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LeAnne Eck

Website breakdown: The five W’s of user experience

We strive to empower our clients and audiences with knowledge and understanding of the work we do, whether it’s graphic design social media, video production or website development. The technical aspects of many of the areas we offer support can seem, frankly, overwhelming to some, which is why we’re breaking down our process. To help you better understand website production, let’s take a look at user experience.

A BRIEF OVERVIEW

The user experience (UX) looks at how people interact with a website in relation to the site’s overall functionality. It is the study of the who, what, why, where and when pertaining to websites, analyzing what the user sees and stands to gain when navigating a website. Focusing on creating a connection between the user and a website, a successful user experience evokes emotion and feeling that, without it, may come across as static and boring. A positive connection will, in-turn, make the user want to return over and over again.

When you think about website design, UX often takes a backseat to the design and development of a site, but the research and planning serve as the most important steps in the process. Without a good foundation, a site will not have a clear path to function and grow. The study of UX pushes site design further and allows for updates to functionality based on the users’ needs. Can you imagine trying to search for something on Amazon using the interface from 15 years ago? Industry experts study how people use the site to improve the UX over time so as users’ needs change, so does the site.

 

THE FIVE W’S OF USER EXPERIENCE

Taking the time to study UX early on in the site design process will make it easier to use and more likely have users remain on the site longer while also returning more often. Most sites can achieve these benefits by taking a closer look at the 5 W’s listed below:


Determine your audience through research

  • Create employee or customer surveys to identify your existing audience
  • Research analytics, if you already have a site, to see who visits the site
  • Based on the survey feedback and analytics, create a user profile listing a fictitious person who would use the site, this allows the team to give a face to the audience


Focus on what is most important and design the site from there

  • Build off of the information architecture and start by creating wireframes, blocking off areas of the site without actually designing it
  • Adjust the hierarchy of the site to ensure the site flow leads users in the right direction


Create an information architecture and describe information placement

  • If you have a current site, start by outlining the current structure so you can work on making it better
  • Use a white board with sticky notes to easily move items around in real-time
  • Add notes for specific page elements and visualize the layout


Build out a realistic timeline for when you want the site to go live

  • Base your site’s launch around a new product release
  • Stick to your deadline


Determine your goal for the site and the needs of the users

  • Create a focus group to meet and brainstorm what you want users to get out of your site
  • Use sticky notes to get ideas out quickly and narrow down a concept

 

Current website design trends create an easy-to-follow, almost templated user experience. But with creativity, research and planning, the possibilities of website design are practically endless. Follow the five W’s when planning your next website to put your site on the track to success.

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