UX is Not Design in Singapore

The effectiveness of a website is dependant on one key factor: User Experience. But what does designing a user experience actually mean?

The true focus of UX is not about how your site looks like, but the understanding user and their plight. It should be about the user’s experience, how they feel when using and interacting with your site.Erik Flowers hit the nail on the head with his quote–“UX is the intangible design of a strategy that brings us to a solution.” A UX designer design the experience that a user has, rather than the interface that is used. It encompasses many different(but often overlapping) processes.

This is precisely why good UI design does not automatically equal good UX. There are so many factors that influence the experience a user has with a product, be it loading time, performance, personalization or visual appeal. UX isn’t limited anymore to just technical and visual design teams.

Here are a few other elements on a website that play a huge role in the user experience but aren’t necessarily a part of the UI design process.

Content strategy/Copywriting

If you have 2-8 seconds to catch the attention of your user, what will you do?

Content comes first. Content is what allows you to establish a relationship with your user. It’s where you get the chance to communicate the value of your product and how it will benefit your audience. Today’s online landscape is immensely over populated and how well you communicate with your users ultimately affect how they will engage and connect with you. Your content, and how well it resonates with your users is arguably as important as the aesthetics of your website itself.

Good copywriting is attractive, it can evoke an emotional response, like excitement, determination, happiness. It is an incredibly important part of UX, and one that is needed to create an intuitive and compelling experience.

Copywriting is especially crucial in the UX of your site’s onboarding process. A first-time user has to be able to easily figure out what they are supposed to do and why. Learnability is key to retaining these users and words are the tools you need to achieve this.

Information architecture

If you can’t find the information you are looking for, does it still exist?

Information architecture is the creation of a construction for your site; organizing information in a way that helps user understand where they are as well as what they need to do(or where they need to go) to complete their task.

Taxonomy, classification, hierarchy of information, labels, navigation and search are just some parts of the aspects involved in IA. Information Architects also build utility-only wireframes to illustrate how a user travels through a site and how the information structure should function.

Users need clarity, and IA helps structure and organize your site to achieve this. It allows your users to understand where they are in relation to the information they are looking for, and easily find that information in order to complete their tasks.

Without a good information architecture, user would be left confused, frustrated, and unlikely to return.

Picture credits: Abby Covert, Information Architect

Interaction design

At the core of every great user experience is an interaction that delights.

Interaction design is an essential aspect of UX, and just like UX, is often confused with UI design. The User Interface(UI) is what the user sees whereas Interaction Design is how users engage with the UI, and how it facilitates the desired actions of the user.

An interaction designer’s focus is on adapting technology based on how people behave. You first must understand your user on a level where you can determine what they want and expect, and then you have to determine how to facilitate those needs within the technological constraints of your website, product or service.

It is not enough with usability, especially for experienced user. Interaction designer can makes a useful website more favourite. Good feedbacks can make user have desire to interact with it, while unpleasant interaction, such as inconsistent and incomplement feedbacks, can lead to bad user experience, no matter how your website looks like.

More usability is often no longer enough, especially for your tech-savvy users. Interactions are what makes the change from a site that merely works, into one that your user enjoy using. The action-reaction feedback loop that forms an interaction appeals to your user’s desire for acknowledgement, and therefore has the potential to delight. Unpleasant interactions, such as inconsistencies and incomplete feedbacks loops, will lead to poor user experiences, no matter how good your site looks.

In Conclusion

There are many factors that influence user experience. Good contents, information architecture, and interaction design are only three elements among them. Every element has a flow to make user have resonate. Visual aesthetic and user interface design are critical part of user experience. User experience covers all aspects of interaction between terminal user and your website.

There are numerous factors that influence UX. Good content, IA and interaction design are just three of the many elements, aside from UI design, needed when creating a great user experience for your users. Each element contains  its own set of processes and requires a sense of empathy for your user. While visual aesthetics and the user interface design are essential in UX, it is important to remember that the user experience encompasses all aspects of your end user’s interaction with your site or product.

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