The 5 Second test
5 seconds. That is all you have to…. Okay, maybe you have 7-15 seconds. The 5-second test consists of a few user questions. When a new user lands on your website, they do not want to have to think. So how long does it take a user to figure out; What is this landing page about? What is the call-to-action/product on this page? What is the name and objective of this organization? What exactly do they do? Think about it, If you make your way onto this new website because of a link you clicked, do you want to spend time figuring out what this company even does? I am assuming you answered no. A user should be able to figure it out right away, so they can skip to the part where they learn about why they need your product or service. After they figure out they need your product, that’s when you make the money. Users do not want to think. Most users do not even want to read, they just skim. We all have done it before. The best experiences are when you can just skim through a site or page and figure out exactly what the company or organization sells or produces. User Experience is not just for digital products. For example, when someone opens a bus ticket confirmation email, they expect to see their boarding details like address, date, and time. They don’t want to see a long block of terms and conditions. Another example is an email confirming a new user account: people want to know what they should do next, whether it’s completing their profile or finding friends. If that info isn’t clear, they may get frustrated and never go back.
What is User Experience?
User experience design is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product
What is user experience?
There are many ways to define User Experience. Every designer has a different definition depending on the project and focus.
The Nielson Normal Group defines UX as, “User experience” encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”
My favorite description actually comes from Wikipedia. “User experience design (UX, UXD, UED or XD) is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product.”
“The process of user experience is to enhance user satisfaction with a product.” The product can be digital or even physical. If one works for a company, agency, store or any type of organization, they are selling some sort of product or service. This product/service is always somewhat different whether it is a physical product or not. The users are your clients, customers or audience. To be successful, the users need to be satisfied with the experience they encompass while learning about, ordering or using the product. If the overall user experience is not pleasant while purchasing a product/service, the odds of the user buying decreases.
It might sound like common sense, but many organizations do not take the necessary steps to increase user satisfaction. Why?
Business owners and employee’s know everything there is to know about their product.
The know the ins and outs of their business. Well, as hard as this may be to believe, if you are an owner, employee, investor, etc, YOU are not the customer. If you work for or with the organization, you are not the user.
The user is someone trying to learn about or purchase the product/service. For example, the owner knows exactly where to go to find the specific category on the website. A brand new user who found your site on Instagram, may not know anything about the product. He or she has to find their way around a site they have never been on before. If that user does not figure out what exactly is the point of this site, what the company is selling and how do I get there, within 7–15 seconds, the chances of the user leaving your website increases dramatically. A user experience designer will design the website to keep your site flowing with users, spending larger amounts of time on specific pages and purchasing your products or services.
It is important to invest in your User Experience. Yes, it will cost money but there are out there that won’t break the bank and will provide honest UX work for a very affordable small business price.Hint Hint...Resolute Interactive
Some questions to think about
Who are your ideal users?
What big goal does the customer have in mind when they sign up or buy?
What tasks does the customer perform daily when they log into your website or app?
What objectives do the users have while performing these tasks?
What kind of person would your website be?
Now you are starting to define your strategy. Let’s continue and figure out your brand story. It should be a strong, focused vertical: audience — goal — tasks — objects.