User Orientation in Web Design
Web Designers in the habit of embarking immediately on the design but do not care much about the user (user flows).
We always rush to focus on the style, design details and layout information, while perhaps more important is to build user-oriented. This is when we need to look back and prioritize the design of user-oriented design (design-oriented).
Oriented design coupled with clear objectives allow us to create the best user experience and great business value. In this article, I will point out why invest a lot of time to build the user who initially will lead to positive outcomes for both customers and your work later.
Next, we will go deeper to find out a common user-oriented e-commerce websites (shopping), and provide tips on optimizing it to create a more comprehensive user experience.
Start with the user
When starting a new Web design project, Designers often are given a summary of design requirements, brand standards, objectives to slap and features.
Unfortunately, some of this paper is no different specification listing of the project that is not related to the most important factor – how websites can meet the target using lead successful interaction.
Two examples of user-oriented e-commerce site and register: Web e-commerce (ecommerce) and Registration (Membership / Subscription).
If you start with the study of the user’s goals and business objectives, you will sketch out a lot-oriented design needs to be done to achieve the purpose of both parties.
The user’s goals are plentiful – from finding a fact to buy a product, learn a new skill to buying a gift for someone. Business objectives can be climbed to the top position in the Google search page, the user “like”, add a new registered buyers, …
Identify user goals and business goals is the first step in creating design-oriented to meet the needs of the parties.
Direct users to switch channels (conversion funnels)
Website visitors are not the same. They come from a variety of sources with different levels of knowledge, binding and purpose. As a UI interface design, you have the right to decide on the guests to switch channels in order to provide value for them and your business.
You should give priority to the design of user-oriented, focusing on the factors that most impact on users and the maximum efficiency for business.
The typical user flows
Commercial advertising (paid advertising): The user clicks on banner ads or Google AdWords.
Social Media: The user clicks on a share on a social network
Email: A user coming from an email newsletter or referral letter
Search natural (organic search): Users to search channels
Page or blog: Users click on a link referring to you on an article or blog.
Just remember: Every visitor to your web requirements, desirable and different levels of knowledge, so they should be treated in different ways.
The conversion funnel: User users to purchase
The e-commerce websites often have a lot of channel switching
These are direct users to a website online shopping. In this example, let’s analyze the experience of those who from time to visit the website to become buyers or email subscription.
Following companies use display advertising to increase the number of customers for their business.
Advertising display (display media)
With display advertising, Banner is always a starting point. The design of the banner needs to achieve an important goal: the correct object is clicked by.
Here are some important questions to answer when designing the ads show the priority for the user:
I am user to type?
They are actively looking for a solution to the problem, or do they just skim?
They are trying to solve the problem?
I can capture the attention of users like?
How do I add more users?
Messages that help resonate with users?
Users difficult matter what product or website can I remove it?
How can I express this solution clearly and quickly?
Call (call-to-action) the most attractive user click in?
Your ad should be directed to these dynamics and instant impression to attract more clicks. Thorough research-oriented users in the early stages and the actual testing will then help you to optimize the user experience.
Landing page
Time leads to the landing page is when the process of their experience begins. Because these people came from the few sources of information such as Banner (as opposed to a thorough blog post), so you have to design a process that provides the information necessary for users to be able to lead to the transformation ( purchase, sign up for email …).
In our example, visitors to the site are expected to be converted into email subscribers. Depending on the purpose of the business, the conversion could be user set up an account, download the whitepaper or buy an item.
Although conversion goal in business is, the bottom line is still giving them a reason to continue the conversion process.
Build customer confidence by indicating clearly the benefits, combined with easy to understand examples.
Minimizing the detailed content and design to focus on the clear message calling for (in this example is to sign up for email newsletter).
Eliminate confounding things in each step.
Just ask the minimum amount of information necessary, reduce the number of the question box, the number of clicks and page load time.
First create powerful attraction that can only be obtained by completing the registration step (eg, e-book or free app).
This Infographic on how to design a landing page effectiveness of KISSmetrics with the details of the design, user interface and language elements, it will definitely help you in meeting the requirements of the user and promote business transformation.
Create a complete round user experience
A channel switching from banner ads → click Web page → Register email seems easy, but the design and arrangement of the processes together to promote the ultimate business objectives need to invest more effort .
In this example, we just added an email subscriber from the banner ad campaign, but the real business objective is to make a profit through the sale.
Considered the email registration process and sales process as two separate conversion channel is that many people still mistake. In fact, these two channels are related to one another, and by them as the processes are arranged in a row, we can create more closely associated with the ability to optimize business performance.
In this example, the arrangement created by the sales channels and processes for customer relationship management (CRM)
The arrangement of channels generate a tighter user experience
When designing this process, you need to see what is the biggest motivation convert subscribers into buyers. You also need to review all elements of customer relationship management strategies and sales channels on your website, including:
Email communication back to the subscriber
The registration page or visit the website when back
The process from the contents page until check-out
Here are some to keep in mind when designing a process of converting subscribers into buyers:
Image tells a story that people can understand and registration to become a part of it.
Make sure that their email to help promote the story, and give proof points to remind users why they subscribed.
The call (call to action) giving users the opportunity to contribute and be part of the story.
Design prominent call to action button and direction directly, easily lead to the check-out process from the inside of the websites content pages and blog posts. This makes users feel their role in the story.
Make the check-out process as smooth as possible, raise confidence for users to direct them to the final commitment.
By considering these two processes interact with each other how you can create a continuous user experience, build trust and connect them deeper into the website, leading to the final conversion.
Equally important, this process also increases customer satisfaction because the process is arranged serial will make the user experience smooth and on track to meet the customer’s needs without making them confused and vague.
Application-oriented users in your design
Whether you are planning to design a completely new website or optimize the user experience is, user-oriented design will help you avoid the traps the webpage and individual connections, but instead help you focus to meet customer requirements.
By prioritizing user-oriented and focus on things that create value for customers and your business, you can be influential with its original orientation.
When considering the user-oriented, think beyond the first switch and designed to reach the final goal conversion. This is extremely important for any commercial business model, in which the first conversion is only the prelude to the main event to create a profit.
Sort these additional channels can help you make the user experience more closely to help promote the results for both the user and the business.
So, next time when asked to create a new design, stop, ask yourself and your team: oriented user you created on its website and to promote the design process?