Why User Experience Matters

Sometimes in the technology field it seems as if products, websites, software and apps are designed for no other reason than that some very smart person thought it would be cool to see their ideas developed. While there’s nothing terribly wrong with that approach, and some amazing things have been created that way, there’s an important part of the equation that’s left out when you think like that: The end user. Products, websites, etc., are made to be used, and not just by a small group of insiders. Ultimately, the user is the most important part of any design strategy.

Let’s take websites. Have you ever gone to a Website and felt like you needed a user’s manual to navigate it? Some websites have design elements—gaudy colors, too many pages, bad graphics, small fonts and illogical organization—that drive users away, rather than making them feel welcome. Another example would be a website with movie reviews. Even a well-designed website with tons of reviews will be frustrating for a user who wants information about a small independent release if the site’s database only contains movies from the major studios. There are millions of dollars lost every day by commercial websites that are so poorly designed they turn users away before they can spend their money.

Products, websites, etc., are made to be used, and not just by a small group of insiders. Ultimately, the user is the most important part of any design strategy.

 

That’s why the field of User Experience Design, also known as UX Design, is becoming so important. Companies have realized that if they spend money on a product or website that’s not designed with users in mind, it’s like throwing their money away.

But although a lot of people like to call themselves UX designers these days, there’s some confusion about what’s involved in the job description. In the interest of clarity, here’s what a UX designer does:

• Brainstorming. The first step in the process of developing a new product is to brainstorm ideas for it. The UX designer meets with all stakeholders in the new product, to come up with ideas, concept maps, mockups, and any other creative thoughts about what product to build. This is the stage for no-holds-barred creative thinking, and there should be no limitation on what ideas are generated.

• Research. Once you have an idea of what you want to create, you start researching. The UX team will refine assumptions and fill in any gaps in knowledge or information. There are many shapes the research can take at this stage, but in general the team will want to collect market analyses, customer surveys, competitive data, and any other relevant information. For modifications to existing products, it’s helpful to review analytics, heuristics, content, product context, and user data.

• Analysis. After the team has gathered enough facts, the time comes for analysis. The product marketing data is converted into personas (average user profiles), experience maps, and other documents such as prioritized feature spreadsheets and user-task matrices. This is the part of the process where the product definition, product priorities, and product plan are hashed out. Sketches and diagrams are part of this process too.

• Mapping and design. This is the stage where scenarios, concept maps, and mockups are created, leading into the design phase. Graphic representations such as sketches, wireframes (website diagrams), prototypes, task-flow diagrams, and design specifications are generated now. All of the research and data gathering done up to this point are used to create mockups, concept maps, and scenarios. These are the raw materials that are used to design advanced deliverables such as wireframes, storyboards, and detailed mockups. These intermediate steps are then used to get to the advanced stage of product manufacturing. At this point the UX team has to keep in mind some basic parameters. One is the baseline attributes of the product. For example, a laptop’s most basic attribute is the keyboard or screen. Another parameter is performance attributes, or what makes this product different from its competitors. That laptop we mentioned will be judged on CPU speed and hard drive space, because people like fast computers that can store lots of data. Lastly, there are the fun attributes. These are subjective, depending on individual customer preferences. For example, some people value super thin, light laptop computers, while others don’t care at all about those features.

• Testing and launch. When a prototype is developed, there is a phase of testing, when users are recruited to put the product through its paces and give feedback on it. The feedback will likely generate more modifications to the product, before a final version in developed.

Later, when the big day comes and the product is finally launched, the job is far from over. Feedback is still crucial, in the form of support tickets, bug reports, and other analytics which are then used to drive product refinement through every subsequent change, iteration, or upgrade. Even after the initial launch is over, the best companies continue to monitor the data and analytics to ensure continued success.

The field of UX design is a crucial one for every company, because every product is manufactured with the idea of finding favor with customers, who are its end users.

 

As you can see, there’s a lot involved in professional UX design. It is a career that involves skills in product design, marketing, creativity, graphics, writing, coding and software design, as well as many other areas. A good UX design plan will put the time in well before the launch of a new product, but even after the product is on the market there will be protocols in place to refine and improve it.

The field of UX design is a crucial one for every company, because every product is manufactured with the idea of finding favour with customers, who are its end users. Many companies are now realizing that the best way to achieve that goal is to include the user in the process well before the product enters the market. UX design makes users the focus in product development, which is really the way it should be all the time.