5 Ways to Design Your Website For the Human Experience
by Tina Lombardo, 12/27/17
The way a person interacts with your website determines whether or not they will become a customer. When you design your website, you need to think about human experience. So, how do you make your website appeal to the viewer? What experience do you offer that converts a website visitor into a client?
Let’s look at five ways that web design can be used to affect the human experience. We’ll see how storytelling, emotion and other factors influence the way human beings interact with a website. So, with the help of this article, you should have some ideas on how to engage your user on a real level.
Don’t Just Think About the User Interface – Focus on the User Experience
While UX and UI work together to deliver your website, they are two separate facets of your total presentation. The user interface just refers to the front end of the website (or content) that your viewer will be interacting with. UI is the construction and implementation of the visual, digital and practical elements that deliver your company’s message.
User experience design is a process that focus on improved usability, convenience and enjoyment to deliver a great customer experience. When you focus on a website’s UX, you’re making a conscious effort to put the human experience at the forefront of your web design.
One way to think about it is that your user’s experience is delivered by the UI. And your user interface should be designed as a UX that makes your customer’s life better, easier or both.
Identify Your Audience and Speak Directly to Them
If you target your website at a specific audience, your message is more likely to reach the people it’s meant for if it’s designed for human experience. By taking a shotgun approach and trying to market your company to “everyone,” you’re less likely to connect with the right business.
Who is your ideal customer? Are they male, female or an equal portion of both? What’s their median age? How much money does your best customer make in a year? How much are they spending on your products? You may know some of these things if already you’ve done any kind of customer acquisition for your business. Figure out your target demographic and learn everything about them.
Once you’ve narrowed down your audience, you want to design a website that speaks to them. An older audience may benefit from large font paired with a message of safety and quality. So, if you’re marketing to millennials, you’ll want supplementary media (videos, photos, etc) and social integration.
Brevity is Best
Don’t need a million pages to get your message across.
Most websites only need a few pages:
– Home: The main landing page with a static navigation bar.
– Contact: Phone number, email address, business location and hours of operation. It’s a great idea to have this on your navigation bar, so it shows up on every page.
– About Us: Your business story. Why did you start your company? Why should your visitors become your customers?
– Shop: Your e-commerce platform (if applicable)
– Social: Links to all your social media channels.
– Blog: An optional feature to your website. Use your blog to publish product news and start a dialogue with your customers.
Keep Interactions Clear and Simple
You want the person visiting your website to interact with certain parts of the site. These interactive elements need to clearly stand out and be easy to use.
When selling online, your product should be available with the click of a button. So, let the user convert the moment they decide to. Sites that do a lot of e-commerce can benefit from shopping carts that save a user’s past orders and preferences.
If you’re going to use any contact forms, keep them straightforward. There shouldn’t be any guess work involved for the user. So, make it easy for them to share information with you.
All your clickables need to stand out from the rest of your content. Use your web design to direct your user’s interactions where you want them.
Incorporate Social Media
Seventy-one percent of customers that have a positive social media interaction with a business are likely to personally recommend that business. Enhance your company’s reputation by embracing social media.
Add user reviews and ratings to humanize the quality of your work. Respond to the feedback you get from your customers, both positive and negative, to show them you are listening.
When you market your business across several social media channels, you can create a sense of community for your customers. Incorporating social proof into your web design can help humanize your company to your site’s visitors.