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UX design has more impact on businesses’ success than ever before. While crafting compelling messaging is crucial, storytelling is only half the battle of effective campaigning in today’s marketplace. In fact, brands’ first impressions are 94% design-related. In this blog, we’ll highlight some contemporary UX design trends and offer a few tips that can help your team capture customers and, equally important, stay relevant in the current competitive marketplace.
Think of it As a Conversation
In an era where meeting basic usability requirements is a given, what really differentiates digital products is how relevant and delightful the experience can be. One way that successful brands have adjusted to changing trends is that they’ve focused the majority of their energy on enhancing the interactivity of the user experience – creating a sense of UX “conversation” with users.
As an example, modern brands have begun communicating in visual and verbal elements that mirror today’s popular communication channels — social media and texting. The Drum notes that, “symbols have become more iconic, language more conversational and actions more playful – and brand identities have become more fluid and adaptive than ever before.”
It’s important to remember that every interaction with a customer or prospect is an opportunity to engage in conversation. UX Design notes that “interfaces are quite similar to a conversation — that just happens to manifest as buttons, menus and other interaction patterns.” Successful UX designs offer intuitive interactivity as well as attention to the tiniest details that make experiences feel more relevant, delightful — and therefore more memorable.
When developing the UX strategy for your business, it’s important to invest a good portion of time in developing details that will invite customers to engage – details that they will remember. Utilizing intelligently-placed, intuitive call-to-actions is the ideal way to achieve this. In an evaluation of 200 small business websites, 70% of them didn’t display clear calls-to-action for anything on their home pages, such as specials, email newsletters, how-to guides, demos, and interactive tools.
Call-to-actions should be placed front and center (“above the fold”) to capture users and easily guide them through a desired UX process. The key to CTAs, however, is that they should be used sparingly. The most effective UX designs utilize a single, well-placed CTA that is designed to offer or entice users directly to actions they are visiting to achieve.
It’s also important to create linear designs that save users time. A first-time visitor to your website, for instance, will give you less than 5-seconds to “wow” them before they navigate away, and 88% of online consumers are less likely to return to a site after a bad experience. If a customer arrives at your site for the first time and cannot easily find what they need, it is highly likely that they will give up and leave. Your site must therefore be instantly learnable to any new user.
Remember that modern consumers as well as B2B customers desire high-quality, easily digestible content and experiences when interacting with brands, so it’s important to streamline the UX flow to guide users exactly to what they’re looking for, as simply and intuitively as possible.
“Good design is good business”
Deliberate, intelligent UX design will differentiate you from your competition, so consider these tips when conceptualizing your design:
Proper UX design helps your business gain a solid understanding of the many ways that customers engage with your brand. For more information on our customized, strategic design services, be sure to reach out here.
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