What Is Bad UX and How To Fix It On Websites?
What is User Experience?
The User Experience term has gained enough traction in the business world. This is a good time to clear any misconceptions about User Experience of a website and its effects on the business returns. Before we dive into the good and the bad side of the website experience, let us revisit what is user experience. Experiences are those that usually revolve around what we expect from the environment that we’re in. If you are looking at a website, you will have certain needs and expectations from the website. You will want the website to answer some of the questions you have, gain information about the company, their work, or take a look at the available options to buy from, etc.
Websites can be of different natures. E-commerce, corporate websites, websites for services and for a series of products, personal branding, etc. Each website offers you a different ecosystem. Designing User Experience for these websites means designing UX for these respective ecosystems. Starting with understanding the users’ expectations and needs in that environment is important. If the businesses communicate and promote their offerings to the end-users in the language they understand and can thrive on it, it is called good UX design. If and when there’s a gap in the alignment of the design decisions to the business goals, that leads to bad UX.
How to identify or measure if your website has bad UX
There are mixed approaches that one can opt for. To name a few — quantitative approach, qualitative approach, and data analytics.
Quantitative Approach + Data Analytics:
Data analytics, which can answer questions like which are the pages that people visit often? And spend more time on? Which functions are being used more? What is the bounce rate? And quantitative research that provides information about traffic sources, website visitors’ demographics, etc.
Through this approach, it becomes easier to understand the mental model of the user. This method helps us understand the psychodynamics of the end-users. Their expectations, needs, preferences, likes, dislikes, and their frustration points. This data helps us pre-empt the behavior of the user and design experience in a more efficient way.
These research methodologies together can help you in determining whether the UX of your website is Good or Bad. An amalgamation of both research styles is important to build a strong design strategy to bring good UX to the end-users. Good UX, in turn, means good ROI for the business. Needless to say, Bad UX has a negative effect on business growth. This research should be done periodically, at least quarterly, to stay relevant to the changing markets.
How to fix bad UX
- Understand the reasons behind bad UX
- Employ a user-centric design methodology to understand the stakeholders’ vision. Derive design goals from the above data.
- Help the customers understand the concept of users possessing a specific mental model. e.g.- A hospital as per their goals and ambitions will have a different set of users on their website.
- Understand user goals. Their expectations from a website like this. Become mediators between business needs and user needs.
- Test the designs. Make formative corrections.
Make the most of this process, periodically. As it happens, many times the vision of the business stays the same but the market conditions change. This approach is important in keeping up with the changing factors and still deliver a good user experience.
Common UX mistakes a company makes while developing their website
- Designs that do not reflect the business vision
- Not establishing a process and science behind the design efforts
- To fail to provide the information users are looking for
- User-hostile messages that take over users’ screens
- Lack of consistency in terms of design language
- Lack of ease of use
These are some of the most common mistakes. It is highly important to understand that the fundamental goal of UX design is to help manifest the business goals.
The user experiences can make or break the user’s perception of your brand.
In a nutshell
- If your website has not been looked at for the last 2/3 years, redesign everything.
Put the whole process in place. Build the foundation.
- If you have just designed your website and it is still not functioning properly, find out the WHY and work from the root up.
We believe considering and improving just the website should be discouraged.
Instead, one should consider the overall customer experience and design it in a synthesized way. This approach has a much larger reach in terms of benefits.
If you are willing to inculcate this approach in your business,
we offer similar services that you can go through: