As ecommerce continues to dominate and change the way people make purchases, you must become increasingly focused on finding ways to
• Constantly create new revenue
• Boost brand identity
• Encourage and increase customer engagement.
Unfortunately, many companies are bogged down and lack the time to recognize the need to invest in their digital appearance. Furthermore, many completely overlook usability of their site and often meet recommendations with high levels of résistance. However, would you invest in a home that lacks curb appeal, fails to have a sensible blue-print, and will require further investment for maintenance because there appears to be a lack of thought in construction? Probably not!
With that said, why would you invest in a website that fails to attract customers and provide them with an enjoyable experience?
Knowing that is not your intended goal for your customers, you need to know what to do which brings us to the value of user interface (UI) and user experience (UX).
A well-developed user interface (UI) and user experience (UX) is paramount to your success. Good enough is no longer an option and to succeed you need happy, satisfied customers who will recommend your product to others. You need to stand out, follow though and deliver excellence.
Sounds simple, as well as doable; but despite their recent buzzword status, UI and UX, are often confused so let’s start with a definition of each:
UI (User Interface): The look, the presentation and interactivity of a product
UX (User Experience): The process of development and improvement of quality interaction between a user and all facets of a company. A strong UX includes fields of interaction design, visual design, content strategy, information architecture, and even some UI design.
Still a little confused? That is understandable; however this quote from Helga Moreno puts it in perspective, “Something that looks great but is difficult to use is exemplary of great UI and poor UX. While something very usable that looks terrible is exemplary of great UX and poor UI.”
So why are these two acronyms so important to your success?
No matter how much people hate to admit it; we often make judgements based on appearance and your website is no exception. Today’s consumers crave consistency on every screen to avoid confusion which means there must be a uniform layout and ease of use throughout their shopping journey.
Solid UI translates to:
• Increased credibility
• smooth, enjoyable and fulfilling interaction between the user and your product
A Solid UX translates to:
• A digital product that is stress-free and natural, unique and inviting.
• Increased user interaction
• Increased feedback from your customers
Furthermore, the Watermark Consulting Study 2014 revealed that companies with a focus on user experience:
• Perform better financially
• Experience increased revenues
• Have better customer retention
• Less susceptible to price sensitivity
• Enjoy higher levels of positive word-of-mouth
With a better handle on UI and UX you can see how and why an optimized site optimized provides your valued customers and your future customers with an experience they will never forget.