User experience (UX) is understood as the way in which a website is built, based on the needs of the people who visit the site, as well as on the objectives of it to exist. Today’s consumers are demanding, so they expect each experience to be designed especially for them and that brands know them better than anyone. * This challenges graphic designers and marketing specialists to build websites that also are very easy to access for your potential clients, supporting the fulfillment of business objectives.
Defining the standards of user experience on my site
To define the basic standards of a website with an excellent user experience, the Why? What? and how? of the website which we want to improve or build.
The why? It is defined as the motivations of users to visit the website, be it completing a form, subscribing to a monthly newsletter or even reading the content of the site. Therefore, the business objective can help us find the Why? From the creation of the website, for example, if the business objective is to generate sales in the digital channel, we can infer that our Why? of the website is to bring sales from it.
The What? It is related to the functionalities that the website will have or the actions that users can execute within the website. Continuing with the example of the sales website, it would be very difficult to complete the goal of generating sales in the digital channel if you do not have an ecommerce set up, or if the only functionality it has is to complete a form.
The how? it is related to the design and accessibility that the site will have. The aim should be that the experience is fluid, coherent and consistent.
User experience must be customer-centric
After asking ourselves all these questions, we can start with the iterative process of design, programming and testing of our digital platforms. It is an iterative process since the user evolves over time and therefore also their needs. For this reason, it is important to maintain a culture of A / B testing to learn better ways in which we can improve website performance.
At Extendo we have worked on user experience projects in the past and have achieved great results. Instacredit, a finance company with a presence in Mexico, Nicaragua, Costa Rica and Panama, approached us to find a way to improve lead results from their website. With our work and design proposal, we achieved a growth of 65.84% in requests from the organic channel and a growth in the conversion rate of 48.92%
- Put yourself in the shoes of your customers and ask yourself if your site adequately responds to the objectives of your business and the questions that your customers have and want to answer by entering your website.
- Maintain a culture of recurring testing and improve the user experience in recurring sprints. This will make your customers handle within the website in a more fluid and smooth way.
- Partner with experts in the field and grow the relationship with your customers and the digital business.