How important is the user experience in web design?

The  user experience is the overall experience of a person using a digital product such as a website or application, especially when it comes to how pleasing it is to use.

From our own experience we know that when an experience in a shop, restaurant or website is unsatisfying and we don't find what we are looking for or the service is poor, we leave straight away and most likely never come back.

There is only one chance to have a good first impression, so you want to make sure it's perfect!

Most visitors to a website decide within a couple of seconds whether to stay on the website or to hit the "return" button and to continue searching. Therefore if you have a business that depends on a website, which most businesses do, then the experience of your user will play a vital role in attracting new customers and leads.

A good user interface is so seamless that we don’t even think about it – we just use it, get what we need, and move on. On the other side a poor user experience tends to make us frustrated, impatient, even angry – and we will remember that negative experience for a longer time.

The key ingredients for a great user experience on a website include:

  • Information Architecture
  • User Research & Usability
  • Content Strategy
  • Visual Design
  • Typography
  • Functionality
  • Interaction Design

It takes a huge amount of planning, research, design and testing to develop a website which achieves the desired results. To really understand our user, we need to look at the whole process from the user's perspective. We need to follow their thought process when thinking of the site structure, content and visual design, i.e. what needs, desires, habits and expectations might they have?

This all in mind, the best route to good user experience is to involve your user in the planning and design process and to collect their feedback and requirements before we start designing and also before the launch when testing.