What is User Experience (UX)?

ISO 9241-210 describes the ergonomics of human-system interaction. It defines user experience (UX) as an individual’s perceptions and responses resulting from using or the anticipated use of a service, system, or product.

Why improve User Experience?

Website is part of your Brand Identity in the digital space. It is your full-time salesperson, and if potentially exhausted, can become the most powerful asset and could dictate your all marketing efforts.

Talking specifically about UX, Don Norman coined the term when he worked for Apple in the mid-90s. His book The Design of Everyday Things published in 1988 is sort of the bible for UX designers that lays down iterative development relationship between objects and user.

Does it mean that UX is not just about the experience of a user at the time they are using a product, but also their experience prior and afterward?

UX is not restricted to making aesthetically pleasing products. It comes along the complete package, including development, marketing, delivery and probably listening to the customer experience and providing post-delivery support, accordingly.

On the website, improving User Experience would be mindful of implementing the right balance of usability, usefulness, and desirability.

Tips to Make Your Website User Friendly?

Websites must walk extra mile to attract customers. According to Toptal, 80% of the people would avoid returning to your website if they had a bad experience, irrespective whether it was a bad user interface or poor UX. 

1.Use white space

A cluttered interface will overwhelm your visitors, confusing them with excess information and completely missing the core message of the page in all the noise. By removing distractions, you draw the visitors’ eyes to the essential elements of the page. The more white space surrounding an object, the more the eye is drawn to it.

2.Use Bullet Points for Key Information

Bullet points help break visual monotony of the information on the web pages. It can also be used for drawing attention to the key information to score better at lead generation.

The bullet points should make your content easy to comprehend. Look at this example:

Do you remember this children’s riddle?

“Which one doesn’t belong here?”

The website visitor must be able to smoothly go through the bullet points. They must grasp the information smoothly, absorbing the meaning and not trip over excessive words and phrases while wondering “What’s the dog doing among produce?”

3.Use visuals

Visual elements make web page content interactive and also less likely to get lost.

According to Google Webmasters, the complex algorithms that search engines use are targeted to identify page quality and content relevance that satisfies intent of the website visitor.

Relevant and good visuals support visitors’ intent by grabbing their attention; additional supporting content that clarifies provided information makes a strong case.

Businesses can benefit from data visualization even on text-heavy collaterals such as white papers.

4.Interactive Creative Headlines

The headline must be Creative, Concise and Correct, the information must also complement the visuals used.

5.Responsive & mobile-friendly

According to Section.io, just an extra 5 seconds of page load time on your website can increase “bounce rate” by 20%.


So, what to do about it? Get your score, first.

Google offers a free service to get informed on your page speed. In addition, Google gives you suggestions to improve load time on different devices, including Mobile and Desktop. You can start by compressing images before loading them on your website; often, large image file size causes of a slow page speed.

6.Breathing design

Web design is the face that any brand is identified with, 95% of visitors form an opinion about a business by after visiting their web page. Hence, strategically placing your design will help you acquire more attention and improve sales.

Modern web design trends focus on UX/UI, the designers wrap creativity and functionality to create great UX while working on clean design and being uniquely intuitive at the same time.

They use and leveling up UI/UX by: 

• Design and visual aesthetics

• Easy to read content with easy to navigate interfaces

7.Make CTAs stand out

To get better results on the desired goals on your web pages, you must create irresistibly compelling clickable calls to action (CTAs). Compelling CTAs motivate shoppers to give in to curiosity and checkout buttons – complete a full cycle of user journey or help generate marketing leads by signing up for emails.

Disclaimer: Anyone who’s ever worked on compelling CTAs to increase engagement by any real measure will tell you it isn’t easy!

Look at these tested use cases to get inspiration:

8.Get creative with 404s

Brands have been using Creative Error 404 pages to keep their clients/customers engaged. 404 pages are a great way of communicating details about the brand, brands use it to address the interested customers subtly. Take a cue from the brands that have creatively used 404 pages to hit the right spot.

Conclusion: Value of User Experience

User experience is undoubtedly the most essential pillars of your online presence. It is a vital part in building a relationship with your audience. Website with bad UX will cost you losing both existing and potential customers, make sure to optimize it for faster loading, reading fonts, pleasant colors, and clear CTAs. Now it is imperative – more than ever – to put more time and resources into quality UX for your website. Drop us your query to know more about good UX practices from our Design thinking consultant.

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