As technology continues to evolve and advance rapidly, more of our daily lives are taking place in a digital-first context. When marketing your products and services, this means:
- Your target audience now has a shorter attention span, and less patience when browsing websites and services online.
- Your target audience also has more choice of options than ever before when choosing who to buy from.
Modern users demand the same speed and convenience they get from the industry-leading sites and apps they use every day. That means you only have a matter of seconds to make a positive, memorable connection with your visitors.
UX design, therefore, serves as a critical phase within the end-to-end process of web design. This is essentially the practice of creating a website that allows your visitors to complete a process, take an action, or fulfill their need in as few steps or clicks as possible.
Despite its ever-increasing importance, UX design is a process that many businesses, and even many agencies, still struggle to get right.
To ease this challenge, and help you ensure your own website’s UX is designed effectively, we’ve written this article to outline the process in detail. We’ll also provide advice and tips to help you ensure your website can provide your target audience with an experience that drives them towards your desired outcomes.
What is UX Design?
The aim of UX design is to make it quick, easy, and convenient for your visitors to complete a task or process, or follow a call-to-action. Your UX involves everything from functionality, navigation, accessibility, layout, structure, and even the site’s content itself.
Designing your website in a way that’s intuitive and easy-to-use will provide your visitors with a satisfying UX. It’s important to note here that UX design shouldn’t be confused or bundled up with user interface (UI) design. UI design is its own separate phase of the process that comes slightly later.
Understanding the Design Process as a Whole
Research and Planning
Earlier in the overall design process, before you approach the UX, you should’ve gone through a thorough research and planning phase with your design agency.
This is important in ensuring that every decision you make towards your UX and UI will produce a more effective website capable of meeting your business goals and your audience’s needs.
Working alongside your agency, you’ll use this research to define the full scope of your website and all its requirements. This will include the creation of user personas and user journeys. These will help you determine the most simple and efficient flow for your visitors to take through your website to each call-to-action, and this is how your UX is created.
This research will guide both your UX design and UI design processes.
Related reading: Understanding the Important Role of Research and Planning When Designing a New Website.
Visual Exploration
Your agency partner should then produce a set of mood boards that you’ll use to create the aesthetic style of your site in line with your brand. These mood boards help you visualise the way your website will look and feel when built.
This is a precursor to your UI design, and it’s done before the UX phase to ensure the overall style is correct before any more design work is completed.
This is another collaborative process, where your agency should advise you with their expertise and experience from delivering successful website projects in the past.
Related reading: What is Visual Exploration in the Process of Web Design?
The UX Process
Information Architecture
The information architecture of your website is devised by building a sitemap, which is a map of all the necessary pages across your entire website. You’ll likely have an existing one from your current site, but this will probably need updating based on all the new research and strategic planning you’ve done.
From the sitemap, you’ll have a list of all the pages and content required to populate your site. Your agency will then build out a content base framework, noting any content that you need support in developing.
The users’ navigation through the site needs to be tailored to the objectives you’ve set and the research findings from earlier. It also needs to be built in a way that allows for flexibility and scalability later, as your requirements evolve and your business grows.
High-Fidelity Wireframes
Wireframes are used to design the user experience of your website. This is essentially like creating a blueprint of your website’s pages prior to beginning the actual design work, detailing the site’s flow and the users’ journey through it.
These wireframes are used to determine how the user can reach their desired outcome, or reach your desired call-to-action, in as few clicks or steps as possible. Remember, the purpose of UX design is to optimise that journey.
Here at SoBold, we use high-fidelity wireframes that provide a clear, detailed representation of the users’ flow to all calls-to-action. This is directed and influenced by the things we learned in the research and planning phase.
These wireframes are typically built on a standard desktop size, but they can be done on a mobile device screen size if you want your site to be designed mobile-first.
Wireframes are used to create the UX so you don’t get distracted by the visual design when evaluating the user journeys. This allows you to focus completely on the flow and the experience the user will have when visiting your site, without worrying about the aesthetic elements. It proves to be a much more effective approach towards creating an experience that will satisfy your visitors and help you achieve your objectives.
Again, this will be a collaborative process in which you’ll work closely with your agency, providing feedback on the wireframes to ensure they align with your requirements.
Once the mood boards and the wireframes are approved, all that’s left to do is apply the design to the wireframes to bring your website’s design to life. This makes the UI design process very quick and easy from here.
A Quick Word on Accessibility
Accessibility is a crucial aspect of any user experience.
Accessibility refers to how easy and accessible technology is for all users, regardless of their physical ability, location, personal background, or any other factors. While accessibility is primarily a concern for the UI design team, it’s also important in optimising your UX as well. After all, a website that isn’t accessible simply cannot be considered to have a good UX.
If accessibility isn’t included as a core component of your web design process, you should raise this as a concern with your agency.
Here at SoBold, accessibility is a key part of all our design processes, as we believe that all technology must be fully inclusive and equally available to everyone.
Related reading: You can learn all about what it takes to deliver good usability through your website in our related article here.
Finding the Optimum Balance
As touched on earlier, your target audience will be visiting your site with a goal in mind, and the UX is what enables them to achieve that easily.
Of course, you also have business objectives to achieve through your website, which must also be supported by UX design. That creates the need for balance between a UX that serves your visitors and supports your business strategy simultaneously. Your design should also play the important role of directing visitors to the calls-to-action that you want them to engage with.
Finding this balance is a challenge, and one that could have a negative impact if you get it wrong. This is where the guidance and expertise of a specialist agency partner becomes so important. All design is collaborative and iterative, and UX design is all about compromising to find the right balance.
The Business Benefits of Great UX
Finding a design agency you can trust, and investing the time to work with them to craft a truly outstanding user experience, will prove well worth it in the long-run.
UX design is complex, but the right agency can guide you by demystifying the process and helping you make the right decisions at every step. Finding that aforementioned balance between your strategic objectives and your target audience’s best interests can have a transformational impact on the performance of your website.
Providing your visitors with a great UX can deliver a wealth of other benefits as well, not only to the performance of your website but to your wider business too. For instance, a study by
Some of these additional benefits include:
- Boost SEO and brand awareness
- Improve audience engagement
- Reduce bounce rates
- Increase conversions
- Drive more sales through your website
- Accelerate business growth
- Improve customer retention and loyalty
- Gain competitive advantages.
Your UX isn’t Complete Without User Interface Design
The key thing to remember is that good UX design is really just helping your website visitors travel from their entry point to wherever they need to get to as easily and efficiently as possible.
In the UX phase of your project, you need to consider who the user is, what they’re aiming to do, and then determine how to enable them to do that with an intuitive design.
Once your UX design begins to come together, and you’re satisfied with everything, the next step will be for your agency partner to begin to design your user interface.
While UX and UI are separate, they’re also intrinsically linked. They need to work together seamlessly and complement each other in order for your website to be successful.
If you’d like to take a step back and learn more about the overall process of web design, read our related article here.
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- Simple, intuitive navigation
- Clear, logical page and content structure
- Large text that’s easy to read
- Clear input boxes
- Helpful error messages
- Simple password requirements
- Large buttons and clickable icons
- Easy undo, edit, and cancel capabilities
- Reliable refresh and back buttons
- Refresh functions that retain any input information
- Tapping or clicking buttons, rather than hovering over
- The ability to pause and scroll through auto-rotating carousels
- Videos with the option of closed-captioning
- Auto-fill for information input in forms.
- Optimise your site to ensure its pages load quickly
- Make all your site’s content is easy to perceive and consume
- Be consistent
- Give your site a simple, logical structure and navigation
- Use responsive design to maintain usability across different devices and screen sizes
- Use proper headings and sub-headings to organise your pages well
- Make sure clickable buttons and links stand out
- Use distinctive colours and contrast on your pages alongside white space
- Avoid making any of the text, buttons, or other touch-points too small
- Provide clear, useful error messages.
- More efficient and effective digital processes and services (both internally and externally)
- Greater adoption and usage rates
- Quicker, stronger ROI
- Improved user or customer retention and loyalty
- Commercial business growth.
Digital Business
9 February, 2023
Usability Explained – How Better User Experience Can Help You Grow Your Business in 2023
Usability is crucial to the success of any website, but it’s something that most businesses are still struggling to get right. This article explores what’s required to design a website with good usability, highlights common mistakes you should aim to avoid, and provides advice to help you improve the usability of your own site.
Digital Business Success Depends on Good Usability
Almost every business today has a website. At this stage, it’s safe to assume your business falls into that category. In addition, you may have gone beyond an ordinary website and carried out a bespoke development project to create something entirely unique for your business.
In today’s digital business landscape, having a great website is a necessity. And while developing a business website is no easy task in itself, it’s a challenge you’ve almost certainly already worked through. However, a challenge that you may still struggle with – like many other businesses we’ve spoken to recently – is mastering the usability of your site.
Providing a user experience (UX) in line with the standards of today, that meets the demands and expectations of your target audience, is a complex problem that may be holding your business back from achieving certain goals.
Of course, a complex problem is best solved by breaking it down into simple steps. So, let’s start by looking at the issue of usability, and why it’s so important to businesses today.
What is Usability?
According to ISO-9241, usability is defined as “the extent to which a system, product, or service can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.”
In this case, the product in question will usually be a website. And, while user-centric design is an approach to creating a website that’s easy-to-use, usability is the measurement of how well that design has worked.
Essentially, usability is about making the experience of using your website as convenient, simple, and reliable as possible for all your visitors. This is equally important for all kinds of users, whether they’re prospects you’re hoping to convert to customers, or employees accessing an internal process or system.
In a real-life example, if your business had built an internal site for your employees to access corporate resources and training material, usability would be determined by how easy – or difficult – it is to perform basic tasks. This includes actions like logging in, navigating the site across various pages, consuming the site’s content, inputting information into the system, and resolving errors quickly and efficiently.
We each have experiences with usability hundreds of times every day, as we access websites and apps like LinkedIn, Amazon, Gmail, and so on. But there lies the key
Good usability on a website is something you don’t even notice. Bad usability on a website is something you notice, and will remember the next time you have the option of returning to that site or looking for a better experience elsewhere.
Usability can often be the difference between users adopting or rejecting technology. It could be the difference between your website’s visitors bouncing off the home page or converting to become customers.
Common Mistakes with User Experience (UX)
One of the most common, and damaging, mistakes businesses make is assuming they know how their users will think, behave, and interact with their website.
It’s always a risk to assume your users will respond well to decisions you make because you feel they’ll make things easier for you, from the development or management side of things. You should also try to avoid assuming users will understand certain things just because you do.
Often, the opposite is the case.
For example, certain structure and functionality of website menus may be something you assume your users are comfortable with, but are actually difficult for some people to use. You may assume that your users are happy using a website that has pages that infinitely scroll, when in reality that causes a negative experience for them.
A common mistake we see lots of businesses make is deciding what kind of design and functionality they want, without considering who the target audience is and what they need from their experience.
Remember your users are the ones who will determine the success or failure of your investment in this site, so their perspective is the one that should be taken when making important decisions during the design and development.
By making those assumptions, not only will you provide your users with a more inconvenient or frustrating experience, but you may also drive them to find alternative means of completing their task at hand. If that task is purchasing a product or service, poor usability could begin to have a negative impact on your business.
What Do Users Want in 2023?
People expect a seamless experience when using technology, meaning they want websites to be simple, quick, and convenient.
This involves a lot of components, not just in your design and navigation, but also by finding the right balance with things like passwords, pop-up messages, audio and visual content, push notifications, and more.
Typically, a positive user experience will come from:
Users become frustrated when things are presented to them outside of their control or choosing. For example, some of the most maligned features of websites include push notifications, chat window pop-ups, pop-ups requesting feedback, prompts to install apps, requests for access to their camera or microphone, security questions, and so on.
It’s also likely to create a negative experience by presenting things in a way that doesn’t align with the logic of most of your target audience. For instance, if a website has an unclear structure and navigation, many users will be more likely to leave the site rather than persist in trying to use it.
A Word on Accessibility
Usability is sometimes confused with accessibility. While they are related, they are actually different concepts. Accessibility refers to the practice of making technology accessible and easy-to-use for everyone, equally, with a significant focus on those with disabilities and other difficulties.
Web accessibility is covered under the Equality Act of 2010 in the UK. Many organisations now have a legal – as well as a moral – obligation to ensure their websites are accessible, by following a set of principles and standards known as the Web Content Accessibility Guidelines (WCAG). If you’re working with an agency, they should already have accessibility best practices included in their approach to design. Be sure to check this anytime you’re evaluating agency partners for a project.
While accessibility and usability are different, all websites should be designed and developed to be accessible to everyone. This will include some of the same conventions mentioned above, as well as ensuring you cater for people with impaired vision and hearing, cognitive difficulties, those that need to use assistive technology, and so on.
Keep an eye out for our upcoming article taking a deep dive into web accessibility.
Tips and Advice for Improved Usability
1 – Keep it Simple
When it comes to UX, the simpler the better. If something is complicated in its design or functionality, it will likely be complicated to use as well. Always try to keep things as simple as possible to give your site the best chance to achieve great usability.
2 – Get the Fundamentals Right
Similar to the issue of making assumptions about your target audience, it’s important to understand that certain aspects of usability are more objective than they are subjective.
Yes, some people may prefer to hover over a drop-down menu rather than click it, but there are some fundamental principles every website needs in order to provide a satisfying UX. Get these right, and your site’s usability will be in good shape:
3 – Learn from Experience
Draw on your own experience in your personal use of the web to put yourself in the shoes of your users. If you encounter a feature or process that gives you a bad UX online, make sure you don’t have similar features or processes within your own site.
4 – Test With Real Users
Test your site with real end-users who are part of your target audience. The best way to give your website great usability is by asking people to test it out, gather their feedback, and put those learnings into practice. This is known as usability testing, and is a phase of the design and development process that should be planned into your timeline at the beginning of any project.
5 – Know When to Ask for Help
To ensure your site is built with usability as a priority, you’ll require the support of a good agency partner. Work with a web development agency who can provide guidance from their experience delivering dozens, if not hundreds, of similar projects successfully in the past. A good agency should also help you with crucial processes like usability testing and user acceptance testing (UAT).
6 – Use the Right CMS
Your selection of content management system (CMS) or platform is another decision that can have a significant influence on the UX your visitors will be given.
Some CMSs have a reputation for being clunky, difficult to use, and slow. Others, such as WordPress, are specifically designed to make websites as easy-to-use as possible for visitors. For example, WordPress is built with plenty of functionality that promotes accessibility for those with difficulties using technology.
For more insight into this issue, we recently produced a series of articles comparing the pros and cons of the leading CMSs available today. You can read that here:
The Benefits and Opportunities of Better Usability
Working hard on your usability to create a great UX is something all businesses should be prioritising in 2023 and beyond.
As technology continues to become more convenient and pervasive, people’s tolerance for slow, unintuitive websites and frustrating functionality is rapidly shrinking.
If you do create a site that provides your users with what they’re looking for and meets their expectations, your business will begin to benefit from a number of outcomes:
2023 Trends and Future Predictions
While users’ preferences for speed and convenience haven’t really changed much over the years, their frustrations with poor UX and their demand for greater usability have increased.
With technology now present in so much of our daily lives, people’s pateince for bad experiences is getting smaller and smaller. When it comes to web design, the best way to manage this is to stick to what’s proven to work and give your users what they want.
The most important usability trend in 2023 may be to focus entirely on those fundamentals we mentioned earlier. Keeping things clear and simple is likely to be the most effective approach to UX design for the majority of businesses right now.
Always Ensure Your End-User is Your Priority
You’d be surprised how many websites fail because they don’t provide their users with a straightforward experience that aligns with their expectations. When you’re investing a significant amount of time, effort, and money into building a site for your business, you can’t afford to overlook the importance of usability.
Whether your target users are prospective customers, existing customers, or your internal workforce, tailoring the UX to that specific audience is absolutely crucial. If you do, not only will your users have a better experience, but your business will also benefit from advantages that will begin to drive increases in business growth.
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Company Milestone
3 December, 2018
SoBold selected to work with Transport for London
SoBold Limited (SoBold), a leading digital and web marketing consultancy, is delighted to announce that SoBold has been selected to work with Transport for London (TfL) to build, manage and support a bespoke Cookie Consent Management Tool for use across TfL’s portfolio of websites.
SoBold’s rapid growth over the previous 12 months has seen them become a leading player in the digital and web marketing space. SoBold’s core offerings are now used by over 200 customers worldwide and we anticipate this customer base to continue to grow considerably over the next 12 months and beyond.
SoBold has been an authorised Reseller of Cookiebot since the new General Data Protection Regulation (GDPR) came into place on 24 May 2018. Cookiebot’s tool consists of three main features: cookie consent, cookie monitoring and cookie control and SoBold work with their clients helping them manage, build and integrate these solutions onto their websites. SoBold now manage Cookie Consent Management for clients across numerous different industries.
Transport for London has completed a formal tendering process to procure a new Cookie Consent Management Tool for their tfl.gov.uk website domains. By procuring the tool, Transport for London is best able to align their approach to cookie management with the requirements of data protection legislation. SoBold will work with Transport for London, for a minimum of 12 months with the option of extending the contract for a further 24 months.
SoBold Founder and Managing Director Will Newland, commented:
“We are absolutely delighted to work with Transport for London. This gives SoBold the opportunity to work with a large, well known, corporation and we have no doubt we can play a big part in ensuring Transport for London’s customers can feel safe and confident when sharing information about themselves on the TfL website. This further strengthens SoBold’s position as a leading player in the Cookie Consent Management space.”
SoBold Lead Developer Sam Phillips, commented:
“This is a fantastic opportunity for SoBold to showcase our experience in the delivery of bespoke Cookie Consent Management solutions across a portfolio of websites with millions of visitors per month. The contract with TfL cements our position as a leading CookieBot reseller in the United Kingdom.”
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Latest from agency
8 December, 2022
Sam Phillips and Will Newland interviewed by Cloudways
Technical Director, Sam Phillips and Managing Director, Will Newland were interviewed by Brent Weaver at Cloudways.
SoBold has been working with Cloudways since 2019 to help host development environments for all of their clients.
You can learn more about Cloudways, Managed Cloud Hosting services by visiting their website here.
See what they had to say in the video below.
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Company Milestone
28 August, 2017
SoBold has become the exclusive digital partner for Clanwilliam Group
As of September 2017, SoBold has become the exclusive digital partner for Clanwilliam Group.
About Clanwilliam Group: Clanwilliam Group, headquartered in Dublin, Ireland, operate a number of industry leading brands in the private and public healthcare sectors across the Republic of Ireland, the UK, Australia, New Zealand as well as other worldwide locations. Formed in 2014, Clanwilliam has rapidly expanded in size, now with over 15 brands under the Clanwilliam Group umbrella. Clanwilliam is driven to establish itself as a global group of highly synergistic healthcare technology and services businesses.
About SoBold: SoBold Digital Marketing, founded by Managing Director Will Newland in 2014, work with companies and brands deriving from an impressive multitude of sectors including Healthcare, Fitness, Luxury, Hospitality and more. With a growing portfolio of over 80 brands, SoBold has a proven track record of delivering expertly crafted digital marketing solutions to help small and medium sized businesses grow and flourish.
We are delighted to become Clanwilliam Group’s exclusive digital partner. Clanwilliam is rapidly increasing their reach in the Healthcare sector and we at SoBold are proud to work with them to implement a powerful digital strategy.
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Announcement
24 March, 2020
SoBold’s response to COVID-19
In response to COVID-19, we’ve put in place a number of measures at SoBold to make sure we can continue to provide our services to our clients around the world as well as do what we can to help contain the spread of the virus.
It’s helpful to reflect on the fact that we offer a service whereby the performance and outcome of work produced will not be affected at all.
We’ve moved to full-time remote work
SoBold has decided to close our office in London and have our employees work remotely until further notice.
We’re doing this in an effort to help prevent the spread of the virus because, while most SoBold employees are healthy and not in the high-risk category, we appreciate that is not the case for all of those around us, or in the wider community we live in.
We have a responsibility towards these people, including others who work in our building and those we come into contact with during each others’ daily commute.
We’ve set up enhanced support for remote work
We don’t believe it’ll cause much disruption to the rest of the team and business.
Most of our clients, for example, will be familiar with remote meetings; we regularly host virtual meetings between clients and SoBold.
All team members have access to reliable remote conferencing and workflow tools, so they can speak to anyone either within SoBold or outside of the organisation, whenever they need or want to.
This means we can continue to frictionlessly share and work collaboratively cross-functionally, with the ultimate goal of always delighting our clients and partners.
Free support to those directly affected by the closure of their businesses
We want to give back and help businesses and individuals that have been so badly damaged by the closure of their shopfronts, gyms, restaurants and other businesses in the hospitality industry.
We are offering free website help to these businesses during these tough times.
If you would like to get in touch with a team member about this, please email hello@soboldltd.com