‘User experience design (UX, UXD, UED or XD) is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product.’

Understanding the dynamics of UX isn’t about reading the definition but seeing how it can affect your customer’s overall website experience.

UX is the name that we give to user experience in the web design industry.

It’s about monitoring the user’s actions and experiences on a website; looking at what they do with the website, focusing on areas that they may be struggling on, may like and optimising the website for the best user experience possible.

There are many ways to gather information for user experience,  but two ways which generate the most results include using video and heat mapping. Video involves videoing user’s actions on the website, watching where the cursor is going, watching what they’re clicking and watching how they scroll through a website.  Incredibly, nearly 80% of website traffic drops dramatically  below the first fold, after that it starts dropping significantly highlighting the importance of getting the key bits of information in the first fold.

Heatmapping is a geographical map, showing the client which part of their website content is more popular and of interest to their customers, and which areas of content is of no or little interest.

By watching where the cursor is going through heatmapping and watching where the customer is clicking can ascertain where the user is focusing their experience on their website.

A perfect example of this process in action found that a huge amount of heat was being generated in the top left hand corner of a website which wasn’t generating as much interest as it should have been. By concentrating adopting heat mapping, it was discovered that a logo had been  built into one of the graphics and the users were mistakenly thinking that it was linked to the home page.  By removing the logo from the graphic, the heat instantly dissipated throughout the width of the website and the heat (interest) was centralised on the middle of the website – the ideal focal point for any website user.

Implementing technology which can video the user in real time as if there is an actual camera behind them watching them, watching their cursor, watching their hand movements and watching their movements on the actual monitor itself can enhance the user experience quite significantly. By monitoring successful transactions and online completions of contact forms  as well as acknowledging  the unsuccessful ones, we can gain the experience we need to develop the website to work better for most users.  One of the key fundamentals in developing and enhancing any users experience is to gather multitudes of data; giving a much rounder and conclusive analysis of the site before development commences.

Another form of UX is actually to have the website tested with people wearing special glasses. Not only monitoring where the cursor is going but monitoring where the eye is going over the website screen. By seeing where the heat is generated, this can then be used to dissipate the heat throughout the website and can draw focus one certain specific area of the website that generates the most income.

At a very simplistic level in UX you can have a form popping up on the page asking the user what their experience is.  The key is to not to do this too often as not to get in the way of what the user is doing and ironically by forms popping up, it can hinder the customers experience.  A great level of care has to be taken before integrates pop up forms.

By gaining this UX data we’re able to change the website interface, making forms easier to complete and user friendly; structure the website out differently integrating different graphics which will make that user experience more pleasurable and more profitable.

It is also very useful for reducing the bounce rate on a website and the exit percentage on specific pages.

For more information on UX and how it can help with your website, get in touch today, for a more in depth conversation with a member of our team.