Usability laws (UX) in web design
Be a customer, design like Jon Yablonski
User experience on the web is designing websites according to the needs of the target audience. For a page to work, it is not enough to have a good interface. What is really important is the previous study made of the user. It is essential to ask oneself: Who is he? What is he like? What does he want? How does he want it? And where does he want it? And you will end up understanding what you can really offer, and solve all the needs that the user wants when he arrives at the website.
Once the attitude of the target audience has been captured, it is time to (re)design the website. Jon Yablonski (lawsofux.com) states seventeen basic guidelines that every designer should take into account so that a user’s experience is ideal in any standard web interface.
The time of the target audience is gold
One of these laws speaks is the waiting time that a user has to endure before he/she can carry out a first interaction within the website. Equally important is what the target audience sees in the frontend, such as the number and weight of active files in the backoffice. A high load time can have two disastrous consequences. One, that the website will drop positions in search engines. Two, that users leave the site to go to a competitor’s site.
In relation to waiting time, Jon Yablonski talks about simplifying processes and/or tasks for the user. Avoid always making the website a labyrinth and show everything accessible, recognizable, and close. The location of the buttons taking into account the Z reading system, the breadcrumbs for the purchase processes, and the representation of certain actions through icons already familiar to the target audience, are some strategies that have been revalidated in the largest e-commerce sites in the world.
Do not invent, repeat and simplify
Creativity and innovation do not guarantee distinction and success. Winning the trust of customers has always been one of the most difficult tasks for new brands on the Internet. Users have already become accustomed to purchasing standards for each type of service. Beware of changing the structure in purchasing processes, product pages or navigation menus. This is not about teaching the target audience, but about adapting to their experience.
On the web it is not necessary to make the user believe, it is necessary to simplify his experience. Divide elements to create differences; connect functions to create relationships; and isolate objects to distinguish them visually. Users have trouble remembering more than seven classified elements at a time. Select the components that will be part of the navigation menu carefully and sort them, taking into account the idea that web users tend to look at the first and last item in a list.
Observe, analyze and act like the client himself. Then design. Following Jon Yablonski’s advice is the best way to create a functional and practical website and thus offer a good user experience to the target audience.
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