Anyone who has ever wanted to keep a quick eye on the internet knows some problems. These three pop-ups block views, the website also has a strange structure and the desired information is nowhere to be seen. At the moment, this is a bad user experience. This not only has a negative impact on the number of clicks on a website but also on the revenue of an entire company. Thus, the following article describes the precise definition of the user experience, its advantages, how it can be measured, and what strategies work to improve the user experience.

 

Definition of user experience

The term user experience is often abbreviated to UX and can be translated as user experience or user experience. What is meant by this is a user's interaction of experienced and perceived quality, which is related to the user experience, especially in digital areas. User experience describes a person's experiences, feelings, and emotions when using a website or product, which can be summarized in the user experience. Different from the definition of usability, which describes another field.

 

Definition of usability - The difference between usability and user experience

The words user experience and usability are often used as synonyms. But, this is not entirely accurate because usability is part of the user experience. Because user experience refers to all the behaviors and feelings of a person that arise from a particular product. This makes UX very subjective and dynamic because the user experience on a website can change with every click. Usability, instead, describes the user-friendliness and technical function of an application in a targeted sense. This means that the two terms differ in their meaning, but at the same time they are closely related.

 

User experience element - User experience is explained

To understand why user experience is especially important for your own website, you need to know the unique features of your UX. On a website, the following user experience issues are important: 

●      Accessibility: Availability of the website on different devices (e.g. PC, smartphone), the scope of availability and accessibility, duration of loading times

●      Aesthetics & beauty: subjective liking or disapproval of the appearance of the website

●      Usability: High advantage of function and content, simplicity and efficiency of operation

●      Of course, the user experience may be related to any product other than the website. The reasons for UX's three basic successes and thus accessibility, beauty, and usefulness also apply there.

 

Benefits of user experience - why user experience is important!

 

A positive user experience decides whether a user or subscriber stays on a website or leaves it immediately again. If the UX is correct, the likelihood of a purchase or interaction increases, and thus the revenue also increases. Besides, the user experience not only affects the short-term use of a medium but also the perception of the brand. So the user experience is important to increase the likelihood of recommendations. In short, the following benefits of UX can be determined: 

●      More traffic through interaction and a better overall impression of the user experience

●      Brands and products may differ from their competition

●      New customers can win

●      Improving the image through the user experience

●      Strong customer and brand loyalty through user experience

●      More customers want to spend money (website value = product value)

 

User trust increases acceptance of possible errors

Practical example: The advantage of UX in Apple

Technology company Apple was one of the first companies to consciously focus on the user experience and take advantage of existing benefits. In early 1993, smartphone maker Donald Norman was hired as the world's first "user experience architect". Norman had previously published Things in The Design of every day, a book about the psychological relationship between man and everyday things. At the time, the company cited the reason that customers deal with them long before they buy the product. Thus, the user experience should be so impressive that existing customers can understand other customers with their experience.

 

Make the user experience measurable - How can the user experience be measured?

Since the user experience is primarily a subjective feeling, it is more difficult to measure. Thus, the measurement of UX is divided into hard and soft factors:

 

Measure UX Hard Factors For Better User Experience

Difficult measurement problems include all technical requirements. Thus, for example, loading time can be measured and whether it is possible to display a website on all other end devices. The technical availability of some input fields can also be tested in the user experience. But, it is difficult to determine the exact “advantage” of these fields, as it is thematically evaluated by the user and then one of the softer elements of the UX measurement.

 

Measure Soft Factors Of UX

UX measures soft factors that describe how the page looks or feels easy to navigate. Some survey methods can be used to gain meaningful value. One of these methods is eye tracking. With the help of special devices, the user's eye movements and appearance are recorded while visiting and using a website. In this way, it is possible to evaluate what the eyes feel spontaneous and the user responds the fastest. Also, surveys may also be conducted as a further survey method. The more questions that are asked, the more meaningful the results will be for UX in the end.

 

Strategies for Improving User Experience - User Experience Tips

For a positive user experience, it is important that an application or product is not only efficient and user friendly. Rather, the overall impression should fit, which is why the following methods can help improve UX:

 

1. Customize The Design For The User Experience

Whether it’s a website or a product, without a visually appealing look and appropriate product design, the user quickly returns to other things. So it is understandable that the design adapts to the target group and changes to the UX repeatedly. It can help analyze the competition and develop knowledge about your own design and thus the user experience.

 

2. Improve The Structure For A Positive User Experience

If you visit a website, you usually have very little time and want to get information as quickly as possible. Thus, the framework should be logical and understandable for optimal user experience. In addition, the search bar must be clearly visible. Because if the user does not find what he is looking for in a few seconds, he will probably leave the website and search for this information from the competition.

 

3. Use Personal Address At UX

Communication with the user is also important for the user experience. Because the address should be authentic and appropriate for the company. Once selected, this address can be retained across all channels for a better user experience. It is also worthwhile to involve the user in UX decisions and evaluate their experience through personal surveys. 

 

4. Increase The Entertainment Factor For The User Experience

Each user visits a website with specific expectations. These should be looked at first for an ideal user experience. But, it is also important to differentiate yourself from competing with small startling effects in the user experience. For example, these can be amazing articles, but they can also be a fun headline or an unexpected price drop. This enhances the cause of entertainment and at the same time, positive UX ensures that the website is remembered by users and customers.

 

5. Place Advertisements More Consciously

Many websites are funded by advertising or a large portion of their revenue is generated through affiliate links. So there is no point in removing UX ads. But, ad usability should not be limited. If a user first has to close five popups and three ad banners to get the content, this experience disrupts the user experience and can have a negative impact on brand perception. So to make the user experience more positive, it is best to place ads at the end of the website or include them in the text.