When parenting tips become UX Laws
When parenting tips become UX Laws
Good User Experience is like a well behaved child. It makes you smile, communicates well, doesn’t scream or annoy you until you throw your phone and break it. Many of the lessons we were taught as children by our parents, should be followed in applying a user centered design and they resemble some of the UX laws. So, an UX designer should be like a parent to the app.
Good communication is one of the key reasons why people return to websites and apps, and its flow has a great impact on user’s life, from personal chats with family and friends to chances of improving education or business developments. For young adults, technology often replaces in-person interaction, but this doesn’t necessarily make the communication less meaningful.
However, the market has been changing rapidly in the recent decade due to the advancement of technology and with people that have been adapted so well. Nowadays, creating a successful product consists in much more than technological requirements. In an abundance of apps, our end-users will always choose the one that speaks on their terms and understands them. It’s not enough they can communicate with other people through messaging apps, the users now search for opportunities of communication in any app they use. And the more sincere the app communicates, the more delighted and understood the users feel, so that the chances he will return to use the app grow bigger.
The UX design process enforces us to test out the solution as early as possible and as often as possible. The way to create a great product is to start with a first draft, get feedback then continuously improve it, just like parenthood:
First rule in parenting is to guide them. Don’t get in their way, don’t leave them hanging. Conceptually, parents onboard their children into life with values, skills and knowledge. You don’t want to overwhelm the user with unnecessary and complex designs, if it will only make him abandon your website. The same way is with unintuitive design. Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know. You can simplify the learning process for users by providing familiar design patterns, or create user-friendly onboarding tutorials.
Do not confuse them. Don’t frustrate them, don’t make them feel stupid. Have you ever tried to trick a toddler just by hiding something from them, and then showing it? It’s all fun and games in the beginning, until the toddler loses his patience. The same thing happens to your users, they have limited patience, it’s the human thing to do. A good use for this advice is the law of similarity, which talks about the tendency of the human eye to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated. Basically, when we are designing a website, we should ensure that links and navigation systems are visually differentiated from normal text elements, and are consistently styled.
Always give feedback to your users. When we were young, we would always search for approval before taking action. It’s the same with the users, they want to see that their actions have an impact and generate a response and sustains the the underlying cause-and-effect relationships. The want on-the-moment feedback, immediacy is important. If the feedback comes even slightly after the pointer has moved, the user will notice. Research indicates that a delay of even a 100 milliseconds is noticeable and annoys the user.
Set them up for success. You want your child to be independent and happy. You have to make sure you think of ways the users will achieve their end-goal and avoid failure, and you can avoid failure by conducting usability testings. When in doubt, use Occam’s Razor, a law that essentially states that simpler solutions are more likely to be correct than complex ones. Analyse each design element and remove as many as possible, without compromising the overall function.
Last, but not least, be human. It sums up everything that’s been discussed till now. As technology has evolved, so have the users been searching for the human-touch in technology. In a society that is powered by technology, they expect things to be more personal, clear and direct. If you’re reading your copy (message) outloud and you wouldn’t say that to a person, then you should change it.
By following all these steps it will turn out a very successful and user oriented product, but unfortunately, many businesses neglected this part in the beginning. In this cases, the CRO Audit is here to save the day. Conversion rate optimisation is about finding out why visitors aren’t converting and fixing your site – or site elements – to make them convert. At the end of the day it's all about conversion, but you can not do it without deeply understanding of the needs of your user. UX audit helps you better understand de user journey and together with the marketing and development team you can find the best solutions that leads to conversions on website.
We take positive steps in creating proactive initiatives to become long-term partners for out clients. The strategy is to explore new ways to meet our customers' needs and explore opportunities for partnerships in selective projects. In this sense, we have a dedicated team of UX Designer, QA, SEO Analyst, Marketing Specialist, Customer Success Manager, working on dedicated projects, delivering our clients full CRO audit, expanding our areas of expertise.
The conversions we all want are made only when users are meeting the human factor and this takes teamwork, focus on users and correct data analysis. In reality, we are people who interact with other people through technology, not people interacting with technology.