The UX design puts users and their needs first. At the same time, however, the product designers have to observe the technical requirements, of how companies master the challenges of implementation. To design products in users’ interests, the team responsible for implementing UX design must have enough information about the wishes, problems and behaviour of potential users.
The word “sufficient” is crucial here. In practice, designers often receive either too much data from the client or no data at all. In the first case, the data is often confusing and chaotic. To classify the information correctly, designers need further details: When, how and why was the data collected? If there are none at all, the situation is even more difficult in the second case. Because gut feeling, intuition and cloudy ideas are not enough to bring a successful product onto the market. Every step in the design process has to be validated – even if it costs time and money.
UX Design: Evaluate Data And Avoid Dark Patterns
What is the solution? If no user data is available, it must first be collected and, above all, processed. The designers can participate in this exploratory process by formulating critical research questions. When too much information is available, the design team needs to sift through the data to get a clear picture of the situation. If necessary, you hire a data analyst – but one is recommended anyway.
Unwanted purchases, newsletters and services that are difficult to unsubscribe, or even consents given inadvertently: dark patterns are the dark side of UX design. This term is a collective term for tricks that confuse users and thus lead them to take unwanted action. Dark patterns are the epitome of lousy UX design because they are used against and not for the user. Those who use them forget the principles of user-centric design, act unethically and put the company’s interests ahead of user expectations. This can have fatal consequences: The users get angry and want nothing more to do with the product. Above all, this costs trust and damages the reputation of a company.
Balancing The Gap Between Business Goals And User Needs
UX design challenges are walking the tightrope between the company’s business goals and its mission – to identify and meet user needs. Sales are essential to any business, and most websites and apps are created to sell a product or service. However, from the UX designer’s point of view, there is no reason to manipulate one’s users or prevent them from unsubscribing from the unwanted service.
For UX designers, the situation is clear: anyone who wants to cancel service is dissatisfied. This is essential information for the company. So it makes a lot of sense to find out why people are leaving, rather than locking users into the app, newsletter, or subscription. The valuable feedback allows the online experience to be continuously adapted to retain future users. Anyone who learns more about customers’ needs and pain points can improve the product.
UX Design: Testing, Testing And Testing Again
The 3G rule in UX design is test, test, test. Why is that so important? Correctly performed user tests are a prerequisite for a significant financial investment in the further development of the product making sense. Even if an idea makes sense, it must first and foremost be validated.
An example clarifies: A customer approaches a development company with a product idea. At first glance, the picture appears relevant and valuable. But: Instead of directly tasking the development team with the implementation, the design team conducts an extensive user test and finds that potential users are not interested in the product after all. The customer is, of course, disappointed. Ultimately, however, it can save a lot of time and money.
The problem: many clients are sceptical about user testing. They believe that testing is time-consuming and expensive. A round of testing can be completed within one to three weeks. Even if no tests can currently take place on-site, they can be carried out remotely without any problems. These even have another advantage: test persons from all over the world can participate because all they need is a stable internet connection.
Accessibility Is Relevant For All Users
When I’m young and physically fit, accessibility isn’t an issue. Not really. All people are at risk of encountering a disability, whether temporary or permanent, at some point in their lives. For example, if they have had eye surgery, are blinded by the intense sun, or are trying to use their phone and are out and about at the same time. Well-designed products are accessible to everyone, regardless of physical and mental ability, because it makes ethical and economic sense to exclude certain population groups as users.
The difficulty? Accessible design can only be achieved through good cooperation between designers and developers. Many people these days are always on the lookout for reputable react native companies that are able to provide a smooth and responsive user interface for mobile applications and make them easier to use and navigate. Accessible solutions are not always easy to implement because many existing websites and apps do not take accessibility into account. That’s why it’s always worth thinking about accessibility from the start of product development.
Competitor Analysis Cannot Replace User Analysis
Competitor analysis is one of the essential steps in the early stages of product development. But it is also true: Competitive analysis cannot replace research into the actual needs of future users. Ideally, new products should be better than what the competition offers and solve the fundamental problems of the target group.
Hard-to-find buttons, weird links, illegible text: nobody has time to deal with lousy UX design these days. Usability and user satisfaction are the essential prerequisites for a successful product. But good UX design doesn’t just fall out of the sky. Therefore, it is worth investing in user testing, validation, data analysis, and well-implemented accessible solutions. To create a product with real added value, you have to understand your users’ pain points, do enough testing, and make sure that the application is accessible to all. And stay away from dark patterns that only annoy users.
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