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How to develop quality UX Design and why it is far from the design

How do customers envision an ideal website design job? So they come to the designer and say: “I want, they say, a new site for myself – so that it is modern, and the animation is there, butterflies are flying over the background, and the cursor is in the form of a flower. And let’s make the basket not a basket, but a watering can. Cool, isn’t it? “The designer happily starts work, unloads the site – customers are happy, and sales are taking off. But, unfortunately, this will not happen because there is a terrible word – usability.

How UX differs from interface design. UX is all about working out interactions and prototyping. And the design (UI) itself is about visuals and colors.

It is not so scary. And it only means the convenience of the site for the user. Yes, your resource can be as beautiful as you want, but if it does not perform the main functions – selling or informing – then it’s worthless. I will say more if a designer immediately sets a price for your request for a website and starts to create – a worthless price for him because the design is only a small part of the complex work of creating a quality website.

Why is this site so expensive? There is nothing special about it?

Yes, you hit the spot. A high level of usability is its invisibility. On a truly high-quality website, you don’t think about how to put a product in the basket, where to view delivery information, in what format to enter user data into your account. At first glance, everything seems so simple and obvious that a casual user will not understand how much work has been invested in thinking through each user path. How were all these smallest details, tips, pop-ups developed – so that the client would be as comfortable as possible to work with the site.

An example of poor usability on a popular online learning resource. Related faculties could be grouped into categories (development, design, game design, etc.), and each category could be marked with a different color. It is also unclear why there are icons here.

And, conversely, if you cannot find information about a product in any way, you spit on a beautiful but such inconvenient cursor, you do not understand how the search works – this indicates a low level of usability. At the same time, the site can be super beautiful, unique, with illustrations, animation and nice colors – but it is not at all convenient for use. And why do we need all this beauty if the user simply cannot purchase a product without dancing with a tambourine? That’s right. There is no need. So:

When building a website, start with the UX.

UX (User Experience) is at the heart of every quality online resource. The UX of a particular product is often studied not even by the designer but by the UX engineer because this is a huge area that has nothing to do with design in the classical sense. I know the concepts of usability and can design quite complex interfaces, but sometimes, when working on large and complex projects, I also involve a UX engineer.

So, there are basic UX principles that every designer should know. For example, icons familiar to the user (shopping cart, “like,” browsing) on ​​each site are displayed in a similar way. And if you change them to very beautiful but different icons, the user may simply not understand. Also, for example, the registration form and personal account are usually located in the upper right corner of the site, and important information is at the top of the screen. There are also more narrowly focused rules – but this is a topic for a separate article.

But, naturally, the user path will be different for each project. And if for simple services it can be somehow divided by types, then for large projects you have to write it from scratch.

Where do you start?

First of all – from my favorite, filling out the brief and TK. Together with the client, we must find out the goal the user should achieve and then analyze the problem areas. For example, customers may complain about a difficult feedback form, or you may find that requests are often sent to you with incorrect addresses. Then, when designing our custom paths, we will focus on these points first.

Then we proceed to the most difficult part – analytics. We must clearly state which paths the user should go from the first interest in your product or service to the final goal – purchase. Or from registration to completing a specific task, we are working on a dashboard.

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