Start using the number one essential ingredient for success
- Web design is often based on personal opinions, guesswork and a desire to create something shiny and new.
- Some decisions will be made using analytics, but understand that they only reveal half the picture and won’t give you the reasons why your website is not performing.
Understand the role played by User Experience (UX) in achieving ROI from your new website
User research provides insight into behaviour and when married with data analysis, provides the whole story.
From such an understanding, a website that meets user requirements and maximises potential ROI is achieved.
A prospect we recently spoke to were redesigning their website for the third time in four years.
On each occasion they had spent a great deal of time investigating CMS technologies and their own requirements, twice resulting in a website that worked well internally but didn’t meet the needs of users. The two previous websites wasted significant amounts of time and money while the organisation fell further and further behind. They are now looking to utilise research to shape user requirements for the next website.
Arguments for the user research led approach
Failure to listen to users during website design can lead to redesigning your website annually, or costly modifications post launch.
Investing in user research leads to a user experience that:
- Is designed around and responds to the goals and needs of customers
- Makes it easier to perform key tasks on your website
- Increases sales and lead generation potential
- Reduces development and support costs
A carefully crafted experience that delights your users has wider benefits too.
Understanding your users’ motivations, requirements and barriers to conversion is vital information for designing effective websites, but its value goes much further in creating delightful user experiences.
Such experiences can also provide:
- Improved brand perception
- Improved customer satisfaction
- Increased sales
- Higher conversion rates
- Greater reach and visibility
- Business transformational change
“In many of our projects we find that the research findings we present resonate well beyond the digital sphere, touching upon and positively impacting the entire business, wider marketing strategy and customer service.”
– David Wharram, CEO, Elixirr Digital
Where is your business on this scale? Where would you like to be?
The percentage of your budget to assign to UX activities should be based on the extent of internal buy-in and the level of investment in UX you want to achieve in your business.
If you haven’t undertaken user research and experience before then it can be like taking a step into the unknown. A UX project however should follow a robust performance of information gathering, output production and regular testing and feedback loops.
Here is an example process including key activities and outputs.
What is biometric testing?
Biometric testing for UX utilises cutting-edge technology to detect and measure physical and emotional reactions to certain visual stimuli – like a website, for example.
Biometrics opens up an entirely new and unique avenue of customer-centric market research. With access to such powerful test and learn techniques, you can benefit from a completely new level of consumer insight.
How does it work?
Our biometric testing equipment here at Elixirr Digital boasts sophisticated, integrated technology consisting of:
What can biometric testing tell you?
Through the combination of eye tracking, GSR, and facial expression analysis, biometric testing can tell you:
- How long your users spend looking at specific areas of your website
- How quickly your users are able to locate key content
- How easy or difficult is it for your users to navigate the site
- Whether your users follow the expected journey path
- Whether your users are seeing key messaging and information
- What emotions your users feel when looking at your content
- Which areas of your website or content frustrate your users
“Emotion is the currency of experience, and it’s an absolute necessity when creating great experiences.”
– John Mellor, Adobe’s VP of Strategy, Alliances, and Marketing
Outputs will differ based on the demands of a project, but you should expect to see some of the following…
The key findings from the research process present quantitative and qualitative insight and form user requirements for the website.
Information architecture such as navigation and sitemap are based on user requirements to form structure. Wireframes or a functioning prototype are then designed as blueprints for future user testing.
A key advantage of the UX approach is the ability to test and implement an iterative cycle of development. Testing can be carried out in multiple ways but fundamentally it should be carried out often with regular feedback loops.
Personas present the goals, motivations and fears of the audience as a reference point to ensure all design and marketing activity is tied back to the user.
Measuring the success of a UX project requires selecting the correct metrics and understanding where the greatest business benefits can be found.
To discuss any aspect of user research led design, contact us
Download the guide