Website developers need to focus on the type of user journey a business wishes to offer their customers. It is crucial to understand who the target audience is and predict what realistic steps will be required for them to reach their final destination. User profiling is an effective method to determine what a customer's needs are which can range from making a purchase to searching for the address of a business, or its opening times.
The quality of the user journey will affect the traffic to a website, research shows that a user’s first impression of a website is created within seconds and will determine whether they stay or leave the website. There are several critical aspects of the user journey that can be addressed when the website is designed and it is important that a business offers a platform that is a balance between their objectives and the goals of the user.
What Creates A Seamless User Journey?
In today’s digital universe, our smartphones, tablets, and computers are the go to destination to find information, make purchases, online gaming, and endless other activities. If it is frustrating to navigate on a website, then the chances are users will abandon it. Therefore it is essential that platforms create seamless user journeys for every customer.
A seamless user journey is one where users can quickly and easily navigate through pages with features that are easily accessible, offers visual clues indicating to users what different functions are, links that lead to logical results, and are efficient. In today’s fast paced world, individuals want to access information quickly and without frustration.
Importance of Intuitive UI/UX in Modern Web Design
One individual can visit up to 130 websites in a day which is almost one thousand per week. There are others that might only visit around ten web sites per day. The average amount of time spent on a website is less than a minute. It is crucial that modern web design incorporates intuitive web design as people often refer to web sites to gather essential information quickly such as looking for a particular product, answering a question, or looking for information about a business.
People want to find information quickly and the UI/UX design should be focused on providing a simplified user journey which enhances the overall experience of the end user that will keep them engaged on the platform for a longer time.
Role of Responsive Design for Cross-Device Engagement
These days mobile phones are one of the most commonly used devices to access information, shop, play games, enjoy entertainment, and numerous other activities. Therefore it is essential to design web pages that adapt to create the same user experience across devices so that if an individual is at home on their PC or out and about with their smartphone that they will have the exact same user experience. Being able to access the same experience regardless of the device being used will increase user engagement, attract new customers, and retain existing ones.
Gamification and Interaction Design for Retention
Whether we realise it or not gamification is being built into many of the apps that we use. It incorporates features that increase user engagement,motives individuals, and fosters increased engagement. Unlike traditional games, gamification uses non-game elements in real world applications that are designed to encourage individuals to complete different tasks such as walking 10,000 steps a day or creating a new savings goal etc.
Gamification appeals to the natural competitiveness of human psychology and is a very effective way to retain users by offering them new elements, mapping their progress on leaderboards, offering rewards, as well offering communities and social connections for individuals that enjoy sharing their achievements with other like minded individuals.
Examples Seamless UI/UX Journeys
E-learning platforms such as Duolingo will create an onboarding process that identifies the interests of new students by offering quizzes and identifying areas of interest. Students can then follow a personalised learning path with easy to digest micro-lessons that they can access from their smartphones that offer smooth transitions between lessons and clearly track their progress through visual elements such as badges and levels and milestones to keep users motivated.
Fintech makes financial tasks fun and less complex. Apps like Revolut offer a simple sign up process using biometrics or single tap verification and complete KYC by using an ID scan and OCR that is autofilled. The dashboard offers a straightforward clear picture of users financial status such as a chart of their spending habits with the aid of colour coded visual effects. There is instant feedback using animations to indicate that a task has been completed. There is an AI powered help function that will escalate users to a human support team if needed
Entertainment apps such as Netflix give users the option during the sign up process to indicate what types of entertainment they enjoy which personalises the home page. There is an infinite scroll function that suggests different types of entertainment based on past viewing habits. The content is delivered seamlessly across different devices, and is even optimised for smartphones. There are intuitive gesture controls such as like, share, and skip and push alerts that will alert users to when there is a new series or season of an existing series.
Trust, Safety, and Compliance as User Experience Factors
User safety and trust is crucial in today's digital environment where individuals are required to share personal details and make financial transactions online. A well designed UX will ensure that they have integrated security protocols to ensure the prevention of fraud, prevent security breaches, and other cyber criminality. By ensuring online safety, platforms will inspire trust, confidence, which leads to positive online experiences and engagement.
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