Are you creating a new website or redesigning an existing one? Don't fall into the trap of focusing solely on purely aesthetic issues. Does this shade of orange look good? Should you place the logo on the right or left side of the screen? These are all important, of course. But in a world where users can choose from 1.14 billion websites, you need to make sure not only that yours is 'pretty'. A modern website should, above all, be designed with usability, ease of use and user experience in mind (UX).
What is UX? A brief overview
UX (User Experience) is nothing more than all the user experiences that occur when the user uses a particular website or application. All the activities that are carried out as part of UX are intended to make the Internet user's experience purely positive. It is therefore necessary to improving the product (in this case the website) so that it is as useful as possible, intuitive to use and interesting.
The UX design process begins with an understanding of the company's goals and how best to serve the target audience. By understanding the user's psyche, and applying best practices, a positive and memorable user experience can be provided.
UX also focuses on user motivation. Why did they decide to check out the website? What information are they looking for? What solutions are they looking for to solve the problems they may be facing? Designing according to UX looks into the mind of the user to give them what they are looking for in the most accessible way.
User experience - what qualities does good UX design have?
Peter Morvill, who is CEO of Semantic Studios, an information architecture and search consultancy, has created a User Experience Honeycomb, a diagram that depicts the characteristics of good UX.
These are:
- Usability
- Functionality
- Ease of finding
- Credibility
- Attractiveness (desirable)
- Availability
All of these listed features add up to value. The final value, however, is not only a benefit for the user, who receives a product that meets his or her needs (page). It is also a benefit for the company, which can gain a satisfied customer.
UX-compatible page layout - or what kind of layout?
Let's start this part of the article by explaining what a page layout, or layout, is in general. In simplest terms, it is simply its layout, its skeleton. It is the basis of the visual design of a website and determines how the whole site presents itself.. Creating a layout is one of the most important elements of website building in general!
The layout includes:
- colours
- typography
- layout
- content layout
- layout of animations
Features of a UX-compliant page layout
Professionally designed websites should be responsive to users' needs and thus retain them for longer. This is possible when they are characterised by:
modern and simple design - do not "attack" visitors with too many colours and fonts used. Keep the site clear, readable and place graphics in thoughtful, strategic locations.
simple navigation - navigation should be intuitive and allow the user to move easily from one place to another within the site, without "wandering".
availability of - The proportion of users connecting to the internet via mobile devices is as high as 92.1%. Consequently, the appearance, elements and functions of the website must be adapted to them, i.e. responsive. We are slowly moving away from creating separate versions of websites for desktop and mobile.
short charging time - Page layouts overloaded with heavy elements, e.g. unoptimised graphics or animations, are the bane of many websites, which focus on an attractive design but fail to take into account that long site loading times are the proverbial shot in the knee. Today's users don't want to wait, so they will leave a site if they don't quickly get the information they are looking for.
compliance with generally recognised conventions, standards - it is not about being boring, it is about meeting certain user expectations and responding to their habits. When they enter a new site, for example, they expect to find a logo at the top so that they recognise the brand.
coherence - by maintaining consistency, i.e. similarity in the appearance and layout of all sub-pages, the user will not feel lost or confused.
Read also: UX audit and its benefits for business
It is also worth mentioning an important term in the context of UX design - above the fold (ATF). It translates as the space above the bend line or start screen. It defines the area of the page that is visible to the visitor just after it has loaded - without scrolling.
Users accessing the site, want to determine as quickly as possible whether they will find what they are interested in. Given that long loading times increase the chances of leaving the site, it is essential to include key content at the top. ATF is a very important area, as it affects not only the user experience (UX), but also the positioning. When the first view is not optimised and properly designed, it is very likely that the website will have a problem with a high bounce rate.
Delving deeper into the subject, however, it is difficult to agree with the position that on any page call to action should always be above the fold. Why? First of all, because it is crucial to establish the purpose of the sub-page and what kind of users are expected to come to it. A call to action in the first place is as appropriate as possible when they understand the offer. However, if you are offering a complex and therefore expensive service, with many factors to be analysed before selecting it, call to action at the very beginning of the page may put people off or be considered too pushy.
Why is the right page layout so important?
A website designed according to UX, i.e. in a way that enables efficient and convenient use by users, will increase customer satisfaction. And from a business point of view, a satisfied customer means a higher conversion rate... and better sales. Make sure you have a modern website that will be an effective showcase for your company and help you grow your business!
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