Businesses have changed and the role of digital is more important than ever in a brand’s ecosystem. Out of the many touchpoints that your brand has, your website is now a living and breathing tool for your business and is much more than a brochure. The role of the UX design process within this ecosystem is now a top priority. But what are some best practices for UX Design?
Yes, your website should be informative—giving users context as to what your brand is about, but depending upon your goals—it should also be striving to hit certain business metrics or any key performance indicators that you put in place for your brand. Although dependent on industry, websites are now being used to capture and nurture leads and push them through the sales funnel.
User Experience Matters More Than Ever
User experience design is pivotal in making sure your target audience(s) have a pleasant, consistent experience that’s easily understood and even easier to maneuver through. UX design makes up much more than layout and content structure, it also surrounds the overall voice and tone of the website—making sure that when a user lands on your website that the “actionables” are clear, concise, and simply put—meet your business goals.
If you’re looking to overhaul your online presence, keep in mind some of these best practices for UX design:
Give users a clear path towards the end goal
Whether the goals are getting reservations set for a restaurant, or simply capturing information for your brand’s marketing and sales efforts, the user’s path should be digestible, clear and ultimately almost thoughtless.
Consistency is key for the UX Design Process
Funky navigation structure and alternate colors for call-to-actions are two simple examples of web design elements that can be off-putting for users and actually deter them for completing the intended goals. This same train of thought can be applied to layout and even visual style within fonts. Keeping things consistent ensures that the user will make the proper assumptions when moving through the entirety of the experience.
Messaging is Important to UX Design
User experience is just as much the language that you’re using throughout the experience as it is any sort of infrastructure. For users to perform the desired actions, messaging has to be digestible and easy to read as you move through the experience. Modern day design methodologies have now broken content into more digestible sections or “blocks” that allow users to retain information more easily than ever. Understanding your audience demographics is key for successful messaging. Nobody is visiting websites looking to read a book these days, and it’s important that you keep that in mind when speaking to content.
These best practices for UX design are just the start of what paints the bigger picture. At the Old State, our team specializes in Dallas web design and branding. If you’re looking to re-evaluate your online needs, contact us to set up a consultation today with our creative team.