It is fashionable, we hear it everywhere, sometimes more accurately and at others, less fortunately, taken completely out of context.
It is not a new concept, and for years it has been accompanying us in every decision we make when designing and developing an application, app or website. Perhaps the two big differences (and the reason for the importance) that it has today lie in the user and the company.
We will start from the beginning,
What is UX? According to the creator of this concept, Don Norman said:
“I invented the term because I thought human interface design and usability covered too little: I wanted to cover all aspects of people’s experience with a system, including industrial, graphic, interface design, physical interaction and manual”
We could define it then as the set of factors and elements related to the interaction of the user, with a specific environment or device and whose result is the generation of a positive or negative perception of said service, product or device. Put more closely, it’s about the user’s total level of satisfaction when using your product. This depends not only on factors related to the design (usability, accessibility, graphic design, and visual quality of the contents, buscabilidad or findability, usability, etc.) but also of aspects of the emotions, the feelings, the construction and transmission of the brand, product reliability, etc, Is a very powerful tool, it depends on who they are, or move away, and also develop an opinion of the product in it, that sooner or later will come to the fore putting the user of your hand or in front of you.
Still, is it that important?
A report in the “Global Web Index” reveals that 8 out of 10 Internet users are smartphone users. If we add to this data the study carried out by the application analysis company “Flurry”, we have that the average time that users spend glued to their mobiles and / or tablets is 158 minutes daily. Of this time, the average user spends 127 minutes on mobile applications and only 31 minutes on websites.
But, there is even more, the trend says that in a short time the use of mobile will be imposed as the most used by users for their access to digital content, and this means nothing more than that the personalized user experience will be the norm and not an exception.
But let’s talk about the user. On the one hand, we must consider that mobile applications are already part of our day to day, and that has made users increasingly have a more polished taste about design and usability, they have been visually and technically educated over the years. They are no longer just limited to using the applications or being content with an attractive design. Today’s user demands a minimum quality when facing an application, concepts such as simplicity of use, speed of action (facilitate the user’s actions) keep the user informed clearly (if something seems strange it is possible that the user distrusts it), language and close design (avoid technical jargon), security or navigation order, among many others, are basic when you want your application to have a considerable social acceptance, or at least, that the user it reaches does not delete it within 5 min of having it on his smartphone (very common practice nowadays).
On the other hand, the concept “UX” has gained a fierce importance within the companywhere they realize the value that is already not only as a way to differentiate yourself in the market against the competition (the great challenge of any business), but also as a tool to strengthen users by giving them with the product they acquire experience comfortable and human, making the consumer an advocate of the brand of the product. In the end it is about the search for user satisfaction over the brand. And, we wonder, can the UX help in that task? Yes, and this is why UX is gaining so much strength today, and it is why the company and sectors such as marketing or design place so much emphasis on its good use. This is the reason why the figure of the UX designer was born, whose main function is to make the design revolve around the person. Sometimes what works from an aesthetic point of view, may not work in the same way in the hands of a user, assuming this a frustrating experience for the consumer, and, consequently, for the product.
So, how do we start working on UX? What to improve?
We could put as a starting point three notes to take into account.
* To know the user to whom the product is intended (qualitative and quantitative research)
· The starting questions: What needs does the user have? What capabilities? What do you expect to meet? What motivates you to use it?
* Put the designed to the test, test the application (through users) and never underestimate the feedback you receive from the user, something that will surely improve your product.
We will continue talking about UX design and we will incorporate UI design to its ally (concepts that are usually confused or taken for equal being different, although complementary). One of those inseparable couples like Bonny & Clyde, Batman and Robin or, the classic, good cop/bad cop.