Have you ever tried to fit a puzzle piece where it clearly doesn’t belong? Poor user experience of mobile or web products feels just like that, but as a digital counterpart.
UX optimization is exactly the thing to ensure every interaction clicks perfectly into place. What does this concept involve, and why should businesses care about it improving?
What is UX optimization
User experiences (UX) refer to the overall experience a person has when interacting with a product, service, or system, particularly in digital contexts like websites and apps.
Сonsequently, UX optimization is the process of transforming user experiences into seamless journeys that captivate users, on the one hand, and acquire clients, on the other.
“Many customers mistakenly believe that design is solely about how your website or application looks, focusing only on UI aesthetics. In fact, how it works sometimes can be even more important.
No matter how visually appealing a product may be, if it doesn’t meet user expectations in terms of functionality or emotional response, it will result in a lack of conversions. Both parties end up losing.”
— Maria Kravchinskaya, Chief Design Officer & Partner at SolveIt
User experience optimization involves diving deep into user behavior, unleashing pain points, and initiating corresponding design improvements that make every interaction not only predictable and clear but tempting.
It may seem that usability, accessibility, and intuitiveness have become clichés in the context of the UX/UI design. However, if you take a moment to unpack the true value behind these principles, you’ll discover how they hold the key to a vibrant future for your digital product.
By focusing on these essentials, businesses can improve user experience in that compelling way that really makes a difference.
Why is UX important for your business
It’s commonly stated that UX is essential, but let’s translate general words into commercial facts. How exactly does the improved “well-being” of your users during interactions relate to your business?
- Conversion efficiency maximization
According to Forrester research, enhancing website UX can boost conversion rates by up to 400%. Sounds crazy, right?
A finely tuned user experience serves as a strategic lever for business outcomes, transforming latent interest into actionable engagement. By implementing advanced navigation patterns and reducing cognitive load, you can optimize user pathways and encourage a target action.
- Sustained customer retention
Did you know that a 5% increase in user retention can result in a 25% to 95% profit boost over time?
We won’t say that people are loyal solely because the website or app is user-friendly: too many factors influence conversion. However, if you optimize user experience, the chances of not losing users at the slightest inconvenience increase — at least because you eliminate them.
- Increased customer satisfaction
But it’s not enough to just retain a customer; you need to keep them satisfied. If that doesn’t happen, there are always vigilant competitors: 77% of brands believe customer experience is a key market differentiator, and they’re definitely right.
Trust is the currency of the digital age. When users find consistent ease in their interactions, they engage positively and — see the first point.
- Support overhead minimization
A thoughtfully designed interface inherently reduces user confusion, leading to fewer support inquiries. Deloitte found that enhancing customer experience leads to a reduction of customer service expenses by about 33%! In e-commerce, enhancing the user experience through the implementation of augmented reality technology significantly reduces returns. For example, according to Wizart, when customers of finishing materials have access to an accurate product visualization in their space, they return it 40% less often.
This efficiency not only enhances user satisfaction but also allows your team to allocate resources more effectively, focusing on development rather than troubleshooting.
As you may have noticed, the reasons to improve user experience are actually closely interconnected, and their boundaries are often blurred, as human perception is a complex matter.
However, it’s great that UX is more objective — there are best practices and established standards, and it can be directed into a constructive path!
Top 5 key principles of good UX
When discussing impeccable UX, it’s essential to consider current design trends alongside recognized benchmarks to optimize user experience. You don’t have to implement everything at once, but here are five key principles that will help you resonate with your audience.
Emotional connection
Excellent UX transcends mere functionality: it seeks to establish an emotional connection with users. This can be accomplished through storytelling, branding, and personalized experiences. By tapping into users’ emotions, products can create deeper relationships, which result in more meaningful interactions and a more robust brand presence.
Microinteractions
These are the small yet significant design elements that boost user engagement by offering feedback, guiding actions, or simply adding a touch of joy. Thoughtfully designed microinteractions, such as subtle animations or success notifications, empower users by making them feel in control and aware of their actions, leading to a more gratifying interaction.
Progressive disclosure
To prevent overwhelming users, the approach of progressive disclosure reveals data gradually, tailored to user needs and actions. This principle allows for concentrating on what is most important while providing the option to explore further if they desire. It streamlines the user journey and reduces cognitive load, particularly in complex web apps or websites.
Inclusive design
A truly exceptional UX embraces diversity and guarantees accessibility for all users, regardless of their abilities or backgrounds. This entails not only complying with accessibility standards but also considering the varied needs of different demographic groups. This approach caters to a wider audience outreach while fostering true brand loyalty.
Contextual awareness
Effective UX is responsive to the user’s specific context, considering their surroundings, device, and situation. Compare: a fitness tracking app for the gym should prioritize extra quick interactions for rapid access during workouts, while a calorie-counting app can offer more complex features in a relaxed home environment.
7 steps to optimize user experience
“UX optimization is not a straightforward process. It often requires careful preparation and, in an ideal scenario, a dedicated discovery phase that entails deep research into user behavior and expectations, the competitive landscape, and industry patterns.”
— Maria Kravchinskaya, Chief Design Officer & Partner at SolveIt
If you’re looking to improve the user experience, consider these seven practical steps that can contribute to the effectiveness of your UX/UI design.
1. Ensure fluid navigation
A well-structured navigation system that follows the audience’s expectations is crucial yet often undervalued. Users should be able to locate their desired content effortlessly. This design choice minimizes cognitive load, irritation, or inactivity in terms of conversions.
Take note: the Airbnb mobile app features a navigation bar with intuitive icons and labels, facilitating smooth transitions between sections.
2. Approach sustainability and ethics
User experience optimization in terms of responsiveness has gone much farther away. Now users prioritize convenience alongside environmental impact. This includes refining images and videos to reduce load times and data usage to lower the carbon footprint of digital products.
Take note: Facebook mobile app offers a “data saver” mode that compresses images and videos, reducing data consumption, especially in regions with limited internet connectivity.
3. Add social proof
Incorporating social proof can significantly influence user decisions. Displaying user reviews, testimonials, or indicators of real-time engagement cultivates trust and urgency. Studies show that 83% of consumers trust online reviews as much as personal recommendations.
Take note: Booking.com effectively showcases customer ratings and feedback, which reinforces credibility and accelerates decision-making by leveraging collective experiences.
4. Offer personalized content
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Read the full article here for this and three more UX optimization hacks to bring your app's design to another level!
