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Well, as you already, in most cases, user experience design (UX or UXD or UED) fully encompasses traditional human-computer interaction (HCI) design, and extends it by addressing all aspects of a product or service as perceived by users. Indeed, User experience is any aspect of a person's interaction with a given IT system, including the interface, graphics, industrial design, physical interaction, and the manual.
Websites and Web applications have become progressively more complex as our industry’s technologies and methodologies advance. What used to be a one-way static medium has evolved into a very rich and interactive experience.
But regardless of how much has changed in the production process, a website’s success still hinges on just one thing: how users perceive it. “Does this website give me value? Is it easy to use? Is it pleasant to use?” These are the questions that run through the minds of visitors as they interact with our products, and they form the basis of their decisions on whether to become regular users.
User experience design is all about striving to make them answer “Yes” to all of those questions. This guide aims to familiarize you with the professional discipline of UX design in the context of Web-based systems such as websites and applications.
What Is User Experience?
User experience (abbreviated as UX) is how a person feels when interfacing with a system. The system could be a website, a web application or desktop software and, in modern contexts, is generally denoted by some form of human-computer interaction (HCI).
Those who work on UX (called UX designers) study and evaluate how users feel about a system, looking at such things as ease of use, perception of the value of the system, utility, efficiency in performing tasks and so forth.
UX designers also look at sub-systems and processes within a system. For example, they might study the checkout process of an e-commerce website to see whether users find the process of buying products from the website easy and pleasant. They could delve deeper by studying components of the sub-system, such as seeing how efficient and pleasant is the experience of users filling out input fields in a Web form.
Compared to many other disciplines, particularly Web-based systems, UX is relatively new. The term “user experience” was coined by Dr. Donald Norman, a cognitive science researcher who was also the first to describe the importance of user-centered design (the notion that design decisions should be based on the needs and wants of users).
Why Is UX Important?
Nowadays, with so much emphasis on user-centered design, describing and justifying the importance of designing and enhancing the user experience seems almost unnecessary. We could simply say, “It’s important because it deals with our users’ needs — enough said,” and everyone would probably be satisfied with that.
However, those of us who worked in the Web design industry prior to the codification of user-centered design, usability and Web accessibility would know that we used to make websites differently. Before our clients (and we) understood the value of user-centered design, we made design decisions based on just two things: what we thought was awesome and what the client wanted to see.
We built interaction based on what we thought worked — we designed for ourselves. The focus was on aesthetics and the brand, with little to no thought of how the people who would use the website would feel about it.
There was no science behind what we did. We did it because the results looked good, because they were creative (so we thought) and because that was what our clients wanted.
But this decade has witnessed a transformation of the Web. Not only has it become more ubiquitous — the Web had at least1.5 billion users globally in2008 — but websites have become so complex and feature-rich that, to be effective, they must have great user experience designs.
Additionally, users have been accessing websites in an increasing number of ways: mobile devices, a vast landscape of browsers, different types of Internet connections.
We’ve also become aware of the importance of accessibility — i.e. universal access to our Web-based products — not only for those who with special requirements, such as for screen readers and non-traditional input devices, but for those who don’t have broadband connections or who have older mobile devices and so forth.
With all of these sweeping changes, the websites that have consistently stood out were the ones that were pleasant to use. The driving factor of how we build websites today has become the experience we want to give the people who will use the websites.
What Situations Would Benefit From UX Design?
Saying that all Web systems would benefit from a solid evaluation and design of the user experience is easy; arguing against it is hard if you care about user-centered design at all. But we don’t live in a perfect world, and we don’t have unlimited resources. Thus, we must prioritize and identify the areas that stand to gain the most from UX design and UX designers.
COMPLEX SYSTEMS
The more complex the system, the more involved will the planning and architecture have to be for it. While investing in a full-blown multi-member UX study for a simple static website seems excessive, multi-faceted websites, interaction-rich Web applications and e-commerce websites stand to benefit a lot from UX design.
START-UPS
Start-ups and smaller companies generally do not have the resources to hire dedicated employees for this. For example,37Signals, a lean start-up company that builds highly successful and robust Web applications, including Basecamp and Highrise, relies on well-rounded individuals, people who can “wear different hats.”
In this situation, training existing employees (specifically, the Web designer) in the principles and processes of UX, or contracting out the UX work as needed, might be more suitable than hiring a full-time employee. However, creating a solid user experience for users in the very first versions of a product or service can certainly make it stand out and attract users’ attention. But as the owner of a start-up, sometimes you may just not have enough resources for hiring a skilled UX designer.
PROJECTS WITH “OK” BUDGETS
Smaller agencies that work for small and medium-sized businesses need to keep costs low for the customer base and prioritize deliverables in order to stay on the budget. The focus in these situations is more on the build process and less on planning, research and analysis. Projects with small budgets will be driven more by the launch of the final product. That doesn’t mean that these projects wouldn’t benefit from the good UX — of course they would — but in practice, small or medium-sized companies often do not feel compelled to invest resources into something that is not necessary for the launch of the site.
PROJECTS WITH LONGER TIMEFRAMES
By simple logic, adding a cog to the traditional website production process will extend the timeline. Time must be allotted for user experience design. UX designers could, in theory, shorten timelines by taking on some of the tasks traditionally assigned to Web designers and developers, thus potentially saving time and costs in revision phases by having addressed user issues.
Things To Know About UX Design
UX design is an amazing discipline, but it cannot, or will not, accomplish certain things.
UX DESIGN IS NOT ONE SIZE FITS ALL
User experience design won’t work in every situation for every user because, as human beings, we are all different. What works for one person might have the opposite effect on another. The best we can do is design for specific experiences and promote certain behaviors, but we can’t manufacture, impose or predict the actual experience itself.
And just as we can’t design a user experience, we can’t replicate the user experience for one website exactly on another website. User experiences will be different between websites. a design must be tailored to the goals, values, production process and products of its website.
CAN’T BE DIRECTLY ASSESSED WITH TRADITIONAL METRICS
You can’t determine the effectiveness of a user experience design based solely on statistics such as page views, bounce rates and conversion rates. We can make assumptions, and we can ask users for anecdotal evidence, but we can’t install an app (at least not yet) that automatically records user experience statistics directly.
NOT THE SAME THING AS USABILITY
User experience and usability have become synonymous, but these two fields are clearly distinct. UX addresses how a user feels when using a system, while usability is about the user-friendliness and efficiency of the interface.
Usability is big part of the user experience and plays a major role in experiences that are effective and pleasant, but then human factors science, psychology, information architecture and user-centered design principles also play major roles.
