User experience (UX) is the digital focus of every business trying to cultivate an army of loyal visitors. It’s a never-ending process of optimization and finding the perfect combination of techniques that make sense for your business and audience.
Good user experience requires creativity, and moderating it is an art that not all sites or apps can master. This article will share everything you need to know about the art of moderating user experience.
What Does UX Moderation Mean?
The user experience (UX) design process incorporates several key elements to a practical and functional site or app. Usability and user interface (UI) are some of them. A UX designer is concerned with product acquisition, customer retention, website findability, and more.
Moderating user experience is a never-ending process that requires testing, benchmarking, and constant edits to the information architecture. If you look at successful brands like the iPhone, they are religiously working on improvements with each iteration to maximize user experience.
For most audiences, the user experience will have to be specific and cater to that user type. This means that good user experience isn’t a single concept. Moderation should involve figuring out what works for your service and ways to make interaction more fun and enjoyable.
The Five Steps to Moderating User Experience
Despite the differences in audiences, you can follow this step-by-step moderation plan for an enjoyable user experience:
1. Start with user research
User experience is about the audience and how easy it is for them to navigate your site. If you find out exactly what your visitors want, you can moderate the UX to boost retention. One key step in the design process is user testing, which will give you insight into the user experience from actual users. User testing can be done through:
- Observation and other methods.
2. Keep it simple
Keeping it simple means getting rid of unnecessary elements in the user interface. If visitors have to navigate through a maze to find the information they want, they’re less likely to stick around. The design layout should be clean and easy on the eye, with two-three color patterns.
Each page should have a clear goal and contain only what is needed to achieve it. For example, the checkout page should only have information about payments, returns, and similar. Any additional but unimportant content should stay at the bottom of the page.
3. Test, test, test
Testing is the ultimate tool for moderating user experience. Apart from user testing, there are several other tests you need to do consistently for better results, including:
Moderating the UX on mobile is a different beast compared to the web. You must consider how people use their mobile devices and test user behavior to understand why they leave or stay.
A/B testing or split testing is a testing experiment where two or more versions of a website or app are shown to the same group of people to determine which version leaves the best impression. Constant A/B testing will help you optimize your website to drive maximum impact.
Prototype testing happens before the final version of the product is released. These prototypes are released to a select few real users that validate design decisions and identify areas for improvement. Prototype testing ensures that the final product is in line with user expectations.
Benchmarking is a form of user testing that relies on metrics to gauge the performance of a product against a meaningful standard. Metrics are usually based on analytics, surveys, or quantitive usability testing. Benchmarking can help you assess how your UX is progressing and how it stacks up against competitors.
The first step in benchmarking is creating a baseline that you will measure against. It’s important to measure one process at a time. For example, to assess the checkout process of an e-commerce website, you’d want to measure the average time it takes to make an order and how it stacks up against the metric.
5. Address loading times
Your website or app’s loading speeds are imperative for keeping visitors interested. Slow loading times will result in a much higher bounce rate. This goes in hand with keeping the design simple, which will speed up loading times as the pages will be less cluttered.
Good responsiveness is particularly important on mobile. Most of your traffic will come from mobile users, so ensure you’re not neglecting that demographic.
Balancing User Experience with Security
Another less-talked-about aspect of user experience is security. Safety goes hand-in-hand with quality and ease of use as a measure of a quality UX. With solid security, the user can go on with using the service without worrying about the safety of their personal information.
UX designers must become familiar with popular regulations like PIPEDA and HIPPA. Even if your industry isn’t regulated, you should prioritize your customer’s data security.
Security starts with strong user authentication. You should require users to provide strong passwords. Don’t worry about putting too many requirements for passwords. As annoying as they are, they are necessary for solid account security. With tools like password managers, users can easily generate these strong passwords and store them for easy access.
Good navigation is just as important for user satisfaction as for security. If users can intuitively navigate through your site, they’re less likely to perform unnecessary actions and expose themselves to risk.
Moderating user experience is an art that takes dedication and will for constant improvement. With technological advancements, user expectations are constantly changing, so one must stay ahead of the game and implement changes to reflect the latest requirements.
Performing regular tests in various forms is crucial for understanding areas for improvement. It’s best to keep the UI simple and easy to navigate, using only what’s necessary to get the message across.
Security is another key aspect of a good user experience. Users must feel like their data is protected when browsing your site, especially if you want them to make a buying decision.