When you’re preparing to make a website, the first thing you’ll hear people say is: make sure you get the UX right! For every website designer, the UX is (seemingly) one of the most important things to consider when jumping into web design.
Referring to ‘user experience’, this aspect of design focuses on creating a smooth, intuitive, and satisfying experience for visitors.
A well-designed UX ensures that users can easily navigate a site, finding the information they need with ease and completing desired actions without a hint of confusion. But just how important is it really? Is it as important, for instance, as the visual design, content quality, or technical performance?
The short answer is yes. It is just as important. And yes, UX really can make or break your website. But while we could end the article there, it’s also important to let you know why this is the case and what exactly good UX looks like.
A B2C Example
To explain why UX is important, we’ll look at two clear examples, starting with a B2C website. The example we’re going to use here is in the iGaming space – a purely online industry that is known for its smooth, user-friendly experiences, as well as their choices to outsource Ui/UX development services.
With thousands of different games available, online gaming platforms often prioritise UX first and foremost, allowing users to find the specific game they’re looking for in a matter of seconds.
Let’s say a user is looking to play Gates of Olympus. All they would have to do is make one click on the website, type in ‘ga’, and Gates of Olympus would be the first option available, among other games like Gates of Valhalla, Gates of Troy, and Gates of Etherea.
How did the UI know Gates of Olympus was the desired option? Data. These websites recognise the popularity of certain games and adjust search results accordingly, ensuring users can find what they’re looking for in a matter of seconds, immediately gaining information on how to play, the special bonus features, the RTP, and so on, with the option to ‘Play’ swiftly put in front of them.
A B2B Example
These iGaming platforms have recognised that their consumers want speed and convenience more than anything else, and the UX accommodates that. On the other side of the coin, B2B companies often prioritise transparency and communication.
Let’s say a company is looking to get in touch with a software provider. They would click on a website and – if the UX is right – they will immediately get clear, concise information about what the providers do and how they can help them.
Following on from this, there is often an immediate option to ‘Contact’ the company itself – a contact option that doesn’t lead you to more content or a chatbot, but an option that puts you in touch with a real human being who can talk through the business and immediately form a relationship.
This might seem like a small thing, but a lot of the time, company owners want to have a quick face-to-face with new clients or providers. A good B2B UX, then, is all about giving the information upfront, along with the option to communicate transparently.
The Power of UX
Obviously, in order to effectively create and manage a successful website, you’re probably planning to hire an IT consulting team, but even before that, it’s important to understand the power of UX and what aspects of the experience you should focus on.
As mentioned above, good UX isn’t one specific thing, the term covers a range of design features that can draw in and satisfy an audience. You need to know what your audience wants and start building the UX from there. Once you’ve done that, you’ll be in a good position to expand and make the rest of the website just as good.