It’s possible to create website satisfying experiences and drive business success through a user-centered approach. But how do we put this into practice? How did user-centered design come about? What is currently being done and what is expected for the future?
What is User Experience?
The term user experience refers to every interaction that a user has with a product or service. And a good experience starts by deeply understanding the needs and expectations of end users. It is critical to go beyond basic features and understand the desires, pains, and contexts in which users will interact.
Simplicity and ease of use are the main pillars of a good user experience. Each interaction should be seamless and free from obstacles, allowing users to achieve their goals quickly and efficiently.
Furthermore, the design and interface should be visually appealing, pleasant, and consistent with the brand identity. Well-thought-out visuals and a clear structure make it easier to understand information and guide users through their journey.
However, it is important that all teams are aligned and communication flows smoothly (here’s an article on the importance of communication in IT) to ensure a good user experience. Everyone must work together and share knowledge and goals, from development, design, and marketing to customer service.
It is possible to create satisfying experiences and drive business success through a user-centered approach with simplicity, elegance, and alignment between teams.
Basic Concepts
There are a few concepts to consider in user experience:
1. Usability
It refers to the ease with which users can interact with a product or system.
2. Information Architecture
It concerns the organization and structuring of information in a product or system.
3. User-Centered Design
When the user’s needs, expectations, and experiences are the focal point of the creation process.
4. Usability Tests
It is a method that helps to identify problems, pain points, and opportunities for improvement in user interaction and interface through the direct observation of users while they perform specific tasks.
5. Responsive Design
It refers to the design that adapts to different devices and screen sizes, providing a consistent and optimized experience across multiple devices.
6. User Feedback
It entails the gathering of user feedback and opinions about a product or system.
And many other concepts can be explored as you delve deeper into the subject.
Historical Background
During World War II, the first computers were developed for military and scientific purposes. The user experience was not yet a meaningful concern.
In the 1960s-1970s interfaces were basically text and complex commands. This made them difficult to use for most people. This is when researchers began to study how people interacted with computers and how to make this interaction easier and more enjoyable for everyone.
In 1984, companies like Apple and Xerox were the first to introduce intuitive, user-friendly graphical interfaces.
In 1990, the spread of the Internet and the emergence of web apps brought new challenges and new concepts such as information architecture, interaction design, and user-centered design. These solutions were intended to bring more human approaches to the development of interactive systems.
User-centered design gained momentum in 2000 with the implementation of techniques such as usability tests and user research to improve interaction. Websites were still mostly static, with simple layouts and little interaction.
The rise of social media, web apps, and mobile devices prompted UX diversification. Responsive design gained prominence with the first smartphones. Interfaces were adapted for different screen sizes and design became visual with the use of graphic elements and more attractive interfaces.
In the 2010s, the attention turned to the omnichannel experience as users began to interact with services across different devices and platforms. The focus was to create consistent and seamless experiences across multiple channels, such as desktop, mobile, and tablets. Customization and content relevance have also become instrumental in improving the user experience.
Since 2015, user experience has further evolved with the rise of virtual assistants, the Internet of Things (IoT), augmented reality (AR), and virtual reality (VR). Conversational design gained prominence with the creation of interfaces that respond to voice commands. User-centered design has become more holistic, considering not only the interface but also the emotional and social aspects of the interaction.
In the year 2020, the COVID-19 pandemic brought extra challenges to UX. With the rise of remote working and reliance on digital services, accessibility and inclusion have become even more crucial. Businesses have also started to prioritize user data security and privacy, treating them as an integral part of the user experience.
It is important to note that these are just some of the aspects that have evolved during these periods and that UX is still an ever-changing field.
Current UX Market
Here is a list of companies that invest in user experience:
1. Netflix
Netflix is a great example of a company that focuses on providing a tailored and engaging user experience. Its video streaming platform offers customized recommendations based on users’ tastes and viewing history. The intuitive interface makes browsing and playing movies and series fluid, and enjoyable.
2. Apple
Apple is widely recognized for its strong focus on user experience and for designing intuitive, elegant, and easy-to-use interfaces. Its products offer a cohesive and consistent experience, simple interaction, and attention to detail.
3. Airbnb
The Airbnb accommodation platform stands out for its focus on user experience. Its website and app are designed to facilitate the search and booking of accommodation with a focus on simplicity and trust. With a few clicks, users can view pictures, read other users’ reviews, contact hosts, and book accommodations.
4. Google
Google is a company that values UX across a range of services and strives to provide neat, fast, and efficient interfaces, ensuring that users find the information they are looking for easily and quickly.
What About the Future of UX?
New technologies such as artificial intelligence and augmented reality are transforming the way we design and envision the user experience, and this evolution is likely to continue. As a result, the future of UX belongs to professionals who constantly seek to evolve by acquiring new skills, following trends, mastering tools, and focusing their goals on generating results.
This year, the UX market is looking for experienced professionals who can act as leaders and professionals skilled in performing operational activities, such as interface design.
Introducing UX: Final Remarks
With the world increasingly focused on customer satisfaction and loyalty, providing a good user experience has become a mandatory competitive differentiator. A good UX goes beyond meeting the needs of end users; it seeks to delight, captivate, and engage users from the very first moment. It is a user-centered approach that seeks to offer a simple, easy-to-use, elegant experience that brings satisfaction in owning and using the product or service.
