There are 1.93 billion websites in the world, including 3.67 million .fr. With the evolution of consumption patterns, normalization of remote working and digitization of lifestyle, your website is your company’s first ambassador. Do you remember, as a kid, spending hours admiring a Playmobil box or Pokémon toy in the shop window next door? Your site should now lead to only one thing: visibility, desire, expectation… and purchases, of course…
Is your site out of date, slow, poorly built, or even non-existent? You get it: this can’t go on anymore. Today, a fluid, engaging and well-designed website is a safe bet for your business’ communication and success. And to support this (small) revolution, here’s your best ally: professional UX/UI designers.
UX/UI: Putting the User Experience at the Heart of Web Design
It is neither a distant cousin of the robot R2-D2, nor a film restricted to under 18s. So what is UX/UI?
It is a specialization from web design, in which the user is placed at the center of the design of a site or application. The aim is to optimize the internet user experience, but also to evoke emotion thanks to storytelling techniques.
“UI” stands for “User Interface”. It is the design of the interface between man and machine: tactile navigation, portrait/landscape rotation on mobile, clarity of structure, fluidity of routes, organization of graphic elements and texts, etc. For its part, “UX” (for “user experience”) analyzes user expectations and needs to create a narrative, a red thread, a belief, an emotion.
And the good news is that it works! By hiring a UX/UI designer to build or redesign your website, you are dealing with a professional who will go through all the pitfalls of the web for you. And they are many…
UX/UI: 7 Mistakes You Don’t Make Again
1. overdo it
Too much, like the best, is the enemy of the good. And even if you dream of impressing your customers, it is not necessary that you go overboard with the gadgets and visual effects on your site. Based on the feelings of your users, the UX/UI designer helps you choose what is useful and what is not. Thus, you get an airy, readable, eye-pleasing and functional interface.
2. Reasoning from within
We all rely on our own tastes, our habits, our own contexts to know what others will like. It’s normal, because it’s human! To help you break out of this vicious circle, the outward and professional appearance of a UX/UI designer is your best ally. Because you are not your target… So it is better to build your site based on the experience of your users, not on your own.
3. Start with Graphics
Logos, images, pictograms, general design: The visual aspects of a site are important. But…all these elements of form must serve substance, ie the message you want to convey, the product you want to sell, the service you want to provide. And for that, there is only one secret: Work on your site’s structure and objectives before thinking about graphic design. Your UX/UI designer will surely remind you.
4. Overlooked Access
Access to information for people with digital disabilities is a great opportunity to develop. Don’t be left out of the movement: that’s one small step for your website, but one giant step for humanity! Videos with subtitles, sufficient contrast, text options: With the help of a UX/UI designer, you will optimize navigation for all Internet users, including those with difficulties.
5. Copy your neighbors…
…or your competitors, or your cousins. It’s interesting to see what others are doing in terms of web communication: it’s a source of inspiration that should never be overlooked. But you shouldn’t copy all of these on your site, without thought or reflection. quite the contrary! Because you don’t necessarily have the same goals, the same objectives, the same values as the people around you. Based on the needs of your own users, your UX/UI designer adapts your site to those it is intended for. And that changes everything.
6. Re-invent the universal codes
The web, like many other areas, has its own graphic context and habits. Thus, it is common to represent a customer’s basket by a shopping cart or shopping bag pictograph. The possibility to contact the company or the webmaster is realized by an envelope, a telephone or a sign. As for the menu, it is recognizable by its horizontal lines which has earned it the nickname “Burger” menu. Do you know about these graphic codes? Your customers too. So to make it easier for them to navigate your site, your UX/UI designer will tell you which pictograms to use.
7. Bet on Everything You See
Of course, your website has to look beautiful! But this is not his first profession. Above all, it should be readable, functional, efficient, so as to gently guide Internet users to make a purchase or contact. And for that, graphics are not enough! The most beautiful website in the world is useless if it has bugs, if the content is not updated, if the internal links are not good, etc. By calling on a professional UX/UI designer, you will not only benefit from their creativity, but also their experience in designing fluid and engaging interfaces.
UX/UI is a massive communication weapon that should not be overlooked! Thanks to this, your site will be completely targeted, providing Internet users with a real answer to their needs and a unique emotional experience. To help you promote your site, a good UX/UI designer will also advise you to work on quality content and optimize your natural references. But that’s another story…
About the Author
Valentino Puleo: Manager and UX Designer at Lemon Web, I love to share my knowledge through articles.