Do you think poor design (UI/UX) is hurting your website, App and in turn your business?
No worries. I am going to show you, how you can improve your UI/UX and also various concepts and tools you can use to make your website a hit.
Let’s start with Roposo example, one of the most visited fashion website / App in India.
- Statistics and numbers is the first thing a user gets to see on Roposo. These figures are always welcome for any website because they instill some faith in the user.
2. Features to brief the user — As you can see, how concisely and precisely Ropose has mentioned its attributes. It should be kept short. A two line description is good with the icons.
They have also followed a distinctive colour pattern for their icons.
3. Testimonials and reviews — The user feels excited and secured after going through testimonials, specially if the reviewer is well known and dependable.
Concepts to make your design better
- Dark Patterns
So what do you think Dark Patterns are? Some random patterns made on a black background. NO!
Dark Patterns are User Interfaces that are designed to trick people for the website’s interest.
Dark Patterns are carefully crafted with a solid understanding of human psychology, and they do not have the user’s interests in mind. They work because they take advantage of how most of us naturally think or react.
There are different classifications of dark pattern namely Bait and Switch,Disguised Ads, Forced Continuity, Forced Disclosure among others.
One of the form of dark pattern is Misdirection. Let’s take a look at an example of this form. This can be seen in the ‘Two Dots’ game.
Now here’s what players see if they lose a round:
2. Net Promoter Score (NPS)
The Net Promoter Score is a simple but powerful tool to measure client satisfaction with one single question, an indication of the growth potential of your company or product.
The basic idea is, if you like using a certain product or doing business with a particular company, you like to share your experience with others.
Specifically, the respondent is asked the following “ultimate” question:
How likely are you to recommend company/brand/product X to a friend/colleague/relative?
This can be answered on an 11-point rating scale, ranging from 0 to 10.
Respondents are grouped as follows:
- Promoters (score 9–10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7–8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0–6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
The Net Promoter Score is calculated as the difference between the percentage of Promoters and Detractors.
The NPS is not expressed as a percentage but as an absolute number lying between -100 and +100.
The NPS allows you to perfectly assess at which stage your organisation is in this growth process.
3. Cognitive Load
Have you ever given up on using a website because it takes too much brainpower to use it? Usually in such websites user experience is poor.
We have all had that kind of experience. And you certainly don’t want this to happen with your users.
Here, the extraneous cognitive load is too much.
In the field of user experience, the cognitive load imposed by a user interface is the amount of mental resources that is required to operate the system.
It’s impossible to eliminate cognitive load entirely in fact, even if this was possible, it wouldn’t be desirable.
Intrinsic cognitive load is the effort of absorbing that new information and of keeping track of their own goals.
Designers should, however, strive to eliminate, or at least minimize, extraneous cognitive load: processing that takes up mental resources, but doesn’t actually help users understand the content.
For example, Google has a very low extraneous cognitive load — when you go to their search engine, you know exactly, what it’s for and what action to take. A big software program like Adobe Photoshop has a high extraneous cognitive load, because it takes time to learn how to use it.
Some of the measures which can be taken in order to reduce and minimize extraneous cognitive load are — De-clutter or avoid visual clutter, Minimize choices, Group similar things together, Keep accessibility in mind, Think about readability, Be consistent and most importantly Build on existing mental models.
These mentioned concepts and techniques are some crucial ingredients for a perfect website / App.
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