User experience, on the client's shoes

Manuela Osorno
Web design is a fundamental stage in the development of projects and linked to a good meeting of requirements, they can guide the entire work team to a successful system. In the process of designing a platform for your company, the professionals in charge usually ask you many questions about your brand, your work processes and what is the purpose of your system, who will use it, for what, and what is all the gear of personnel that will be behind it, and sometimes you will wonder why all these steps.
For the optimal and friendly work of your website, we must analyze how is the communication of your company and your brand with your clients so that through a good platform a notable growth in your sales is achieved.

How is this accomplished?

In design, there are standards for web components or those small parts that you see in the page, such as the menu or buttons, which are already marked in the collective memory and generate unconscious actions in people when they visit a  web page, without importing its content, emails, transportation applications or addresses tend to go with the trend, without referring to the visual yet, but to the way you pick up your cell phone and place an order for a car or your favorite pizza.

When thinking about your page, think as if you were visiting it, so step into the customer's shoes and tell the developers what you want to be the best experience for you when buying a product on the web of from seeing the content that you usually see, this is very important because from this experience, a community of people who recommend your product will begin to be created because it is easy to acquire, in addition to being everything they need when it comes to meeting expectations in the look they were looking for.

Let's give a very common example, you want to buy a jacket since the rainy season has begun in your city, you enter a virtual store and find one that you fall in love and besides everything, it has a discount! All a dream, you add your product to the cart , but at the time of payment, the store only has the option of paying with a credit card, as you do not have one or do not trust enough, you do not make the purchase. Is this situation familiar to you? You should think about these scenarios when offering your product to potential customers around the city, think that you can offer several payment methods, of course, if possible in your business model, and improve that visit to your store. anyone who enters, to return and also recommend it.

From a visual point of view, imagine the following: your customer enters the page where they see the winter jacket, but they cannot find the button to add to the shopping cart because it is the same color as the background and they cannot distinguish where it is, or has a text that does not indicate that you must press it so that you can buy it. All those elements, colors, shape, text tell your client the actions to make their purchase successful, but if you use something that deviates the user from your mission, which is to buy what you offer, then the design of your pieces within of the puzzle failed to bring a good experience to the user, and of course, to you, because the purchase was not finalized.

In the general design, there are certain rules, which we can break, always having clear arguments, but which it is recommended to follow in order to have the attention of the person on the screen viewing your product.

Regarding fonts:

Magda Ehlers, Pexels

  1.  Use a legible typeface in the running texts, so that people do not get exhausted and, in addition, they can fully understand what you want to communicate to them.
  2. Do not use more than 3 fonts so as not to confuse people, we all tend to understand what titles and paragraphs are thanks to the correct use of them.

Regarding colors:

Magda Ehlers, Pexels

  1.  Try not to contrast too vibrant colors between backgrounds and objects or texts, so that the reader does not get a little overwhelmed with a lot of color load.
  2. Use intents to highlight sections of your application or web page. 

Regarding forms:

Magda Ehlers, Pexels

  1. If you want to highlight the personality of your brand, you can take advantage of the buttons or objects that interact with the user, if the edges of these are straight, which may indicate more seriousness for cases of business dispatches or topics that require some toughness; or rounded, for more youthful or fun cases such as children's games or topics that may be freer to express. 
  2. You can play with the shapes of the navigation bars or sections to give your page or application a little movement, as long as you see it necessary, or can add something to the user experience. 


In conclusion:

Always think from the position of the client, because without a doubt, the success of your company depends solely on the response of the clients to what you offer, they are the reason for your business, so it offers a pleasant space for their stay. in the web.

Díaz J., Harari I., Amadeo A.P., 2013, Guía de recomendacines para diseño de software centrado en el usuario, Universidad de La Plata editorial, E-Book: ISBN 987-950-34-1030-1, First edition