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User Experience (UX)

Jump To
What is UX Design?
Why is User Experience Design Important?
User Experience Design Tools
Mobile User Experience Design
Accessibility Web Design

User Experience, also known as User Experience Design or UX, is the process of ensuring a website is designed using best practices so visitors can utilise all aspects quickly and easily. Even a single webpage can consist of dozens of features, from buttons to images to text. User Experience is an intricate process that analyses and optimises each section of your website.

Gravytrain ensures that this process is as streamlined and as ROI-focused as possible by using data to back up all our UX testing and optimisation. This data comes from a selection of reputable sources including industry research, Google Analytics and a range of specialist tools that give us an in-depth understanding of your website and how users interact with each aspect of each page.

In this respect UX is similar to Conversion Rate Optimisation (CRO), however the main aim of UX is to ensure that users have a positive experience on your site, whereas CRO is focused on increasing the amount of conversions on your site by creating defined user journeys. This is not to say that UX does not help towards increasing site conversions, however at times this is not its main aim.

What is UX Design?

Whilst CRO focusses on getting users to complete designated user journeys and therefore increase conversion rates across a site, UX focusses on providing pleasurable and engaging user experiences. This is not to say that UX does not help towards increasing site conversions, however at times this is not its main aim.

To understand UX better, we first need to look at a typical user journey in terms of a conversion funnel. When it comes to CRO, we want to move users down the conversion funnel as quickly as possible, like so:

ConversionFunnel

However, with UX we want users to be able to have the best experience at every stage of the buying funnel, which means optimising each page in a different way. For example, during the “Research” phase customers may want to read more about your products and offerings, whilst at the “Decision” stage they may want clear information on your products’ pricing and features. A typical UX journey may therefore look more like this:

UXConversionFunnel

Ultimately, if a customer has a positive experience on your site, regardless of the stage they are at in the buying funnel, they will be more inclined to purchase something. This is how UX provides ROI across your site and enables your business to expand into new products and services knowing you have a strong foundation.

Why is User Experience Design Important?

Every day, more and more people are going online to buy products and services, which means users are becoming increasingly discerning over which websites to use. If a website is slow, looks unprofessional or is difficult to use, potential customers will likely abandon their journeys and go to a competitor instead.

UX ensures that your website is in optimal condition and that users enjoy their experiences whilst purchasing a product. Not only does this mean that they are more likely to convert, it also means that you are more likely to receive repeat business as well as a reputation for being a company that is quick and easy to use.

Some of the most successful websites in the world are constantly analysing their UX to ensure that users are happy and will return time and again. By doing the same, you can ensure that your website is ahead of the competition and delivers exceptional user journeys time and again.

 

User Experience Design Tools

Having the right tools is essential if you want to carry out UX in a data-led, efficient manner. Gravytrain uses a wide range of tools to analyse your website and understand how users are interacting on a page by page basis. These tools provide heat maps, scroll rates, click through rates and areas of interest for customers which enables us to understand which aspects of the website need to be the most prominent.

UX tools also enables us to see where users are “mis-clicking” or getting stuck on their journeys. This data allows us to identify which aspects of your website are the most important or are causing any issues. UX testing can throw up some surprising results, but this ensures that any changes we make are will have a positive effect and provide excellent value for money.

 

Mobile User Experience Design

smartphone-1132677_640

With an increasing number of customers shopping online using their smartphones and tablets, it is crucial that your website is optimised for a wide range of browsers and devices. UX for mobile takes into consideration the different ways customers use desktop and mobile devices, such as the fact that text size, image placements and even check-out forms need to be altered to provide optimal experience on phones and tablets.

Along with ensuring your website design is mobile friendly, UX reveals any build issues that may prevent your website from loading or performing properly on mobile devices. Slow page load speeds are a massive issue when browsing mobile sites, particularly if customers only have 3G. UX analyses the building blocks of your website and ensures that it will render properly on such devices and load each page at optimal speeds.

 

Accessibility Web Design

The best thing about the web is that it is open to everyone, yet this is something that some people forget when designing a website. Accessible Web Design ensures that all users have a positive experience on your site as it addresses common issues such as a lack of distinction between colours, text being too small or buttons not being easy to click.

If you would like to know more about altering web designs or creating new templates to ensure your website is accessible for all users, get in touch with us today and we will be happy to discuss your requirements.

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Gravytrain Ltd
8 Waldegrave Road,
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TW11 8GT

* Calls may be recorded for training and quality purposes.