The Pitfalls of UX Design and How to Avoid Them - 2 minutes read
In today’s world, consumers have grown to expect high-quality experiences. Major companies are spending big to meet the demands of their consumers and design the best user experiences possible. But delivering the experiences that your users expect can sometimes feel like throwing everything at the wall and seeing what sticks. Here are some of the biggest mistakes that organizations make with their user experiences and how you can avoid them.
Update Antiquated Design Practices
Sometimes, it’s easy to fall into an “if it ain’t broke don’t fix it” mentality. One of the biggest barriers to UX adoption is the reluctance to move away from tried-and-tested methodologies. When the status quo works, change can seem unnecessary and potentially less effective. This is especially the case when decision-makers lack familiarity with UX design and haven’t bought into its benefits. While work-cultural issues are difficult to overcome, cultivating interest in the value of quality user experience using definitive data can sway stakeholders. Conduct small-scale test trials and measure the results of usability changes made. Try to answer “what is UX design and why is it important?” by speaking in a common language that stakeholders understand.
As designers, we know that improving customer experience is instrumental in increasing customer satisfaction and customer loyalty. So to curb internal resistance to change, it’s necessary to back up your decisions with sound data. Establish clear value for UX adoption to encourage buy-in from stakeholders. Benchmarking is a powerful tool in making purposeful UX design choices. Conducting usability tests with each design iteration allows you to track KPI benchmarks for metrics such as task completion rate, error rate, and SUS (System Usability Scale) and measure your improvements. Benchmarking usability allows you to identify and make tangible changes that can create data-driven improvements to your user experience.
Imitating “Good” Design
Have you ever gone shopping online and thought you found the perfect shirt, only to discover in person that it looked nothing like it did on the model? The same logic applies to customer experience. Naturally, it’s easy to look towards the Amazon’s and Apple’s of the world for inspiration. But what works for one company may not necessarily work for you. The key to providing your users with the experience they expect and crave is to hone in on the exact needs of YOUR users, not someone else’s.
The Power of Human Insight
What better way to understand your users than to ask them yourself? In 2017, only 55% of companies conducted any user experience testing. But thanks to the rise of remote user testing, gathering human insight from real users has never been easier or more cost-effective. Implementing testing can be a great way to push you ahead of the competition while using minimal resources. Spend less time and money on redesigns by conducting usability tests early on during product development. Leverage human data to bridge the gap between you and your consumer.
Creating quality user-experiences doesn’t have to feel like a game of roulette. Use real data, from real users, to fine-tune your UX to fit the needs of your consumer. Prioritize your user first to provide them products and services they love and want to keep using.