7 UX skills every designer should have
It takes a lot more than just impeccable design skills to attract visitors to a website
Though easily and frequently confused with user interface (UI), user experience (UX) design is a different topic altogether. While UI focuses on website aesthetics, UX makes a website functionally and visually appealing to users.
UX designers melt technology with user psychology together to outline user pathways through a website. These pathways start from the moment a user makes contact until the user leaves the site. UX design also finds creative answers to complex UX questions, such as: “what’s the best image to text ratio?” or “how straightforward is a user’s experience across the website?”
UX can have a dramatic impact on a website's performance and sales conversion, and Time.com is a fine example of this. Time.com adopted a continuous scrolling feature in an attempt to enhance its UX, resulting in a massive 15% drop in bounce rate, showing the trust consumers place in high-quality websites.
Whether they're pinpointing customer pain points or ascertaining a balance of graphics and visual elements, designers require more than just design skills. They must also have these serve essential UX skills to raise a website’s conversion rate.
1. Conducting UX research
Before designing a website, a designer must conduct thorough research to establish the target audience’s needs. The qualitative and quantitative data obtained through feedback mechanisms can serve as a gold standard for creating user-centric websites.
Using surveys, questionnaires, and open-ended interviews, a UX designer can determine customer pain points are and how to solve them. Backing the design with validated UI elements can also reduce bounce and exit rates.
2. Developing information architecture
Any website can be beautiful, but it can never overcome unclear messaging. Well-designed information architecture allows users to quickly find the information they need, boosting interaction.
When working on information architecture, UX designers analyze how much and what kind of information each website must contain, how to categorize that information, and what’s the best way to present it. A UX developer may also apply machine learning to deliver personalized, context-based information to a diverse clientele.
3. Creating wireframes
A wireframe is a two-dimensional illustration of a website’s interface comprising symbols, lines, and arrows as indicators of interactivity. The illustrations specifically focus on content hierarchy, white space allocation, page functionalities, and intended user behaviors.
Because wireframes are conceptual, UX designers can use them to explore design ideas before making any concrete decisions about the website’s overall structure.
4. Rapid prototyping
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Once a wireframe is approved, app prototyping occurs, giving the website a preliminary body.
This simulation mimics the final product, allowing the design team to run tests and offer input. Prototypes may also undergo iterations based on a client’s feedback.
By and large, adjustments are made before the development process begins to keep costs low. That said, it’s not uncommon to incur changes in the development stage.
Some useful tools for creating UX design prototypes include Invision, Axure Origami Studio, and Adobe XD.
While UX designers aren’t expert coders, knowing the basics of front-end development technologies, such as HTML and CSS, allows UX designers to make iterative website changes without a developer’s help.
The skillset can come in handy when time is of the essence. Furthermore, understanding the underlying technology and its limitations can help reduce the number of design iterations and the number of tests.
6. Responsive design
A responsive web design allows users to view a website from any device, regardless of its screen size. The fluidity comes from cascading style sheets (CSS) that alter websites’ design based on the target device. A responsive design is instrumental in the growing popularity of surfing the internet on mobile devices.
MailChimp discovered a 5-15% increase in click rates following a responsive design that changed the display type, width, and height of a website according to mobile screen size.
7. User testing
User testing, UX testing, or usability testing examines how real users react to a website. The insights help identify issues, strengths, and opportunities for further enhancement. There are several ways to test a UX design, one of which is the popular tree testing method.
During the tree test, users navigate a series of topics, choosing a heading and then a list of subtopics on a simplified, scaled-down text version of a website. This helps determine how easily users can find the information they need when they visit the website for the first time.
Above all else, empathy is key
Empathy is the core of a UX design. Besides creating immersive experiences for users, a UX designer’s primary role is fulfilling what users don’t readily ask but need. By integrating empathy and compassion into the design process, UX designers can offer a satisfying solution to users’ problems, which are subject to change.
As Don Norman, co-founder of Nielsen Norman Group and former VP of research at Apple Computer, says: “It’s not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and yes, beauty to people’s lives.”
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