Marrying Web Design and User Experience
That’s because while design is important, it isn’t the only consideration in how your website should look. We have to make sure the web design also provides the best user experience (abbreviated UX).
UX is critically important. If visitors to your website have a good experience, they are more likely to stay on your website. This inherently helps improve your SEO, which will bring more visitors to your site. It also makes them more likely to buy your product or service. So when we’re designing your website,we want to balance your vision with some important UX considerations.
Your Website Should Match Its Genre
Think of the last time you were selecting a book to read or a movie to watch. You probably noticed how most of the books or movies you were interested in had significant similarities in their cover or poster designs.
That’s because publishers and movie advertisers understand that genre clues are very important to attracting the eye of their audience. Science-fiction will have a spaceship or alien on it, for example, while a romance will have a man and woman on the cover. With romance, the genre clues can be very subtle, with the exact dress (or undress) of the figures and how they are oriented or touching each other giving the audience clues about what type of romance to expect.
Websites also have genres, and if you want your audience to stay on your website they should be able to recognize the genre of your website as belonging to the type of good or service they’re looking for. Visitors will often make this judgment in a fraction of a second, and they are just as quick to hit the “back” button to return to search results if your website doesn’t look right.
Website designs that are either radically new or borrow heavily from other industries can have this problem.
So the first part of the UX we consider is whether a website design matches what visitors look for in your type of website. There’s room to stand out, but you don’t want to be too different.
Visitors Should Find What They’re Looking For
Perhaps the most important part of the UX is that visitors to your website should be able to navigate the website easily. Most website users have visited thousands if not millions of websites, and they have developed a sense of how websites work. They don’t want to learn an entirely new organizational scheme just for your website. So your UX should build off the positive design features they’ve encountered on other websites.
Plus, visitors want to be able to see their options when they get to your website. They don’t want to have to hunt around to find where they’re going. Design should never obscure or hide the navigation on your website or UX will suffer.