User experience is very important. Yes, it is very important that your website looks good from your perspective. Colour scheme, check. Layout, check. Social media links, check. But, are you the intended audience? The likelihood is that the answer is no.
The importance of a great website design is continuously growing. So, you’d think that businesses would be paying more attention to the details that make their user have the best experience possible on your website.
We have collated 10 reasons why businesses are failing to create designs focused on the end-user.
Our 10 Tips to Improve User Experience
1. No head of design
Your website design should be just as important as the technology that it’s built for and the businesses it’s advertising. Having someone to spearhead the design of the website, who reports to the CEO or MD, will help to minimise any issues you could encounter. By keeping the project more organised and having someone who thinks with the UX in mind you’re working to benefit everyone involved. Therefore, the project will have the desired outcome.
2. Time-constrained delivery
Too often designers or design teams deadlines are too tight due to businesses having a substantial focus on project delivery. This is generally down to a misunderstanding of the function of User Experience. Most notably, this can lead to corners being cut, as it’s seen as less important than being on time. Which is obviously not the case.
3. An independent digital team
Having your digital team separate from your design team is that this can cause a delayed release and a feeling of frustration from both the development team and the business themselves. Working as separate, independent teams can make the project become disjointed and confusing. Regular meetings between teams and a general continuous correspondence will help to diffuse this problem, making the whole process more streamlined.
4. Lack of UX designers at project conception
When the initial brief is discussed UX designers are not normally present. The brief is often just passed onto them after being created by someone who hasn’t consulted a UX specialist. Involving them from the beginning of the project will help to incorporate design ideas with the user in mind, preventing problems further down the line of development.
5. Being a doormat agency
If you think your client’s idea isn’t going to satisfy their user’s needs or the design idea fails to conform to standard UX guidelines then you should discuss it with them. More agencies need to be willing to raise the issue with their client and resist taking on the brief if they know it will not meet the end user’s needs (check out our post on You Don’t Need an App for that).
6. Stakeholder resistance
Stakeholders generally only trust statistics. UX professionals have complained that trying to convince stakeholders that they’re correct or know what will be best for the project is very difficult. This lack of trust in UX design comes from lack of first-hand insight.
7. Lack of diversity in the workforce
Design can be quite subjective. That’s why having a multitude of different people could be very beneficial for UX design. Having a diverse team in terms of their age, background, gender and ethnicity. This will provide a broader insight into user needs.
8. New technologies
This can be very annoying. A manager may have seen a new type of customer ‘chat box’ or website animation which they think should be on the website. UX professionals will be able to tell whether this new feature will be needed, usual and wanted by the intended end-user. Just because it’s new doesn’t mean you need it.
9. Broken user journeys
This could be considered a consequence, not a reason, but we believe it’s important to note. A broken user experience, or customer journey, is a regular occurrence and highlights the lack of knowledge within most businesses regarding UX design. This could be attributed to many of the reasons mentioned within this list, such as lack of initial involvement of UX specialists and time constraints.
10. Work strategy differences
The way the UX design team work is different from the rest of the business. Often the UX design team work in an agile manner, working through a process of prototyping, testing and repeating the steps again. However, the development teams do not work in the same way. Instead, they take a waterfall approach for their detailed briefs, putting them at odds with the design team.
So, there you have our top 10 reasons why you’re business might not be doing UX the right way! User Experience is a crucial part of any website and can make the difference between success and failure.
If you have a project you’d like to discuss with us please feel free to contact us here, call us on 01772 393989 or you can email firstname.lastname@example.org.