‘User experience (UX) development’ generally refers to the procedure of improving the overall experience of end-users when they interact with a product, an application, a website or an eCommerce platform, with the ultimate objective of providing optimal customer satisfaction throughout the whole experience. Overarching this concept, we have that of UX design: a hybrid discipline, across sociology and digital, that studies user behavior and understands user motivations with the goal of designing better digital experiences.
Since customers and their necessities are at the epicenter of all of netamorphosis‘ a-to-z suite of services (from SEO to Analytics Consulting to UX Design), clearly UX development is a constant aspect throughout our work. This starts from the very initial Strategy engagement of the netamorphosis growth process (where we identify the best path forward to launch or retool a digital outpost/platform) and that leads into the following phases (a critical element of UX Design which is Information Architecture, or what we call the ‘Planning Phase’), where the focus would mostly be on wire-framing an application and structuring all its components and elements appropriately, in order to create the best user flow/consumer journey.
At neta, we thrive to build meaningful consumer journeys that put the user or human at the center of the experience, enhancing user engagement and loyalty by improving the usability, ease of use, and satisfaction derived from the interaction between our clients’ users and the platforms we are tasked with building. UX development encompasses any and all possible interactions between a potential or active customer and a company or brand.
In our experience, there are 5 core components of UX design:
- Information Architecture
- Interaction Design
- Usability
- Wire-framing
- Visual Design
These also correspond to actual steps in the implementation plan of any online business or eCommerce website that neta is tasked with working on: all are in fact crucial in ensuring what we have termed an ad-to-sales ratio in the platform investments sustained by our clients. For instance, from a practice perspective as a digital agency, in order to keep our website development/build budgets as low as possible, we would construct fully loaded (i.e. all copy included and SEO-keyword content mapped) detailed wireframes that reduce rounds of future visual design. Our wireframe UX design is specifically tied to layout and copy editing, instead allowing graphic designers to focus on what they do best…graphic presentation, and this is the premise of our UX Design service offering.
Moreover, the 5 key components listed above also show how user experience development is an overarching and cross-application concept, as it is responsible for being hands on with the process of research, testing, development, content, and prototyping to test for quality results. Which is why good and functional UX design always puts customers at its core, keeping their behaviors, needs, likes in mind when canvassing the basic skeleton of any application.
UX DESIGN VS. UI DESIGN
UX & UI work closely together, but operate across different types of roles and meanings.
Both aspects are key in helping define a product’s shape, function, space and role, not just when it comes to digital features and elements, but rather for all types of possible web platforms. Both also ensure that, in digital contexts, digital content and eCommerce platforms are quick, efficient, responsive, resilient and adaptive enough to fully satisfy the needs and expectations of their target end-users.
More specifically:
UX design refers to the concept of user experience design. Embracing analytical and technical scopes alike, it describes the overall experience of a person engaging with a product such as a website or computer application, especially in terms of how easy or pleasing it is to use. Additionally, it also includes a person’s perceptions of system or interface aspects; such as, utility, ease of use and efficiency. UX is dynamic as it’s constantly modified over time due to changing usage circumstances. In the world of eCommerce and digital platforms this includes the sophistication and evolution of features, functionality, as well as, the wider context in which they can be found (i.e. the advancements of digital technologies).
User interface design is complimentary to UX design and is often included as one of the components within a user experience development activity. It is also way more practical, and similar (yet a bit more complex) to graphic design per se. In fact, UI allows to improve both the presentation and the interactivity of a digital platform or product, by focusing on its visual presentation or ‘its looks’ and on the interactions it can foster/facilitate with users.
The netamorphosis philosophy towards user experience is quite simple, and based on facts and practical observations.
For example, the #1 reason people purchase online and the reasons why the first few weeks of December define eCommerce’s initial success, is, plain and simple, one: convenience. Hence, in our eCommerce strategy work, while we appreciate ‘innovation’, we find that veering too far left of center on things such as navigation, checkout, shopping cart utility often counters wide usage browsing and purchasing preferences. Ultimately, we know that the primary goal of any business is to increase its sales and increase the growth of the overall business.
We are also aware of how essential UX design is in achieving this goal. Working to ensure our clients can benefit from cutting edge, award-winning and efficient user experiences for their websites not only allows us to improve the overarching user experience, but also to sustain customer satisfaction and ultimately help increase conversions.
Technology is a very competitive field and, from a business’ perspective, we feel it is crucial to emphasize on the users’ satisfaction in order to (1) build a brand’s value and reputation; (2) grab consumers’ attention; and (3) grant revenue for a company’s products or services.
It is in fact also thanks to UX that we have helped clients such as New Museum, Kirna Zabete, and Newport Academy amongst others to achieve an average 3 Year CAGR of 1+65% and conversion rate increase on average of +37% within 12 months of day 1 of our initial Strategy engagement.