Designing digital products is all about the user. Make things super simple and easy to understand. So that users can reach their goals.
You will not be there to help the user navigate your website. He has to be able to understand the functionality and find the information he needs. Because users come to a website with a specific need. They want to accomplish a taks or reach a goal.
That is why digital design has to be user-centered.
The first step in user-centered design is understanding your user and what he wants. What user groups are going to use your website or app? What are the tasks these people want to perform? What information are they looking for and how do they look for it?
You have to understand your users and their goals. You can assume a lot about users, but nothing beats talking to the actual people. If you want to know what they need and how you can make them happy, just ask them.
Making it clear and simpel
Once you have a clear overview of what users want, you have to make it simple for them to achieve their goals. This usually means cutting away everything that distracts them from reaching their target. Bringing focus means leaving things out, and reorganising information into meaningful systems are easy to navigate.
Choosing a solid information architecture that makes sense to your users has to be combined with well organised page layouts where information is presented in a logical layout with proper hierarchy.
Interaction design often creates a framework for content. It defines the structure of the letter, not the text itself. Therefore it is paramount to design a system. The information architecture and page layout has to provide a clear template that is robust enough to deliver many different instances of content.
UX and CX and why it matters
Companies are increasingly aware of the high standards consumers demand of their digital products. People expect an effortless user experience (UX). Everywhere, at any moment and on any device.
This forces companies to look at all the interactions they have with their costumers and treat them as one thing: the customer experience (CX). And an increasing part of those interactions no longer happens between a customer and a human being. The digital channels are quickly becoming the primary channel of contact between a brand and it’s customers. People research online and then go to the shop. If there is no webshop, that is…
Companies that provide an excellent CX outperform the market by serious margins. And this effect has not gone unnoticed by the competition. The race is on to create a flawless CX, because a happy customer turns out to be a loyal customer.
As senior designer at User Intelligence I work for clients like Philips, ING, Hogeschool van Amsterdam, Randstad, KPN, eBay, Telfort, europeana, Hogeschool Rotterdam, XS4ALL and many others.
We help them improve their CX by creating designs that are based on facts. We gather facts via thorough user research, so we fully understand the wishes and pains of users and can create solutions that make users happy and help out clients reach their business goals.