella sections’ where users can go deeper into a specific service. Think of it as a family tree.
Simple, Friendly Language
The way you choose to communicate with your users says a lot about your company and how you want to be perceived. Avoiding all forms of jargon and sticking to clear, friendly language is an absolute must. Take for example the TopShop online shopping service. Their site wants to be helpful, but they also want to collect user feedback to improve their services. Their “hey you, let’s shop together” feature is a very welcoming way to ask the user if TopShop can monitor their shopping experience and provide tips and information. Honesty, warmth, and simplicity should be your guiding principles when it comes to the language you use.
Good UX makes for happy customers. Integrate these principles into your design to ensure that your users feel valued and comfortable.
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