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UX ! Why the User Experience is Essential to Your Strategy

The UX (User Experience) purpose is to design a product to benefit the users. It relies as much on the usability (the "easy-to-use" feeling of an interface) as on the emotional impact it procures.

1- The user is finally at the heart of the reflection.

Whether on a website or a mobile application, the goal is simple: retain the user and make him want to come back.

UX Design is now part of the team's marketing strategy to turn new user needs into features. The user is at the core of the analysis. Who is he? What are his habits? How can he save time?

This modern awareness is due to several reasons, but mostly because we realised that 68% of the users leave a website because of their bad experience. That is why UX became indispensable in business strategy.



2- Know the users!

UX allows you to know users. This is the first necessary step before tackling the interface structure. What we mean by that is to understand who the users are and what their needs are. To do that, the UX Designer performs researches, interviews to know everything about the typical user.

The main objective? to understand the users’ emotions and to anticipate their behavior.

Focus on "Instagram"

The Instagram user experience has evolved over time. At first, Instagram was focused on sharing photos, even if it was possible to like and comment. However, the interactivity between the users was little.

Then, Instagram took over everything that worked for Snapchat to capture the audience: stories, polls, filters, temporary messages.

Its graphic identity also changed to suit its target: simpler logo, gradient colors, minimalist interface.



3- Welcome to the er-go-no-mic interface.

Basically, this is where Designers are expected: ergonomics, or how to optimize the experience from A to Z so that the user comes back. There, we must activate our neurons!

There are some basic rules that will make users appreciate their experiences on a digital interface:

  • Typography.

The size of the typography is important (generally between 14 and 16 px for a body size of text). A sans serif type is preferred because it is easier to read.

  • Content prioritization.

UX Designs includes the prioritization of the content as well, especially the Hn tags (H1, H2 etc.). The goal? Allowing users to quickly visualize the main title of the page, the subparts and the other elements to help to clearly understand the order of the content.




  • Location of the elements

How to place the elements so that the user can access the desired content as quickly as possible?

There are some standards that our brains are used to, like the logo being located at the top left. Since the reading direction is oriented from left to right, the integration of the elements within the interface must respect it. For instance, on a product’s page of an e-commerce site, the visual will be on the left, the description and the call to action on the right.

Responsiveness, always!

Finally, websites must bring the same experience, no matter the resolution. Consequently, the pages must adapt correctly to the different resolutions thanks to an integration in a responsive optimized design.



Cognitive load.

Cognitive load is a theory that tends to explain the success or failure of a user’s interface. The more an interface displays elements, the more the user will take time to understand it, thus the risk of feeling distressed and giving up. Therefore, it is a question of lightening the interface as much as possible and remaining as simple as possible so that the eye of the user is attracted by the essential.


4- Users' tests concretize effectiveness.

UX is also essential for another asset, the user tests. Before launching a live interface, the process includes a user test phase. It is a method to evaluate a product by having it tested by users:

  • to observe people from different backgrounds, to see their reflex is the best way to determine how the interface works.
  • to list all the unseen problems and to adjust them (the location of a specific button, the height of the images, some weird interactions)



UX is essential in digital strategies!

Thanks to UX Design, the user is at the center of the project, he is the key. It is all about saving time, offering a simple and enjoyable experience.

By better knowing the user, the experience is adapted to its needs and allows to anticipate its behavior.

The ergonomic rules allow the quick apprehension of an interface and procures a comfort of use (readability, location of the buttons).


To conclude, let us take a clear example: the Amazon's website! It is the very representation of a UX based strategy: a simple, fluid, and obvious experience that brings the user back.

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